Market-mediated authenticity in culturally themed culinary space

• Published in: Qualitative market research Vol. 21; no. 3; pp. 353 - 374
• Main Authors: Sinha, Nilanjana, Roy Chaudhuri, Himadri, Fowler, Jie G, Mazumdar, Sitanath
• Format: Journal Article
• Language: English
• Published: Bradford Emerald Publishing Limited 11.06.2018; Emerald Group Publishing Limited
• Subjects: Authenticity; Consumers; Consumption; Cultural heritage; Culture; Identity; Indian culture; Influence; Native culture; Objectives; Perceptions; Research methodology; Restaurants; Subcultures; Traditions; Authenticity; Identity; Culinary culture; Themed restaurants
• ISSN: 1352-2752; 1758-7646
• DOI: 10.1108/QMR-07-2016-0059

Purpose This paper aims to explore authenticity as a multidimensional construct from both consumer and service provider perspectives in the context of culturally themed restaurants in Kolkata, India. Design/methodology/approach Utilizing a phenomenological design, data have been collected through participant observation, photographs and semi-structured interviews in Bengali-themed restaurants over a two-year period. Findings By articulating the processes and dimensions that operate behind the narrative of authenticity, the findings display the interaction between market/cultural forces and the perception of authenticity. These reveal that authenticity embraces four major categories, namely, traditional, staged-form, postmodern and constructivist. Research limitations/implications This study provides insights into the collective role of both consumers and service providers in mediating perceptions of authenticity. Theoretically, this study contributes to the literature by articulating four dimensions of authenticity. Practical implications Practically, this study assists marketers with insights into the balance of authenticity and the commoditization of culture. Originality/value As globalization weakens cultural boundaries and jeopardizes regional identities, there is a need for reassuring cultural continuity that upholds ethnic legacy for local consumers. Thus, this study provides theoretical and practical insights for both researchers and practitioners concerned about maintaining authenticity in a global marketplace.