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THE IMPORTANCE AND EFFECTS OF AUTHENTICITY: A STUDY ON INDONESIAN AND THAI RESTAURANTS IN PRAGUE

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Ethnic foods are cultural representations, and the business of ethnic-theme restaurants shows a rapid development worldwide. In Prague, a main tourist destination in Central Europe, nine Thai restaurants are operating in the city center, while only one Indonesian restaurant is in business. Many studies have been done to examine the effects of service quality to the loyalty among restaurant goers, but the importance and effects of authenticity in ethnic restaurants are not completely understood. Recent studies on ethnic restaurants in the U.S. revealed that the perceived authenticity of food and atmospherics affected customer loyalty through different mediating variables. This thesis studied the importance and effects of perceived authenticity among the customers of the Indonesian restaurant in Prague, compared to those of a Thai restaurant in the same region. Conveniently sampled 45 respondents from each restaurant allowed the research to survey the customer’s opinion immediately after the dining experience. The data was analyzed using SPSS for examining the importance of authenticity, and Smart PLS for evaluating the structural model. Eight hypotheses were verified, four of which were accepted. The importance of both food and atmospheric authenticities in the Indonesian restaurant customers was found to be higher than that of Thai restaurant. The effects of authenticity also differ between the two restaurants. In the Indonesian restaurant, food authenticity positively affects behavioral intentions through positive emotion, while atmospheric authenticity does through perceived value. In the Thai restaurant on the other hand, only atmospheric authenticity affects positive emotion. The differences can be explained by the difference stages of existence between the two restaurants, ranging from exotic-narrow to expanding-mainstream. Therefore, the operator of a more exotic-narrow restaurant such as Indonesian should be more focused on authenticity of food (appearance, taste, ingredient materials) and atmospherics (exterior appearance, décor, interior design, music contribution), compared to more expanding-mainstream one such as Thai. Different from previous studies that only researched a single type of ethnic restaurants, this study has managed to compare two types of ethnic restaurants in Prague.

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Detail Information

Series Title

Tesis

Statement of Responsibility

Prihartomo Andimarjoko

Call Number

4490

Publisher

Salemba, Jakarta : Magister Manajemen FEB UI., 2014

Collation

xii, 98 p. : ill. ; 30 cm.

Language

English

ISBN/ISSN

-

Classification

650

Content Type

text

Edition

-

Subject(s)

Tesis
Manajemen Pemasaran
Perceived Value
Food Authenticity
Atmospheric Authenticity
Ethnic Restaurant
Thai Restaurant
Indonesian Restaurant
Prague
Positive Emotion

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