Abstract
Purpose – This paper aims to examine the effects of perceived authenticity at an independent, fullservice mainstream ethnic restaurant and the moderating effects of diners’ cultural familiarity and cultural motivation on the influence of perceived authenticity on perceived value and behavioral intention. Design/methodology/approach – A total of 417 self-administered questionnaires were collected from customers of an independent, full-service Italian restaurant in southeastern USA. The data analysis was performed using structural equation modeling. Findings – Restaurant authenticity has a positive influence on perceived value. Respondents who are more familiar with and interested in Italian culture and food tend to attach more value to the restaurant authenticity. Respondents tend to use authenticity to convey quality judgment of the restaurant. Research limitations/implications – First, this study advances previous literature on dining authenticity by incorporating cultural familiarity and cultural motivation. Second, this study extends the theoretical framework of perceived quality of ethnic restaurants by connecting authenticity perceptions and quality assessment. Practical implications – Results suggest that the managers at independent, full-service mainstream ethnic restaurants should focus on the restaurants’ environment and atmospheric authenticity, especially for customers who possess cultural familiarity and cultural motivation, while also ensuring the quality of food and service. Originality/value – This study makes an initial attempt at studying the role of authenticity in a mainstream ethnic restaurant context and adds to the knowledge of restaurant authenticity from the perspectives of cultural familiarity, cultural motivation and perceived quality.