Ethnic Hospitality Marketing: Authenticity and Quality Constructions in the Greek Food Industry

Ethnic-themed restaurants are informal but powerful ambassadors for a country's culture and contributors to local and national economies. This book explores how authenticity and quality perceptions are constructed and communicated within the ethnic dining sector, with examples from the Greek food industry. It offers a valuable resource for researchers across marketing, including consumer behavior, food marketing, marketing research, and communications.

Format: Hardback
Length: 186 pages
Publication date: 17 March 2023
Publisher: Taylor & Francis Ltd

Ethnic-themed restaurants serve as informal yet influential representatives of a country's culture, playing a significant role in both local and national economies. Achieving authenticity and quality in restaurant marketing is crucial for developing a competitive and effective strategy. This book delves into the construction and communication of authenticity and quality perceptions within the ethnic dining sector. Through qualitative research methods, it examines examples from the Greek food industry to explore how restaurateurs and consumers perceive authenticity and how it is conveyed. It further explores the marketing implications of consumer constructs and effective promotional methods to assist restaurateurs in engaging customers while respecting their culinary culture. Additionally, the book provides guidance on using NVivo for research purposes, facilitating inductive and interpretive analyses. This book is a valuable resource for researchers in marketing, encompassing consumer behavior, food marketing, marketing research, and communications. The data analysis tools explored are also applicable to various sectors beyond food and dining.

Ethnic-themed restaurants are informal but powerful ambassadors for a country's culture and contributors to local and national economies.

Communicating authenticity and quality are essential characteristics in the development of a competitive and effective marketing strategy for restaurants. This book analyses how authenticity and quality perceptions are both constructed and communicated within the ethnic dining sector.

Drawing on qualitative research methods, the book explores examples from the Greek food industry to analyse restaurateurs and consumers constructed meanings of authenticity, and how it is transmitted and received. It follows by exploring the marketing implications of consumer constructs and effective promotional methods to aid restaurateurs to better engage with customers whilst also respecting their culinary culture. It also guides the reader through the use of NVivo for research purposes, and its utilisations to facilitate inductive and interpretive analyses.

This book offers a valuable resource for researchers across marketing, including consumer behaviour, food marketing, marketing research, and communications. The data analysis tools explored are also transferable to a wide range of sectors outside of food and dining.

Weight: 530g
Dimension: 234 x 156 (mm)
ISBN-13: 9781032126722