Marketing of ethnic food experiences: Authentication analysis of indian cuisine abroad

Deepak Chhabra, Woojin Lee, Shengnan Zhao, Karla Scott

    Research output: Contribution to journalArticlepeer-review

    44 Scopus citations

    Abstract

    This study aims to examine how Indian restaurants outside of India negotiate and project authenticity onto toured markers (both tangible and intangible) in ‘restaurant/eatertainment’ experiences. Using predetermined authenticity criteria and an a priori list of authenticating markers, this study to scrutinizes the online promotional content of north Indian food in the USA. Based on the results, it is noted that the restaurant owners use preferred and theoplacity-negotiated versions to inculcate meanings of object authenticity.

    Original languageEnglish (US)
    Pages (from-to)145-157
    Number of pages13
    JournalJournal of Heritage Tourism
    Volume8
    Issue number2-3
    DOIs
    StatePublished - Jan 1 2013

    Keywords

    • Authenticity
    • Commoditization
    • Cultural heritage
    • Ethnicity
    • Food

    ASJC Scopus subject areas

    • History
    • Tourism, Leisure and Hospitality Management

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