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

Deepak Chhabra; Woojin Lee; Shengnan Zhao; Karla Scott

doi:10.1080/1743873X.2013.767816

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

Deepak Chhabra, Woojin Lee, Shengnan Zhao, Karla Scott

Research output: Contribution to journal › Article › peer-review

51 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 language	English (US)
Pages (from-to)	145-157
Number of pages	13
Journal	Journal of Heritage Tourism
Volume	8
Issue number	2-3
DOIs	https://doi.org/10.1080/1743873X.2013.767816
State	Published - 2013

Keywords

Authenticity
Commoditization
Cultural heritage
Ethnicity
Food

ASJC Scopus subject areas

History
Tourism, Leisure and Hospitality Management

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10.1080/1743873X.2013.767816

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AB - 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.

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

Abstract

Keywords

ASJC Scopus subject areas

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