Ethnic Hospitality Marketing

Authenticity and Quality Constructions in the Greek Food Industry

Elena Chatzopoulou

• Publisher: Routledge
• Year: 2023
• Print ISBN: 9781032126722
• eBook ISBN: 9781000855517
• Edition: 1
• Topic: Business
• Subtopic: Consumer Behaviour
• Index: Business

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.

Table of contents

• Cover
• Half-Title
• Series
• Title
• Copyright
• Contents
• List of figures
• List of pictures
• List of tables
• Acknowledgements
• List of abbreviations
• 1 Introduction
• 2 The deeper meanings of food and the constructed communication network: What’s the story of others?
• 3 The Greek culinary culture and its health benefits
• 4 A methodological exploration of food meanings: What’s our story?
• 5 Restaurateurs’ understanding of authenticity
• 6 Consumers’ food choices and authenticity understanding
• 7 The quality and authenticity network: Identities, authenticity perceptions and quality conventions
• 8 And so, what’s the new story?
• 9 Conclusions
• References
• Appendix
• Index