AUTHENTICITY IN ETHNIC RESTAURANTS: INVESTIGATING THE ROLES OF ETHNOCENTRISM AND XENOCENTRISM

Purpose – The purpose of this study is to examine how perceived authenticity of ethnic restaurants interacts with personality traits (ethnocentrism and xenocentrism) to predict behavioural intentions. Methodology –A self-administered online questionnaire was utilized. First, participants answered questions to measure their level of ethnocentrism or xenocentrism, Next, they were presented with one of two scenarios (low or high authentic ethnic restaurant), followed by questions to measure their behavioural intentions. Approach – A total of 581 responses were analysed using regression analyses to examine the interaction effect of perceived authenticity and personality traits on behavioural intentions toward ethnic restaurants. Findings – Both ethnocentrism and xenocentrism attenuated the positive impact of perceived authenticity on behavioural intention. The extent to which people are influenced by the authenticity of ethnic restaurants was reduced for consumers with higher levels of ethnocentrism and xenocentrism, Originality of the research – This study examined the role of personality traits (ethnocentrism and xenocentrism), which are important but under-researched in the hospitality literature. Such a study is particularly important because a better understanding of these traits could demonstrate, contrary to popular belief, that authenticity is not always a factor in the success of ethnic restaurants.