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31650

The Effect of Authenticity on Customers’ Positive Emotions and Perceived Value in Korean Restaurants

Article

Last updated: 04 Jan 2025

Subjects

-

Tags

Hospitality

Abstract

Authentic aspects of food and atmospherics reflecting a particular culture of ethnic restaurants are very unique and distinctively different from aspects of food and atmospherics in non-ethnic restaurants. Because of the importance of the authenticity in restaurant business, this study examined the impact of food and atmosphere authenticity on customers' emotions and perceived value. For achieving this aim, data were collected using questionnaires. Regarding population and sample, there were only 10 Korean restaurants in Cairo. Therefore, it was possible to collect data from the entire population. From the 400 questionnaires distributed to customers in the ten restaurants, only 320 valid questionnaire forms were received from respondents with response rate of 80 per cent. To analyze these forms, descriptive analysis, correlation analysis, and multiple regression analysis were used. With regards to research findings, authentic aspects of the food and authentic environmental factors induced positive emotions and higher perceived value. In addition, the regression results showed that food and atmosphere authenticity had a higher effect on positive emotions than perceived value. The results also reflected that food authenticity were more important than the dining environment authenticity regarding the impact on customers' emotions. Thus, it was recommended that Korean restaurant managers should keep up the good performance in terms of authenticity dimensions. However, they should improve perceived value, particularly the dimension of hedonic value.

DOI

10.21608/ijhth.2019.31650

Keywords

Korean restaurants, authenticity, constructive authenticity, positive emotions, perceived value

Authors

First Name

Yasser

Last Name

Abd El-Ati

MiddleName

-

Affiliation

-

Email

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City

-

Orcid

-

First Name

Amr

Last Name

Deraz

MiddleName

-

Affiliation

-

Email

-

City

-

Orcid

-

Volume

12

Article Issue

2

Related Issue

5389

Issue Date

2018-09-01

Receive Date

2019-05-13

Publish Date

2018-09-01

Page Start

50

Page End

65

Print ISSN

2636-4131

Online ISSN

2636-414X

Link

https://ijhth.journals.ekb.eg/article_31650.html

Detail API

https://ijhth.journals.ekb.eg/service?article_code=31650

Order

4

Type

Original Article

Type Code

804

Publication Type

Journal

Publication Title

International Journal of Heritage, Tourism and Hospitality

Publication Link

https://ijhth.journals.ekb.eg/

MainTitle

The Effect of Authenticity on Customers’ Positive Emotions and Perceived Value in Korean Restaurants

Details

Type

Article

Created At

22 Jan 2023