Authenticity Representation of Ethnic Kelantanese Malay Restaurants from Its Local Consumers
-
Tajulurrus Mohammad [1] ; Jennifer Kim Lian Chan [1]
-
[1] Universiti of Malaysia Sabah
Universiti of Malaysia Sabah
Malasia
-
- Localización: Destination branding heritage and authenticity / Rubén Camilo Lois González (ed. lit.), Francisco Dias (ed. lit.), Xosé Manuel Santos Solla (ed. lit.), Pilar Taboada De Zuñiga (ed. lit.), Joao Paulo Conceição Silva Jorge (ed. lit.), 2012, ISBN 978-84-695-3961-3, págs. 1099-1116
- Idioma: inglés
- Texto completo no disponible (Saber más ...)
-
Resumen
The concern over authenticity within a particular social context (food, restaurants and dining) has increased over the last decades, and remains at a high level. It is argued that consumer thought that authenticity is somewhat important, the extent to which various elements contribute to the illusion of authenticity. However, there is limited research done on the dining experience on the ethnic food authenticity and the understanding of ethnic restaurant in promoting ethnic food especially in Malaysia. Hence, this exploratory qualitative study attempts to understand the local consumer perceptions of authenticity in ethnic Kelantanese Malay restaurants in Kota Bahru, Kelantan. Based on in-depth interview s with 11 consumers, the study identifies six properties of authenticity for Malay food which similarly as Liao and Ma’s (2009) Product Authenticity characteristics :(1) originality, (2) quality commitment and credibility, (3) heritage and style persistence, (4) scarceness, and (5) purity. On the other hand, the study also supports three out of five alternative definitions by Cohen (2007) which authenticity are as customary practice or long usage, as genuineness in the sense of an unaltered product, and as sincerity when applied to relationships. The findings imply that when addressing the authenticity representation of an ethnic restaurant, it is important to maintain the authentic food (cuisine) of that particular.
