The importance of Asian restaurants’ food authenticity in Lappeenranta
Pham, Thu; Truong, Khanh (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202305088311
https://urn.fi/URN:NBN:fi:amk-202305088311
Tiivistelmä
The city of Lappeenranta is witnessing a drastic increase in international diversity as a result of several factors that are changing the composition of the local population, which has a substantial impact on the city's food and beverage industry. Due to the distinctiveness of Asian cuisine, which differs greatly from local Nordic and European cuisine, the market for Asian theme restaurants offers several opportunities for entrepreneurs and business owners.
Through their responses to authenticity-related review and marketing campaigns as well as the development of loyal behaviours, customers' opinions regarding the aspects of achieving and preserving ethnic authenticity among the food served in Asian restaurants in Lappeenranta are primarily explored in this thesis. The two main components of the thesis are theoretical and empirical. The theoretical sections discussed advanced research on the subject of culinary authenticity, while the empirical section analyses research data gathered using a Google form targeted at young consumers in the Lappeenranta area.
According to survey responses, authenticity may be one of the most important factors influencing young customer’s overall experience at local Asian restaurants, particularly by searching for authentic reviews and being attracted by authenticity marketing. On the other side, authenticity may also be a factor in their developing loyalty to these food and beverage businesses.
Through their responses to authenticity-related review and marketing campaigns as well as the development of loyal behaviours, customers' opinions regarding the aspects of achieving and preserving ethnic authenticity among the food served in Asian restaurants in Lappeenranta are primarily explored in this thesis. The two main components of the thesis are theoretical and empirical. The theoretical sections discussed advanced research on the subject of culinary authenticity, while the empirical section analyses research data gathered using a Google form targeted at young consumers in the Lappeenranta area.
According to survey responses, authenticity may be one of the most important factors influencing young customer’s overall experience at local Asian restaurants, particularly by searching for authentic reviews and being attracted by authenticity marketing. On the other side, authenticity may also be a factor in their developing loyalty to these food and beverage businesses.