“Tasting roots: how authentic culinary experiences foster the feeling of groundedness and shape behavioral intentions through the S-O-R model?”

Culinary heritage is increasingly recognized as a source of continuity, local identity, and economic resilience. As consumers seek more meaningful and immersive culinary experiences, those rooted in history are valued for their connection to place and their emotional and symbolic depth. In this context, authenticity, embedded in both the physical and experiential dimensions of food, has become a key driver of motivation and differentiation. This study explores how authentic gastronomic atmospheres and genuine product offerings shape consumers’ emotional responses, focusing on the largely unexplored construct of groundedness, a psychological sense of connection with place, people, and the past. Drawing on the Stimulus – Organism – Response (S – O – R) framework, we conceptualize perceived authenticity as the stimulus that activates groundedness (the organism), which in turn drives meaningful consumer outcomes (the response), including store image attractiveness, visit intention, and customer loyalty. A quantitative survey was conducted with 221 Tunisian consumers between October 2024 and January 2025, including both residents in Tunisia and expatriates living abroad, and representing diverse age groups and backgrounds. Respondents were familiar with heritage-oriented restaurants and retailers emphasizing Tunisian gastronomy and authentic cultural atmospheres. The survey data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results showed that atmospheric authenticity and products significantly improve the feeling of groundedness which in turn positively impacts salient behavioral outcomes like store image attractiveness, customer loyalty, and intention to visit. In addition, the results revealed that groundedness acted as a mediator for the relationship between authenticity cues and subsequent consumer responses, demonstrating its salience for heritage gastronomy experiences. Theoretically, this study enriches the literature by integrating the novel construct of groundedness within the S-O-R framework, and highlighting its mediating role in heritage gastronomy contexts, and demonstrating how it extends beyond emotions or place attachment by capturing a deeper sense of stability and connection to people, place, and the past. From a managerial perspective, the findings provide practical guidance for restaurateurs and destination managers on how to leverage perceived atmospheric authenticity and product offerings to create memorable experiences, strengthen consumer bonds, and enhance long-term competitiveness.