The purpose of this study was to identify how customers’ cultural experiences influence their emotions regarding the authenticity of ethnic restaurants, which in turn affects perceived dining value and future behavioral intentions. The results of the study showed that customer’s experiences with a particular culture are a significant factor for eliciting positive emotions regarding the authenticity of Korean food-related attributes and environmental factors in Korean restaurants. This study also uncovered that positive emotion connected with authenticity leads to better perceptions of dining value and more favorable behavioral intentions. This study contributes to the literature regarding ethnic restaurants, which is helpful in understanding the relationship between ethnic-food-related behaviors and culture.
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Jang et al. (2015) studied this question.
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