How consumers perceive authenticity in restaurants: A study of online reviews

Investigations into the multi-dimensionality of authenticity as expressed in restaurant contexts have been scarce. This study attempts to fill this gap by examining how consumers perceive authenticity in restaurant experiences by analysing their authenticity judgements from online reviews. An interpretive methodology, specifically quota sampling, is used to select authenticity judgements from online reviews, and thematic analysis is performed to map authenticity cues shaping such judgements. Findings demonstrate that consumers evaluate the authenticity of the observed entity based on various cues reflected through the entity itself, or through the consumers themselves and how they see their selves through the entity. The study subsequently provides a demonstration of consumers’ authenticity judgements, and provides implications for theory and practice. Findings suggest the very same entity can be evaluated with respect to more than one dimension of authenticity, thus calling for rigorous understanding of offerings among restaurateurs to project appropriate authenticity cues that appeal to consumers.