Purpose This study examines how culinary authenticity in tourism is constructed beyond geographic and cultural heritage. It challenges conventional models by analyzing whether non-local ethnic restaurants are perceived as equally or more authentic than local cuisine. Design/methodology/approach A mixed-methods approach analyzed online reviews from 2,271 restaurants across 68 Greek islands and five major tourist island destinations in Southern Europe. A systematic keyword search identified authenticity mentions, which were manually classified into positive and negative perceptions. Quantitative analysis assessed differences in authenticity perception between local and non-local ethnic cuisines. Findings Non-local ethnic restaurants are systematically rated as more authentic than local cuisine. Authenticity is shaped by consumer expectations, ambiance and service style rather than geographic continuity. High tourism intensity fosters broader interpretations of authenticity. Digital narratives significantly influence authenticity perceptions, as tourists rely on collective online validation rather than historical or cultural accuracy. Research limitations/implications Findings are region-specific. Future research should explore authenticity perceptions across diverse cultural and geographic contexts. Practical implications Restaurant owners can enhance authenticity perceptions through storytelling and service rituals. Digital branding is crucial for shaping authenticity narratives. Social implications The findings underscore the shift in cultural authenticity amid globalization. While ethnic dining enriches tourism, overemphasizing non-local cuisine may threaten local culinary heritage. Policymakers must balance preservation with multicultural demand. Originality/value This study challenges the assumption that authenticity is inherently tied to local traditions, demonstrating its social construction through digital influence, globalization and subjective experiences. Among the first multi-country studies to show tourists rate non-local cuisine as more authentic.
Koufodontis et al. (Fri,) studied this question.