Sattarzadeh, Neda ORCID: https://orcid.org/0000-0002-6551-5908 (2024) The Impact of Sensory Strategies on the Perception of Authenticity in Ethnic Restaurants A case study of Iranian restaurants in London, UK. Doctoral thesis, University of West London.

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Abstract

The evolution of ethnic restaurants is linked to historical patterns of travel and
immigration. Initially emerging as a solution for travellers seeking familiar flavours,
ethnic restaurants have evolved into significant players in the modern culinary
landscape, offering unique dining experiences. Visiting ethnic restaurants often stems
from a desire to immerse oneself in another culture, and an authentic experience is
believed to enhance satisfaction and encourage repeat visits. Additionally, the impact
of sensory elements on diners’ experiences is a topic of growing interest, with
significant implications for the hospitality industry. Despite the expanding body of
research in this field, they are primarily one-dimensional and do not incorporate a
comprehensive multi-sensory perspective. Addressing these gaps, this study
investigates how restaurateurs design and apply sensory elements to convey
authenticity and how diners perceive these efforts in Iranian restaurants in London.
Employing a qualitative approach, the study conducted semi-structured interviews with
20 diners with equal numbers of Iranian and non-Iranian individuals, using quota
sampling, and 9 restaurateurs to develop an in-depth understanding of their opinions,
perceptions, and expectations. Furthermore, non-participant observations were
conducted in the restaurants to develop their sensory profiles.
The findings indicate that the stakeholders’ perceptions of authenticity tend to be
fluid and influenced by personal experiences and cultural backgrounds. Additionally,
while restaurateurs recognise the importance of sensory elements, their strategic
use to enhance perceptions of authenticity is often lacking. Elements such as
restaurant signage, interior design, menu presentation, and auditory cues like ethnic
music significantly contribute to the authenticity of the experience. Conversely,
i
clichéd cultural decorations and non-ethnic menu items can undermine these
perceptions.
The research results in the formulation of a conceptual framework synthesizing the
findings, which underscores the subjective nature of authenticity and the influence of
individual backgrounds and prior experiences. This framework reveals the complex
link between sensory elements and perceived authenticity in ethnic restaurants,
thereby offering profound insights for both researchers and restaurateurs.

Item Type:	Thesis (Doctoral)
Identifier:	10.36828/thesis/12744
Subjects:	Hospitality and tourism > Hospitality Hospitality and tourism > Hospitality > Restaurant management
Depositing User:	Marc Forster
Date Deposited:	07 Oct 2024 10:40
Last Modified:	07 Oct 2024 10:45
URI:	https://repository.uwl.ac.uk/id/eprint/12744

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