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Ethnic Hospitality Marketing - Authenticity and Quality Constructions in the Greek Food Industry (Hardcover)
Loot Price: R3,588
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Ethnic Hospitality Marketing - Authenticity and Quality Constructions in the Greek Food Industry (Hardcover)
Series: Routledge Studies in Marketing
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Ethnic-themed restaurants are informal but powerful ambassadors for
a country's culture and contributors to local and national
economies. Communicating authenticity and quality are essential
characteristics in the development of a competitive and effective
marketing strategy for restaurants. This book analyses how
authenticity and quality perceptions are both constructed and
communicated within the ethnic dining sector. Drawing on
qualitative research methods, the book explores examples from the
Greek food industry to analyse restaurateurs' and consumer
constructed meanings of authenticity, how it is transmitted and
received. It follows by exploring the marketing implications of
consumer constructs and effective promotional methods to aid
restaurateurs to better engage with customers whilst also
respecting their culinary culture. It also guides the reader
through the use of NVivo for research purposes, and its
utilisations to facilitate the inductive and interpretive analysis.
This book offers a valuable resource for researchers across
marketing, including consumer behaviour, food marketing, marketing
research and communications. The data analysis tools explored are
also transferable to a wide range of sectors outside of food and
dining.
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