Marketing of ethnic food experiences: authentication analysis of Indian cuisine abroad

Abstract

This study aims to examine how Indian restaurants outside of India negotiate and project authenticity onto toured markers (both tangible and intangible) in ‘restaurant/eatertainment’ experiences. Using predetermined authenticity criteria and an a priori list of authenticating markers, this study to scrutinizes the online promotional content of north Indian food in the USA. Based on the results, it is noted that the restaurant owners use preferred and theoplacity-negotiated versions to inculcate meanings of object authenticity.