From Plate to Place: How Authentic Dining Experiences in Ethnic Restaurants Enhance National Image and Motivate Travel

This study explores whether authentic food experiences in ethnic restaurants located in source markets can enhance diners’ perceptions of the destination’s image and motivate them to visit countries closely associated with ethnicity. It investigates the authenticity of ethnic food experiences as a multidimensional concept. The study extends previous research by considering a variety of cuisine types, including South and East Asian and Latin American. The study adopted a sequential explanatory mixed-method design. The initial quantitative survey inlcuded 691 Italian diners and the data were analyzed using ordinal regression. The qualitative phase involved 10 interviews, and a thematic analysis was perfomed. The findings indicate that authentic dining experiences play a significant role in enhancing both national image and travel motivations. Specifically, the destination’s image and travel intentions are improved when the dining experience is comprehensive and authentic, incorporating cultural and atmospheric elements. The results provide insights into how non-public actors, such as restaurants, engaged in cultural diplomacy and contribute to nation branding.