BEHAVIORAL INTENTION TO EXPERIENCE ETHNIC CUISINE RESTAURANTS: THE IMPACT OF COUNTRY-OF-ORIGIN IMAGE, CUISINE KNOWLEDGE, ANDAUTHENTICITY

Abstract

Ethnic cuisine plays an important role in the hospitality industry. Therefore, this study aims to examine the behavioral intention to experience ethnic cuisine restaurants. This research also investigates the impact of several factors on the customer's intention to experience ethnic cuisine restaurants, such as country image, cuisine knowledge, food, and environment authenticity. A total sample of 560 questionnaires was gathered by asking the customers dining at Thai and Korean restaurants in Ho Chi Minh city, Vietnam. The research employs the approach of partial least square structural equation modeling to analyze data collected and generate several meaningful results. The empirical findings note the significant role of affective country-of-origin image in the relationship with cuisine image and then behavioral intention. Besides, this study highlights the positive connections between cuisine knowledge and authentic factors with the customer's intention. The managerial implications can be useful for understanding diners’ insights and attracting them to experience ethnic cuisine restaurants