This book explores the paradox of the hospitality industry: customers demand not only personal and innovative tourism products and services, but also cost-effective ones. Enterprises have the option to meet the former demand by offering authentic products and services while the latter could be achieved through standardization. Although it seems ideal to combine both concepts, they seemingly contradict each other leading to suppliers facing an authenticity-standardization paradox. The authors identify, analyze, and provide solutions for this authenticity-standardization paradox based on a series of case studies of restaurants in China. This book will be of interest to scholars, business owners, and consultants.
1. Introduction.
2. Authenticity versus Standardization.
3. Translocality.
4. Methodology.
5. Authenticity-Standardization Paradox: Case Study of Expansion Strategies of Restaurant Groups in China.
6. Case Study of Authentic Shanxi Cuisine in Guangzhou.
7. Case Study of Authentic Hunan Cuisine in Guangzhou.
8. Conclusion and Discussion.
Guojun Zeng is Professor and Director of the Department of Hospitality Management, School of Tourism Management at Sun Yat-sen University. He has authored and coauthored publications in the International Journal of Hospitality Management, Journal of China Tourism Research, China Geographical Science, and many other journals.
Henk J. de Vries is Associate Professor of Standardisation at the Rotterdam School of Management, Erasmus University in Rotterdam, Netherlands, and Guest researcher at the Delft University of Technology, Delft, Netherlands.
&lă
![Restaurant Chains in China The Dilemma of Standardisation versus Authenticity [Hardcover]](/itemImage/2/5/5/7/2_2473161.jpg)