The Impact of Sensory Strategies on the Perception of Authenticity in Ethnic Restaurants A case study of Iranian restaurants in London, UK

The evolution of ethnic restaurants is linked to historical patterns of travel and immigration. Initially emerging as a solution for travellers seeking familiar flavours, ethnic restaurants have evolved into significant players in the modern culinary landscape, offering unique dining experiences. Visiting ethnic restaurants often stems from a desire to immerse oneself in another culture, and an authentic experience is believed to enhance satisfaction and encourage repeat visits. Additionally, the impact of sensory elements on diners’ experiences is a topic of growing interest, with significant implications for the hospitality industry. Despite the expanding body of research in this field, they are primarily one-dimensional and do not incorporate a comprehensive multi-sensory perspective. Addressing these gaps, this study investigates how restaurateurs design and apply sensory elements to convey authenticity and how diners perceive these efforts in Iranian restaurants in London. Employing a qualitative approach, the study conducted semi-structured interviews with 20 diners with equal numbers of Iranian and non-Iranian individuals, using quota sampling, and 9 restaurateurs to develop an in-depth understanding of their opinions, perceptions, and expectations. Furthermore, non-participant observations were conducted in the restaurants to develop their sensory profiles. The findings indicate that the stakeholders’ perceptions of authenticity tend to be fluid and influenced by personal experiences and cultural backgrounds. Additionally, while restaurateurs recognise the importance of sensory elements, their strategic use to enhance perceptions of authenticity is often lacking. Elements such as restaurant signage, interior design, menu presentation, and auditory cues like ethnic music significantly contribute to the authenticity of the experience. Conversely, i clichéd cultural decorations and non-ethnic menu items can undermine these perceptions. The research results in the formulation of a conceptual framework synthesizing the findings, which underscores the subjective nature of authenticity and the influence of individual backgrounds and prior experiences. This framework reveals the complex link between sensory elements and perceived authenticity in ethnic restaurants, thereby offering profound insights for both researchers and restaurateurs.