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Restaurant Chains in China pp 35–51Cite as

Palgrave Macmillan

Translocality

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Abstract

Translocality describes the ways in which people have loyalties of one place but are residing elsewhere. This loyalty may influence their appreciation of authenticity that relates to either of these places. Food is one of the most tangible cultural forms representing a particular regional group. Restaurant owners may integrate authenticity in their food and service offer. This chapter reviews literature on translocality in general and then links this to restaurants’ authenticity. If they have different subsidiaries, they may copy the authentic concept or elements of that concept between subsidiaries—this is the standardization dimension. In this way a combination of authenticity and standardization may be a proper strategic choice for translocal restaurants.

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Authors and Affiliations

  1. School of Tourism Management, Sun Yat-sen University, Guangzhou, China

    Guojun Zeng

  2. Rotterdam School of Management, Erasmus University, Rotterdam, The Netherlands

    Henk J. de Vries & Frank M. Go

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  1. Guojun Zeng
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  2. Henk J. de Vries
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Zeng, G., de Vries, H.J., Go, F.M. (2019). Translocality. In: Restaurant Chains in China. Palgrave Macmillan, Singapore. https://doi.org/10.1007/978-981-13-0986-1_3

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