• Guojun Zeng
  • Henk J. de Vries
  • Frank M. Go


Both standardization and authenticity get more attention in hospitality management—standardization because of efficiency in production and authenticity because of customer needs. This chapter presents a first exploration of the two concepts and their interrelations, and relates these to another trend: translocality. An increasing number of companies are utilizing standards in a global and translocal expansion environment and at the same time seek for translocal authenticity. Research objective, research questions, research approach, and outline of the book are given at the end of this chapter.


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Copyright information

© The Author(s) 2019

Authors and Affiliations

  • Guojun Zeng
    • 1
  • Henk J. de Vries
    • 2
  • Frank M. Go
    • 2
  1. 1.School of Tourism ManagementSun Yat-sen UniversityGuangzhouChina
  2. 2.Rotterdam School of ManagementErasmus UniversityRotterdamThe Netherlands

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