Conclusion and Discussion

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


This book constructs the authenticity-standardization framework. The cross-case analysis provided in this last chapter confirms that this framework can be used both by researchers and entrepreneurs to study or manage restaurant chains in a systematic way. Translocality enhances consumer needs for authenticity consumption, and authenticity turns out to be a dynamic concept under different consumption contexts. Other conclusions, contributions, and limitations of this book as well are presented in 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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