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


Our research aims to investigate the paradox of authenticity and standardization in the context of translocality. This chapter introduces the research approach, country selection, and case selection. Because this topic is new, we need explorative research. A series of Chinese restaurant cases are selected that are expected to differ in their combination of the two concepts, authenticity and standardization, and that are also informative for better understanding the paradox of combined use of these concepts in a context characterized by the third concept, translocality.


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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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