Case Study of Authentic Shanxi Cuisine in Guangzhou

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


The spread of traditional cuisine through China’s inter-regional immigration over time has led to the emergence of translocal restaurant chains. Using Jiumaojiu, a Guangzhou-based restaurant as a case study, the effects of translocalisation on Shanxi cuisine are analyzed through three main aspects: dishes (ingredients, recipes), environment and atmosphere, and service and value. In this Chinese case, authenticity relies mainly on the perceptions of consumers. This provides opportunities for entrepreneurs to standardize essential elements of authenticity and benefit from cost advantages at the supply side while addressing preferences at the demand side.


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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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