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Translocality

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

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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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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