Abstract
Ethnic cuisines have become increasingly popular among travelers. Given people's demand for authenticity in ethnic dining, this research proposes and examines handwriting as a menu presentation strategy that boosts perceived authenticity of menu offerings and in turn enhances purchase intention. To that end, we utilize a mixed-methods approach and investigate the joint effects of menu format (handwriting vs. print) and regulatory focus (promotion vs. prevention) in the context of ethnic dining. Based on qualitative and quantitative data, we show that ethnic restaurants using a handwritten (vs. printed) menu may enhance perceived authenticity and subsequently elevate purchase intention. However, such beneficial effects of handwriting only occur among prevention-focused customers, but not promotion-focused customers. Managerial implications for ethnic restaurant operators are discussed.
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