Authenticity Representation of Malay Kelantan Ethnic Cuisine

Tajulurrus Mohammad & Jennifer Kim Lian Chan. 2011. Authenticity Representation of Malay Kelantan Ethnic  Cuisine. The 2nd International Research Symposium in Service Management Yogyakarta, Indenesia. Retrieved May 12, 2012 from http://irssm2.upnyk.ac.id/userfiles/file/papers/056.pdf




Abstract :

Concern over authenticity within a particular social context (food, restaurants and dining) has increase over the last decades, and remains at a high level.  It is argue that consumer thought that authenticity is somewhat important, the extent to which various elements contribute to the illusion of authenticity. However, there is limited research done on the dining experience on ethnic food authenticity and understanding ethic restaurant in promoting ethnic food especially in Malaysia. Hence, this exploratory study attempts to understand the local consumer perceptions of authenticity in Malay Kelantan ethnic restaurants in Kota Bahru, Kelantan.  This study identifies four characteristics of authenticity for Malay food: 1) heritage and style persistence, 2) nostalgic, 3) freedom from adulteration and 4) Assurance.   The findings imply that when addressing the authenticity representation of an ethnic restaurant it is important to maintain the authentic food (cuisine) of that particular.