TROPICAL GEOGRAPHY ›› 2016, Vol. 36 ›› Issue (2): 151-157.doi: 10.13284/j.cnki.rddl.002816

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Translocal Restaurants’ Cultural Production:Authentic Standardization Process of Meet Fresh

ZENG Guojun,SUN Shuzhi   

  1. (School of Tourism Management,Sun Yat-sen University,Guangzhou 510275,China)
  • Online:2016-03-31 Published:2016-03-31

Abstract:

The paper studied the mechanism and process of restaurants’ cultural production of authentic standardization. Taking Meet Fresh, a Taiwan dessert shop brand, as a case and using participant observation and interview, the paper elaborated the mechanism and process of translocal cultural production of Meet Fresh and tried to clarify the relationship between authenticity and standardization. The study indicates that: First, the process of restaurants’ cultural production of authentic standardization is to symbolize the unique or differentiated authenticity, then produce the symbols in standardization in the process of scale and constantly make adjustments based on customers’ feedback and needs. Second, in this mechanism, the authenticity is constructive and should be unique. The relationship between authenticity and standardization is that standardization is the protection of authenticity while authenticity is the basis of standardization. Third, consumers’ perception of authenticity and standardization are consistent with that of the enterprise. The study develops the theoretical system of translocal restaurants’ cultural production, and would provide reference for those restaurants which are engaged in the same kind of translocal cultural production.

Key words: food, authenticity, standardization, restaurant, translocality