UPSI Digital Repository (UDRep)
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UPSI Digital Repository (UDRep)
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| Abstract : Universiti Pendidikan Sultan Idris |
| Given the limited empirical evidence on conceptualizing authenticity in food, this study explored the dimensionality of perceived authenticity in food within a state fair setting. By using a rigorous scale development procedure through a mixed method, this study developed and validated a set of scales to measure authenticity in food and confirmed four underlying factors of food authenticity: unique, original, local, and traditional. The findings provide a foundation for scale development along with theoretical insights on authentic food with the four dimensions identified. Practically, this study provides managerial guidelines for state fair organizers to better evaluate food authenticity concerning the four dimensions, plan strategic marketing tools that could attract more consumers, and improve their offerings to visitors’ authentic experiences. © 2022 Taylor & Francis Group, LLC. |
| References |
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