The Impact of Experienced Authenticity on Tourist Satisfaction, Travel Intentions, and Post-Trip Value : A Case Study of BASTA - Italiensk Restaurang Borlänge and Falun

Sammanfattning

Nowadays, people increasingly seek genuine cultural immersion, making authenticity a key factor in the hospitality sector. In recent literature, the importance of authenticity in ethnic restaurants is surely recognized; however, there is a research gap regarding how its dimensions can affect consumer behavior in a European context. Furthermore, research on how an authentic and highly satisfying dining experience can act as a cultural gateway to increase travel intentions and the post-trip value for previous visitors can be considered underrepresented. Therefore, this thesis aims to analyze the relationship between experienced authenticity and customer satisfaction, specifically focusing on the dimensions of "Environmental Authenticity" and "Food Authenticity", and to evaluate the extent to which this authentic dining experience subsequently influences the diners' intention to visit Italy and their post-trip value for previous visitors. The study focuses on the restaurant "BASTA - Italiensk Restaurang" in Borlänge and Falun, Sweden. The study uses a quantitative methodology approach. The primary data was collected through a structured questionnaire distributed via QR codes to guests at the same time as the dessert menu was presented to them. A proportional sampling rule was used to manage different party sizes across ten work shifts; the data collection process resulted in a sample of 337 responses. The data was analyzed using descriptive statistics, Reliability Analysis (Cronbach's Alpha), and Pearson correlation. The findings confirmed all three proposed hypotheses, and the results demonstrate a strong positive relationship between experienced authenticity and customer satisfaction. This satisfaction was proven to have the power to drive future behavioral intentions to travel to Italy, and for diners who had previously visited the destination, the authentic and highly satisfying experience reactivated travel memories, increasing their post-trip value. These findings provide both theoretical and practical contributions, guiding restaurant managers on how to optimize the dining experience for guests and demonstrating to DMOs how ethnic restaurants can be leveraged as powerful assets for gastrodiplomacy and destination marketing.