The Effect of Plating, Ingredients, and Cooking Processes on the Acceptance and Authenticity of Ethnic Rice Dishes

Abstract

Familiarity and ethnic authenticity have a significant influence on the liking of ethnic food. Thus, it is crucial to identify the degree to which a dish can be modified in order to increase hedonic responses and familiarity without the loss of ethnic authenticity. This study determined the degree to which perceptions of the Korean rice dish, bibimbap, would vary upon modification of its ingredients, cooking process, or plating using the Southeast Asian market as a model system. The dish was prepared in Korean style or as Nasi Goreng, the Southeast Asian style. Eight formulations (2 ingredients × 2 cooking methods × 2 plating styles) were tested by panels, including 77 Southeast Asians and 72 Koreans. Hedonic responses, familiarity, ethnic authenticity, and purchase intent were evaluated using a nested analysis of variance. Ingredients and cooking methods had a significant influence on liking and perceived ethnic authenticity. In addition, plating had a substantial effect on the perception of ethnic authenticity and expected liking. Overall, the rate of positive responses increased when region-specific cooking processes and plating were matched. Taken together, our results suggest that modification of familiar dishes needs to be carefully considered as it can have complex effects on liking and perceived ethnic authenticity.

“Local Food” Consumption: Does Locality Matter?

“…In addition, tourists who have visited more than once or have lived in the city prefer food socialized as local food. It contradicts the previous studies that found that local food choice in ASEAN is influenced by familiarity with local food (Lee et al, 2020;Mohiuddin & Al Azad, 2019;Park, Kim & Yeoman, 2019). Tourists who are familiar with the city usually choose food socialized as local food.…”

“…Food was one of the major attractions for international tourists (Himanshu, 2015) and positively impacted tourism demands in ASEAN (Nguyen & Nguyen, 2021). A taste of the diversity and authenticity of the culture in Asia and ASEAN was experienced through food (Lee et al, 2020;Naruetharadhol & Gebsombut, 2020;Park, Kim, & Yeoman, 2019). The cuisine was featured in ASEAN's cultural education, awareness, and literacy initiatives (Kheng-Lian, 2014).…”

Staging Memorable Dining Experience in Food Tourism: A Narrative Literature Review of Ethnic Restaurants

“…Similarly, Lee et al (2020) and Ha (2019) also revealed that ingredients, cooking process, and food presentation significantly influence customers' emotions and have composite effects on perceived ethnic authenticity. This demonstrated that restaurants should provide unique dishes with special names in their native language to emphasize authenticity and to educate customers about the history and origin of the food (Youn & Kim, 2017).…”