A Strategic Investigation of the Popularity and Sustainability of Ethnic Cuisines in Mainland China, the Case of Italian Cuisine and Implications for Restaurant Operators

Posted: 10 Aug 2011

See all articles by Angelo A Camillo, PhD

Angelo A Camillo, PhD

Sonoma State University - School of Business and Economics

Loredana Di Pietro

University of Molise

Date Written: August 10, 2011

Abstract

This study investigates the popularity of Italian cuisine in mainland China and the attitude of restaurant patrons towards Italian cuisine. Published literature on consumer behavior suggests that Italian cuisine abroad was first made familiar by Italian immigrants to countries in Europe, the Americas and Oceania. The growing popularity of Italian cuisine around the world today continues to shape the global evolution of ethnic cuisines, new restaurant venture creation, and related marketing strategies, because of the consumers’ acceptance of taste and simplicity of food preparation.

Chinese consumers support this theory, however, high prices, doubts regarding authenticity of Italian food preparation, and ingredients has created suspicion. These negative perceptions could hamper Italian cuisine from sustaining its popularity in China. This study used an online survey methodology and applied statistical analysis techniques to review the popularity of Italian cuisine in mainland China and to gain an understanding of Chinese restaurant patrons. The results will contribute to the body of knowledge of hospitality marketing, entrepreneurship, and tourism related studies and will help current and future restaurateurs in mainland China.

Keywords: ethnic cuisine, Italian cuisine popularity, sustainability, China cuisine trends, hospitality marketing

JEL Classification: L11

Suggested Citation

Camillo, Angelo A. and Di Pietro, Loredana, A Strategic Investigation of the Popularity and Sustainability of Ethnic Cuisines in Mainland China, the Case of Italian Cuisine and Implications for Restaurant Operators (August 10, 2011). Available at SSRN: https://ssrn.com/abstract=1907538

Angelo A. Camillo (Contact Author)

Sonoma State University - School of Business and Economics ( email )

1801 East Cotati Ave.
Rohnert Park, CA 94928
United States
+17076642910 (Phone)

HOME PAGE: http://web.sonoma.edu/sbe/

Loredana Di Pietro

University of Molise ( email )

Via de Sanctis
86100 Campobasso
Italy
00390874404460 (Phone)
00390874418924 (Fax)

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