• authentic dining;
  • customer perceptions and expectations;
  • Thai restaurant;
  • Thai food


Multiculturalism is an intrinsic part of the historical formation and development of the USA. The USA is a multiethnic and multilingual society, a trend expected to increase in the future. One component of ethnicity is expressed in the manner by which ethnic groups prepare and serve their food. Today, Americans are more accepting of international cuisines. However, because of the high rate of restaurant failures, the importance of restaurateurs knowing consumer preferences and demands is essential to success. This research study investigated customers' perceptions, acceptance and expectations related to an authentic Thai dining experience. Additionally, this research assessed the degree of authenticity customers expect from the dining experience. One of the major goals of this research is to provide information for ethnic restaurant owners/managers based on customer expectations for an authentic ethnic cuisine experience.