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Article

How Place Attachment Moderates the Relationship Between Perceived Authenticity and Revisit Intention to Time-Honored Restaurants

by
Ye-Ji Choi
1,
In-Young Jung
1,* and
Tae-Kyun Na
2,*
1
Graduate School, Kyonggi University, Seoul 03746, Republic of Korea
2
College of Tourism and Culture, Kyonggi University, Seoul 03746, Republic of Korea
*
Authors to whom correspondence should be addressed.
Sustainability 2025, 17(19), 8602; https://doi.org/10.3390/su17198602
Submission received: 3 August 2025 / Revised: 20 September 2025 / Accepted: 23 September 2025 / Published: 25 September 2025
(This article belongs to the Special Issue Exploring the Relationship Between Authenticity and Wellbeing in Heritage Tourism)
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Abstract

This study investigated how perceived authenticity influences consumers’ revisit intention to time-honored restaurants and explored the moderating role of place attachment in this relationship. Data were collected from 319 consumers with prior experience at time-honored restaurants using SK Telecom’s T Membership online survey platform. The results revealed that food authenticity, brand value, and nostalgia significantly influenced revisit intention, whereas historical and cultural values and environmental authenticity did not. Food authenticity exerted the strongest influence as an emotional driver. Moderation analysis revealed that environmental authenticity was more influential for consumers with low place attachment, while nostalgia was stronger among those with high attachment. These results demonstrate that authenticity dimensions exert distinct effects depending on emotional bonds with a place. This study contributes to the literature by clarifying the role of authenticity in shaping behavioral intentions. Furthermore, by repeatedly visiting time-honored restaurants and perceiving their authenticity, consumers experience positive emotions and enhance their life satisfaction, which are closely connected to their psychological and subjective wellbeing. Therefore, time-honored restaurants play an important role as sustainable cultural venues that foster life satisfaction and wellbeing.

1. Introduction

The restaurant industry in South Korea is one of the nation’s largest service sectors, with more than 790,000 establishments, over 2.1 million employees, and annual revenue of nearly KRW 192 trillion (approximately USD 145 billion) as of 2023 [1]. However, despite this scale, the industry faces significant challenges, with figures for 2025 reflecting continuous instability. According to the Korea Agro-Fisheries and Food Trade Corporation [1], the Korea Restaurant Business Index (a comprehensive indicator reflecting current conditions and outlook in sales, costs, and employment) was 70.76 in the first quarter of 2025. This represents a slight decline from the previous quarter and a substantial drop compared with the same period in the previous year. This downturn is interpreted as the result of multiple converging factors, including inflation, high interest rates, weakened consumer sentiment, and political instability. In line with this trend, national tax statistics [2] show that 152,967 restaurants closed in 2024, accounting for approximately 15.18% of all business closures, ranking third after the retail and service sectors.
Despite the uncertainty surrounding the current environment, time-honored restaurants, defined as long-standing dining establishments that continuously operate at the same location over time, have drawn increasing attention to maintaining competitiveness through distinctive strategies and identities. They are often rooted in local traditions and function as cultural landmarks that shape the identity of a place [3]. These establishments with cultural and historical rootedness are increasingly positioning themselves not merely as restaurants that have been in business for a long time but as representative examples of food-service businesses that convey authenticity by preserving a consistent operational philosophy and unique values over time [4,5]. Such authenticity is shaped by elements such as the restaurant’s historical background, adherence to tradition, and consistency in brand operations. These elements play critical roles in building emotional bonds and trust among consumers [6]. In the restaurant industry in particular, consumers perceive authenticity not only through the food itself but also through various experiential components such as ambience, interaction with staff, cooking methods, and brand storytelling [7,8,9]. Thus, authenticity is a decisive factor in strengthening brand trust and enabling the development of long-term customer relationships. However, authenticity is inherently subjective, and its meaning can vary depending on consumers’ experiences, expectations, and personal values [9]. Therefore, identifying how perceived authenticity is connected to brand loyalty or revisit intention (REINT) offers meaningful implications for developing strategies to ensure the sustainability and competitive differentiation of restaurant brands [4].
In the context of place-based brands such as time-honored restaurants, place attachment (PLATT) serves as a key psychological factor explaining consumers’ emotional responses. PLATT is a multidimensional construct composed of emotional bonds, functional dependence, and identity associated with a specific place, and refers to a psychological connection that leads consumers to perceive the place as part of their lives [10]. It directly influences behavioral responses such as REINT [11,12] and word-of-mouth intention [13,14]. Moreover, PLATT functions as a psychological contextual variable that moderates the relationship between stimuli such as perceived authenticity, brand image, and behavioral responses [10,15]. Zhou et al. [16] empirically demonstrated that leisure immersion in a place-based environment influenced health perception through restorative experiences and positive emotions, with PLATT playing a moderating role. As such, PLATT affects consumers’ psychological processing of stimuli; the stronger their emotional bond to a place, the more likely they are to exhibit stronger behavioral responses to the same stimuli [10,14]. However, prior studies on time-honored restaurants in South Korea have predominantly employed qualitative approaches, focusing on managerial know-how or business performance rather than authenticity and consumer behavior [17,18]. While such research provides meaningful insights into the cultural and relational aspects of time-honored restaurants, its findings have limited generalizability and lack statistical evidence of causal mechanisms. In particular, little is known about how different dimensions of perceived authenticity interact with PLATT to shape customers’ revisit intentions. Therefore, a more systematic and quantitative examination is required to connect authenticity and attachment to consumer behavior. To address this issue, this study empirically tests the moderating role of PLATT in the relationship between perceived authenticity and REINT in time-honored restaurants.
Accordingly, this study empirically examined the effect of perceived authenticity conveyed by time-honored restaurants on consumers’ REINT and explored the moderating role of PLATT in this relationship. By doing so, this study sought to theoretically elucidate how consumers’ perceptions and emotions toward time-honored restaurants are linked to their behavioral intentions and to offer practical implications for developing authenticity-based marketing strategies and ensuring brand sustainability. Based on these objectives, the following research questions (RQs) are proposed:
  • RQ1. Does the perceived authenticity of time-honored restaurants influence consumers’ revisit intentions?
  • RQ2. Does place attachment moderate the relationship between perceived authenticity and revisit intention?
The remainder of this paper is organized as follows. Section 2 provides the theoretical background on perceived authenticity, place attachment, and revisit intention and develops the research hypotheses. Section 3 outlines the research methodology, including the survey design and data analysis procedures. Section 4 reports the results of the empirical analysis of time-honored restaurants. Section 5 discusses the theoretical and practical implications of the findings as well as the limitations of the study and directions for future research. Finally, Section 6 concludes the study by briefly summarizing the main findings and highlighting their implications for restaurant sustainability.

2. Theoretical Background

2.1. Time-Honored Restaurants in South Korea

In South Korea, various designation systems have been implemented by the government and local municipalities to preserve and support restaurants operating at the same location for an extended period. Since 2018, the Ministry of Small- and Medium-sized Enterprises and Startups (MSS) and the Korea Small Enterprise and Market Service (KOSMES) have promoted the “Baeknyeon Store” program (literally, “Hundred-Year Store”), which selects outstanding small businesses with more than 30 years of operation. As of 2024, approximately 1362 establishments have been designated nationwide, of which 901 are restaurants [19]. In addition, the Seoul Metropolitan Government has operated the “Oraegage” program (literally, “long-standing stores”) since 2017, designating businesses that embody Seoul’s unique sentiments and stories as hidden attractions for both domestic and international visitors. Currently, approximately 59 restaurants have been designated under this program [20]. Although such long-standing restaurants represent only a small portion of the overall food service industry, they play an important role in reflecting local history and culture while preserving regional identity. Although such long-standing restaurants play an important cultural role, the terminology used to describe them varies across contexts.
In South Korea, terms such as nopo restaurant (literally, “old establishment restaurant”) and jangsu restaurant (literally, “long-lived restaurant”) are used, sometimes interchangeably, in the academic literature and popular discourse to refer to traditional restaurants that have maintained operations in the same location over a long period [17,18,21,22]. Recently, the expression nopo restaurant has become more widely used in both mass media and scholarly discussions. However, these terms primarily emphasize temporal longevity and may not fully convey a consistent or translatable meaning in global academic contexts. In the international literature, various terms are used to describe similar concepts—such as “heritage restaurant” [23], “traditional branded restaurant” [24], and “ethnic restaurant” [25]—each highlighting different aspects such as historical value, cultural identity, traditional cooking, or brand heritage. Owing to these contextual and conceptual differences, a unified definition remains elusive. In contrast, the term “time-honored restaurant” has evolved into a more comprehensive concept, encompassing not only longevity but also the continuity of traditional cooking methods, local cultural heritage, brand legacy, and a sense of place [4,26]. Therefore, in this study, the term “time-honored restaurant” is used to refer to traditional Korean restaurants, considering both conceptual breadth and international communicability.

2.2. Perceived Authenticity of Time-Honored Restaurants

Perceived authenticity has been actively utilized as a core concept in the foodservice and tourism sectors to explain traditionality and emotional connectedness [24,27,28,29]. Chen et al. [24] defined perceived authenticity as a subjective perception constructed by consumers based on their personal interpretations of experiences with traditional branded restaurants, emphasizing that authenticity is shaped by individual cognitive and emotional processing. This study adopts a constructivist perspective regarding authenticity as a construct derived from consumers’ experiences and interpretations.
Furthermore, the conceptualization of perceived authenticity varies depending on the research objective and unit of analysis. Some studies have treated authenticity as a unidimensional construct and assessed it based on consumers’ overall impressions or general perceptions [24,27,30]. In contrast, many other studies view authenticity as a multidimensional construct composed of various subdimensions. Park and Kim [31] categorized authenticity into three components: pure, symbolic, and moral. Nunes et al. [32] regarded authenticity as closely related to brand trustworthiness and identified key evaluative dimensions such as accuracy, connectedness, integrity, legitimacy, and originality. In the foodservice context, Chen et al. [24] identified five components of perceived authenticity in traditional branded restaurants: food authenticity, historical and cultural value, brand value, environmental authenticity, and nostalgia. Similarly, Le et al. [33] defined authenticity through six dimensions: distinctive attributes of the restaurant, brand values and mission, owner’s attitude, departure from conventional categories, alignment with prior consumer knowledge, and consumer self-fulfillment. These approaches indicate that authenticity can be measured as either a unidimensional or multidimensional construct, and that selecting appropriate dimensions depends on the research context and analytical goals. Given that this study focuses on time-honored restaurants in South Korea, which embody strong historical and traditional characteristics, the multidimensional framework proposed by Chen et al. [24] was adopted as the analytical basis for measuring perceived authenticity.

2.3. Perceived Authenticity and REINT

Consumers engage in behaviors such as repeat purchases, switching to alternatives, and making recommendations based on their satisfaction level after experiencing a product or service [34]. In the foodservice context, such future behavioral intentions are commonly referred to as REINT, which serves as a key indicator of restaurant sustainability and customer loyalty [35]. REINT is influenced by a range of factors, including brand attachment, customer satisfaction, and perceived value [36,37,38,39].
Recently, perceived authenticity, formed through consumers’ subjective experiences, has garnered significant attention in the fields of foodservice and tourism as a key factor in explaining customer satisfaction, REINT, and extended experiential behaviors [24,29,40,41]. In response, an increasing number of studies have attempted to categorize authenticity into distinct components (such as food, service, and physical environment) and analyze their effects independently. The authenticity of core restaurant elements, including food, service, and ambiance, has been found to exert a substantial influence on consumer perceptions and behavioral intentions. Kim [42] found that among the components of authenticity in ethnic restaurants, namely, food, atmosphere, and service, food authenticity was the most influential factor in shaping consumers’ perceived value and favorable attitudes. Similarly, Zhang et al. [43] reported that food authenticity positively affected perceptions of food quality, service quality, and the physical environment in a Chinese tourist city. Kim [44] empirically demonstrated that in the context of traditional restaurants, most of the seven dimensions of service authenticity—consistency, continuity, traditionality, honesty, uniqueness, talent, and scarcity—significantly enhance customers’ positive emotions, which, in turn, strongly increase REINT. Nian and Ryu [45] showed that the authenticity of food and the physical environment positively affect customers’ emotional responses and behavioral intentions.
Authenticity derived from cultural elements such as local identity and brand symbolism has also been identified as an important factor that influences customers’ behavioral intentions. DiPietro and Levitt [40] emphasized that beyond food quality, the degree of connection between a restaurant and its local community significantly contributes to perceived authenticity, which in turn leads to greater customer satisfaction and REINT. From the perspective of brand-related authenticity, Lee and Min [46] found that brand authenticity enhances brand trust and purchase intention. Similarly, in a study of Chinese time-honored brand restaurants, Bu et al. [4] reported that consumers’ perceptions of brand authenticity significantly affect their purchase intentions and that authenticity mediates the relationship between brand innovativeness and purchase intention.
Finally, authenticity derived from emotional experiences such as nostalgia and emotional attachment has also been found to significantly influence customer behavior. Kim [47] conceptualized nostalgia as an emotion associated with emotional stability that positively affects customers’ evaluations of food and behavioral intentions. Similarly, Song et al. [26] found that nostalgia triggered by food and service staff significantly evoked consumers’ memories and emotions, which in turn enhanced their REINT in time-honored restaurants. Jin et al. [48] reported that perceived authenticity in ethnic tourism destinations enhances PLATT and perceived tourism happiness, which in turn positively affects REINT.
Taken together, these findings suggest that perceived authenticity in dining experiences influences not only cognitive judgments but also a wide range of emotional and psychological processes, including memory, brand trust, and PLATT, ultimately leading to REINT as a behavioral outcome. Based on this perspective, this study proposed the following hypotheses to examine the effect of perceived authenticity on REINT in the context of time-honored restaurants.
H1a. 
The food authenticity of time-honored restaurants has a positive effect on REINT.
H1b. 
The historical and cultural value of time-honored restaurants has a positive effect on REINT.
H1c. 
The brand value of time-honored restaurants has a positive effect on REINT.
H1d. 
The environmental authenticity of time-honored restaurants has a positive effect on REINT.
H1e. 
Nostalgia associated with time-honored restaurants has a positive effect on REINT.

2.4. PLATT and Moderating Role in Literature

The effect of perceived authenticity on consumers’ REINT toward time-honored restaurants cannot be fully explained by a simple causal relationship, as emotional and psychological factors such as trust and attachment may mediate or moderate this relationship [49,50].
In particular, PLATT, which refers to the emotional bond and personal meaning that consumers assign to a specific location, may function as a critical psychological moderator that strengthens or weakens the effect of perceived authenticity on emotional responses, depending on the consumer’s psychological state [10,51]. Attachment Theory emphasizes that place-based emotions are central mechanisms in shaping consumer decision-making, thereby conceptually supporting the moderating role of PLATT [52]. While most previous research in the hospitality field has examined the moderating role of PLATT in the context of tourism destinations or natural environments [16,49,53], studies aimed at verifying such moderating effects in restaurant settings are increasingly emerging.
In a study of customers at Spanish luxury design hotels, Park et al. [54] found that the influence of substantive servicescape—including interior design, lighting, and furniture—on positive affect was stronger among customers with low brand familiarity than among those with high familiarity. This finding suggests that customers lacking prior brand knowledge tend to respond more sensitively to physical environments, thereby forming emotional reactions. By contrast, architectural familiarity did not show any significant moderating effects in the proposed model. Moon et al. [55] focused on solo diners and found that the more customers felt a sense of belonging and comfort in a restaurant, the more they tended to appropriate the space as their own, which positively influenced their REINT. Their analysis of moderating effects based on solo dining motivations revealed that for customers driven by convenience, higher place dependence led to stronger perceived territoriality, whereas for those motivated by gastronomy, greater place identity had a more substantial impact on territorial behavior. These findings imply that in gastronomically valued spaces, such as time-honored restaurants, consumers’ place identity may critically influence the formation of perceived territoriality and their REINT. In a study of tourists staying in short-term rentals, González-Reverté et al. [56] found that place attachment functioned as a key psychological factor influencing not only emotional responses but also revisit intentions. Particularly, place attachment plays an important role in how consumers assign meaning to a location and internalize it as part of their identity and sense of belonging. Hanks et al. [57] demonstrated that customers with high PLATT were more likely to form favorable attitudes and REINT when they perceived similarities with other customers. This suggests that perceived similarity and sense of community may have a stronger impact on behavioral responses than customer–employee interactions. In another study, Waheed et al. [58] found that among urban consumers in Pakistan, repeated visits to the same restaurant led to satiation, which increased their switching intention. However, consumers with strong PLATT were less likely to switch, even when satiation was present, and the attractiveness of alternative restaurants was less influential when PLATT was high. Collectively, these studies indicate that PLATT functions not merely as an emotional expression but also as a deeper emotional bond and sense of belonging through which consumers internalize the meaning of a particular place. This emotional mechanism moderates the effects of environmental perception and authenticity and influences behavioral responses, such as REINT. Therefore, PLATT serves as a key psychological variable that explains the relationship between perceived authenticity and REINT in the context of time-honored restaurants. Accordingly, we proposed the following hypotheses:
H2a. 
PLATT to time-honored restaurants will moderate the relationship between food authenticity and REINT.
H2b. 
PLATT to time-honored restaurants will moderate the relationship between historical and cultural values and REINT.
H2c. 
PLATT to time-honored restaurants will moderate the relationship between brand value and REINT.
H2d. 
PLATT to time-honored restaurants will moderate the relationship between environmental authenticity and REINT.
H2e. 
PLATT to time-honored restaurants will moderate the relationship between nostalgia and REINT.

3. Research Method

3.1. Research Model

This study investigated the impact of perceived authenticity of time-honored restaurants on consumers’ REINT and explored the moderating role of PLATT in this relationship. To address these research objectives, a conceptual model was developed based on causal relationships identified in the literature. Empirical data were then collected using a cross-sectional quantitative survey design, which allowed for testing of the hypothesized relationships with a large sample in a cost- and time-efficient manner. The structure of this model is illustrated in Figure 1.

3.2. Measurement Instrument

All measurement items were rated on a five-point Likert scale, where a score of 1 indicated “strongly disagree” and a score of 5 indicated “strongly agree.” The original survey items were developed in English and translated into Korean for the administration to respondents. To ensure conceptual equivalence, these Korean items were subsequently back-translated into English, and the back-translated version was used for reporting in the present study. By contrast, some items were adapted from prior studies conducted in Korea, with the wording slightly modified to fit the context of time-honored restaurants.
Perceived authenticity was defined as the degree to which consumers subjectively perceive the authenticity of time-honored restaurants during their service experience. Based on previous studies by Chen et al. [24] and Bakr et al. [59], the measurement items for authenticity were revised and supplemented in this study. A total of 23 items were used to measure the five dimensions of perceived authenticity. Food authenticity was defined as the degree of authenticity perceived by consumers through the intrinsic attributes of food, such as taste, freshness, locality of ingredients, cooking methods, menu composition, and appearance. This dimension was measured using four items. Environmental authenticity was defined as the extent to which a restaurant’s physical environment, such as exterior, interior, decorations, ambiance, and traditional music, reflects locality and historicity. This was measured using five items. Brand value was defined as the degree of authenticity perceived through brand-related attributes such as long-standing reputation, credibility, and symbolism, and was assessed using five items. Historical and cultural value was defined as the degree of cultural immersion that consumers experience through a restaurant’s historical background, local traditions, inherited cooking skills, and intangible cultural elements. This was measured using four items. Finally, nostalgia was defined as an emotional factor in which authenticity is perceived through emotionally evocative experiences associated with personal or family memories. This dimension was measured using four items.
PLATT was conceptualized as the emotional bond and psychological connection that individuals develop with a time-honored restaurant. Drawing on the measurement items developed by Kim & Lee [41], this construct was assessed using six items. These items captured the respondents’ feelings of belonging, familiarity, and emotional connection to the place.
REINT was defined as an individual’s personal judgment regarding the desire to return to a time-honored restaurant after a prior dining experience. Based on the four items developed by Ha and Kim [60] and Salem et al. [28] the measurement scale was revised and adapted for this study.

3.3. Participants and Sampling

The population of this study comprised adult consumers aged 20 years and older across South Korea who had prior experience of visiting time-honored restaurants. To secure respondents relevant to the research objectives, a non-probability sampling method, specifically, purposive sampling, was employed. A pretest was conducted from 15 December to 25 December 2024, to refine the questionnaire items and ensure clarity. The main survey was conducted using an online questionnaire administered via the SK Telecom T-membership mobile application between 10 January and 28 February 2025. The T-membership platform has a broad nationwide user base, enabling data collection from diverse consumers across South Korea, without being restricted to a particular region or age group. Participation in the online survey was regarded as implied consent to participate in the study.
To verify respondent eligibility, a filter question was included at the beginning of the questionnaire, asking whether the respondent had previously visited a time-honored restaurant. Only those who confirmed their prior experience were allowed to complete the full survey, thereby ensuring the validity of the sample. In total, 400 responses were obtained. Of these, 81 responses were excluded because of careless or patterned response behaviors (e.g., zero standard deviation across all items). This data-cleaning procedure followed the guidelines of Park et al. [61], which recommends the removal of insincere responses. The final dataset thus consisted of 319 valid responses, which were used for analysis.
The demographic characteristics of the respondents were as follows: Regarding region, 110 participants (34.5%) resided in Seoul, 103 (32.3%) in Incheon/Gyeonggi, 29 (9.1%) in Daegu/Gyeongbuk, 24 (7.5%) in Busan/Ulsan/Gyeongnam, 21 (6.6%) in Gwangju/Jeolla, 18 (5.6%) in Daejeon/Chungcheong, 8 (2.5%) in Jeju, and 6 (1.9%) in Gangwon. In terms of age, 88 respondents (27.6%) were in their 60s or older, 66 (20.7%) were in their 30s, 64 (20.1%) were in their 50s, 58 (18.2%) were in their 40s, and 43 (13.5%) were in their 20s. In terms of sex, 165 respondents (51.7%) were male and 154 (48.3%) were female. Regarding marital status, 180 (56.4%) were married, 135 (42.3%) were single, and 4 (1.3%) selected “other”.

3.4. Data Analysis Method

To address the research objectives, the collected data were coded, cleaned, and analyzed using SPSS 22.0. First, frequency analysis was conducted to examine the respondents’ general and demographic characteristics. Second, principal component analysis (PCA) was performed to verify the validity of the measurement instruments, and reliability analysis was used to assess the internal consistency of the constructs. Third, correlation analysis was conducted to identify relationships among the variables, and multiple regression analysis was employed to test the research hypotheses. Finally, the PROCESS Macro Model 1 proposed by Hayes [62] was used to examine the moderating effect of PLATT on the relationship between perceived authenticity and REINT.

3.5. Ethical Statement

This study was conducted as part of a master’s thesis by the first author and involved an online survey of South Korean adults (excluding minors). The survey was administered using the paid survey service of the T-membership app operated by SK Telecom. Information about the study was presented on the first page of the survey, and responses to the questions were considered implied consent. Participation was voluntary, and all responses were anonymous. Personally identifiable information was not obtained. Although the study met the exemption criteria set by K University’s Institutional Review Board (IRB)—including minimal risk, nonsensitive content, anonymous participation, and no in-person interaction—a formal exemption was not requested, and thus IRB approval was not obtained. Nonetheless, the study was conducted in accordance with the ethical standards for research involving human participants.

4. Results

4.1. Validity and Reliability Testing

4.1.1. Perceived Authenticity

The results of the PCA and reliability analysis of the perceived authenticity variables of time-honored restaurants are presented in Table 1. The Kaiser–Meyer–Olkin (KMO) measure of sampling adequacy was 0.946, exceeding the recommended threshold of 0.5, indicating that the data were suitable for factor analysis. Bartlett’s test of sphericity was also significant (χ2 = 5429.731, p < 0.001), confirming that correlations among variables were statistically significant.
PCA results revealed five factors with eigenvalues greater than 1, accounting for a cumulative variance of 74.653%. Based on prior research [24] the extracted factors were labeled as food authenticity, environmental authenticity, brand value, historical and cultural value, and nostalgia.
However, two items originally categorized under brand value and historical and cultural value in the scale developed by Chen et al. [24]—“Compared to other restaurants, I have more faith in the quality of the food served at the time-honored restaurant I visited” and “The time-honored restaurant assists in the inheritance of traditional techniques and skills”—showed higher loadings on the food authenticity factor. Accordingly, these items were reclassified based on their authenticity. This result indicated that respondents associated expressions such as “food quality” and “traditional cooking methods” with the traditional and trustworthy nature of the food itself. Reliability analysis showed that Cronbach’s α for all subdimensions exceeded 0.800, indicating strong internal consistency of the measurement scales.

4.1.2. Validity and Reliability Testing of REINT and PLATT

The results of the PCA and reliability analysis for REINT and PLATT are presented in Table 2 and Table 3.
The KMO value for REINT was 0.836, and Bartlett’s test of sphericity was significant at p < 0.001, indicating the adequacy of the data for PCA. All factor loadings ranged from 0.803 to 0.919, exceeding the recommended threshold, and the cumulative explained variance was 77.972%. In addition, Cronbach’s α was 0.902, demonstrating a high level of internal consistency for the REINT items.
For PLATT, the KMO value was 0.845, indicating suitability for PCA, and Bartlett’s test of sphericity yielded a statistically significant result (χ2 = 1,158.150, p < 0.001). The factor loadings ranged from 0.763 to 0.868, exceeding the acceptable level, and the cumulative explained variance was 65.941%. Cronbach’s α was 0.896, indicating excellent internal reliability. Cluster analysis conducted for hypothesis testing classified respondents into two groups based on their level of PLATT: Cluster 1 (n = 159, low PLATT) and Cluster 2 (n = 160, high PLATT).

4.2. Correlation Analysis

Table 4 presents the results of the correlation analysis between perceived authenticity and REINT. The dependent variable, REINT, showed a statistically significant positive correlation with all the variables (p < 0.001). The highest correlation was observed with food authenticity (r = 0.792), followed by brand value (r = 0.745), environmental authenticity (r = 0.611), historical and cultural value (r = 0.648), and nostalgia (r = 0.628).

4.3. Hypothesis Testing

4.3.1. The Relationship Between Perceived Authenticity of Time-Honored Restaurants and REINT

A multiple regression analysis was conducted to examine the effects of the sub-dimensions of perceived authenticity on REINT; the results are presented in Table 5. The adjusted coefficient of determination was 0.716, indicating that the independent variables explained approximately 71.6 percent of the variance in REINT. The overall model was statistically significant (F = 161.530, p < 0.001).
Examination of the individual effects of the independent variables revealed that food authenticity (B = 0.412, p < 0.001), brand value (B = 0.299, p < 0.001), and nostalgia (B = 0.197, p < 0.001) had significant positive effects on REINT, supporting Hypotheses H1a, H1c, and H1e. These results indicate that, among the authenticity dimensions, food authenticity exerted the strongest influence, highlighting its central role in shaping consumers’ REINT. In contrast, historical and cultural values (B = 0.064, p = 0.173) and environmental authenticity (B = 0.056, p = 0.235) did not have statistically significant effects, leading to the rejection of Hypotheses H1b and H1d. This suggests that symbolic heritage factors and physical environment cues may play a less decisive role compared to food-related and emotional aspects, at least in the context of time-honored restaurants.

4.3.2. Moderating Role of PLATT

Table 6 presents the results of the moderation analysis using PROCESS Macro Model 1 to examine the moderating effect of PLATT on the relationship between the sub-dimensions of perceived authenticity and REINT. The analysis revealed that the interaction terms between environmental authenticity and PLATT (B = –0.380, p < 0.001) and between nostalgia and PLATT (B = 0.179, p = 0.012) were statistically significant, confirming the moderating effects of PLATT on both variables. Accordingly, H2d and H2e were supported. In contrast, the interaction terms between food authenticity (B = –0.142, p = 0.134), historical and cultural value (B = –0.072, p = 0.454), brand value (B = 0.006, p = 0.944), and the moderator were not statistically significant, indicating no moderating effects in these relationships. Therefore, hypotheses H2a, H2b, and H2c were rejected.
Given that significant moderating effects were observed only for environmental authenticity and nostalgia, the results of the conditional effects and simple slope analyses are presented in Table 7, Figure 2 and Figure 3. The effect of environmental authenticity on REINT varied depending on the level of PLATT. Among respondents with low PLATT, a one-unit increase in environmental authenticity led to a 0.594 increase in REINT (t = 8.713, p < 0.001). Among those with high PLATT, the effect was smaller, with an increase of 0.214 (t = 3.462, p < 0.001). These results support H2d, indicating that environmental authenticity plays a more decisive role for consumers with weak attachment, who rely more on tangible environmental cues.
Meanwhile, the relationship between nostalgia and REINT showed the opposite pattern. Among respondents with low PLATT, a one-unit increase in nostalgia was associated with a 0.172 increase in REINT (t = 3.564, p < 0.001), whereas among those with high PLATT, the increase was 0.351 (t = 6.684, p < 0.001). These results support H2e, indicating that nostalgia exerts a greater influence among highly attached consumers for whom emotional memories are central to revisit decisions.

5. Discussion

5.1. Discussion of Findings

This study investigated the effect of the perceived authenticity of time-honored restaurants on consumers’ REINT and empirically examined the moderating effect of PLATT in this relationship. To this end, a survey was conducted via SK Telecom’s online platform, T Membership, targeting consumers with prior experience of visiting time-honored restaurants. In total, 319 valid responses were included in the final analysis. The main findings of this study are as follows.
First, food authenticity, brand value, and nostalgia were identified as key determinants of REINT, whereas historical and cultural value and environmental authenticity did not show significant effects. Among these, food authenticity exhibited the greatest influence, playing a central role in evoking emotional responses. These findings support the results of Kim [42] and Zhang et al. [43], who found that food authenticity most strongly influences consumers’ behavioral intentions. Food authenticity, therefore, represents a critical driver of sustainable competitiveness in food service businesses. In contrast, the weaker effect of environmental authenticity may reflect the relative homogeneity of interiors and atmosphere among time-honored restaurants in Korea.
Second, consumers with low levels of PLATT were influenced more by environmental authenticity in their REINT, whereas those with high PLATT were influenced more by nostalgia. These findings are consistent with Park et al. [54], whose results indicated that consumers with limited prior knowledge of a brand are more sensitive to the physical environment, and with Stylos et al. [49], who found that PLATT moderates the relationship between destination image and REINT. This suggests that less-attached consumers rely more heavily on tangible environmental cues, whereas highly attached consumers base their decisions on emotional memories and nostalgic connections.

5.2. Theoretical and Practical Implications

Based on these results, the academic and practical implications of this study are as follows: From an academic perspective, this study presents a theoretical framework that explains how emotional factors, such as PLATT, moderate the relationship between perceived authenticity and REINT. This extends prior research that focused on linear causal relationships by highlighting the psychological connections between consumers and physical spaces. The findings also contribute to the academic discourse on customer retention and sustainability strategies for traditional foodservice businesses, such as time-honored restaurants, which often face high closure rates.
From a practical perspective, the following implications are as follows: First, the finding that food authenticity has the greatest impact on REINT suggests that foodservice businesses should enhance the reliability and integrity of their offerings to secure sustainable competitiveness. Rather than focusing solely on taste or price, consumers’ perceptions of food as trustworthy and genuine play a critical role in driving revisits. Therefore, efforts to deliver authenticity through the use of reliable ingredients, adherence to traditional cooking methods, and consistency in flavor are essential. Such efforts are more effective than excessive marketing strategies in fostering long-term customer loyalty. In addition, managers should implement continuous training programs for both culinary and service staff, emphasizing adherence to traditional cooking methods, consistency in flavor, and authentic service delivery. Trust based on food authenticity can be a key factor in the survival and sustainability of foodservice operations.
Second, nostalgia was found to have a significant impact on REINT, particularly among consumers with high PLATT. This indicates that consumers value not only the functional aspects of dining, such as taste, price, and service, but also the emotional experiences that evoke memories and strengthen bonds with restaurants, thereby increasing the likelihood of repeated patronage. Thus, food service operators should strategically provide emotionally resonant experiences that evoke nostalgia to enhance customer retention and brand loyalty. In particular, the development of “heritage menus” that revive traditional flavors and recipes is a powerful way to trigger nostalgic emotions and strengthen brand loyalty. Managers can incorporate limited-time seasonal items, reintroduce classic signature dishes, or reinterpret traditional recipes in contemporary formats to reinforce the customers’ sense of connection to the past.
Third, this study found that environmental authenticity had a greater influence on REINT among consumers with low PLATT. In other words, consumers who lack emotional bonds with a place are more influenced by initial impressions such as interior design, exterior appearance, ambiance, and music. By contrast, consumers with high PLATT tend to base their revisit decisions more on prior positive experiences and emotional ties than on the physical environment. Therefore, managing environmental authenticity is a critical strategy for attracting new customers to food service businesses, especially those with few regular customers. Designing a restaurant atmosphere that balances tradition and identity can evoke a sense of authenticity among first-time visitors, thereby increasing the likelihood of future visits. Ultimately, because consumers with low PLATT are more influenced by external environmental cues, food service operators should treat the “authenticity of space” as a strategic asset to foster long-term customer loyalty.
Finally, the findings highlight important implications from a wellbeing perspective. Repeated visits to time-honored restaurants may allow consumers to experience hedonic wellbeing through positive emotions and enjoyment, while also potentially fostering eudaimonic wellbeing by reinforcing a sense of meaning, continuity, and self-actualization. Such dining experiences can go beyond functional value, supporting psychological fulfillment and deeper engagement with cultural heritage. Therefore, time-honored restaurants may serve as sustainable cultural venues that promote both immediate satisfaction and long-term wellbeing.

5.3. Limitations and Future Research Directions

Despite these contributions, this study has several limitations. First, the online survey with SK Telecom’s T Membership users as the survey panel may not fully represent the broader dining population in Korea. Furthermore, the perspectives of older consumers who could not participate due to their unfamiliarity with digital devices may not have been adequately captured. Therefore, future research should supplement data collection with in-person surveys at restaurant sites to capture responses across a wider range of age groups and regions, and employ diverse sampling strategies to enhance representativeness.
Second, this study employed a quantitative approach to statistically test the hypothesized relationships using a large sample, which is a clear strength of this method. However, it also has limitations in interpreting the emotional meanings and lived experiences embedded in perceived authenticity and PLATT. Because these concepts involve complex emotional, symbolic, and memory-related dimensions, quantitative responses alone may not fully capture their depths. Future research should incorporate qualitative methods, such as in-depth interviews and case studies, to better explore the internal experiences that drive consumers’ perceptions of authenticity and their revisit behavior.
Third, regional heritage differences within South Korea and cross-national cultural variations may influence perceptions and experiences of authenticity. However, this study did not fully account for these factors. In addition, the research model was limited to a relatively simple structure involving perceived authenticity, PLATT, and REINT without considering a wider range of psychological and situational variables. Future research should incorporate cross-cultural comparisons and regional differences and develop an extended model that integrates additional wellbeing-related factors, such as positive emotions, engagement, meaning, and self-actualization, to provide more comprehensive and explanatory results.

6. Conclusions

The results revealed that food authenticity, brand value, and nostalgia significantly enhanced revisit intention, whereas historical and cultural values and environmental authenticity had no direct effects. In addition, the moderating effects of place attachment differed depending on its level. Environmental authenticity exerted a stronger influence on consumers with low place attachment, whereas nostalgia was more influential among those with high place attachment. Overall, these findings suggest that different authenticity dimensions operate in distinct ways, shaping revisit behavior in the context of traditional restaurants. By emphasizing the central role of food authenticity and the conditional importance of nostalgia and environmental authenticity, this study provides meaningful insights for sustaining customer relationships and supporting the long-term viability of time-honored restaurants. Furthermore, segmenting consumers according to their level of place attachment and incorporating environmental and nostalgic authenticity into marketing strategies can also be applied to general dining establishments to enhance sustainability.

Author Contributions

Conceptualization, Y.-J.C. and T.-K.N.; methodology, Y.-J.C. and T.-K.N.; validation, Y.-J.C.; formal analysis, Y.-J.C. and T.-K.N.; investigation, Y.-J.C.; data curation, Y.-J.C. and T.-K.N.; writing—original draft preparation, Y.-J.C., I.-Y.J. and T.-K.N.; writing—review and editing, Y.-J.C., I.-Y.J. and T.-K.N.; visualization, Y.-J.C.; supervision, T.-K.N.; project administration, T.-K.N. All authors have read and agreed to the published version of the manuscript.

Funding

This research received no external funding.

Institutional Review Board Statement

Not applicable.

Informed Consent Statement

Not applicable.

Data Availability Statement

The raw data supporting the conclusions of this study are available from the corresponding author, T.-K.N., upon reasonable request.

Conflicts of Interest

The authors declare no conflicts of interest.

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Figure 1. Research model. Source: Authors’ own elaboration.
Figure 1. Research model. Source: Authors’ own elaboration.
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Figure 2. Simple slope analysis of PLATT’s moderation on environmental authenticity and REINT. Source: Authors’ own elaboration.
Figure 2. Simple slope analysis of PLATT’s moderation on environmental authenticity and REINT. Source: Authors’ own elaboration.
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Figure 3. Simple slope analysis of PLATT’s moderation on nostalgia and REINT. Source: Authors’ own elaboration.
Figure 3. Simple slope analysis of PLATT’s moderation on nostalgia and REINT. Source: Authors’ own elaboration.
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Table 1. Results of validity and reliability testing of perceived authenticity in time-honored restaurants.
Table 1. Results of validity and reliability testing of perceived authenticity in time-honored restaurants.
ItemsMean ± SDFactor LoadingEigenvalue
Nostalgia (Explained variance = 17.070, Cronbach’s α = 0.874)3.756
Dining at the time-honored restaurant I visited reminded me of my childhood.3.46 ± 1.080.897
The time-honored restaurant I visited brought back old memories for me.3.50 ± 1.060.885
The time-honored restaurant I visited reminded me of happy times in the past.3.41 ± 1.070.870
The time-honored restaurant I visited evoked a sense of nostalgia in me.3.45 ± 1.070.838
Environmental Authenticity (Explained variance = 15.776, Cronbach’s α = 0.874)3.471
I felt that the interior of the time-honored restaurant I visited was authentic.3.19 ± 0.850.804
I felt that the decorations of the time-honored restaurant I visited were authentic.3.25 ± 0.850.801
I felt authenticity in the music played at the time-honored restaurant I visited.3.02 ± 0.910.725
I felt authenticity in the exterior (entrance) of the time-honored restaurant I visited.3.39 ± 0.820.650
I felt that the atmosphere of the time-honored restaurant I visited was authentic.3.48 ± 0.840.606
Food Authenticity (Explained variance = 15.611, Cronbach’s α = 0.905)3.435
The ingredients of the time-honored restaurant I visited were of high quality and felt authentic.3.55 ± 0.840.808
The menu of the time-honored restaurant I visited felt authentic.3.68 ± 0.830.692
The cooking methods of the time-honored restaurant I visited felt authentic.3.65 ± 0.850.672
The taste of the food at the time-honored restaurant I visited was good and felt authentic.3.71 ± 0.840.567
The time-honored restaurant I visited preserves and carries on traditional cooking methods.3.68 ± 0.810.551
I trust the food quality of the time-honored restaurant I visited more than that of other restaurants.3.53 ± 0.880.537
Brand Value (Explained variance = 15.230, Cronbach’s α = 0.868)3.351
The time-honored restaurant I visited is popular among customers and receives positive evaluations.3.82 ± 0.830.778
I think the brand value of the time-honored restaurant I visited is high.3.77 ± 0.890.741
The brand of the time-honored restaurant I visited creates expectations of experiencing authentic food.3.78 ± 0.860.635
The brand value of the time-honored restaurant I visited played an important role in my decision to visit.3.70 ± 0.870.605
Historical and Cultural Value (Explained variance = 10.965, Cronbach’s α = 0.831)2.412
The time-honored restaurant I visited reflects the traditions and history of the region.3.62 ± 0.860.786
The time-honored restaurant I visited had historical and cultural value that allowed me to gain a deeper understanding of the local area.3.55 ± 0.870.734
Dining at the time-honored restaurant I visited enabled me to better understand the local culture.3.56 ± 0.85 0.655
Note. Kaiser–Meyer–Olkin test = 0.946, Bartlett’s test of sphericity χ2 = 5429.731, df = 231, p < 0.001, Total Cumulative Variance Explained = 74.653%. Source: Authors’ own elaboration.
Table 2. Results of validity and reliability testing of REINT.
Table 2. Results of validity and reliability testing of REINT.
ItemMean ± SDFactor Loading
I will talk positively about my experience at this time-honored restaurant to others.3.72 ± 0.840.919
I will recommend the time-honored restaurant I visited to my friends and acquaintances.3.72 ± 0.880.907
I will visit this time-honored restaurant again in the future.3.80 ± 0.890.898
I am willing to dine at this time-honored restaurant even if the prices increase.3.40 ± 0.970.803
Eigenvalue3.119
Cumulative Variance Explained (%)77.972
Cronbach’s ɑ0.902
Note. Kaiser–Meyer–Olkin test = 0.836, Bartlett’s test of sphericity χ2 = 869.483, df = 6, p < 0.001. Source: Authors’ own elaboration.
Table 3. Cluster analysis, validation, and reliability testing of PLATT.
Table 3. Cluster analysis, validation, and reliability testing of PLATT.
ItemsMean ± SDClusterFactor Loading
Low
(n = 159)		High
(n = 160)
I enjoy dining at time-honored restaurants more than at any other kind of restaurant.3.45 ± 0.982.784.110.868
I feel a sense of connection with the time-honored restaurant I visited.3.35 ± 1.002.614.090.852
I believe I share similar tastes with other customers at the time-honored restaurant I visited.3.49 ± 0.892.914.0560.798
I would feel good if I heard positive reviews about the time-honored restaurant I visited.3.82 ± 0.833.304.350.794
I would feel happy if the time-honored restaurant I visited continues to operate.3.86 ± 0.883.284.440.792
The experience I had at the time-honored restaurant cannot be felt at other restaurants.3.52 ± 0.932.944.090.763
Eigenvalue3.956
Cumulative Variance Explained (%)65.941
Cronbach’s ɑ0.896
Note. Kaiser–Meyer–Olkin test = 0.845, Bartlett’s test of sphericity χ2 = 1158.150, df = 15, p < 0.001. Source: Authors’ own elaboration.
Table 4. Correlation matrix of variables.
Table 4. Correlation matrix of variables.
VariablesMean ± SD123456
1. Nostalgia3.45 ± 1.001
2. Environmental Authenticity3.27 ± 0.700.531 *1
3. Food Authenticity3.63 ± 0.690.540 *0.646 *1
4. Brand Value3.77 ± 0.730.443 *0.567 *0.797 *1
5. Historical and Cultural Value3.58 ± 0.740.532 *0.599 *0.670 *0.652 *1
6. REINT3.66 ± 0.790.628 *0.611 *0.792 *0.745 *0.648 *1
Note. n = 319, * p < 0.001. Source: Authors’ own elaboration.
Table 5. The effect of perceived authenticity of time-honored restaurants on REINT.
Table 5. The effect of perceived authenticity of time-honored restaurants on REINT.
VariablesUnstandardized CoefficientStandardized CoefficienttCollinearity Statistics
BSEβToleranceVIF
Constant−0.0570.138 −0.412
Food Authenticity0.4120.0640.3636.478 ***0.2853.512
Historical and Cultural Value0.0640.0470.0611.3660.4522.211
Brand Value0.2990.0550.2775.403 ***0.3382.955
Environmental Authenticity0.0560.0470.0501.1890.5051.979
Nostalgia0.1970.0300.2506.605 ***0.6221.609
Note. R2 = 0.721, Adj R2 = 0.716, Durbin–Watson = 1.354, F = 161.530, p = 0.000, *** p < 0.001. Source: Authors’ own elaboration.
Table 6. Moderating effect of PLATT on the relationship between perceived authenticity and REINT.
Table 6. Moderating effect of PLATT on the relationship between perceived authenticity and REINT.
HVariablesBSEtLLCIULCI
H2–1
(Model 1)		Food Authenticity (A)0.8640.1495.796 ***0.5711.157
PLATT (B)0.5200.0657.936 ***0.3911.727
AxB−0.1420.095−1.504−0.3290.044
H2–2
(Model 2)		Historical and Cultural Value (C)0.4780.1493.212 ***0.1850.771
PLATT (B)0.7890.07111.142 ***0.6490.928
CxB−0.0720.095−0.75−0.2590.116
H2–3
(Model 3)		Brand Value (D)0.5310.1314.04 ***0.2720.79
PLATT (B)0.6470.06410.087 ***0.5210.773
DxB0.0060.090.07−0.170.182
H2–4
(Model 4)		Environmental Authenticity (E)0.9740.156.508 ***0.6791.268
PLATT (B)0.8320.06413.031 ***0.7060.957
ExB−0.380.092−4.131 ***−0.561−0.199
H2–5
(Model 5)		Nostalgia (F)−0.0080.11−0.071−0.2230.208
PLATT (B)0.8070.07111.362 ***0.6670.947
FxB0.1790.0712.518 *0.0390.319
Note. * p < 0.05, *** p < 0.001. Model 1: F = 234.419 ***, R2 = 0.691, ∆R2 = 0.002, F for interaction = 2.263. Model 2: F = 147.250 ***, R2 = 0.584, ∆R2 = 0.001, F for interaction = 0.562. Model 3: F = 208.855 ***, R2 = 0.665, ∆R2 = 0.000, F for interaction = 0.005. Model 4: F = 164.935 ***, R2 = 0.611, ∆R2 = 0.021, F for interaction = 17.068 ***. Model 5: F = 144.481 ***, R2 = 0.579, ∆R2 = 0.008, F for interaction = 6.338 *. Source: Authors’ own elaboration.
Table 7. Conditional effects of perceived authenticity on REINT by PLATT cluster.
Table 7. Conditional effects of perceived authenticity on REINT by PLATT cluster.
PathPLATT ClusterEffectSEtLLCIULCI
Environmental Authenticity → REINTLow0.5940.0688.713 ***0.4600.728
High0.2140.0623.462 ***0.0920.335
Nostalgia → REINTLow0.1720.0483.564 ***0.0770.266
High0.3510.0526.684 ***0.2480.454
Note: *** p < 0.001. Source: Authors’ own elaboration.
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Choi, Y.-J.; Jung, I.-Y.; Na, T.-K. How Place Attachment Moderates the Relationship Between Perceived Authenticity and Revisit Intention to Time-Honored Restaurants. Sustainability 2025, 17, 8602. https://doi.org/10.3390/su17198602

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Choi Y-J, Jung I-Y, Na T-K. How Place Attachment Moderates the Relationship Between Perceived Authenticity and Revisit Intention to Time-Honored Restaurants. Sustainability. 2025; 17(19):8602. https://doi.org/10.3390/su17198602

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Choi, Ye-Ji, In-Young Jung, and Tae-Kyun Na. 2025. "How Place Attachment Moderates the Relationship Between Perceived Authenticity and Revisit Intention to Time-Honored Restaurants" Sustainability 17, no. 19: 8602. https://doi.org/10.3390/su17198602

APA Style

Choi, Y.-J., Jung, I.-Y., & Na, T.-K. (2025). How Place Attachment Moderates the Relationship Between Perceived Authenticity and Revisit Intention to Time-Honored Restaurants. Sustainability, 17(19), 8602. https://doi.org/10.3390/su17198602

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