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Article

Perceived Authenticity and Tourist Behavior Toward Local Restaurants: An Empirical Study in Thailand

by
Sukanya Wareebor
*,
Chompoonut Suttikun
and
Patcharaporn Mahasuweerachai
Department of Hospitality and Event Management, Faculty of Business Administration and Accountancy, Khon Kaen University, Khon Kaen 40002, Thailand
*
Author to whom correspondence should be addressed.
Tour. Hosp. 2025, 6(3), 123; https://doi.org/10.3390/tourhosp6030123
Submission received: 12 May 2025 / Revised: 20 June 2025 / Accepted: 25 June 2025 / Published: 27 June 2025
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Abstract

Tourist behavior is evolving rapidly, and local restaurants must develop strategies to capture the attention of these changing tourists. This study, conducted in Thailand, investigates the relationships between perceived authenticity, consumer self-expansion, tourists’ preference for local restaurants, positive word-of-mouth (WOM), and intention to visit local eateries. It also examines whether self-expansion mediates the relationship between perceived authenticity and restaurant preference. Data were collected from 497 tourists through self-administered questionnaires distributed on-site and analyzed using structural equation modeling (SEM). The results show that perceived authenticity has a significant positive effect on consumer self-expansion (β = 0.902), which, in turn, strongly predicts preference for local restaurants (β = 0.870). Preference also significantly influences both positive WOM (β = 0.976) and visit intention (β = 0.949). Notably, perceived authenticity does not directly affect restaurant preference, indicating a partial mediation effect through self-expansion. These findings highlight the critical role of self-expansion in enhancing the influence of perceived authenticity on tourist behavior, offering practical insights for hospitality marketers aiming to promote local dining experiences.

1. Introduction

Local food consumption is one of the fastest-growing trends in the food industry (Thio et al., 2024). In today’s highly competitive restaurant environment, authenticity has become a critical strategy for attracting tourists and enhancing competitive advantages (J. H. Kim et al., 2020; Home et al., 2020). Authenticity influences tourist motivation and creates memorable dining experiences (Öğretmenoğlu et al., 2023). Elements such as a restaurant’s decor, theme, and traditional cooking methods reflect local culture and help establish a distinctive identity (Lequeux-Dincă et al., 2024). Tourists often seek not only food but also cultural experiences that deepen their understanding of the destination (M. Kim & Lee, 2022; Naruetharadhol & Gebsombut, 2020). Importantly, authenticity also contributes to tourists’ cognitive and psychological experiences by fostering consumer self-expansion (Genc & Gulertekin Genc, 2023; Oh et al., 2019). Through interactions with local staff, exposure to cultural decor, and engagement with authentic cuisine, tourists gain broader perspectives on the destination’s identity. These enriching experiences may lead to higher satisfaction, encourage positive WOM, and increase revisit intentions (Gorlier & Michel, 2020; Song & Kim, 2022).
Past studies have identified various factors influencing tourists’ intentions to visit local restaurants, including perceived authenticity (Chen et al., 2020), perceived credibility (J. H. Kim & Song, 2020), emotions and restaurant image (J. H. Kim et al., 2020), a sense of belonging (Baydeniz et al., 2024), brand community engagement (Alnsour & Al Faour, 2020), and nostalgia-evoking stimuli (J. H. Kim et al., 2024). While these studies have advanced our understanding of individual factors affecting tourist behavior, most have treated these variables in isolation, focusing primarily on their direct effects on behavioral intentions; for instance, perceived authenticity has often been examined as a direct predictor of revisit intentions or satisfaction (Chen et al., 2020), with limited attention to the underlying psychological mechanisms that may explain how authenticity influences tourists’ behavioral outcomes. More recently, scholars have begun to suggest that additional constructs, such as consumer self-expansion, may play a mediating role in this process (Guo & Hsu, 2023; C. R. Liu et al., 2022). However, empirical research integrating perceived authenticity, self-expansion, restaurant preferences, positive WOM, and revisit intentions remains scarce. Specifically, there is insufficient empirical evidence clarifying whether self-expansion functions as a psychological bridge that transforms perceived authenticity into positive consumer outcomes. Addressing this gap, the present study investigates the mediating role of consumer self-expansion in the relationship between perceived authenticity and tourists’ preferences for local restaurants, thereby contributing to a more comprehensive understanding of tourist behavior in the local dining context.
Furthermore, this study develops an integrated model combining expectancy-disconfirmation theory (EDT) and self-expansion theory to explain tourist behavior in local restaurant contexts. EDT posits that satisfaction arises from the comparison between expectations and perceived performance (Oliver, 1980), with authenticity and service quality shaping tourists’ evaluations, satisfaction, and future behavioral intentions. Meanwhile, self-expansion theory suggests that authentic experiences provide opportunities for personal growth by offering new perspectives and identities (Aron & Aron, 1986). Consumers recognize self-expression opportunities when they engage with brands that offer new perspectives, resources, and identities (Reimann et al., 2010). Tourists who perceive high authenticity are more likely to experience self-expansion, which subsequently enhances restaurant preferences, positive WOM, and revisit intentions. This study contributes to the literature by clarifying the mediating role of self-expansion in the relationship between perceived authenticity and tourists’ behavioral outcomes.
The present study offers several contributions to the literature on food tourism, consumer psychology, and cultural consumption. First, by integrating expectancy-disconfirmation theory and self-expansion theory, this research provides a novel theoretical framework explaining how authenticity perceptions translate into tourists’ behavioral intentions through the psychological mechanisms of personal growth. Second, it advances our understanding of self-expansion as a mediating construct within the local food consumption context, an area that has received limited empirical attention despite its growing relevance in consumer research. Finally, the findings contribute practical insights for destination marketers and restaurant operators seeking to enhance tourist satisfaction, word-of-mouth promotion, and revisit intentions through authentic and self-expanding dining experiences.
Thus, the four objectives of this study are as follows:
  • To investigate the influence of tourists’ perceived authenticity on their self-expansion and their preference for local restaurants.
  • To examine the effect of self-expansion on tourists’ preferences for local restaurants.
  • To explore the impact of tourists’ local restaurant preferences on their positive WOM and intention to visit local restaurants.
  • To test whether self-expansion mediates the relationship between tourists’ perceived authenticity and their preference for local restaurants.

2. Literature Review

2.1. Local Food Consumption and Expectancy-Disconfirmation and Self-Expansion Theories

Food plays a crucial role in helping tourists learn about local cultures through consumption (Naruetharadhol & Gebsombut, 2020). When tourists visit different places, food allows them to experience local cultures, traditions, and lifestyles (Birch & Memery, 2020). The rapid growth of local restaurants is driven by the increasing demand for locally sourced food among tourists, prompting restaurants to adjust their menus, activities, and decor to meet tourists’ needs (S. H. Kim & Huang, 2021). Consuming local food is a key aspect of food tourism, as it involves tourists participating in activities such as buying and eating local food during their trips (Sthapit et al., 2023). Modern tourists often seek experiences that include enjoying delicious meals, trying special dishes, and engaging in cultural traditions related to food (Thio et al., 2024). Furthermore, food experiences for tourists frequently focus on authentic and traditional dishes that reflect the local food culture (Silaban et al., 2023). Eating local food is an essential part of the travel experience, connecting tourists to different regions by offering traditional dishes that capture the destination’s culture (J. Chang et al., 2021).
This study integrates EDT and self-expansion theory to address both cognitive and psychological processes that influence tourists’ local dining experiences. This integration responds to calls for more nuanced theoretical models that capture the complexity of consumer decision-making in cultural and gastronomic tourism (Oh et al., 2019; Guo & Hsu, 2023).
EDT has been widely used to explain satisfaction by comparing tourists’ expectations with their actual experiences (Oliver, 1980; Shen et al., 2018). In local restaurant contexts, tourists enter dining situations with expectations regarding authenticity, cultural experiences, service quality, and culinary novelty (Chen et al., 2020; J. H. Kim et al., 2020). Positive disconfirmation, where experiences exceed expectations, leads to greater satisfaction and subsequently influences behavioral outcomes such as revisit intention and positive WOM (F. Liu et al., 2020; L. Zhang et al., 2021). However, EDT primarily focuses on outcome evaluations after consumption and largely overlooks tourists’ underlying motivational goals that shape their expectations in the first place (Williams et al., 2019). In this sense, EDT may offer a limited perspective when applied alone to tourism experiences that involve deeper personal and cultural meaning.
Self-expansion theory offers a complementary view by emphasizing tourists’ intrinsic desire for personal growth and identity enrichment through novel, meaningful, and culturally immersive experiences (Aron et al., 2022; Ahn et al., 2024). Self-expansion theory posits that individuals are motivated to broaden their self-concept by acquiring new perspectives, identities, and resources (S. Liu et al., 2024). Local restaurants provide opportunities for tourists to explore new aspects of local culture, acquire knowledge, and integrate those experiences into their self-concept (Sohail, 2023; Gorlier & Michel, 2020). Self-expansion thus serves as a psychological mechanism that not only motivates tourists to seek authentic dining experiences but also strengthens emotional attachment and preference toward local establishments. However, self-expansion theory alone may be insufficient to address how tourists evaluate the fulfillment of their expectations and how these evaluations translate into satisfaction and behavioral intention.
Therefore, integrating EDT and self-expansion theory provides a more comprehensive theoretical framework that addresses both pre-consumption motivations (via self-expansion) and post-consumption evaluations (via disconfirmation and satisfaction). This combined approach recognizes that tourists’ behavioral outcomes result from both internal motivations for self-expansion and external evaluations of authenticity and service quality. In particular, the integration enables us to explore how authenticity not only confirms tourists’ expectations but also fulfills their self-expansion goals, leading to stronger preferences, positive WOM, and revisit intentions.

2.2. The Effect of Tourists’ Perceived Authenticity on Self-Expansion and Local Restaurant Preferences

Perceived authenticity refers to the extent to which a tourist perceives a product, service, or experience as genuine, culturally representative, and reflective of local traditions (Cinelli & LeBoeuf, 2020). In the context of local restaurants, authenticity provides tourists with novel, meaningful experiences that allow them to engage with new cultural knowledge, thereby stimulating identity enrichment and personal growth (Guo & Hsu, 2023; M. Kim & Lee, 2022). Drawing on self-expansion theory, individuals have an intrinsic motivation to enhance their personal efficacy, develop their identity, and acquire new perspectives through novel experiences (Aron et al., 2022). When tourists encounter authentic local food, interior designs, and narratives about culinary heritage, these elements offer opportunities for self-expansion by allowing tourists to incorporate new cultural experiences into their self-concept (Sohail, 2023; Lengieza, 2024). Thus, perceived authenticity can act as a catalyst for self-expansion, as tourists engage deeply with the cultural elements of the destination through dining.
Furthermore, perceived authenticity not only contributes to psychological self-growth but also affects tourists’ attitudinal evaluations toward local restaurants. According to EDT, tourists often enter the dining experience with expectations regarding authenticity, cultural immersion, and service quality (Chen et al., 2020). When these expectations are fulfilled or exceeded, it results in positive disconfirmation, greater satisfaction, and stronger behavioral preferences toward the restaurant (S. N. Zhang et al., 2021). Authenticity provides emotional and cognitive confirmation that strengthens tourists’ affective evaluations and preferences for local restaurants. Thus, we propose the following hypotheses:
H1: 
Tourists’ perceived authenticity of local restaurants significantly influences their self-expansion.
H2: 
Tourists’ perceived authenticity of local restaurants significantly influences their restaurant preferences.

2.3. The Effect of Self-Expansion on Tourists’ Local Restaurant Preferences

Self-expansion reflects an individual’s intrinsic drive to grow their personal resources, perspectives, and identity through novel, meaningful experiences (Aron et al., 2022; Ahn et al., 2024). In the context of tourism, dining at authentic local restaurants offers tourists opportunities to acquire cultural knowledge, gain new perspectives, and integrate these into their evolving sense of self (Guo & Hsu, 2023; Gorlier & Michel, 2020). According to the self-expansion theory, when tourists experience self-expansion through local dining, they are more likely to develop stronger affective bonds and preferences for those restaurants. This is consistent with previous research in which self-expansion has been linked to brand attachment, willingness to pay premium prices, and long-term loyalty behaviors (C. R. Liu et al., 2022; S. Lee et al., 2019). Self-expansion creates an emotional connection, making tourists more invested in the restaurant experience and enhancing their preference for such establishments as part of their identity-building journey (Shoukat & Ramkissoon, 2022). Thus, we propose the following hypothesis:
H3: 
Self-expansion significantly influences tourists’ preference for local restaurants.

2.4. The Effect of Tourists’ Local Restaurant Preferences on Their Positive Word-of-Mouth and Visiting Intentions

Local restaurant preference reflects a tourist’s positive attitudinal and emotional evaluation toward local dining establishments, encompassing factors such as cultural novelty, authenticity, and personal enjoyment (Cappelli et al., 2022). According to EDT, when tourists’ expectations are confirmed or exceeded, satisfaction leads to favorable post-consumption behaviors, such as preference formation and loyalty intentions (Oliver, 1980; Foroudi et al., 2021). A strong preference for local restaurants often encourages tourists to engage in positive WOM communication, where they voluntarily share their positive dining experiences with others, both offline and via digital platforms (Chao et al., 2021). Positive WOM acts as a form of social validation and serves as an influential information source for potential tourists, particularly in the digital era (Gu et al., 2020; Nilashi et al., 2022).
Furthermore, tourists who develop a strong preference for local restaurants are also more likely to revisit those establishments. This is consistent with prior research indicating that brand or destination preference is a key antecedent of revisit intentions, as tourists seek to relive pleasurable experiences and continue engaging with destinations that align with their self-concept and preferences (Gómez-Rico et al., 2023). Thus, we propose the following hypotheses:
H4: 
Tourists who prefer local restaurants significantly influence their positive WOM.
H5: 
Tourists who prefer local restaurants significantly influence their intention to visit local restaurants.

2.5. The Mediating Effects of Consumer Self-Expansion

While perceived authenticity influences tourists’ preference for local restaurants, self-expansion theory suggests that tourists’ internal motivation to acquire new experiences and broaden their identity plays a mediating role in this relationship (Aron et al., 2022). Authentic local dining experiences offer novel and meaningful cultural exposure, enabling tourists to expand their self-concept and integrate new cultural knowledge (C. R. Liu et al., 2022; Sohail, 2023). As tourists engage in self-expansion through authentic dining experiences, their emotional attachment to local restaurants intensifies, leading to stronger preferences and loyalty behaviors. This mediating mechanism aligns with empirical findings indicating that self-expansion enhances consumer–brand relationships, willingness to pay, and customer loyalty across various hospitality contexts (Gorlier & Michel, 2020; C. R. Liu et al., 2022). By incorporating new cultural identities and experiences into their self-concept, tourists strengthen their preferences for restaurants that fulfill both their cognitive expectations and psychological growth needs. Thus, we propose the following hypothesis:
H6: 
Self-expansion mediates the relationship between tourists’ perceived authenticity and their local restaurant preferences.
Figure 1. Conceptual model integrating expectancy-disconfirmation theory and self-expansion theory. The model shows how perceived local authenticity influences self-expansion, which subsequently drives local restaurant preference and behavioral intentions toward local restaurants, including revisit intention, positive word-of-mouth, and intention to visit local restaurants.

3. Methods

3.1. Sampling and Data Collection

Our study aimed to investigate the influence of tourists’ perceived authenticity on their self-expansion and their preferences for local restaurants. Furthermore, it examined whether self-expansion influences tourists’ preferences for local restaurants. In addition, this study explored how tourists’ preferences for local restaurants affect their positive WOM and intention to visit these establishments. This study was reviewed by the Khon Kaen University Ethics Committee for Human Research (KKUEC) and was determined to be exempt from ethics approval requirements (Exemption ID: HE673020) following the guidelines of the Belmont Report and Good Clinical Practice (GCP) in Social and Behavioral Research. Participants provided written consent before completing the questionnaire. The survey was anonymous, and no personal data were collected. After the Institutional Review Board granted the exemption, we conducted an on-site survey in a metropolitan city in Thailand. The target population consisted of tourists aged 18–59 years who had consumed local food in Thailand within the past six months. Thailand was chosen as the data collection site due to its status as a major tourism hub, renowned for its unique heritage, traditions, and cuisine, which reflect its cultural distinctiveness (Pruksa et al., 2022). In this study, we selected 10 local restaurants as case samples based on the following criteria: (1) the restaurant is located in a well-known tourist area in Thailand, (2) it has a distinct cultural or traditional theme reflected in decor, menu, and service style, and (3) it is frequently visited and reviewed by tourists. The selection process was conducted using multiple online data sources and platforms, such as Wongnai, Pantip, Google, and the Michelin Guide, considering restaurants with at least 300 genuine consumer reviews and an average satisfaction rating of between 4 and 5 stars. These criteria aimed to ensure that the selected restaurants represent authentic local dining experiences perceived by tourists. We focused on restaurants that emphasize traditional Thai culinary identity rather than contemporary or fusion styles to maintain consistency when evaluating perceived authenticity.
The questionnaire included two screening questions to determine respondent eligibility. The first question verified whether participants were aged between 18 and 59. The second question asked whether they had visited a local restaurant in the past six months. Only respondents who answered “yes” to both questions proceeded to the main questionnaire. Data were collected through self-administered questionnaires distributed via Google Forms, which were shared with participants who met the inclusion criteria and had visited local restaurants in Thailand within the specified time frame.
A total of 500 questionnaires were distributed using QR codes at local restaurants in Thailand. Data collection was conducted by well-trained researchers between 1 February and 1 March 2024. The responses were screened for missing values, outliers, and measurement invariance across all questions, resulting in the exclusion of three respondents. In total, 497 valid responses were retained for further analysis. Purposive sampling was employed for data collection. As recommended by Hair et al. (2005), a minimum of 10 respondents per observed variable is required. Given that the study included 15 observable variables, a sample size of at least 150 was necessary (Nunnally et al., 1967).

3.2. Measurement Nunnally

The measurement items were adapted from previous research in related fields, including perceived authenticity (Lu et al., 2015; T. Zhang et al., 2019), consumer self-expansion (Guo & Hsu, 2023), local restaurant preference (Hwang et al., 2022; Erkmen & Hancer, 2019; Jalilvand et al., 2016), positive WOM (El-Said & Al Hajri, 2022), and intention to visit local restaurants (Seo et al., 2017). Three hospitality researchers reviewed the items to ensure content validity. Furthermore, results from a pilot test with 50 respondents confirmed the reliability and unidimensionality of all the constructs. As the pilot test indicated that all items were conceptually sound, clearly worded, and consistent with the existing literature, no modifications were deemed necessary.
To examine the proposed conceptual model and its hypotheses, we used SPSS 26.0 to perform descriptive statistical analysis, which provided insights into respondents’ demographics and purchasing behavior. Additionally, we used Mplus version 8 to conduct confirmatory factor analysis (CFA) and structural equation modeling (SEM). Mplus is widely utilized in SEM due to its robust capabilities in handling complex models, accommodating diverse data structures, and offering comprehensive statistical measures. It facilitates the assessment of relationships between observed and latent variables, ensuring both model validity and reliability (Van Zyl & Ten Klooster, 2022).
We conducted CFA to evaluate the measurement model prior to performing SEM, following the procedure outlined by Shin et al. (2019). Subsequently, we applied SEM to analyze the conceptual and structural models and to test the hypotheses, based on the approach of H. J. Chang et al. (2013). Furthermore, SEM in Mplus 8 was used to calculate direct, indirect, and total effects, utilizing the “calculate” command options as recommended by Reimann et al. (2010).

4. Results

4.1. Respondent Profile

Among the 497 respondents, 63.2% (n = 314) were women, 33.4% (n = 166) were men, and 3.4% (n = 17) were LGBTQIA+. Regarding age, 49.9% (n = 248) were between 30 and 39 years old, 44.5% (n = 221) were between 18 and 29 years old, 4.2% (n = 21) were between 40 and 49 years old, and 1.4% (n = 7) were between 50 and 59 years old. In terms of education, 62.4% (n = 310) had a bachelor’s degree, 24.7% (n = 123) had a high school diploma, 7.4% (n = 37) had a master’s degree or higher, 4.2% (n = 21) had an advanced vocational certificate, and 1.2% (n = 6) had a vocational certificate. In terms of experience eating local food, 27.8% (n = 138) had eaten local food 6–7 times, 26.4% (n = 131) had eaten it 2–3 times, 25.2% (n = 125) had eaten it 4–5 times, 15.3% (n = 76) had eaten it more than 7 times, and 5.4% (n = 27) had had their first experience.

4.2. Data Screening and Common Method Bias Testing

We examined the dataset for missing values and outliers before analyzing the distribution of the observed variables. Normality was assessed by calculating skewness and kurtosis, with skewness values ranging from −0.685 to −1.861 and kurtosis values ranging from −0.218 to 6.108. These values fall within the acceptable range of −2 to 7, confirming that the data are normally distributed (Kline, 2011).
Common method bias (CMB) was evaluated using two approaches. First, according to Malik and Abdallah (2020), CMB is unlikely if the total variance explained by a single-factor model is less than 50%. Second, based on Fuller et al. (2016), a poor model fit for a one-factor model also suggests minimal CMB concerns. Results from exploratory factor analysis (EFA) showed that a single factor accounted for 39.28% of the total variance, while confirmatory factor analysis (CFA) indicated a poor fit for the single-factor model χ2(246) = 447.430, p < 0.001; RMSEA = 0.041; CFI = 0.961; TLI = 0.956; SRMR = 0.033. These findings confirm that CMB was not a significant issue in this study.

4.3. Assessment of the Measurement Model

The fit indices from the CFA results indicated that the single-factor model had a poor fit to the data: χ2(246) = 447.430, p < 0.001; RMSEA = 0.041; CFI = 0.961; TLI = 0.956; SRMR = 0.033. Both the CFI and TLI values were above 0.90, indicating a good model fit (H. J. Chang et al., 2013; Suttikun & Yuan, 2020). Additionally, the RMSEA value was below 0.06, which is also considered indicative of a good model fit (Hu & Bentler, 1999). Table 1 presents standardized factor loadings, Cronbach’s alpha, composite reliability (CR), and average variance extracted (AVE) values. The factor loadings ranged from 0.522 to 0.756, all of which exceeded the minimum acceptable threshold of 0.50 as recommended by Hair et al. (2009), thereby supporting the construct validity of the measurement model. AVE values ranged from 0.358 to 0.510, while composite reliabilities ranged from 0.734 to 0.835. According to Fornell and Larcker (1981), an AVE value below 0.50 may still be considered acceptable if the composite reliability exceeds 0.60, indicating adequate convergent validity. This perspective is supported by recent studies (Shrestha, 2021; Fikri & Setiawati, 2023), which acknowledge that AVE values below the conventional threshold may still be acceptable, provided that composite reliability exceeds the recommended level. Additionally, Asmelash and Kumar (2019) noted that a lower AVE may result from the use of composite variables to represent a latent construct, which can influence the overall variance explained. Moreover, Cronbach’s alpha values ranged from 0.736 to 0.835, confirming the reliability of the measurement model (Nunnally, 1978).
Means, standard deviations, and correlations between constructs are shown in Table 2. All correlations, which ranged from 0.486 to 0.750, were significant and positive (p < 0.001). Most construct-to-construct correlations were below the acceptable threshold of 0.80 (Talwar et al., 2020).

4.4. Structural Model and Hypothesis Testing

We tested the proposed model using SEM because all study measures were valid and reliable (Figure 1). The results indicated that the conceptual model provided a good fit to the data: χ2(246) = 447.430, p < 0.001; RMSEA = 0.041; CFI = 0.961; TLI = 0.956; SRMR = 0.033. Figure 2 illustrates that five structural paths were tested, four of which were significant. Table 3 summarizes the hypothesis testing results. Perceived authenticity had a strong positive effect on self-expansion (β = 0.902, p < 0.001), supporting H1. However, contrary to the researchers’ expectations, perceived authenticity did not significantly influence local restaurant preference (β = 0.108, p = 0.371), leading to the rejection of H2. Moreover, self-expansion significantly impacted local restaurant preference (β = 0.870, p < 0.001), supporting H3. Furthermore, tourists’ preferences for local restaurants significantly influenced both positive WOM (β = 0.976, p < 0.001) and their intention to visit local restaurants (β = 0.949, p < 0.001).
Next, we examined the mediating role of consumer self-expansion in the relationship between tourists’ perceived authenticity and their local restaurant preferences. Following Reimann et al. (2010), we assessed both the direct and indirect effects to determine the nature of the mediation. The mediation analysis was conducted using Mplus with 5000 bias-corrected bootstrap samples to estimate the indirect and total effects. The results showed that the total indirect effect of perceived authenticity on restaurant preference was statistically significant (Unstandardized Beta = 1.005, 95% CI [0.780, 1.278], p < 0.001). Specifically, the indirect effect through the mediator, consumer self-expansion, was also significant (Unstandardized Beta = 0.884, 95% CI [0.461, 1.649], p < 0.001). These findings indicate that consumer self-expansion partially mediates the relationship between perceived authenticity and restaurant preference, thereby supporting H6.

5. Discussion

This study investigated the relationships among tourists’ perceived authenticity of local restaurants, self-expansion, local restaurant preferences, positive WOM, and intention to visit local restaurants. Additionally, it examined the mediating role of consumer self-expansion in the relationship between perceived authenticity and local restaurant preference. The results of hypothesis testing revealed that tourists’ perceived authenticity directly contributes to their self-expansion, supporting H1. This finding aligns with previous studies indicating that perceived authenticity is an important trigger for positive emotions (J. H. Kim et al., 2020). For example, C. R. Liu et al. (2022) demonstrated that consumers’ perception of luxury value is positively associated with self-expansion, highlighting how meaningful experiences can broaden one’s sense of self. Similarly, Guo et al. (2024) found that perceived authenticity significantly influences tourists’ positive attitudes and preferences, such as their choice of souvenirs. A likely explanation for this pattern is that when tourists perceive local restaurants as authentic—through unique menu items, genuine service, an atmosphere reflecting local culture, and the use of regional ingredients—they experience a deeper connection to the place and its traditions. These authentic elements create meaningful and memorable encounters that allow tourists to extend their self-identity by exploring new cultural values and experiences. In other words, authenticity acts as a catalyst for self-expansion by enriching tourists’ self-perception, making the dining experience not only enjoyable but also personally transformative—especially in destinations that emphasize food tourism.
However, the second hypothesis (H2), which proposed a direct positive relationship between tourists’ perceived authenticity and their preferences for local restaurants, was not supported, yielding an unexpected result. This contrasts with prior research that has consistently found perceived authenticity to enhance tourist attitudes and satisfaction toward local food experiences (e.g., S. H. Kim & Huang, 2021; T. Zhang et al., 2019). This unexpected result may reflect the nature of authenticity in this context, such as decor, traditional ingredients, and cultural themes, which can improve the dining atmosphere but may not foster a specific emotional attachment to individual restaurants. A possible explanation lies in the mediating role of self-expansion: our findings suggest that local dining enhances tourists’ self-concept, broadening their perspectives and increasing their cultural understanding, which indirectly shapes their preferences. According to Guo and Hsu (2023), self-expansion occurs when individuals experience personal growth through consumption experiences, while Gorlier and Michel (2020) highlight its mediating role between self-brand inclusion and brand evaluation. This underscores the importance of considering psychological mechanisms, beyond direct effects, in understanding how authenticity influences tourist behavior.
Furthermore, the results showed that self-expansion significantly influenced tourists’ preferences for local restaurants, supporting H3. This finding aligns with previous studies. For instance, C. R. Liu et al. (2022) found that consumer self-expansion in Michelin-starred restaurants positively correlates with feelings of gratitude, while Guo and Hsu (2023) demonstrated that self-expansion influences consumers’ brand choices and overall experiences. A possible interpretation is that dining at local restaurants allows tourists to broaden their personal values and perspectives. This process may involve learning about new cultures, trying unfamiliar flavors, and gaining a deeper awareness of the local way of life. Such experiences contribute to a sense of personal growth, self-discovery, and positive self-perception. When tourists feel that a restaurant helps them grow or connects meaningfully with their identity, they are more likely to view it favorably. This emotional and psychological attachment fosters stronger preferences, increasing the likelihood of revisiting the restaurant in the future. Tourists may recall the positive and enriching experiences they had, leading them to choose the same restaurant again over unfamiliar options. They may even seek to explore more items on the menu, deepening their loyalty and reducing their interest in other establishments.
Moreover, our findings indicated that tourists’ preferences for local restaurants positively influence both positive WOM and their intention to revisit, supporting H4 and H5. These results are consistent with prior research showing that positive emotions enhance purchase intentions in the context of traditional restaurants (T. Zhang et al., 2019). Similarly, S. N. Zhang et al. (2021) found that when consumers hold a favorable attitude toward a brand, they are more inclined to share positive WOM. Likewise, Foroudi et al. (2021) confirmed that a positive brand attitude is significantly associated with both WOM behavior and revisit intention. One possible explanation is that when tourists develop a strong preference for a local restaurant—due to satisfying service, authentic food, or a meaningful cultural experience—they form a favorable impression that shapes their overall attitude. This positive perception encourages them to share their experiences with others, especially via social media or travel reviews, as a way of expressing satisfaction and offering recommendations. At the same time, these favorable impressions often strengthen their behavioral intentions, such as the desire to return to the same restaurant in future visits. This process reflects how emotional and cognitive evaluations of dining experiences can directly influence tourists’ post-visit behaviors. The more tourists feel that a restaurant aligns with their expectations and values, the more likely they are to act as brand advocates and repeat customers.
Lastly, we confirmed that self-expansion significantly mediates the relationship between tourists’ perceived authenticity and their preferences for local restaurants (H6). This mediation helps explain why a direct link between authenticity and restaurant preference (H2) was not found—a divergence from prior studies that reported direct effects. Our findings suggest that perceived authenticity influences preference primarily through the psychological process of self-expansion, a notion supported by the recent literature (Aron et al., 2022; C. R. Liu et al., 2022). When tourists encounter authentic local elements, such as culturally themed decor, regional ingredients, or traditional service, they experience personal growth and deeper engagement with the local culture. This self-expansion fosters stronger emotional connections to the restaurant, resulting in greater satisfaction, memorable experiences, and a higher likelihood of revisiting or recommending the establishment. Thus, authenticity alone may not suffice to drive preference unless it is perceived as personally meaningful, highlighting the pivotal mediating role of self-expansion in this context.

5.1. Theoretical Implications

Our study contributes to the existing hospitality literature in several ways. First, it enhances the understanding of local restaurants, as Guo and Hsu (2023) noted that knowledge regarding consumer self-expansion in this field is still limited. Therefore, this study builds on EDT and self-expansion theory within the context of local restaurants to explore their impact on tourists’ perceived authenticity and behavioral intentions. It integrates perceived authenticity, self-expansion, local restaurant preference, positive WOM, and the intention to visit local restaurants.
Second, this research extends EDT and self-expansion theory by elucidating how tourists’ expectations and experiences at local restaurants influence their satisfaction and subsequent behaviors. EDT has been widely applied in various service contexts, such as wearable health information systems (Shen et al., 2018), online shopping experiences (F. Liu et al., 2020), corporate social responsibility (Wang et al., 2020), service quality and crew capacity in airlines (Batouei et al., 2019), and service failures in the aviation industry (Hien et al., 2024). This study applies EDT to examine the impact of tourists’ perceived authenticity, self-expansion, preferences for local restaurants, positive WOM, and intention to visit local restaurants. This approach enables a better understanding of how tourists’ satisfaction—based on whether their expectations are confirmed or disconfirmed after dining at local restaurants—affects their future behaviors. Additionally, while previous studies have investigated self-expansion theory from various perspectives (C. R. Liu et al., 2022; Gorlier & Michel, 2020), few have explored it in the context of local restaurants (Guo & Hsu, 2023). Our findings show that the perceived authenticity of local restaurants directly fosters tourists’ self-expansion, serving as a form of self-expression and identity exploration, which in turn influences their attitudes and future behaviors. Tourists may view the authenticity of local restaurants—such as decorations that reflect local arts and culture, unique local environments, and locally sourced ingredients—as a means of self-expression in various ways, including broadening their perspectives, learning new things, becoming more knowledgeable, feeling positive about themselves, and discovering their own identity. This contributes new empirical evidence to the understanding of consumer satisfaction and self-expansion in the context of food tourism.
Third, this study enhances our understanding of authentic experiences. Although tourists actively seek authentic experiences in cultural destinations (Williams et al., 2019), this study is one of the few to explore the interplay between tourists’ perceived authenticity, self-expansion, local restaurant preferences, positive WOM, and intention to visit local restaurants. It contributes to existing knowledge by predicting the relationships and factors that drive positive tourist behavior toward local restaurants, including positive WOM and the intention to visit. Given the increasing competition in the local restaurant industry, tourist behavior is constantly evolving, making it an important area of study across multiple dimensions. Moreover, this study supports previous research on authenticity (J. H. Kim et al., 2020) and its positive impact on tourists’ intentions to visit and dine at local establishments.
Finally, the mediating role of self-expansion in the relationship between tourists’ perceived authenticity and their local restaurant preferences is a key contribution of this research. This study advances the findings of Song et al. (2019), who explored the relationship between tourists’ perceived authenticity and their behavioral intentions. It provides specific details on how self-expansion mediates the effect of perceived authenticity on tourists’ local restaurant preferences, thereby influencing their behavioral intentions. In other words, tourists may seek authenticity to express their self-expansion or identity by choosing to dine at local restaurants. Thus, the current research unveils tourist behavior in local restaurants—a topic that has not been previously addressed. In this study, perceived authenticity had both a direct effect on self-expansion and an indirect effect on local restaurant preference through consumer self-expansion, further highlighting the importance of including perceived authenticity in studies on consumer self-expansion and local restaurant preference.

5.2. Practical Implications

Our study highlights the pivotal role of consumer self-expansion as a mediator between perceived authenticity and local restaurant preference. Local restaurant operators can facilitate self-expansion by designing immersive environments that showcase local art and culture, integrating locally sourced ingredients, and incorporating storytelling about culinary traditions. This result is consistent with the self-expansion theory; such authentic and engaging experiences enable consumers to broaden their perspectives and deepen their identity connection with the local culture. These strategies not only enhance perceived authenticity but also foster stronger psychological ties, boosting preferences, positive WOM, and revisit intentions, as supported by our findings.
Additionally, this study demonstrates that self-expansion positively influences local restaurant preferences, emphasizing the practical importance of cultivating a distinctive restaurant identity. According to self-expansion theory, individuals are motivated to seek experiences that enrich their sense of self and broaden their perspectives. By positioning a local restaurant as the sole authentic brand that truly represents the destination—through showcasing unique local products, delivering excellent service, and highlighting traditional cooking processes—restaurants offer customers meaningful opportunities to discover new aspects of local culture and cuisine. These strategies not only make the dining experience more memorable and exclusive but also facilitate tourists’ self-expansion by allowing them to gain new knowledge and deepen self-awareness. As a result, this alignment with consumers’ intrinsic motivations increases the likelihood that they will develop a strong preference for the restaurant and choose to revisit it in the future.
Lastly, the research demonstrates that local restaurant preference has a positive impact on both positive WOM and tourists’ intentions to revisit. This finding is consistent with the EDT (Oliver, 1980), which posits that tourists who are satisfied with their restaurant experiences are more likely to not only return but also recommend these restaurants to others. In the digital age, positive WOM is especially powerful on social media, which acts as a key information source influencing restaurant choice among tourists (Ali et al., 2020). Therefore, we recommend that local restaurant managers focus on maximizing tourist satisfaction while actively encouraging guests to share their experiences online. Strategies might include offering personalized surprises or rewards, such as birthday discounts or incentives for sharing photos and reviews on social networks. These initiatives can heighten guest satisfaction, increase the likelihood of repeat visits, and attract new tourist segments seeking unique dining experiences, thereby further supporting food tourism at the local level.

5.3. Limitations and Future Research

This study has several limitations. First, the results may not be generalizable to populations in other countries. Different cultures may yield different outcomes; thus, future research using samples from diverse countries is necessary to capture various cultural contexts. Building on our finding that consumer self-expansion is a significant antecedent, future studies could explore whether and how the self-expansion process operates differently across these cultural contexts using a comparative or cross-cultural theoretical lens. Second, although this study used a survey questionnaire that asked participants to recall experiences from the past six months, recall bias may still be present. To minimize this, future research could utilize experimental field studies conducted in real time at restaurants. Third, this study measured behavioral intention rather than actual behavior. Since the current findings suggest a strong link between perceived authenticity, personal expansion, and intention, future studies could use transactional data—such as actual spending amounts or frequency of visits—to determine whether these intentions translate into concrete economic or behavioral outcomes for local businesses. This is particularly important given our findings that perceived authenticity and personal expansion strongly impact intention, yet it remains unknown whether this effect extends to actual purchasing behavior. Finally, variables such as local culture, quality, price, food taste, waiting time, service, and environment may influence tourists’ decisions (Nguyen et al., 2022; Sthapit et al., 2023; Zhou et al., 2024). While these variables were not directly examined in our current model, incorporating them into future structural equation models could provide a more comprehensive assessment of the factors influencing both intentions and actual behavior, further refining the theoretical framework established by our findings. Additionally, one limitation of this study is that robustness checks to explore sample heterogeneity were not conducted, since the primary focus was on examining the overall relationships within the entire sample. Future studies should consider conducting robustness checks or multi-group analyses to assess the stability of results across different subpopulations.

Author Contributions

S.W.: Conceptualized and designed the study, collected data, analyzed data, drafted the paper, and revised it critically for intellectual content. C.S.: Conceptualized and drafted the paper, and revised it critically for intellectual content. P.M.: Designed the study, analyzed data, and revised it critically for intellectual content. All authors have read and agreed to the published version of the manuscript.

Funding

This research received funding from the Graduate School of Khon Kaen University, Thailand, for financial support under Grant number 651JS208 signed on 1 July 2022. The authors would like to express their deepest gratitude to the Graduate School of Khon Kaen University for their financial support of this study.

Institutional Review Board Statement

This study was reviewed by the Khon Kaen University Ethics Committee for Human Research (KKUEC) and was determined to be exempt from ethics approval requirements (Exemption ID: HE673020). The exemption was granted in January 2024. The study adhered to the Belmont Report and the Good Clinical Practice (GCP) guidelines in social and behavioral research. The research was conducted in accordance with the ethical standards outlined in the Declaration of Helsinki.

Informed Consent Statement

All participants provided written informed consent before completing the questionnaire. The survey was conducted anonymously, and no personal data were collected.

Data Availability Statement

The data supporting the findings of this study are available from the corresponding author.

Conflicts of Interest

No potential conflicts of interest were reported by the authors.

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Tourismhosp 06 00123 g001
Figure 1. Conceptual model.
Figure 1. Conceptual model.
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Figure 2. Structural model and hypotheses testing results. Note: *** p < 0.001; ** p < 0.01; NS. = Non-significant. Solid arrows indicate significant effects, while dashed arrows indicate non-significant effects.
Figure 2. Structural model and hypotheses testing results. Note: *** p < 0.001; ** p < 0.01; NS. = Non-significant. Solid arrows indicate significant effects, while dashed arrows indicate non-significant effects.
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Table 1. The measurement model.
Table 1. The measurement model.
ItemStandardized
Loading		Cronbach’s AlphaConstruct
Reliability		Average
Variance
Extracted
Perceived authenticity 0.7360.7340.358
I think the overall decor of local restaurants effectively showcases local art and culture.0.557
I believe local restaurants are truly original.0.522
I truly enjoyed the dining experience, especially the services provided by the employees of local restaurants.0.673
I think the environment of local restaurants is unique.0.552
I believe local restaurants use authentic, local ingredients in their dishes.0.671
Consumer self-expansion 0.8350.8350.460
Eating at local restaurants gave me a broader perspective on things.0.663
Eating at local restaurants helps me learn new things.0.594
Eating at local restaurants increases my knowledge.0.624
Eating at local restaurants makes me more aware of my surroundings.0.729
Eating at local restaurants gives a positive boost to my sense of self.0.688
Eating at local restaurants allows me to discover more about who I am as a person.0.756
Local restaurant preference 0.7890.7900.431
I always think about the local restaurants I’ve visited when I want to eat local food.0.603
I often think about the local restaurants I’ve visited because they meet my needs better than other restaurants.0.663
I tend to think about the local restaurants I’ve visited more than other local restaurants when deciding where to go.0.636
I am more interested in trying other food items at the local restaurants I have visited than at other local restaurants.0.697
I have no intention of visiting any local restaurant other than the ones I’ve already visited.0.678
Positive WOM 0.8010.7990.444
I would recommend a local restaurant I have visited to others.0.677
I will encourage friends and relatives to visit local restaurants I have been to before.0.682
I will share stories and experiences about local restaurants I have visited with my friends and relatives.0.615
I only share good stories about the local restaurants I visit.0.660
I always defend a local restaurant I’ve visited when others say something negative about it.0.695
Intention to visit local restaurants 0.7560.7570.510
I intend to visit local restaurants in provinces that support food tourism in the near future.0.728
I will return to local restaurants in provinces that support food tourism.0.687
I plan to visit local restaurants in provinces that support food tourism within the next three years.0.726
Table 2. Correlations of the model’s constructs.
Table 2. Correlations of the model’s constructs.
Constructs12345
1. Perceived authenticity1.000
2. Consumer self-expansion0.7111.000
3. Local restaurant preference0.6440.7941.000
4. Positive WOM0.6920.7590.7711.000
5. Intention to visit local restaurants0.6550.7260.7240.7501.000
Mean6.3696.3156.3016.3676.314
Table 3. Hypothesis testing and goodness-of-fit measures for the structural model.
Table 3. Hypothesis testing and goodness-of-fit measures for the structural model.
HypothesisPathStandardized Estimatest-ValueResults
H1Perceived authenticity → Self-expansion0.902 **37.855Supported
H2Perceived authenticity → Local restaurant preference0.108 n.s.0.895Not supported
H3Self-expansion → Local restaurant preference0.870 **7.562Supported
H4Local restaurant preference → Positive WOM0.976 **69.29Supported
H5Local restaurant preference → Intention to visit local restaurants0.949 **51.173Supported
Note: (χ2(246) = 447.430, p < 0.001; RMSEA = 0.041; CFI = 0.961; TLI = 0.956; SRMR = 0.033) ** p < 0.01; n.s. = non-significant.
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Wareebor, S.; Suttikun, C.; Mahasuweerachai, P. Perceived Authenticity and Tourist Behavior Toward Local Restaurants: An Empirical Study in Thailand. Tour. Hosp. 2025, 6, 123. https://doi.org/10.3390/tourhosp6030123

AMA Style

Wareebor S, Suttikun C, Mahasuweerachai P. Perceived Authenticity and Tourist Behavior Toward Local Restaurants: An Empirical Study in Thailand. Tourism and Hospitality. 2025; 6(3):123. https://doi.org/10.3390/tourhosp6030123

Chicago/Turabian Style

Wareebor, Sukanya, Chompoonut Suttikun, and Patcharaporn Mahasuweerachai. 2025. "Perceived Authenticity and Tourist Behavior Toward Local Restaurants: An Empirical Study in Thailand" Tourism and Hospitality 6, no. 3: 123. https://doi.org/10.3390/tourhosp6030123

APA Style

Wareebor, S., Suttikun, C., & Mahasuweerachai, P. (2025). Perceived Authenticity and Tourist Behavior Toward Local Restaurants: An Empirical Study in Thailand. Tourism and Hospitality, 6(3), 123. https://doi.org/10.3390/tourhosp6030123

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