Why we choose culturally themed restaurants: the role of taste, identity and community

Abstract

Purpose: This study evaluates customer experiences in culturally themed restaurants by identifying key factors that shape consumer attitudes and behavioural intentions. It also examines how cultural identity influences these relationships. Design/methodology/approach: Data were collected from 521 customers across four culturally themed casual restaurants in Indonesia. Exploratory factor analysis (EFA) was performed to identify the underlying dimensions of consumption value in culturally themed restaurants. Subsequently, partial least squares structural equation modelling (PLS-SEM) was employed to test the hypothesized relationships, including the moderating effect of cultural identity. Findings: Functional–emotional value, conditional value, epistemic value and sense of community shape favourable attitudes, which drive behavioural intention. A sense of community also directly influences behavioural intention. However, cultural identity only moderates its effect on favourable attitudes, while other relationships remain unchanged, suggesting similar behavioural patterns across groups. Practical implications: Restaurant managers should enhance functional–emotional value by emphasizing food quality, authenticity and sensory engagement while strengthening the sense of community through cultural storytelling and immersive experiences. Marketing should balance cultural affiliation and inclusivity, as consumer behaviour remains consistent across groups. Originality/value: This study integrates the value-attitude-behaviour model, consumption value theory, sense of community theory and the social identity framework to explain behavioural intention in culturally themed dining while providing empirical evidence on the role of social identity in consumer engagement.