Conceptualising the Indexical-Iconic Food Authenticity Scale

Abstract

The current study conducts a systematic review of authenticity research to conceptualise the indexical-iconic approach for food and travel destinations. It develops the Indexical-Iconic Food Authenticity scale which applies a continuum approach in operationalising indexical and iconic authenticity. The empirical model examines country image for its impact on attitude and behavioural intention under four authenticity conditions. Finally, the model examines food orientation and desire for existential authenticity for moderating effects on the attitude-behavioural intention relationships.