EAN: 9789811309854

RESTAURANT CHAINS IN CHINA - GUOJUN ZENG HENK J...

This book explores the paradox of the hospitality industry: customers demand not only personal
and innovative tourism products and services  but also cost-effective ones. Enterprises have
the option to meet the former demand by offering authentic products and services while the
latter could be achieved through standardization. Although it seems ideal to combine both
concepts  they seemingly contradict each other leading to suppliers facing an
authenticity-standardization paradox. The authors identify  analyze  and provide solutions for
this authenticity-standardization paradox based on a series of case studies of restaurants in
China. This book will be of interest to scholars  business owners  and consultants.

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