What is Consumer Choice

This chapter investigates the determining factors of the popularity of Italian cuisine in mainland China and attitude of restaurant patrons toward Italian cuisine. Published literature suggests that Italian cuisine abroad was first made familiar by Italian national who immigrated to countries in Europe, the Americas and Oceania. The growing popularity of Italian cuisine around the world today continues to shape the global evolution of ethnic cuisines because of its taste and simplicity of food preparation. Chinese patrons support this theory however; they find that Italian restaurants in China have expensively priced menus, and that they doubt the authenticity of Italian food preparation and question originality of Italian ingredients being used. These perceived negative factors identified could hamper this world-renowned cuisine from sustaining its popularity in China. The study used an online survey methodology and applied statistical analysis techniques to determine the factors relative to the popularity of Italian cuisine in mainland China and to the attitude of Chinese restaurant patrons. The results will contribute to the body of knowledge of hospitality marketing and tourism related studies and will help hospitality operators and future investors of new restaurant ventures in the decision making process whether to invest and operate an Italian restaurant in mainland China.