The effect of ethnic restaurants on local people - immigrant interaction and acceptance of immigrants: A research in the framework of contact theory

This study aims to examine the impact of ethnic restaurant experiences on immigrant acceptance through the lens of contact theory. The proposed model offers a perspective that evaluates contact not only in the context of cultural relations, but also through a consumerist approach with the interconnections of sociological and gastronomic variables. Furthermore, the model adopts a process-oriented approach to intergroup contact, as suggested in the literature, by analysing the contact process in three stages: pre-contact, during contact and post-contact. Data collected from 647 participants were analysed using PLS-SEM. The results show that sociological variables (cultural distance, ethnocentrism and racist attitudes) play a significant role in shaping readiness for contact. Perceived authenticity acts as a bridge to transfer contact from a culture-oriented context shaped by sociological variables to a consumption-oriented context influenced by gastronomic variables (cultural motivation, attitudes towards ethnic food and intention to visit ethnic restaurants). Contact in the consumption context is divided into two categories: fictional contact and actual contact. Fictional contact is shaped by expectations surrounding the ethnic restaurant experience, creating a mental framework of what such an experience might entail. Actual contact, on the other hand, refers to coexistence, where individuals physically engage with and experience the ethnic restaurant environment, surrounded by elements of a different culture. Contact and coexistence in ethnic restaurants occur not only between individuals and immigrants, but also through interactions with culture-specific symbols. The outcomes of contact can be observed starting with fictional contact. People who want to experience ethnic restaurants tend to be more accepting of immigrants. This tendency becomes significantly stronger with actual and repeated visits to ethnic restaurants, which facilitate sustained personal contact. The findings also allow for assessments of the halo effect, the continuity of contact outcomes, the extended contact effect and the secondary transfer effect.