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Impression Management of the Taste and Ambience of Traditional Indonesian Restaurant

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This research aims to find out how the traditional restaurant owners present the authenticity of flavor and culture through the atmospherics elements and what challenges that are faced by them in bringing the authenticity flavor and culture. This research is a descriptive study with a qualitative approach. This study will provide a conceptual contribution to the study of the introduction of communication science and to contribute the thought on how to convey the authenticity of Indonesian traditional flavor and culture, considering that the authenticity cannot be determine objectively. The validity of the study uses a standard of credibility with its own specifications. Presenting the authenticity flavor is not an easy task to do. Restaurant owners should present the elements of atmospherics that emphasize the ability of the senses of visual, aural, and olfactory, that would be capture the stimuli in both the interior and exterior of the restaurant, music, as well as the scent of the fragrance of flowers and food. In addition to the atmospherics elements, traditional restaurant owners specially bring and use certain ingredients, such as soy, rice, tofu, crackers, and tea, to keep the authenticity of the taste of Indonesian cuisine.
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Document Type: Research Article

Publication date: April 1, 2015

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  • ADVANCED SCIENCE LETTERS is an international peer-reviewed journal with a very wide-ranging coverage, consolidates research activities in all areas of (1) Physical Sciences, (2) Biological Sciences, (3) Mathematical Sciences, (4) Engineering, (5) Computer and Information Sciences, and (6) Geosciences to publish original short communications, full research papers and timely brief (mini) reviews with authors photo and biography encompassing the basic and applied research and current developments in educational aspects of these scientific areas.
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