The art of Chinese cuisine: enhancing brand image and dining experiences through engaging tableside experiences

Purpose The tableside presentation of Chinese cuisine and culture offers a unique experience that combines culinary artistry, cultural storytelling and interactive dining. This study focuses on foreign customers who have engaged in Chinese cuisine dining experiences offering tableside presentations. Design/methodology/approach In this study, foreign customers who had dined at restaurants offering tableside presentations were surveyed. Data were collected to analyse their perceptions of risk attitude, brand image, perceived quality and the likelihood of sharing their tableside presentation experiences on social media. Additionally, the relationships among these factors and the moderating role of food variety were examined. Findings The findings reveal that risk attitudes may indirectly influence social media sharing intentions through brand image, perceived quality, and brand credibility. Additionally, food variety serves as a moderating factor, strengthening the relationships between (1) risk attitudes and brand image and (2) perceived quality and brand credibility. Originality/value There remains a gap in the research on the critical elements needed to attract foreign customers and the specific factors that inspire them to share their unique dining experiences. Understanding these aspects is essential for amplifying a restaurant's presence on social media platforms and fostering deeper engagement with global audiences.