本論文探討在歐洲開設一家台灣餐廳，先以法國為首先研究的市場。它涉及與口味適應、保持真實性、迎合客人喜好以及網路評論的影響相關的關鍵問題。這次的研究，我進行了訪談、現場觀察，並收集了Google評論和TripAdvisor的二手資料作為參考。本論文將作為我未來計劃在歐洲國家開設一家台灣餐廳的市場研究的第一步。

The paper explores the establishment of a Taiwanese restaurant in Europe, with a particular focus on France. It addresses key questions related to flavor adaptation, preserving authenticity, catering to customers' tastes, and the influence of online reviews. To gather data, interviews were conducted, on-site observations were made, and secondary data from Google Reviews and TripAdvisor were collected as references. This paper serves as the initial step in my future plan to open a Taiwanese restaurant in a European country.

Validation Letter i
Acknowledgment ii
中文摘要 iv
Abstract v
Table of Contents vi
1Introduction 1
2Literature Review 4
2.1Defining Localization and Its Impact on Global Business 4
2.1.1Challenges of Implementing Localization in a Small Family Restaurant 5
2.2Understanding Ethnic Authenticity in the Context of Consumer Behavior 6
2.2.1The Importance of Ethnic Authenticity to Appeal Different Cultures 7
2.2.2Balancing Localization and Ethnic Authenticity for Business Success 8
2.3The Concept of Taste and Its Influence on Consumer Behavior 9
2.3.1The Intersection of Taste and Cultural Identity in Consumer Preferences 10
2.3.2The Power of Taste in Creating Brand Loyalty 10
2.4The Emergence and Growth of Electronic Word-of-Mouth (eWoM) in Marketing Communications 11
2.4.1The Effects of eWoM on Consumer Behavior and Purchasing Decisions 12
2.4.2Leveraging eWoM to Enhance Brand Reputation and Awareness 12
2.5Synthesizing the Relationships between Localization, Ethnic Authenticity, Taste, and Electronic Word of Mouth (eWoM) 13
3Methodology 15
3.1Data Collection Methods 15
3.1.1Semi-structured in-depth interview 16
3.1.2Observation 17
3.1.3Secondary-data analysis 18
3.2Data Analysis Methods 19
4Findings: Case Study of Le Goût de Taïwan 22
4.1Localization vs. Authenticity: Adapting to the French Palate and Atmosphere? 24
4.2Exploring Authenticity: Measures for an Authentic Taiwanese Dining Experience and Taste at "Le Goût de Taïwan 27
4.3Shaping Reputation and Popularity: The Role of eWoM at Le Goût de Taïwan 30
4.4Evaluating the overall success of Le Goût de Taïwan as a Taiwanese restaurant in Paris. 33
4.5Recommendations Provided to Enhance the Future Development 34
5Contributions and Implications, Limitations 36
5.1Implications and Contributions 36
5.2Limitations 37
6Conclusion 39
References 40
Appendix (Interview) 45
Appendix (Observation) 69
Appendix (Secondary Data) – Most Relevant Google and TripAdvisor Reviews 72

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