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Fishery, fish farming and fish gastronomy have a decisive role in the Czech culture and Czech national identity. This article explores attitudes of hospitality stakeholders (SHs) and consumers towards fish gastronomy in the Czech Republic with an emphasis on traditional recipes and impact of globalization. For the exploration of SHs' attitudes, qualitative investigation via in-depth semi-standardized interviews was employed with 19 fish restaurant SHs from the capital city of Prague and regions Central Bohemia, Southern Bohemia, and Western Bohemia. The abstraction, appearance of ideal types of SHs, and integration with four aspects of Ritzer's McDonaldization theory were done. For the exploration of consumers' attitudes, a quantitative sensory evaluation of seven fish dishes with 1698 participants was used followed by Pearson's chi-squared test of independence and posthoc Bonferroni testing with adjusted standardized residuals. Lastly, a focus group was conducted with five regular fish food consumers. Three ideal types of SH named progressive innovators, taste defenders, and occasional traditionalists appeared. For all of them, aspects of McDonaldization were obvious, meaning shift towards rationalization in Czech fish culinary culture and possible dilution of the original identity by overshadowing of traditional fish recipes. As the main reasons for deauthentication of Czech fish gastronomy, high laboriousness of traditional fish dishes causing high time consumption for restaurant staff and the inclusion of bones in most of the traditional Czech fish dishes as the main barrier for consumers were identified. Paradoxically, consumers preferred traditional dishes more, showing a discrepancy between the attitudes of consumers and SHs. This result drew attention to the need for marketing research on the part of SHs. When already prepared dishes were presented, consumers preferred to choose more time-consuming fish dishes with more input ingredients. In the restaurant, consumers more often choose bone-free dishes. On the other hand, in households, consumers prefer the cheaper purchase of whole fish with bones. Ways of defense against food globalization were outlined: promotion of traditional fish dishes not contradicting the McDonaldization aspects, supporting food with strong national traditions, and the usage of glocalization when the skills, specificity, or original ingredients are sustained despite globalization.

"Pale Lager and Double Carp Fries, Please". The McDonaldization of the Culinary Culture in the Czech Republic