A consumer-based model of authenticity: An oxymoron or the foundation of cultural heritage marketing?

Tomaz Kolar and Vesna Zabkar

Tourism Management, 2010, vol. 31, issue 5, 652-664

Abstract: This study examines the relevance and conceptualizations of the authenticity concept in cultural tourism from the managerial standpoint. We propose a consumer-based model in which authenticity is a key mediating construct between cultural motivation and loyalty. The model is empirically examined by means of a survey conducted on 25 Romanesque heritage sites in four European countries. A confirmatory factor analysis and structural equation modeling were performed using LISREL 8.72. The results indicate that cultural motivation is an important antecedent of both object-based and existential authenticity, which in turn influence tourist loyalty. Theoretical, managerial and marketing implications of authenticity are discussed, showing that the consumer-based perspective can transcend some 'irreconcilable tensions' related to this concept.

Keywords: Authenticity; Structural equation modeling; Cultural heritage tourism (search for similar items in EconPapers)
Date: 2010
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Citations: View citations in EconPapers (62)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:touman:v:31:y:2010:i:5:p:652-664

DOI: 10.1016/j.tourman.2009.07.010

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