Branding authenticity

Research output: Contribution to journalArticlepeer-review

12 Scopus citations

Abstract

This article explores the link between authenticity expectations and tourist satisfaction at heritage sites using a consumption model of authenticity. The population in focus is a subset of Generation Y in the US. In doing so, it offers important perspectives on strategic brand management for heritage sites so that proactive strategies can be formulated. The results show that authenticity has become an important performance indicator of heritage tourism. It enriches tourist experience and satisfaction and is a crucial measure to gauge marketing success.

Original languageEnglish (US)
Pages (from-to)735-740
Number of pages6
JournalTourism Analysis
Volume15
Issue number6
DOIs
StatePublished - Jan 1 2010

Keywords

  • Authenticity
  • Branding
  • Consumer satisfaction
  • Generation Y

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management

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