Branding authenticity

    Research output: Contribution to journalArticlepeer-review

    18 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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