Branding authenticity

• Autores: Deepak Chhabra
• Localización: Tourism analysis, ISSN 1083-5423, Vol. 15, Nº. 6, 2010, págs. 735-740
• Idioma: inglés
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• Resumen

  • 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.