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

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  • Kolar, Tomaz
  • Zabkar, Vesna

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.

Suggested Citation

  • Kolar, Tomaz & Zabkar, Vesna, 2010. "A consumer-based model of authenticity: An oxymoron or the foundation of cultural heritage marketing?," Tourism Management, Elsevier, vol. 31(5), pages 652-664.
    • Handle: RePEc:eee:touman:v:31:y:2010:i:5:p:652-664
    DOI: 10.1016/j.tourman.2009.07.010
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    References listed on IDEAS

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    1. Miller, Daniel, 2001. "The Dialectics of Shopping," University of Chicago Press Economics Books, University of Chicago Press, edition 1, number 9780226526461, September.
    2. Richard A. Peterson, 2005. "In Search of Authenticity," Journal of Management Studies, Wiley Blackwell, vol. 42(5), pages 1083-1098, July.
    3. P. M. Bentler & Chih-Ping Chou, 1987. "Practical Issues in Structural Modeling," Sociological Methods & Research, , vol. 16(1), pages 78-117, August.
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