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What makes online tours authentic? A semiotic analysis

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  • Samaniego-Chávez, Carla Estefanía
  • Shi, Fangfang
  • Khamidullin, Takhir

Abstract

While authenticity has been extensively examined in physical tourism, its construction in online spaces remains under-researched. This netnographic study analyzes the social construction of authenticity in live-streamed museum visits, covering 369 tours, 1935 video frames, and 61,000 viewer comments from Prado Museum's Instagram tours. The findings reveal that authenticity in virtual museum experiences emerges through distinct cues. Real-time interactions, material evidence, and human presence function as indexical cues validating museum reality. Prop objects and performative events serve as iconic cues, enhancing experiential authenticity. Language, institutional practices, and recognizable artifacts operate as symbolic cues fostering heritage connections and cultural resonance. This study advances our understanding of authenticity in technology-mediated experiences, offering insights into the online engagement of cultural institutions.

Suggested Citation

  • Samaniego-Chávez, Carla Estefanía & Shi, Fangfang & Khamidullin, Takhir, 2025. "What makes online tours authentic? A semiotic analysis," Annals of Tourism Research, Elsevier, vol. 114(C).
    • Handle: RePEc:eee:anture:v:114:y:2025:i:c:s0160738325001240
    DOI: 10.1016/j.annals.2025.104018
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