A consumer-based model of authenticity: An oxymoron or the foundation of cultural heritage marketing? |
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Authors: | Tomaz Kolar Vesna Zabkar |
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Institution: | University of Ljubljana, Faculty of Economics, Department of Marketing, Kardeljeva ploscad 17, SI-1000 Ljubljana, Slovenia |
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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. |
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Keywords: | Authenticity Structural equation modeling Cultural heritage tourism |
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