Commodification and perceived authenticity in commercial homes

Commercial homes represent the commodification of a rural home that affects its authenticity. This study uses a quantitative approach to examine the interaction of commodification and perceived authenticity of commercial homes in rural areas. Both commodification and perceived authenticity are treated as multi-dimensional and measurable constructs. Three sets of hypotheses regarding their relationships are tested with a hierarchical dataset comprising 188 commercial home owners and 873 tourists in northern Zhejiang Province, China. Findings from hierarchical linear modeling indicate that commodification of place and labor negatively affects cognitive authenticity, and commodification of hosts’ goals negatively affects relational authenticity. In contrast, no significant effects are found on constructive authenticity. A conclusive model is then proposed, and research implications and limitations are discussed.