Branding authenticity

Deepak Chhabra

doi:10.3727/108354210X12904412050134

Branding authenticity

Deepak Chhabra

Research output: Contribution to journal › Article › peer-review

20 Scopus citations

Abstract

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.

Original language	English (US)
Pages (from-to)	735-740
Number of pages	6
Journal	Tourism Analysis
Volume	15
Issue number	6
DOIs	https://doi.org/10.3727/108354210X12904412050134
State	Published - Jan 1 2010

Keywords

Authenticity
Branding
Consumer satisfaction
Generation Y

ASJC Scopus subject areas

Tourism, Leisure and Hospitality Management

Access to Document

10.3727/108354210X12904412050134

Cite this

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Branding authenticity

Abstract

Keywords

ASJC Scopus subject areas

Access to Document

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