Marketing Authenticity Matters in Tourism

Authenticity remains a polysemic and multilayered concept whose discourse continues to shift while the underpinning theories remain robust. Within the contemporary marketing context, consumer pursuit of authenticity has become a keystone, particularly in relation to cultural heritage experiences. However, when viewed through a postmodern lens, there is a visible duality in tourist trends wherein some remain in pursuit of the purest (essentialist) notion of authenticity while others desire hyperreal pseudo experiences. On the supply-side, competition has only increased in an ever-more congested online marketplace, and authenticity in marketing has emerged as a way for companies to differentiate themselves. Authentic marketing requires a focus on being intentionally sincere/true to the product/service and its message which in turn resonates with consumer preferences for honesty and core values that reflect their own. For example, recent foci in marketing include ethical production, ethical consumption/selving and wellbeing as consumers prefer companies with whom they can identify deeply while also enhancing their sense of self.

Authenticity, from a marketing standpoint, is mushrooming as an important field of inquiry in tourism. Authenticity in marketing extends beyond promotional campaigns and touches every aspect of an enterprise and/or corporation, and it is paramount to success to be consistent, transparent, and mirror the true value of the brand. However, authenticity is not clearly understood in its market expressions. Therefore, there is a need for a shift in marketing paradigms whereby authenticity is centered at the core of all promotional mix strategies. To date, very few studies have examined the potential of authenticity in relation to tourist market attraction. Furthermore, authenticity in marketing has also rarely been discussed in relation to sustainability and conservation. Thus, this research topic will provide a timely and important addition to the scholarly literature.

This Research Topic calls for papers that can offer alternative authenticity-centered marketing models to shape/transform supply and demand environments. We invite conceptual, empirical and theoretical explorations to identify and engage with authentic communication pathways that hold potential to facilitate/restore traditional and ethical/moral codes and promote sustainable production and consumption of tourism resources.’ This call is open to multifaceted and multidisciplinary research initiatives, and the intent is to feature both case study-specific and theoretical research papers, that are based on (but not limited to) the following themes:

-Branding authenticity
-Building marketing appeal by practicing authenticity
-Existential authenticity and innovative marketing Authentic conversations
-Authenticity and ethical marketing
-Co-creating authentic experiences
-Authenticity and motivation
-Authenticity and experiential marketing
-Digital nomadism and pursuit of authenticity
-Authenticity and proximate travel
-Responsible marketing, authenticity and relevant SDGs (Sustainable development goals)
-Social marketing and authenticity
-Authentic wellness models and consumer behavior
-Identifying authentic target markets
-Authentic marketing and consumer consciousness