Tourist-hotel relationship: the role of customer experience and brand authenticity

Abstract

The demand for authenticity has been growing in the contemporary world and in consumers´ lives (Fine, 2003; Grayson and Martinec, 2004). According to Grayson and Martinec (2014), the quest for authenticity has existed for many years. However, today it is reflected in the purchase of several market offerings. In a time of intense competition, it is difficult for companies to differentiate their products (goods or services) and authenticity can, indeed, act as an important element of differentiation (Gilmore and Pine, 2007). Despite the relevance of the term, research about authenticity has been very fragmented and different definitions can be found in the literature (Beverland and Farrelly, 2010; Grayson ands Martinec, 2004). In any case, some level of agreement can be identified as authenticity is many times associated with being genuine, real and/or true (Beverland and Farrelly, 2010). When the concept is applied to objects like, for instance, brands, the notion of brand authenticity emerges (Fritz, Schoenmueller, and Bruhn, 2017).