The role of cultural and personal values in authentication of tourist attractions: A quantitative investigation

Abstract

This study investigates the role of personal and cultural values in the authentication of tourist 6 attractions. An attitudinal value that an individual ascribes to attractions being genuine (indexically authentic) versus being staged (iconically authentic) is operationalized as primarily realist, constructivist, and postmodernist. Two dimensions of the Inglehart‐Welzel Cultural Map represent cultural values: secular‐traditional and self‐expression‐survival. We compared authentication outcomes of two indexical and two iconic attractions in five cultural contexts: China, Mexico, Russia, South Korea, and the U.S. Authenticity orientation affects authentication outcomes, especially in the context of recreated attractions. The effect of culture goes beyond the influence of demographics, familiarity, and personal attitudes toward authenticity. Tourists from cultures that are higher on self‐expression are more likely to accept staged attractions as authentic and express a higher propensity to visit. The relationship between personal values toward authenticity and authentication outcomes demonstrated cultural invariance in several national contexts.