L'autenticità nelle destinazioni turistiche: definizione di un modello consumer-based per la misurazione e lo studio del livello di autenticità percepita di una destinazione turistica

This thesis aims to contribute to the scientific debate on the field of authenticity in tourism. In particular, this research defines and validates a consumer-based model for the study and measurement of the level of authenticity perceived by tourists of a tourist destination. Findings are relevant both from a theoretical and a managerial point of view. On the one hand, it contributes to the debate aimed at defining and measuring the authenticity in tourism. On the other hand, this study provides an important instrument for tour operators, policy makers and destination marketers. Indeed, they may use the model for market segmentation and customer profiling to gain useful information for monitoring and maximizing marketing policies based on authenticity. In addition, findings may be used to plan and carry out internal marketing actions to sensitize tourist operators about the importance that the different dimensions of authenticity may have on tourists' choice behaviour and evaluation. This thesis has been structured on three chapters, corresponding to three scientific papers connected to each other. In particular, the first chapter explores the meaning of authenticity in tourist destinations through the use of a qualitative approach. Specifically, the study defines the concept of authenticity in a tourist destination through the analysis of 22 in-depth interviews conducted by the laddering technique on a sample of 22 tourists during their holidays in Sardinia. The results show that it is possible to define the concept of authenticity in a tourist destination since the concrete and abstract attributes perceived to be more relevant for tourists. Further, findings show that is possible to close off a restricted set of attributes that tourists associate to a destination they perceive as authentic, the consequences and benefits related to them, proving the existence of a link between attributes, experience, feelings and positive emotions arising from travel experiences in places perceived as authentic. The theoretical and managerial implications were drawn based on the study findings, and recommendations for future researchers were made. The second chapter aims to develop and validate a set of measurement scales to assess the level of authenticity perceived by tourists of a tourist destination. The development and validation process is based on a mixed method approach (exploratory sequential design). A series of studies suggests that the scale exhibits internal consistency reliability, construct validity, and nomological validity. Overall, the scales appear to be conceptually sound and psychometrically valid. The work helps to deepen the knowledge on authenticity in tourist destinations, providing a useful tool to support destination marketing strategies and policies. The third and final chapter is focused on the development of a extended model for the study of authenticity in tourist destinations. Specifically, the study propose a consumer-based model in which authenticity is a key mediating construct between cultural motivation, attitude, satisfaction and loyalty. The model is empirically examined by means of a survey conducted on a sample of 524 tourists interviewed at the end of their holidays in Sardegna, one of the most important tourist destinations of the Mediterranean sea. A confirmatory factor analysis and structural equation modelling were performed using LISREL 8.8. Findings indicate that motivation and attitude are important antecedents of the authenticity, which in turn influences loyalty and, in part, satisfaction. The managerial and theoretical implications, limitations and recommendations for future researchers were made.