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The Paradox of Authenticity and Its Implications for Contemporary and “Bizarre” Tourism Campaigns

The Paradox of Authenticity and Its Implications for Contemporary and “Bizarre” Tourism Campaigns

Bintang Handayani
Copyright: © 2018 |Pages: 18
ISBN13: 9781522527275|ISBN10: 1522527273|EISBN13: 9781522527282
DOI: 10.4018/978-1-5225-2727-5.ch003
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MLA

Handayani, Bintang. "The Paradox of Authenticity and Its Implications for Contemporary and “Bizarre” Tourism Campaigns." Global Observations of the Influence of Culture on Consumer Buying Behavior, edited by Sarmistha Sarma, IGI Global, 2018, pp. 48-65. https://doi.org/10.4018/978-1-5225-2727-5.ch003

APA

Handayani, B. (2018). The Paradox of Authenticity and Its Implications for Contemporary and “Bizarre” Tourism Campaigns. In S. Sarma (Ed.), Global Observations of the Influence of Culture on Consumer Buying Behavior (pp. 48-65). IGI Global. https://doi.org/10.4018/978-1-5225-2727-5.ch003

Chicago

Handayani, Bintang. "The Paradox of Authenticity and Its Implications for Contemporary and “Bizarre” Tourism Campaigns." In Global Observations of the Influence of Culture on Consumer Buying Behavior, edited by Sarmistha Sarma, 48-65. Hershey, PA: IGI Global, 2018. https://doi.org/10.4018/978-1-5225-2727-5.ch003

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Abstract

In this chapter, the paradox of authenticity in the content of the contemporary and “bizarre” tourism campaigns is explored. It is a reflective study that relies on a structure review approach, which aims to give a flavour on how the arguments are presented. The studies examine the structure of the intertwined variables and its implications for tourists' ‘lifeworld'. This study suggests that the tourists' lived experience is constructed from their point of view as consumers. In particular, it indicates that (1) pretentious language remains the ultimate power as commodification: and (2) although, tourism campaigns may influence visitors' intentions they may have only a minor effect on the formation of a favourable brand image of the destination. This study extends the discourse on authenticity as the essence of brand differentiation in the destination branding domain and raises issues for further research.

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