Abstract
Consumers' search for authenticity is considered to be one of the underpinnings of contemporary marketing (Brown, Kozinets and Sherry, 2003) and part of a wider story about the disenchantment with aspects of current life. Tourism experiences provide one way of escaping the ordinary and experiencing alternative ways of being. Yet how can highly staged tourism experiences satisfy needs for 'authentic' travel experiences? This paper uses stories from participants at the Elephant and Mahout Training School in Northern Thailand, interpreted from differing perspectives on 'authenticity', to address this paradox and reflect on the role of the organisations that structure and facilitate tourism experiences.
Original language | English |
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Title of host publication | 3Rs reputation, responsibility, relevance |
Editors | J. Gnoth |
Place of Publication | Dunedin, New Zealand |
Publisher | School of Business, University of Otago |
Pages | 95-101 |
Number of pages | 7 |
ISBN (Electronic) | 9781877156299 |
Publication status | Published - 2007 |
Event | Australian and New Zealand Marketing Academy (ANZMAC) Conference - Fremantle, Perth, Australia Duration: 05 Dec 2006 → 07 Dec 2006 |
Conference
Conference | Australian and New Zealand Marketing Academy (ANZMAC) Conference |
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Country/Territory | Australia |
Period | 05/12/06 → 07/12/06 |