Riding the Thai elephant and the search for 'authenticity

Cathi McMullen

    Research output: Book chapter/Published conference paperConference paperpeer-review

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    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 languageEnglish
    Title of host publication3Rs reputation, responsibility, relevance
    EditorsJ. Gnoth
    Place of PublicationDunedin, New Zealand
    PublisherSchool of Business, University of Otago
    Pages95-101
    Number of pages7
    ISBN (Electronic)9781877156299
    Publication statusPublished - 2007
    EventAustralian and New Zealand Marketing Academy (ANZMAC) Conference - Fremantle, Perth, Australia
    Duration: 05 Dec 200607 Dec 2006

    Conference

    ConferenceAustralian and New Zealand Marketing Academy (ANZMAC) Conference
    Country/TerritoryAustralia
    Period05/12/0607/12/06

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