The Effect of Perceived Authenticity on Satisfaction, Behavioural Intentions, and Expenditure

Introduction

Since the 1990s, there has been a growing interest in events by academics and practitioners. Most previous studies have focused on the wide array of effects events generate onto the hosting destination, including economic, socio-cultural, environmental, physical, political, and tourism effects (e.g., Bowdin et al., 2006; Getz & Page, 2016). Several academic studies have highlighted the importance of staging events, as they are able to create high added value for both the tourists and the hosting community (Akhoondnejad, 2016), by acting as an important motivational boost for tourists (Getz, 2008). Others have stressed aspects related to the organisation and promotion of different types of events (cultural, political, entertainment, educational, sports, recreational, private, etc.) in order to help the development of destination branding strategies and actions, with positive effects on the competitiveness of the destination. According to these studies, events are useful marketing tools to further enhance the positioning of the destination identity and image, especially when considering destinations located in rural and peripheral areas. Regarding these areas, events, and in particular cultural events, often become an indispensable ingredient of the tourism offer (Getz, 2008). Thus, cultural events contribute to the transmission and the enhancement of the local identity, culture, and authenticity (Lee et al., 2008). Events exhort hospitality (Litvin & Fetter, 2006), strengthen residents' sense of belonging (Kim et al., 2006), and stimulate/facilitate networking among the various actors involved in the event (visitors, businesses, public institutions, local associations, etc.). Moreover, events have the potential to significantly support the local economy, while significantly contributing to place branding and to strengthening its link with the local identity, culture, and authenticity. In this context, authenticity has turned out to be a key attribute visitors seek when visiting destinations and attending events (Cohen, 1988; Getz & Page, 2016; Wang, 2007). In fact, nowadays, tourists are driven by the desire to enjoy an authentic experience (Lu et al., 2015), by feeling and touching the local identity and by learning about local gastronomy, lifestyles, traditions, and culture (Domínguez-Quintero et al., 2020; Kolar & Zabkar, 2010; MacCannell, 1977). This explains why existing literature (e.g., Almeyda-Ibáñez & George, 2017) suggests that a successful destination brand positioning should focus on valorising the local identity, culture, and authenticity effectively (Gilmore, 2002; Griffiths & Korstanje, 2021). In addition, in contrast to the postmodern approach, event authenticity is relevant for the place branding perspective given that this concept is primarily developed at a destination level; furthermore, it significantly influences the level of satisfaction towards the destination event (Handayani & Korstanje, 2017). Considering these elements, Getz and Page (2016) suggest that the planning and management of such events should not be left to chance. In fact, in today's highly competitive environment, it is crucial for destination managers to have a thorough understanding of the factors influencing tourist behaviour and satisfaction since these aspects determine the success or failure of the initiative over time (Del Chiappa & Atzeni, 2016). While cultural events have been increasingly regarded as critical components of destination branding, research investigating the antecedents of this kind of event experience and their impacts on tourist behaviour is lacking.