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| Author: | Yeoman, I. Brass, D. McMahon-Beattie, U. |
| Title: | Current issue in tourism: the authentic tourist |
| Journal: | Tourism Management
2007 : VOL. 28:4, p.1128-1138 |
| Index terms: | authenticity tourism scotland scenarios |
| Language: | eng |
| Abstract: | In order to Scotland's tourism to achieve its ambition to grow by 50% by 2015, 'authenticity' has been identified as a future key consumer-driver as a trend that matches Scotland's brand equity proposition of 'human, enduring and dramatic'. This paper discusses the concept of 'authenti-seeking', which is defined as 'consumers searching for authenticity from a range of products, services and experiences or looking for it within themselves'. This concept is then considered within the context of tourism. The authors suggest that if authenticity is to be a serious proposition, it must be built around the notions of ethical, natural, honest, simple, beautiful, rooted and human concepts. |
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