Defining ‘sincerity’ in a memorable and authentic cultural consumption experience

Martin Gannon, Sean Lochrie, Babak Taheri

Research output: Contribution to conferencePaper

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Abstract

Situated in the northwest corner of Iran in the East-Azerbaijan province, Kandovan is a troglodyte village thought to be over 850 years old (Yahyavi & Shaghaghi, 2012). Despite the village’s secluded nature, its distinctiveness has made it a popular tourist site attracting over 600,000 visitors annually (Ashrafi, 2013). With this in mind, and within troglodyte heritage context, we aim to develop, for the first time, a ‘sincerity’ scale within the consumer-based model of authenticity (CBA) presented by Kolar and Zabkar (2010) and Bryce et al. (2015). This model explores the relationships surrounding cultural motivation, heritage-based behavior, perceptions of authenticity, and behavioral consequences. However, our study further develops this by adding a sincerity variable and replacing loyalty with memorable tourism experience, before amending the relationships between various variables in the CBA model.
Original languageEnglish
Publication statusPublished - 2016
Event15th International Colloquium on Arts, Heritage, Nonprofit and Social Marketing - Royal Holloway, University of London, Surrey, United Kingdom
Duration: 16 Sep 201616 Sep 2016
https://www.academyofmarketing.org/sigs/arts-heritage-nonprofit-social-marketing-sig/

Conference

Conference15th International Colloquium on Arts, Heritage, Nonprofit and Social Marketing
CountryUnited Kingdom
CitySurrey
Period16/09/1616/09/16
Internet address

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    Gannon, M., Lochrie, S., & Taheri, B. (2016). Defining ‘sincerity’ in a memorable and authentic cultural consumption experience. Paper presented at 15th International Colloquium on Arts, Heritage, Nonprofit and Social Marketing, Surrey, United Kingdom.