The Traditional Marketplace: Serious leisure and recommending authentic travel

Ross Curran, Ian Winston Frederick Baxter, Elaine Collinson, Martin Joseph Gannon, Sean Lochrie, Babak Taheri, James Thompson, Ozge Yalinay

Research output: Contribution to journalArticlepeer-review

32 Citations (Scopus)
115 Downloads (Pure)


Services reliant on revenue generated from tourism are often beholden to how authentic visitors perceive their offering to be. From a managerial perspective, this is exacerbated when they serve a dual-purpose, as both actively ingrained in local culture and showcased international tourist attractions. As such, this study contributes to Kolar and Žabkar’s (2010) consumer-based model of authenticity by assessing the relationships between serious leisure, object-based and existential authenticity, and visitor word-of-mouth (WOM) recommendations in Iranian cultural tourism. Utilising partial least-squares structural equation modelling, and drawing upon responses from 615 visitors to the Tabriz Grand Bazaar, it thus extends the model’s applicability to the developing Middle Eastern context. The results extend extant research by emphasising the importance of object-based authenticity, as opposed to existential authenticity, in stimulating positive visitor WOM recommendations. Consequently, this study advances the prevailing understanding of the role of authenticity in stimulating positive behavioural intentions by highlighting how destinations can stimulate visitor recommendations.
Original languageEnglish
Pages (from-to)1116-1132
Number of pages17
JournalService Industries Journal
Issue number15-16
Early online date6 Feb 2018
Publication statusPublished - 10 Dec 2018


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