Defining 'sincerity' in a memorable and authentic cultural consumption experience

Gannon, Martin and Lochrie, Sean and Taheri, Babak (2016) Defining 'sincerity' in a memorable and authentic cultural consumption experience. In: 15th International Colloquium on Arts, Heritage, Nonprofit and Social Marketing, 2016-09-16, Royal Holloway.

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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