Valuing Authenticity in Travel Experience: An Empirical Study in Viana do Castelo

Abstract

Tourists are demanding authentic cultural experiences and unique local products, which can be seen as the answer to the globalization processes of tourism. It is intended to understand the role that the authentic local culture of a community, especially the intangible heritage, assumes in enhancing the tourist experience and later in its satisfaction. Additionally, it is intended to explore the importance of the authenticity of traditions and local culture in enhancing the experience in a medium-sized destination.
This study contributes to the evaluation of the authenticity of festivities in its four main
perspectives (objective, constructive, existential, and post-modern), the classification of the tourist experience in the four domains (educational, evasion, entertainment, and aesthetic) and the evaluation of the intentions of return and recommendation, verifying the existing relations between its different aspects. A questionnaire survey was applied to 299 tourists at the “Senhora da Agonia” festivities in Viana do Castelo. The main results show that a higher appreciation of authenticity corresponds to a positive evaluation of the tourist experience in the 4 domains, presenting a relationship between "objective and existential authenticity" and "tourist experience"; it can also be concluded that a better evaluation of the tourist experience corresponds to a higher level of satisfaction regarding the destination, presenting a relationship between "tourist experience" and "satisfaction". The study is an important contribution of analysis and reflection, allowing entrepreneurs and destination management organizations to plan and develop activities in order to promote authenticity in Viana do Castelo or similar cities, including proposals towards
the improvement in terms of valuing and promoting the authenticity of the destination in the northern region, nationally and internationally.