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Marketing and Authenticity in Tourism

Authenticity & Tourism

ISBN: 978-1-78754-817-6, eISBN: 978-1-78754-816-9

Publication date: 14 September 2018


This chapter discusses concepts from and research about experiential marketing and place branding to provide insights for authenticity studies in tourism. In order to offer a practical perspective, an empirical study was undertaken at a cacao farm in the Brazilian state of Bahia. The locality is known historically for its cacao production, but due to Vassoura-de-Bruxa (witch’s broom) plague diagnosed in 1989, local farmers saw their crops fail and thus sought other alternatives to secure the sustainability of their businesses. Tourism was one of these options. The chapter analyzes the authenticity of tourism experiences and the role marketing plays in this process.



Matos, M.B.d.A. and Barbosa, M.d.L.d.A. (2018), "Marketing and Authenticity in Tourism", Authenticity & Tourism (Tourism Social Science Series, Vol. 24), Emerald Publishing Limited, Leeds, pp. 53-68.



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