Souvenir sellers and perceptions of authenticity – The retailers of Hội An, Vietnam

•Reports on perceptions of souvenir sellers of authenticity.•Research undertaken at UNESCO World Heritage Site.•Micro-ethnographic and case study approach adopted.•Analysis using textual analysis software.•One of a few studies on souvenir retailers.

Authenticity has long been a theme within the tourism literature, but relatively little has been written about the attitudes of souvenir retailers. This paper, based on a combination of case study and micro-ethnographic approaches, reports findings derived from interviews with 25 souvenir retailers in the UNESCO World Heritage site of Hoi An, Vietnam. It uses a thematic and content analysis aided by the use of textual analysis software to identify dichotomous yet holistic perceptions on the part of the retailers. They seek to sell souvenirs perceived as authentic of Hoi An, yet source both nationally and locally. The items are thus representative of Hoi An and Vietnam, and these attitudes can be justified by an appeal to the past trading heritage of the ancient city. The retailers also perceive tourists as potential ‘prosumers’ who create their own experiential authenticity.