Does authenticity really affect behavior? The case of the Strasbourg Christmas Market

The study of tourism has made authenticity a central issue. Based on the case of the Strasbourg Christmas Market, a successful annual tourist event, this research combines qualitative and quantitative data to analyze how the perception of authenticity is constructed and how authenticity can explain behavior. The dimensions of authenticity of a tourist site (Camus, 2010), namely originality, in the sense that the market is seen as ‘an original’, and a lack of artificial components, clearly explain differences in visiting frequency in the case of the Strasbourg Christmas Market. In addition, based on our data, we assess the financial value of authenticity and show that authenticity, a concept whose value is sometimes intensely questioned, can indeed be operationalized.

► The perceived authenticity has an impact on tourist behavior. ► Its monetary value is measured in the case of the Strasbourg Christmas Market. ► The more loyal to its origins the market, the more loyal the visitors. ► Authenticity represents a measurable financial asset for sites.