Visitors’ perceived trust in sincere, authentic, and memorable heritage experiences

Taheri, B.; Gannon, M.; Kesgin, M.

Abstract

The success of cultural destinations often centres on whether consumers trust the provenance and integrity of the heritage assets, activities, and services therein. However, few studies examine whether this ‘perceived trust’ influences the authenticity, sincerity, and memorability of cultural heritage consumption. To investigate the relationships between these constructs, we surveyed 320 visitors to Iranian cultural heritage sites. The findings suggest that perceived trust positively influences visitors’ perceptions of sincerity, existential authenticity, and object-based authenticity, stimulating memorable experiences in the process. This, in turn, emphasises the antecedent importance of perceived trust in shaping consumption. In the face of increasing commercialization within the cultural heritage sector more generally, we therefore encourage practitioners to prioritise safeguarding the integrity of their offerings, promoting heritage assets in a manner that stimulates perceived trust.

Citation

Taheri, B., Gannon, M., & Kesgin, M. (2020). Visitors’ perceived trust in sincere, authentic, and memorable heritage experiences. Service Industries Journal, 40(9-10), 705-725. https://doi.org/10.1080/02642069.2019.1642877

• Journal Article Type: Article
• Acceptance Date: Jul 6, 2019
• Online Publication Date: Jul 16, 2019
• Publication Date: 2020
• Deposit Date: Jul 12, 2019
• Publicly Available Date: Jan 17, 2021
• Print ISSN: 0264-2069
• Electronic ISSN: 1743-9507
• Publisher: Routledge
• Peer Reviewed: Peer Reviewed
• Volume: 40
• Issue: 9-10
• Pages: 705-725
• DOI: https://doi.org/10.1080/02642069.2019.1642877
• Keywords: Perceived trust; Sincerity; Authenticity; Memorable Tourism Experiences; Cultural Heritage; Iran
• Public URL: http://researchrepository.napier.ac.uk/Output/1958345
• Contract Date: Jul 12, 2019