Fully 80% of attractions visitors report they like to visit places that are authentic. Attractions visitors say the best examples of authenticity are places where something real happened in history (68%), natural places untouched by human hands (53%) and something you cannot do anywhere else (34%). Natural attractions like the Grand Canyon (86%) and living history museums


like Conner Prairie and Colonial Williamsburg (73%) rank the highest.


While travelers like authentic places, the study shows that travelers also visit all kinds of attractions. People who value


authenticity are just as likely to choose a theme park for their family vacation. Over half of those who say they prefer real/authentic experiences have recently visited theme parks (54%) or casinos (50%), and other destinations such as museums (61%), zoos (61%) and aquaria (58%).


In fact, the data leads us to a compelling conclusion: there are specific ways to categorize authenticity. Authentic experiences can be described by five distinct attributes: Unique, Real, Human, Non- Commercial and Social/Emotional. Every one of these attributes applies across the board to all attractions. In other words, regardless of the destination, a meaningful authentic experience can occur for visitors.


A vast majority (81%) of attractions visitors who indicated their last trip had real/authentic characteristics said these attributes caused them to view the destination more favorably (25%) or much more favorably (56%). Importantly, destinations considered to be authentic tend to enjoy better brand perception, higher satisfaction and greater intent-to- return than do those destinations described as not having authentic characteristics.


The key point is for every destination to carefully consider how to incorporate these survey findings. Natural sites like the Grand Canyon or living history museums such as Conner Prairie or Williamsburg are inherently authentic, and do not need to work too hard to hone their Authenticity Attributes. However, their challenge is to ensure they continue to appeal to the mainstream traveler as well as the much smaller group of authenticity purists (19%).


Attributes of Authenticity


Category Unique Real


Human


Non-Commercial Social/Emotional


Attributes


Simple, Not fake, Not glitzy, Not “out to make a buck” Genuine, Trustworthy, Caring Historical, Natural, Landmarks Original, Artistic, Inventive, Spontaneous


Bonding, Feeling closer to family/friends


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