Neither 6%


Themed or Fantasy Experiences 21%


Real or Authentic Experiences 73%


Preferences for Real vs. Fantasy Between the two, attractions visitors


overwhelmingly prefer authentic experiences to things they consider “fantasy.”


Attractions like theme parks and gaming casinos, offering fantasy and entertainment experiences, have the greatest opportunity for growth by evolving their brands to include some of the Authenticity Attributes. Beware that crafting a new brand, message or product in response to a trend is not an easy task. Efforts intended to be authentic but instead come across as commercial tricks will certainly flop. Authenticity is a hot trend, similar to the Green movement; like the risk of “green washing,” any incremental “authenticity adjustments” in a single element, section or exhibit must be legitimate and transparent to successfully impress your audience.


Less


Favorably 0%


Much Less Favorably 1%


Emotional connections are important. More than 4 in 10 visitors feel the emotional aspects of the experience make an attraction feel authentic. When emotionally connected, visitors say they are more inclined to return to that place as well as to spend significantly more money. Immersing people in the experience will engage their senses and help to trigger sincere emotion and enjoyment. Tell your story, make it accessible to visitors and capture the moment.


No Impact 18%


Much More Favorably 56%


More Favorably 25%


More


favorably 25%


CONCLUSION Today’s travelers are definitely seeking more authentic experiences. Destinations of all kinds that develop authentic offerings or augment existing Authentic Attributes will have a competitive edge in our fiercely competitive market. The trick is to analyze how authenticity best applies to you and carefully incorporate it. The potential is real.


Brand Perception


The vast majority (81%) of those who indicated their last trip had real/authetic characteristics said these attributes caused them to view the destination or attraction more/much more favorably.


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