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MANTA SeaWorld Orlando


AMERICAN


Just as culture is to an organization, authenticity is one of the most valuable and inimitable assets a brand can have. Authenticity is strongly associated with honesty, truth, and integrity – all essential elements of any relationship. In the Real Potential edition of Destinology, we explored Americans’ perceptions of authenticity. Most notably, 80% of attraction visitors like to visit places that are authentic – spots where something real happened in history, natural places untouched by human hands, and unique things that couldn’t be done elsewhere. Natural attractions like the Grand Canyon and living history museums like Colonial Williamsburg ranked highest.


ATTRIBUTES OF AUTHENTICITY


UNIQUE Original, Artistic, Inventive, Spontaneous


REAL Historical, Natural, Landmarks


HUMAN Genuine, Trustworthy, Caring


NON-COMMERCIAL Simple, Not fake, Not glitzy, Not “out to make a buck”


SOCIAL/EMOTIONAL Bonding, Feeling closer to family/friends


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