This study aims to investigate how the interaction between destination authenticity (objective vs existential) and commercialization models (endogenous vs exogenous) influences tourist value co-creation intention.
Three controlled experiments were conducted to test the effects of authenticity-commercialization fit on tourists’ flow experience, place identity and co-creation intentions.
Results demonstrate that matching objective authenticity with endogenous commercialization and existential authenticity with exogenous commercialization significantly enhances flow, place identity and co-creation willingness. Flow experience and place identity mediate these effects.
This research challenges the traditional view that authenticity and commercialization are in conflict. It offers a new framework for understanding their interactive effects and provides actionable insights for tourism managers to design emotionally engaging and sustainable visitor experiences.
