Authenticity, Satisfaction, and Place Attachment
Authenticity, Satisfaction, and Place Attachment
Authenticity, Satisfaction, and Place Attachment
1. Introduction
With the modern and sophisticated tourist in search of the authentic tourism product
(Ramkissoon & Uysal, 2011), cultural tourism has gained increasing significance in
many island destinations (Ramkissoon et al., 2011). Islands host distinctive cultural
and natural resources that serve as central assets in the highly competitive
international market (Buhalis, 2000), contributing largely to island economies.
Scholars are becoming increasingly interested in evaluating tourists’ perceived
authenticity of these cultural and natural resources and how these attractions are
endowed with value (Tuan, 1980; Milligan, 1998). Tourist attractions set the context
for social and psychological interactions between tourists and the place (Dredge,
2010; Ramkissoon et al., 2012). Place attachment, originating from attachment theory
(Bowlby, 1969), has emerged as a central concept in the environmental psychology
literature reflecting the emotional and social ties binding people to specific settings
(Scannell & Gifford, 2010a, 2010b; Raymond et al., 2011).
Place satisfaction is another well-examined construct in the literature. Given that satisfying
experiences predict future intention (Lee et al., 2012), an understanding of how
tourist satisfaction may enhance place attachment in cultural and natural settings
Research Fellow, Behaviour Works Australia, Monash Sustainability Institute, Australia &
International Tourism Research Unit, Faculty of Arts, Monash University, Wellington Road,
Clayton VIC 3800, Australia, and Curtin University, Bentley, Perth, Australia. Correspondence:
[email protected]
(Halpenny, 2006) may contribute to the success of island destinations (Taplin, 2013). Place
satisfaction is defined as a multidimensional summary judgement of the perceived quality of
a setting, meeting an individual’s needs for the physical characteristics of a place, its
services, and social dimensions (Stedman, 2002). Perceived as a key to the success of
tourist attractions in today’s competitive market (Tonge et al., 2011; Ramkissoon et al.,
2013b), the concept has been extensively used by destination site managers to understand
visitors’ levels of place satisfaction (e.g. Hwang et al., 2005; Tonge & Moore, 2007;
Ramkissoon et al., 2013a, 2013b). Researchers have demonstrated some evidence that
place satisfaction predict place attachment (e.g. Lee et al., 2012; Ramkissoon et al., 2014).
Maintaining satisfactory tourist experiences and fostering high levels of place attachment to
cultural and natural attributes is important for site managers. While constructs of
authenticity, place satisfaction, place attachment, and cultural behavioural intentions
have been well documented, studies investigating the association between these
constructs are scarce in the literature. The premise of this study is to develop and
propose a model of cultural tourism consumption for African island economies. Drawing
from existing theories from the consumer behaviour and environmental psychology
literature, this paper develops a conceptual model integrating constructs of authenticity,
place satisfaction, and place attachment (place identity, place dependence, place affect,
place social bonding) in one single integrative model to explain tourists’ cultural
consumption in African island destinations. The theoretical framework is underpinned
by an attitudinal approach to the study of tourists’ intentions to consume natural and
cultural assets based on attitude-behaviour models. Future studies could draw from the
propositions which emanate from the proposed framework. Not only will the empirical
testing of the propositions bring important insights to island destination marketers and
managers, it will contribute further to the existing body of knowledge on authenticity,
place satisfaction, place attachment, and cultural tourism consumption in island economies.
2. Literature review
2.1 Tourism in island economies
Island economies face serious difficulties in developing and expanding their economies
due to their small size. Until recently, reliance on tourism for the growth of small island
economies was viewed with scepticism by many researchers (e.g. Fagence, 1999; Rao,
2002) due to their size constraints. Croes (2006) argued that, despite what the critics
say, tourism development is now a common strategy used by several islands to
achieve greater economic performance. Islands with their physical and climatic
characteristics have been popular tourist destinations for a long time (Sharpley, 2001;
Apostolopoulous & Gayle, 2002; Croes, 2006). Tourism has served as an important
tool to overcome size constraints and economically sustain small island developing
states (Croes, 2006), often outperforming larger economies (Armstrong & Read, 2000,
2002; Easterly & Kraay, 2000; Lanza & Pigliaru, 2000; Apostolopoulos & Gayle,
2002). Evidence in the literature shows the increasing importance of the tourism
industry in the Caribbean, Pacific, and African island economies (e.g. Tsartas, 1992;
Mc Elroy & de Albuquerque, 1998; Ramkissoon & Uysal, 2010, 2011) attracting
more foreign exchange earnings to finance imports (Shareef & Hoti, 2005; Hoti et al.,
2007). Tourism as a means of economic development accounts for 20 to 50% of gross
national product (Hampton & Christensen, 2007) across several small island economies.
Tourism has also played a significant role in the development of peripheral, remote, and
insular regions by facilitating the transition from agriculture-based economies to the
294 H Ramkissoon
service industry (King, 1993). Countries specialising in services perform well since the
latter maximise economic performance (Oyewole, 2001). A similar view is shared by
Latimer (1985) and Modeste (1995), who argue that economic development in small
island economies is positively affected by tourism. Tourism in island states, including
small island developing states, also helps in reducing the wide gap between developed
and developing countries (Jenkins, 1982; Croes 2006), assisting with poverty
reduction by providing employment opportunities to the host communities. As such,
the tourism sector in small island economies is regarded as an easy and high-profit
option for economic growth (OECD, 1967; Seetanah, 2011) and social improvement
(Cooper & Buhalis, 1992). It helps to foster a good relationship between the host and
the guest and facilitates tourism spending into the local economy. While recent
research (e.g. Ramkissoon & Uysal, 2011; Nunkoo & Ramkissoon, 2011, 2012, 2013)
recognise that tourism contributes to the economic and social foundation of small
island economies, new tourism strategies are required to retain their competitiveness
on the global tourism market.
As with the Caribbean and Pacific island destinations, tourism in African islands such as
Mauritius, Madagascar, and the Seychelles has resulted in several economic and social
benefits (e.g. Ramkissoon et al., 2011; Nunkoo & Ramkissoon, 2013). These African
island states serve as gateways for their distinctive cultural and natural assets, which
are important components of destination marketing. The study sets out to make some
important theoretical contributions to the literature and seeks to provide important
practical implications to destination managers and marketers of African islands.
Researchers working on island states (e.g. Ramkissoon & Uysal, 2010, 2011) have
urged other scholars to develop and empirically test new conceptual frameworks that
can encompass distinctive constructs in cultural tourism consumption in such
economies. Considering constructs of authenticity, place satisfaction, and place
attachment dimensions (identity, dependence, affect, social bonding) in one integrative
model is likely to provide a better theoretical and statistical understanding of their
relationship with cultural behavioural intentions in African island economies.
settings compare with other available settings hosting the same attributes (Williams
et al., 1992). Cultural attributes offer individuals the opportunity to reflect on the
importance of such resources necessary to carry out desired activities, and evaluate
how they compare with other alternatives.
tourism consumption. The model proposes that tourists’ perceived authenticity positively
influences their place satisfaction. Drawing from the human attachment theory (Bowlby,
1969) and on empirical evidence from the place attachment literature (e.g. Lee et al., 2012;
Ramkissoon & Mavondo, 2014), the model proposes that tourist place satisfaction
influences each of the place attachment dimensions (place identity, place dependence,
place affect, place social bonding), prompting cultural tourism consumption at these
destinations. Place dependence, place identity, place affect, and place social bonding
each exerts a positive and direct influence on tourists’ cultural intentions.
4. Conclusion
This paper contributes to the existing body of knowledge on island economies by
developing a conceptual framework proposing theoretical links between authenticity,
place satisfaction, the four dimensions of place attachment (place identity, place
dependence, place affect, place social bonding), and cultural behavioural intentions
for African island states hosting distinctive cultural and natural assets. Borrowing
from existing theories in the consumer behaviour and environmental psychology
literature, this study offers researchers a framework that is grounded in theory and
past research and has the potential to deliver valuable theoretical and practical
implications for promoting cultural tourism for islands of the African continent.
With tourists’ quest for distinctive natural and cultural heritage assets (Ramkissoon &
Uysal, 2011), determining how to get them strongly attached to African islands’
attributes is of great relevance to African island destination planners and marketers.
Tourists can develop affective links, a sense of identity and belongingness,
dependence, and social bonding to the cultural and natural elements often unique to
such island destinations. Destination marketers and policy-makers of African islands
could develop and adopt tourism practices to further market the tourism product with
an increased focus on authenticity of the cultural and natural tourist attractions. One
recommendation is to liaise with the respective site managers and conduct further
research into the different elements of authenticity. This will be valuable in
developing and formulating effective strategies, ensuring that tourists develop a strong
sense of attachment to the islands’ natural and cultural assets while ascertaining that
these elements are congruent with tourists’ perceptions of authenticity, hence
promoting cultural tourism consumption.
This study contributes to the comparative lack of studies on authenticity, place
satisfaction, place attachment, and tourist cultural tourism consumption in island
destinations. The limitation of this study is the lack of empirical evidence.
Researchers are encouraged to use structural equation modelling to empirically test
the model. This will help managers of African island cultural and natural sites focus
on authenticity of the attractions to increase place satisfaction. It would further
provide site managers with an understanding of how to foster place attachment. It can
help site managers identify the elements of place attachment that are most important
in influencing tourists’ cultural behavioural intentions in African island destinations.
For instance, site managers could foster place attachment by building on the needs
and services of tourists to develop high levels of place dependence. Researchers can
also consider extending the framework to include other potential predictors of place
satisfaction, place attachment, and cultural behavioural intentions. Inclusion of other
Authenticity, satisfaction, and place attachment 299
determinants may enhance the predictive power of the framework and provide further
insights to guide theory and practice.
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