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Testing a Perceived Authenticity Index with Triangulation Research: The Case of Xcaret in Mexico

2012; Taylor & Francis; Volume: 7; Issue: 1 Linguagem: Inglês

10.1080/1553118x.2012.725233

1553-1198

Juan‐Carlos Molleda, Rajul Jain,

Consumer Behavior in Brand Consumption and Identification

This research analyzed the multiple dimensions of perceived authenticity with qualitative and quantitative methods. The study used a large-scale special event of a cultural and eco-archeological park in the Mayan Riviera of Mexico called Xcaret. A focus group with 13 strategic communication professionals and institutional partners unveiled their identification, roles, and responsibilities with the organizational motivations and strategy and the event itself: an annual festival. A face-to-face intercept survey of 575 visitors allowed the operationalization and testing of an index and identification of two factors of perceived authenticity (i.e., overall experience and active engagement), as well as significant associations between the dimensions and participants' gender, national origin, and age. Implications for strategic communication theory and practice and the study's limitations are also included.