Authenticity as a concept is nothing new (Brass, 2006; Chambers, 2005); destinations such as Australia, Canada and China are promoting authentic experiences. There is a growing desire to obtain experiences and products that are original and the real thing, not contaminated by being fake or impure. This movement away from impurity, the virtual, the spun and the mass-produced in a world seemingly full of falseness needs further explanation (Yeoman et al., 2007). There is a dearth of literature about authenticity and tourism from different philosophical approaches such as positivism, constructivism or post-modernism (Wang, 1999). But whatever your approach, the importance of authenticity is paramount.
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