| dc.description.abstract | This study aims to investigate which factors affect the perception of authenticity among customers at historical hotels in Norway, and how downstream behavioural effects are affected. The study builds on previous work on the relationship between authenticity, customer satisfaction and certain outcome variables such as willingness to pay, word-of-mouth and loyalty intentions (Hooley et al., 2020; Kotler et al., 2019; Sharpley, 2018; Södergren, 2021). A quantitative survey study has been conducted with a sample size of 2416 respondents. The sample consists of leisure and holiday customers from historical hotels connected to De Historiske Hotell & Spisesteder (DHHS). The dataset has been analysed and interpreted using the SPSS software. The findings demonstrate that the four factors shaping authenticity, history of the brand, relationship to place, quality commitment, and genuineness, have a positive effect on the perception of authenticity. Regarding customer satisfaction, the factor relationship to place was not significant. Further findings demonstrate that perceived authenticity and customer satisfaction have positive effects on customers' willingness to pay, word-of-mouth, and loyalty intentions. These outcomes are referred to as downstream behavioural effects. Implications of this study can benefit hotel managers, marketers, and historical hotel development.
Keywords: Marketing, Authenticity, Customer satisfaction, Willingness to pay, Word-of-mouth, Loyalty intentions | |
