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Visitors’ perceived trust in sincere, authentic, and memorable heritage experiences

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  • Babak Taheri
  • Martin Joseph Gannon
  • Muhammet Kesgin

Abstract

The success of cultural destinations often centres on whether consumers trust the provenance and integrity of the heritage assets, activities, and services therein. However, few studies examine whether this ‘perceived trust’ influences the authenticity, sincerity, and memorability of cultural heritage consumption. To investigate the relationships between these constructs, we surveyed 320 visitors to Iranian cultural heritage sites. The findings suggest that perceived trust positively influences visitors’ perceptions of sincerity, existential authenticity, and object-based authenticity, stimulating memorable experiences in the process. This, in turn, emphasises the antecedent importance of perceived trust in shaping consumption. In the face of increasing commercialisation within the cultural heritage sector more generally, we therefore encourage practitioners to prioritise safeguarding the integrity of their offerings, promoting heritage assets in a manner that stimulates perceived trust.

Suggested Citation

  • Babak Taheri & Martin Joseph Gannon & Muhammet Kesgin, 2020. "Visitors’ perceived trust in sincere, authentic, and memorable heritage experiences," The Service Industries Journal, Taylor & Francis Journals, vol. 40(9-10), pages 705-725, July.
    • Handle: RePEc:taf:servic:v:40:y:2020:i:9-10:p:705-725
    DOI: 10.1080/02642069.2019.1642877
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    Cited by:

    1. Zhe, Lv & Jie, Wu & Yuan, He, 2023. "The effect of place attachment of geographical indication agricultural products on repurchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    2. Miguel Ángel Moliner-Tena & Diego Monferrer-Tirado & Juan Bautista Ferreres-Bonfill & Rosa M. Rodríguez-Artola, 2021. "Destination Sustainability and Memorable Tourism Experiences," Sustainability, MDPI, vol. 13(21), pages 1-12, October.
    3. Tianchen Dai & Ji Li & Gül Aktürk & Jian Jiao, 2022. "The Overlooked Contribution of National Heritage Designation in City Branding and Tourism Management," Sustainability, MDPI, vol. 14(14), pages 1-17, July.
    4. Taheri, Babak & Yousaf, Anish & Gannon, Martin & Mishra, Abhishek, 2024. "e-commerce website customer engagement: Delineating the role of UTAUT, vividness, and compulsion," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    5. Can, Ali Selcuk & Ekinci, Yuksel & Pino, Giovanni, 2021. "Joint brand advertising for emerging heritage sites," Annals of Tourism Research, Elsevier, vol. 91(C).

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