TOURISTS' OPINIONS AND BEHAVIOUR TOWARD AUTHENTICITY IN NOSTALGIA TOURISM: A CASE STUDY OF 100-YEARS-OLD SAMCHU

Abstract

Authenticity has been one of the most debated issues in tourism studies for more than a decade. It is assumed that tourists search for authenticity and places which differ from those found in their daily lives. Nostalgia, which can be a form of cultural tourism, can fulfill these needs. However, in reality, tourists will always encounter the staged authenticity of tourism (MacCannell, 1973). This research aims at evaluating the authenticity of this tourist attraction based upon the criteria proposed by the Hoi An Protocols (2009). It surveys tourists’ opinions and behaviour towards authenticity under the management of nostalgic tourism and proposes suggestions for the sustainable management of nostalgic tourism. The study was conducted in the 100-Year-Old Samchuk Market Community, using data collected through in-depth interviews with outside scholars and market community members who also are tourism managers, through participant observation, and through questionnaires given to 100 tourists.

The results of this study show that nostalgia is the most important motivation for tourists to visit the 100-Year-Old Samchuk Market Community. This is because the community still seems to have authenticity in terms of location and setting as well as form and design. However, the authenticity in terms of the use and function of this place has already changed in response to the changing direction of nostalgia. That is, old markets now have new uses and functions as tourist attractions. The study further reveals that most tourists recognize and evaluate the authenticity of this place very well, however the originality/authenticity is not the main concern. According to the results of this study, the authenticity of tourist attractions will be the major challenge for the sustainable management of nostalgic tourism.