Authentic tourism: being consistent, conforming, connecting and exploring

The quest for authenticity in entrepreneurship has become a major focus for organizations and scholars alike. Identifying and living according to authentic values plays an increasingly prominent role in business and enterprises, with leaders aligning strategic goals to values and using them to guide daily actions.

For social enterprises, authenticity is essential in obtaining and retaining legitimacy. Organizations for whom positive social impact is the main goal must ensure that the actions inherent in their operations consistently support their aims and objectives. Conforming to accepted norms within their social context is also an essential aspect of connecting with the people or places the organization is committed to supporting.

The tourism industry faces a particularly complex situation. One the one hand, tourists are after authentic experiences. Yet, by its very nature, successful tourism, when it scales up, lends itself to inauthentic experiences and damaging impacts on host communities. Tourism social enterprises seek to redress the balance by empowering local communities and supporting sustainable development while maintaining an authentic experience and the profits they need to operate.

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Article published in Esade Do Better