A Comparison of the Perceptions of Authenticity Between Movies, Television Shows, and Advertisements

The Expedia Traveler Report for 2016 established that travelers, especially millennials, want an authentic travel experience during their vacations (Millennial Traveler Report, 2016). Thus, this study explores how authenticity is perceived when destinations are depicted in movies, television shows, and Destination Marketing Organization (DMO) advertisements. The purpose of this study is to determine which of the three visual media outlets is perceived to be most authentic and whether that perception affects possible travel decisions to a destination. Using a mixed method approach, the researchers held three semi-structured, in-depth focus groups and distributed online surveys to gain a broad understanding of the perceptions of authenticity and how that perception applies to travel decisions. Participants watched clips from movies, television shows, and DMO advertisements filmed in Detroit, Michigan and New Zealand. These destinations were chosen due to their real filming locations and popularity amongst movie (i.e. Lord of the Rings), television shows, and relevant advertisements produced by the DMOs location (i.e Pure Michigan, 100% Pure New Zealand). By understanding how people perceive authenticity, this study can help DMOs determine how to maximize their advertising budgets to see a higher return on marketing investment.

Millennial Traveler Report. (2016). Accessed through http://expediablog.co.uk/wp-content/uploads/2016/10/Expedia-Millennial-Traveller-Report.pdf