Authenticity and the tourist’s search for Being

The purpose of this article is to provide a broad overview and opinion on the term ‘authenticity’ within the context of the Tourism industry and tourist expectations and it draws on extensive literature on the topic. An attempt to define ‘authenticity’ is indeed an intricate assignment; it clearly has different meanings in different cultures, societies, and in diverse settings. It is thus important to examine the term ‘authenticity’. One of the main reason people travel abroad is to enjoy an “authentic” experience. They imagine travelling abroad and living in accommodation which is slightly different, tasting unique cuisines and participating in local activities while absorbing diverse cultures. The concept of authenticity has been debated in tourism literature for over four decades and the term ‘authenticity’ has a multiplicity of definitions. Tourists generally seek an authentic experience in which they can go beyond what Maslow termed ‘selfactualization’ and in fact discover a true sense of Being. Recognizing the great importance of authenticity is an opportunity for Africa’s tourism industry and the desire of tourists to ‘find themselves’ by linking with authentic heritage, cultures and traditions presents huge opportunities for especially local communities. Tourists are not impressed by inauthentic pseudo sites and objects and tourism offerings and such like, and will travel to destinations that offer authenticity