Interactive effects of destination authenticity and commercialization models on tourist value co-creation

Purpose This study aims to investigate how the interaction between destination authenticity (objective vs existential) and commercialization models (endogenous vs exogenous) influences tourist value co-creation intention. Design/methodology/approach Three controlled experiments were conducted to test the effects of authenticity-commercialization fit on tourists’ flow experience, place identity and co-creation intentions. Findings Results demonstrate that matching objective authenticity with endogenous commercialization and existential authenticity with exogenous commercialization significantly enhances flow, place identity and co-creation willingness. Flow experience and place identity mediate these effects. Originality/value This research challenges the traditional view that authenticity and commercialization are in conflict. It offers a new framework for understanding their interactive effects and provides actionable insights for tourism managers to design emotionally engaging and sustainable visitor experiences.