Visitors’ perceived trust in sincere, authentic, and memorable heritage experiences

Babak Taheri, M.J. Gannon, Muhammet Kesgin

Research output: Contribution to journalArticlepeer-review


The success of cultural destinations often centres on whether consumers trust the provenance and integrity of the heritage assets, activities, and services therein. However, few studies examine whether this ‘perceived trust’ influences the authenticity, sincerity, and memorability of cultural heritage consumption. To investigate the relationships between these constructs, we surveyed 320 visitors to Iranian cultural heritage sites. The findings suggest that perceived trust positively influences visitors’ perceptions of sincerity, existential authenticity, and object-based authenticity, stimulating memorable experiences in the process. This, in turn, emphasises the antecedent importance of perceived trust in shaping consumption. In the face of increasing commercialisation within the cultural heritage sector more generally, we therefore encourage practitioners to prioritise safeguarding the integrity of their offerings, promoting heritage assets in a manner that stimulates perceived trust.
Original languageEnglish
Pages (from-to)705-725
Number of pages21
JournalService Industries Journal
Issue number9-10
Early online date16 Jul 2019
Publication statusPublished - 2020


  • perceived trust
  • sincerity
  • authenticity
  • memorable tourism experiences
  • cultural heritage
  • Iran


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