The influence of perceived authenticity in tourism organizations on tourists and employees: a reinterpretation in the field of human resources marketing

This research project seeks to investigate the influence of perceived authenticity within tourism organizations on both tourists and employees, through a reinterpretation of the
concept of authenticity in the context of Human Resource Marketing (HRM). While authenticity has been extensively studied in relation to consumer goods and heritage sites, limited attention has been given to its impact on employees in the tourism industry. This thesis aims to examine how the perceived authenticity by employees and consumers can foster co-creation of value, thereby enhancing organizational performance and enriching consumer experiences.