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Issue: 2026: Social Sciences and Humanities Issue - Online First
Section: Social Sciences and Humanities Issue (Vietnamese)
DOI: 10.52714/dthu.sch.3027.1865
Date Published: 17/04/2026
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Phan, N. P. L. (2026). Authenticity in tourist experiences: The case of Tan Thuan Dong Rural Market, Dong Thap Province. Dong Thap University Journal of Science, Online First, 1-15. https://doi.org/10.52714/dthu.sch.3027.1865

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Authenticity in tourist experiences: The case of Tan Thuan Dong Rural Market, Dong Thap Province

Nguyen Phong Luan Phan1,
1 Faculty of Fashion and Tourism, Ho Chi Minh City University of Technology and Engineering, Vietnam

Main Article Content

Abstract

Authenticity in tourist experiences has increasingly become an important concern for tourists worldwide. This issue is particularly significant for tourism products associated with traditional cultural values, such as the rural market tourism model of Tan Thuan Dong in Dong Thap Province, where authenticity strongly influences tourist satisfaction and revisit intention. This study employs netnography to analyze tourists’ online reviews on Google Maps, combined with participant observation to directly examine the factors shaping authenticity at the destination. The findings identify eleven factors that constitute constructed authenticity and existential authenticity in the tourist experience at Tan Thuan Dong Rural Market. Among the factors, three were newly emerging compared with previous studies: price, experiential space, and nostalgia. This study contributes a combined online and on-site approach to examining experiential authenticity in rural market tourism and provides a foundation for future research on measuring tourist satisfaction and service quality.

Keywords

Authenticity, culture tourism, local culture, netnography, rural market

Article Details

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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

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