Authenticity and Visitor Motivations: Segmenting Visits at the Munich Oktoberfest

Abstract

Authenticity has been long debated in a panoply of tourism contexts. In events, it has been linked to satisfaction and intention to revisit, although the extent to which it is important for all types of attendees remains unclear. The purpose of this study is to investigate perceived authenticity at the world’s most iconic beer festival, the Oktoberfest in Munich. The study segments visitors based on their motivations to determine the role of authenticity in their attendance, while also investigating the contributing authenticity dimensions to overall authenticity and festival outcomes. The analysis of 1,281 questionnaires revealed four segments of visitors and identified key dimensions of authenticity shaping overall perception and festival outcomes. The findings suggest authenticity remains a strong marketable characteristic of major events, supporting their competitiveness and sustainability. Practical implications are provided for event organizers to attract a variety of eventgoers with different profiles and particularities in authenticity perceptions.