The role of brand authenticity as a part of contemporary marketing in Egyptian destination marketing

Abstract EN

Authenticity is an essential human aspiration, making it a cornerstone of contemporary marketing and a major factor for brand success.

So, consumers have become more concerned with the ' authenticity' concept in a world where they doubt the credibility of the value of mass production.

Consumers also seek authenticity in souvenirs, tourist experiences, brands, television showsand personal possessions.

Hence, local products are a symbol of authenticity including the culture and habits of the destination also local products have a deep connection with a place, its people, their ways of life at a certain period of time.

So, the purpose of the research is to investigate the impact of using local products as an authentic brand on promoting Egyptian tourist destination and explore the effect of Globalized authenticity on the local product in Egypt.