Authenticity in Travel Servicescapes: Examining Sense of Place Stimuli in Airports

Abstract

This study explores sense of place within airport settings, examining how cultural elements contribute to travelers’ perceptions toward airport image. While existing research predominantly focused on functional aspects of airports, the emotional dimensions of authenticity within traveling servicescapes gained less attention. Addressing this gap, a conceptual framework was designed and tested using sequential mixed methods consisting of a survey with 534 international travelers and a focus group with senior managers of a European airport. Findings from the moderation analysis reveal sense of place stimuli to accentuate the effects of architecture, amenities, and signage toward airport image. Qualitative data delineate the challenges faced by the airport industry in employing sense of place stimuli while posing questions on the effectiveness of its current measurement. We expand discussions on authenticity and provide evidence-based guidelines on the construct's future and how artifacts, artworks, and uniforms, reflecting the country's identity, can enhance travelers’ image evaluations.