Abstract
This study examined the effects of expectation in congruency on tourists’ authenticity perception and memorable tourism experience. The study was conducted in Bukchon Hanok Village and Korean Folk Village in South Korea. The results suggest that tourists had a more authentic and memorable experience when the experience was congruent with their pre-travel expectations. However, expectation congruent visitors did not show a significant difference in the constructive authenticity level compared to expectation incongruent visitors. Based on the findings, the current article discussed the importance of pre-travel expectations and communicating expectations about a destination that more closely resembles the actual on-site experience. Theoretical and managerial implications are also discussed in the conclusion and implications.
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