Authenticity in traditional culture marketing: consumers' perceptions of Korean traditional culture

Abstract

In an age of globalization, culture, and especially traditional culture, has received increased attention because it can produce authentic value for a nation and can be useful for corporations. The marketing literature is undergoing a period of major reassessment in terms of the projection of traditional culture to global consumers as a consumable good. Adopting an in-depth interview method, this study investigates global consumers' perceptions of traditional culture, focusing particularly on authenticity. This study also provides implications for positioning and globalizing traditional culture, including artifact culture (lifestyle culture) and mentifact culture (cultural values). In this paper, Korean traditional culture is examined by considering the recent diffusion of Korean culture worldwide. This article contributes to the marketing literature through its novel study of traditional culture and focus on authenticity; it may also enrich the tourism literature. The results of this study contribute to understanding consumers' perceptions of traditional culture, including effective factors, and to identifying the marketing implications of positioning and globalizing traditional culture.