Tourists’ Need for Uniqueness as a Representation of Differentiated Identity

European tourists are more driven by the desire to avoid similarity when seeking uniqueness, while Asian tourists show stronger connections between their need for uniqueness and perceived authenticity, particularly object-based authenticity. This study reveals that tourists' need for uniqueness (TNFU) significantly influences both object-based and existential authenticity in heritage contexts, which in turn affects their emotions and behavioral intentions. Using partial least squares analysis on data from 474 tourists visiting Göreme National Park and the Rock Sites of Cappadocia, researchers found distinct patterns across nationalities, with TNFU having a greater impact on Asian tourists' emotional responses to object-based authenticity. The findings provide insights for destination marketers to tailor experiences that cater to diverse cultural preferences.

Karagöz, D., & Uysal, M. (2020). Tourists’ Need for Uniqueness as a Representation of Differentiated Identity. Journal of Travel Research, 61(1), 76–92. https://doi.org/10.1177/0047287520972804