Is this Shangri-La? The case for authenticity in the Chinese and Indian hospitality industry

摘要

Despite its western orientation, recent literature has sought to apply postmodernism to aspects of culture and society within developing economies. The impact of globalisation is redefining what non-western consumers think, feel and do as goods and services, previously out of reach in developing countries, are now seen as necessities. However, this development is taking place simultaneously with a trend towards positioning many of these consumption experiences as authentic, emphasising the timeless values desired by consumers while downplaying their commercial realities. This article proposes a postmodern framework for interpreting authenticity in the marketing of hospitality concepts in China and India.