Brand Management of Natural Spaces: The Impact of Natural Space Authenticity on Consumer Outcomes

Abstract

Perceived authenticity of publicly owned natural parks is an important yet often overlooked driver of consumer experience, enjoyment, and well-being. Given the U.S. National Park Service's charge to operate parks for the enjoyment of the public while conserving them for the future, it is important for park agencies to understand how visitors perceive the authenticity of parks and how they can increase perceived authenticity of the spaces they manage. The authors use the construct of brand authenticity as the foundation of a natural space authenticity framework and draw on attention restoration theory to highlight the importance of viewing the marketing of natural spaces as a form of brand management. In a survey of 2,646 visitors to state parks and a series of three experiments, the authors examine the impact of natural space authenticity (perceived continuity, credibility, and symbolism) on consumer outcomes. Findings indicate that these three dimensions of natural space authenticity improve outcomes of return visit intentions, recommendation intentions, decreased stress, and perceived health for prior and potential visitors of state parks. The authors present managerial and policy implications to assist park managers and guide future research.