A Novel Methodology for Evaluating Authenticity Perceptions in Andalusian Paradores Through Machine Learning

Abstract

This study emphasises the pivotal role of emotions and cultural backgrounds in shaping tourists’ perceptions of authenticity within Andalusian Paradores. By employing an innovative machine learning method to analyse an extensive database of User-Generated Content, this research study reveals that certain emotions significantly diminish perceived authenticity. It also demonstrates that cultural and gender differences markedly influence authenticity perceptions. Notably, domestic tourists apply more stringent criteria for authenticity compared with international visitors, who may rely on idealised representations of Spanish culture. SHAP analysis further elucidates the contribution of various characteristics to authenticity perceptions, highlighting the predominance of emotional responses over demographic factors. These insights provide valuable guidance for tourism managers seeking to enhance visitor satisfaction. The findings advocate for the development of nuanced marketing strategies that cater to both international and domestic tourists, thereby fostering deeper engagement with cultural heritage and supporting the long-term sustainability of Andalusian Paradores.