Authenticity is a fluid concept and subject to individual interpretation. To one person it is the rural landscape, traditional music and heritage; to others it is contemporary urban culture and multi-ethnicity which defines modern living. In this increasingly personalised consumer economy, awareness of your customers’ requirements remains central to product delivery. There is a place for all levels of authentic interpretation - traditional and modern, contemporary and kitsch - but it needs to be genuine, true to your product and connected to your customer.
Businesses should be aware that consumers may have different expectations of what is ‘authentic’ to them. Some may seek more traditional experiences, whilst others look for more cultural/contemporary pursuits. Communicate with consumers and try to tailor their expectations of the authentic to your business product. This may be tailoring information on different experiences, like visitor attractions or festivals to exploring Scotland's expanding culinary story.