ABSTRACT
Abstract: The theoretical background behind heritage tourism is conventionally categorized in terms of two stages: the demand and supply side approaches. This has resulted in a fragmented and usually conflicting framework. The purpose of this paper is to devise a model, which will substantiate the existence of both a continuum and a lateral relationship between the contrasting theoretical approaches to heritage tourism. The value added proffered here stems from the incorporation of authenticity as a linking device in each of the two approaches, unifying them into a single theoretical paradigm. The role of authenticity as a contemporary marketing tool, on tourism motivation and the image of the attraction is shown to be pivotal. Keywords: marketing, authenticity, definitions, motivation.
