Souvenir sellers and perceptions of authenticity – The retailers of Hội An, Vietnam

Authenticity has long been a theme within the tourism literature, but relatively little has been written about the attitudes of souvenir retailers. This paper, based on a combination of case study and micro-ethnographic approaches, reports findings derived from interviews with 25 souvenir retailers in the UNESCO World Heritage site of Hoi An, Vietnam. It uses a thematic and content analysis aided by the use of textual analysis software to...