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

The article focuses on the concept of natural space authenticity—defined through three dimensions: continuity (timelessness and history), symbolism (connection to visitors' identity and values), and credibility (honest communication and fulfillment of promises)—and its impact on visitor outcomes in publicly owned natural parks, particularly U.S. state parks. Using survey data from 2,646 state park visitors and three national experiments, the research finds that higher perceived authenticity enhances visitors' intentions to return and recommend parks, while also reducing stress and improving perceived health. The study applies a brand management framework and attention restoration theory to demonstrate how park agencies can strategically promote and manage these authenticity dimensions to improve visitor experience, loyalty, and well-being, aligning with conservation and public enjoyment mandates. The findings offer practical guidance for park managers and suggest avenues for future research on authenticity in natural spaces and its broader societal implications.