Selling the invisible to create an authentic experience: imagination at work at Cezanne's studio

The purpose of this exploratory research is to understand how visiting a particular heritage-based attraction, Cezanne's studio in Aix-en-Provence - an almost empty place in which Cezanne painted his major works - becomes an authentic experience through consumer's imaginative processes. Thirty-three semi-directive in-depth interviews were conducted at Cezanne's studio at the end of attendees' visits. Content analysis led to identifying key themes that describe how imagination at work during the visit creates an authentic experience. More specifically, results show that material dimensions (e.g. the studio setting, familiar objects, and guides) mixed with immaterial dimensions (e.g. Cezanne's aura, stories, and atmosphere) facilitate consumers' imagination through immersion, embodiment, and narrative transportation. The paradox of creating authenticity from nothing - the invisible - through imagination is then developed.