How to avoid swinging: A social enterprise's quest for authenticity in tourism

This study explores the role of authenticity in social enterprises. It argues that the quest for authenticity, which is composed of different constructs and entails several internal actions, helps a social enterprise navigate the typical risks inherent to its organizational form: mission drift and mission lock-in. Drawing on an inductive case study of a social enterprise which operates in the field of tourism, the study shows that the authenticity sought by the enterprise takes the form of consistency, conformity, connection, and exploration. This helps the social enterprise plot a course through the abovementioned risks.