Purpose The main aim of the present research is to investigate the tea and coffee experience of travellers around the world and clutch the dimensions of tea and coffee museum experience. Design/methodology/approach Travellers who had experienced tea and coffee museums were purposefully selected as a sample group for the study. As tea and coffee museums that are benefiting from user-generated content (UGC) are limited, a qualitative multiple case study method has been chosen to enrich more comments and obtain more data. For the data gathering, as a UGC platform, TripAdvisor was benefited. Findings According to an inductive content analysis of reviews, the model of dimensions of tea and coffee museum experience that consist of nine main categories revealed: educational experience, authentic experience, memorable experience, participatory experience, shopping experience, atmosphere, facilities, employees and tour guides and negative experiences (negative staff attitudes and skills, lack of foreign language explanations and cleanliness). Originality/value To the best of the authors’ knowledge, this study is the first to examine the tea and coffee museum experience of travellers around the world. It contributes to the gastronomy literature by providing the dimensions of the tea and coffee museum experience.

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Local gastronomy offers authenticity, an important element of tourist experience. However, some tourists cannot experience gastronomic products in their exact authentic forms. This issue causes from tourists' typology, importance level of gastronomy, and quest for authenticity. For serving widely variated tourists, producers of the local gastronomic products make changes in the essence of products. Current study aims to investigate changing process of gastronomic products’ authenticity which are served in the context of tourism, and to develop an understanding on causes and costs of deterioration. Methodologically, existing literature had evaluated with conceptual inferences. As the findings propose, the changes start with touristic exploration which is followed by tourism-related deterioration. After deterioration, if process of recovery conducted, turning back to the exact form of authenticity does not seem possible. The alternative forms of authenticity are most likely to occur. Additionally, mistaken perspectives like considering recovery preventions as short-term actions can lead the deterioration again, like a loop. Raising awareness for prevent this loop is this study's critical proposition to destinations. Opening new horizons for the phenomenon of authenticity and overthrowing the idea that see tourists as the sole reason for deterioration are the contributions to the literature. The changes that lead deterioration are responsibility of locals, too.