There is a shift to the experience economy. Customers are increasingly craving unique experiences and authentic brands; brands that are real, sincere. Additionally, technological developments are booming and can help enhance these customer experience. Efteling employees have lots of ideas to innovate technically. This master thesis explores how the Efteling can balance these changing factors with the question: How can the Efteling balance technological innovation, without losing sight of the brand authenticity of the Efteling and meet the expectation of the customers? Different physical, digital and phygital (physical + digital) technological innovations were researched via in-depth interviews with Efteling employees and guests. Comparing the results gave insights in points for improvement in the current authenticity process. Physical innovations are doing well with the current guidelines and there are some chances to improve in digital and phygital innovations. Creative workshop sessions revealed criteria for how to improve these points. All insights from the above mentioned research, combined with literature and Efteling insights revealed recommendations on how the current authenticity guidelines of the Efteling can be improved, and applicable for all three categories technological innovation, and not only physical innovations. Recommendations for what the current authenticity guidelines of the Efteling should contain: 1. Build everything for eternity, from real materials Keep the changing context and consumer needs in mind 2. Make it look like it has been around forever Immerse the guests in the magical world of the Efteling 3. Highlight a fragment of a story Use implicit storytelling to trigger the imagination of the guests 4. Look for it in the little things too Beautiful finishing and details are important 5. Strive for perfection Have a consistent Efteling style throughout all innovations 6. Use organic forms: think in curved lines Stimulate wondering and exploring, in a Pieck style 7. Use well-known fairy tales and stories Create an experience that triggers nostalgia 8. Let technology facilitate the story Technology should be purposeful and easy for the guests 9. Guard the heritage Be inspired by the founders Pieck and Reijnders