The purpose of this research is to analyze the shopping behavior of tourists when travelling, particularly towards the local arts and crafts products. Product authenticity is built as a multidimensional variable consisting of quality commitment, heritage and uniqueness. It is believed that tourists shopping behaviors is different from the daily shopping behaviors. Tourists highly appreciate authenticity and willing to pay high for authentic product. Quantitative approach is chosen to achieve the research objective. 189 valid questionnaires were used for further statistical analysis using PLSSEM technique. The findings show that quality commitment, heritage and uniqueness are dimensions that built product authenticity. This study also found that product authenticity positively impact on behavioral intentions. The implications are particularly to suggest tourism and marketing managers as well as the government in giving focus on exploring authenticity for creating differentiation and building marketing positioning strategy.