Abstract
Transmodernism (Ateljevic, 2009; Gelter, 2010) represents the new value system towards
an integration into an environmentally, economically, and socially sustainable world (Pritchard,
Morgan & Ateljevic, 2011), as well as a new economic order embedded in a mature phase of the
post-capitalist experiential economy, the authentic economy (Gilmore & Pine, 2007). This new
economy denotes a paradigm shift in production and consumption of the economic value from
staging the consumers’ experiences to rendering authenticity which results in personal
transformation. Pine and Gilmore’s (1999:166) proposition that transformation value should be
added as a fifth economic offering, in addition to commodities, goods, services, and experiences,
confirms the repositioning of the post-capitalist economic values to the requirements of a new
emerging transmodern world order...