THE COMMODIFICATION OF CULTURE IN GLOBAL TOURISM: BALANCING AUTHENTICITY, SUSTAINABILITY, AND ETHICAL PRACTICES AMIDST DISRUPTION
Keywords:
Cultural Commodification, Sustainable Tourism, Regenerative Practices, Cultural Appropriation, Digital Transformation in TourismAbstract
The global tourism industry is undergoing rapid transformation due to mass tourism, digital disruption, and post-pandemic shifts, leading to the increased commodification of culture. This article critically examines how the commodification of culture affects authenticity, sustainability, and ethical practices in diverse tourism contexts. Drawing on postcolonial theory, cultural studies, and sustainable tourism models, the study investigates the dilution of cultural traditions, environmental impacts of overtourism, and challenges of cultural appropriation. Comparative case studies, including those in Thailand, Italy, and New Zealand, provide concrete examples of the complexities involved. The analysis further explores the role of emerging technologies, such as AI, AR, and blockchain, in reshaping cultural narratives within digital tourism. Emphasis is placed on local communities' experiences and how regenerative tourism can serve as a solution for equitable cultural preservation. Policy recommendations are proposed to address ethical marketing, cultural rights, and the protection of traditional knowledge in a globalized market. This interdisciplinary approach not only highlights the challenges but also anticipates future disruptions, offering insights for policymakers, tourism practitioners, and scholars committed to sustainable and culturally respectful tourism practices
Downloads
References
Ateljevic, I. (2020). Transforming the (tourism) world for good and (re)generating the potential ‘new normal’. Tourism Geographies, 22(3), 467-475.
Bellato, G., & Wisker, Z. L. (2022). Rethinking sustainable tourism: From greenwashing to regeneration. Journal of Sustainable Tourism, 30(4), 672-689.
Bianchi, R. V., & de Man, F. (2021). Tourism, inclusive growth and decent work: A political economy critique. Journal of Sustainable Tourism, 29(2-3), 353-370.
Bramwell, B., & Lane, B. (2019). Towards sustainable tourism: Progress in tourism management. Journal of Sustainable Tourism, 27(5), 1-10.
Butler, R. W. (2019). Tourism and sustainability: Past achievements and future challenges. Sustainability, 11(16), 1-18.
Carr, A. (2021). Māori tourism: Sustainable development and indigenous heritage in New Zealand. Journal of Sustainable Tourism, 29(2-3), 357-375.
Carr, A., & Slevitch, L. (2023). The regenerative turn: Beyond sustainability in tourism research and practice. Tourism Management, 94, 104664.
Chatzigeorgiou, C., & Christou, E. (2020). Social media in tourism research: A literature review. Journal of Tourism and Hospitality Management, 8(1), 45-56.
Cohen, E. (2018). Commodification and culture: A sociological perspective. Tourist Studies, 18(4), 335-348. Cohen, S. (2020). Digital media and the commodification of culture. Tourism and Cultural Change, 17(2), 127-145.
Cole, S. (2018). Balinese identity in tourism development. Annals of Tourism Research, 70, 96-107.
Coleman, E. (2021). Indigenous tourism and cultural appropriation: Towards a respectful engagement. Annals of Tourism Research, 89, 103086.
Davis, P., & Marvin, S. (2020). Environmental degradation and tourism: The case of Venice. Journal of Sustainable Tourism, 28(6), 1-19.
Della Lucia, M., & Trunfio, M. (2018). The role of digital platforms in cultural tourism innovation: A critical analysis of international case studies. Tourism Management Perspectives, 27, 36-44.
Dolezal, C., & Trupp, A. (2020). Tourism and the commodification of culture in Southeast Asia. Tourism and Cultural Change, 18(4), 470-488.
Drahos, P., & Frankel, S. (2018). Indigenous peoples' innovation and intellectual property: The issues. Cambridge University Press.
Dredge, D. (2020). Mass tourism in urban destinations: Challenges and responses. Tourism Management, 79, 104081.
Dredge, D., & Jamal, T. (2020). Destination governance and smart tourism: Managing overtourism. Tourism Review, 75(5), 1-20.
Fuchs, G., & Reichel, A. (2021). Virtual tourism experiences during the COVID-19 pandemic: A comparative analysis. Tourism Review, 76(4), 915-930.
George, E. W. (2021). Cultural commodification and sustainable tourism development. Journal of Heritage Tourism, 16(3), 230-245.
Gössling, S. (2021). ICT and the new tourist: Social media as a driver of change in travel patterns. Current Issues in Tourism, 24(4), 556 572.
Gössling, S., & Leung, X. (2021). Social media as a tool for tourism destination management: Insights from Santorini, Greece. Journal of Destination Marketing & Management, 19, 100463.
Guttentag, D. A. (2021). Virtual reality: Applications and implications for tourism. Journal of Travel Research, 60(5), 1068-1084.
Hall, C. M., & Tucker, H. (2019). Tourism and Postcolonialism: Contested Discourses, Identities, and Representations. Routledge.
Harrison, D., Mu, E., & McGrath, T. (2020). Cultural heritage and tourism: Rebalancing relations through sustainable practices. Journal of Sustainable Tourism, 28(10), 1628–1645.
Henderson, J. C. (2019). Tourism and cultural commodification. Journal of Tourism Studies, 30(2), 183-199.
Higgins-Desbiolles, F. (2020). The "war over tourism": Challenges to sustainable tourism in the tourism academy after COVID-19. Journal of Sustainable Tourism, 28(4), 689-707.
Higgins-Desbiolles, F. (2021). Ethics in cultural tourism: Striking the balance. Journal of Sustainable Tourism, 29(10), 1624-1641.
Higgins-Desbiolles, F. (2021). Rethinking tourism in a post-pandemic world. Annals of Tourism Research, 89, 103086.
Hitchcock, M. (2022). Commodifying culture in tourism: A critical analysis. Tourism Review, 77(3), 602-618.
Hollinshead, K. (2020). Aboriginal tourism and appropriation in Australia. Tourism and Indigenous Cultures, 12(4), 455-472.
Ivanov, S., & Webster, C. (2020). Robots, artificial intelligence, and service automation in travel, tourism, and hospitality. Tourism Management, 84, 104310.
Janke, T. (2020). Our culture: Our future. Report on indigenous cultural and intellectual property rights. Indigenous Law Bulletin, 10(4), 23-28.
MacCannell, D. (2016). The Tourist: A New Theory of the Leisure Class. University of California Press.
MacLeod, D. (2019). Tourism, Power, and Culture: Anthropological Insights. Channel View Publications.
Mariani, M. M., Baggio, R., & Buhalis, D. (2022). Digital tourism platforms and cultural commodification: A network analysis of cultural and creative industries. Tourism Management, 89, 104452.
McGrath, T., & Janke, T. (2021). Intellectual property, culture, and the rights of indigenous peoples in Australia. International Journal of Cultural Property, 28(2), 289-312.
Milano, C., Novelli, M., & Cheer, J. M. (2019). Overtourism and degrowth: A social movements perspective. Journal of Sustainable Tourism, 27(12), 1857-1875.
Nash, D. (2020). The politics of cultural appropriation in tourism: A critical examination. Tourism Management, 81, 104160.
Richards, G. (2022). Digitalisation and tourism recovery post-COVID-19: Implications for tourism research and policy. Tourism Review, 77(4), 945-960.
Russo, A. P., & Scarnato, A. (2018). Heritage conservation in a post-tourism Venice: What comes after mass tourism? Journal of Urban Cultural Studies, 5(2), 123-143.
Said, E. W. (2017). Orientalism. Penguin Classics.
Scheyvens, R., & Hughes, E. (2019). Can tourism support sustainable development goals? Tourism Management, 72, 337-350.
Seraphin, H., & Yallop, A. (2021). Smart tourism and the use of data analytics to manage visitor flows. Tourism Management, 83, 104206.
Smith, L. T., Tauri, J., & Pihama, L. (2019). Decolonizing methodologies: Research and indigenous peoples. Zed Books.
Smith, M., & Richards, G. (2019). Cultural tourism: Global and local perspectives. Tourism Geographies, 21(1), 1-15.
Smith, M., & Richards, G. (2019). Ethical issues in cultural tourism: Navigating the commodification of culture. Tourism Geographies, 21(1), 1-15.
Stevens, C. (2022). Cultural tourism in Japan: Balancing commodification and authenticity. International Journal of Tourism Studies, 27(3), 345-360.
Storey, J. (2021). Cultural Studies and the Study of Popular Culture. Edinburgh University Press.
Su, M. M. (2020). Authenticity in tourism: Negotiating cultural representation. Annals of Tourism Research, 85, 103089.
Tesoriero, M., Erra, U., & Marini, S. (2021). Enhancing museum experiences through virtual and augmented reality: The case of the COVID-19 pandemic. Journal of Cultural Heritage Management and Sustainable Development, 11(4), 523-539.
Tussyadiah, I., Jung, T. H., & tom Dieck, M. C. (2020). Augmented reality and virtual reality for the tourism industry. Journal of Travel Research, 59(6), 1098-1114.
UNWTO. (2019). International tourism trends 2019. World Tourism Organization.
Urry, J., & Larsen, J. (2018). The Tourist Gaze 4.0. Sage Publications.
Walker, J., & Morrison, A. (2021). Digital tourism and cultural heritage: Opportunities and challenges. Journal of Heritage Tourism, 16(5), 450-467.
Wiranatha, A. S., Suryawardani, I. G. A. O., & Jendra, I. W. (2020). Tourism, economy, and the environment: A Bali case study. Journal of Sustainable Tourism, 28(7), 1050-1072.
Zarkia, N., & Kenter, J. (2018). Exploring cultural appropriation in tourism: Perspectives from stakeholders. Tourism Management, 70, 138-145.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Proceeding of International Seminar of Culture and Tourism AKBI
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
