Contextualizing the issue of touristification in Asia

Abstract

Purpose This paper aims to intend to contextualize touristification with a focus on Asia. It argues that touristification in Asia extends beyond physical transformation and is used as a socio-political mechanism by the state and communities alike. This study aims to broaden the discussions on touristification by noting how the issue of authenticity and state intervention is approached in Asia. Design/methodology/approach This paper is based on literature review, sourced from academic material discussing touristification and the influence of tourism. Findings Aside from undertaking physical changes, states in Asia adopt a socio-political angle in the commercialization of culture for tourism so that the culture that is presented to tourists is aligned to its national image. The construction of culture and narration of history for tourism branding predominate touristification in Asia. Conversely, minority culture had also used cultural touristification in asserting their identity, as can be seen in South Thailand and Bali, Indonesia Also, hybridization and recreation of cultural activities in Asia contribute to the evolving debate on authenticity in tourism within Asia. Practical implications The paper suggests the implication of state intervention in branding and commodification of tourism among minority communities in Asia. Originality/value The paper contributes to an extended discussion on touristification by contextualizing the issue within Asia.