Authenticity and Commercialisation: A Netnographic Study of Tourist Experiences in Mawlynnong, India

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Abstract

This study explores the dynamic interplay between authenticity and commercialisation in rural tourism, focusing on Mawlynnong, India, acclaimed as Asia’s cleanest village. Using a netnographic analysis of 359 TripAdvisor reviews from 2012 to 2024, the research investigates tourists’ perceptions of authenticity and commercialisation and develops a framework of authenticity and commercialisation for rural tourism. Positive themes identified include cleanliness, natural beauty, community hospitality, and cultural engagement through homestays. These attributes contribute to the village’s appeal as an authentic rural destination. However, tourists also expressed concerns regarding over-commercialisation, including excessive construction, overcrowding, overpricing, and limited local interaction. The study highlights the dual role of commercialisation in enhancing economic development and tourism
infrastructure while potentially eroding cultural and experiential authenticity. The research contributes to the theoretical discourse on rural tourism by integrating sustainability into the authenticity-commercialisation framework. Practical implications include the need for destination managers to balance tourism growth with cultural preservation and authenticity.

Keywords: rural tourism, tourist experience, commercialisation, authenticity, rural interaction, netnography

Author Biographies

Sweety Mishra, Jamia Millia Islamia

Sweety Mishra is a Senior Research Fellow with the Department of Tourism and Hospitality Management, Jamia Millia Islamia (A Central University), New Delhi.

Nimit Chowdhary, Jamia Millia Islamia

Nimit Chowdhary is a Professor with Jamia Millia Islamia (A Central University), New Delhi, India.

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Published

2025-03-21

How to Cite

Abhisek Porya, A. P., Sweety Mishra, & Nimit Chowdhary. (2025). Authenticity and Commercialisation: A Netnographic Study of Tourist Experiences in Mawlynnong, India. Academica Turistica - Tourism and Innovation Journal, 17(3). Retrieved from https://academica.turistica.si/index.php/AT-TIJ/article/view/790

Issue

Vol. 17 No. 3 (2024): Academica Turistica - Tourism & Innovation Journal

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Articles

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Copyright (c) 2025 Abhisek Porya Abhisek Porya, Sweety Mishra, Nimit Chowdhary

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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

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