Abstract
Cultural tourism, a rapidly expanding sector, draws travelers seeking authentic cultural experiences, yet its growth often leads to the commercialization of heritage, threatening authenticity and sustainability. This paper explores the tension between preserving cultural integrity and meeting mass tourism demands, examining economic, social, and environmental impacts. It defines authenticity through objective, constructive, and existential lenses, highlighting its role in shaping tourist experiences, while commercialization often transforms culture into marketable products, risking commodification and staged authenticity. The study analyzes how economic incentives, globalization, and media influence commercialization, potentially eroding cultural identity. Strategies to balance these forces include community empowerment, sustainable practices, educational tourism, and ethical marketing. Through a qualitative review of recent literature, the paper advocates for collaborative, sustainable approaches to ensure cultural tourism preserves heritage while fostering economic benefits, emphasizing the need for responsible management to maintain authenticity for future generations.