What makes inauthenticity dangerous

Abstract

This study inspects the dangers of being inauthentic while posing as apostles of authentic, ethnic service providers in tourism. The concept of authenticity was adopted to understand how the commodification of cultural features, especially food, of a multiethnic destination influences the realness of traditional cuisine. The study was conducted in Goa, India, also known as tourist Mecca. The research findings demonstrate that tourism acts as a dominant player in creating a transfigurative replica of tourist’s expectations. This makes touristified versions of traditional foods, severely influencing the integrity of regional cuisines. These results are useful in understanding how inauthentic practices challenge the cultural identity of the destination.