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

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.