AUTHENTICITY VERSUS COMMERCIALIZATION: PRESERVING HERITAGE IN OVERTOURISM
Keywords:
authenticity, commercialization, cultural heritage, sustainable tourism, Vrnjačka Banja
Abstract
The aim of this study is to examine the relationship between the preservation of cultural heritage authenticity and the commercialization of the tourist experience in tourism-intensive destinations, with a particular focus on Vrnjačka Banja, the most visited spa in Serbia. The objective of the research is to identify the key challenges faced by local communities and institutions in balancing the economic benefits of tourism with the protection of cultural identity. The methodology employed in this study integrates qualitative and quantitative approaches, encompassing the analysis of tourist flows, visitation statistics, and the documentation of local cultural programs. The findings indicate a mounting trend of commercialization in the tourism sector, a development that, while fostering economic growth, also poses a threat to the cultural authenticity of local communities. The findings suggest the implementation of integrated tourism strategies grounded in sustainable management and the active involvement of the local community.
Downloads
Download data is not yet available.
References
Abbasian, S., Onn, G., & Arnautovic, D. (2020). Overtourism in Dubrovnik in the eyes of local tourism employees: A qualitative study. Cogent Social Sciences, 6(1), 1775944. https://doi.org/10.1080/23311886.2020.1775944
Bertocchi, D., Camatti, N., Giove, S., & van der Borg, J. (2020). Venice and Overtourism: Simulating Sustainable Development Scenarios through a Tourism Carrying Capacity Model. Sustainability, 12(2), 512. https://doi.org/10.3390/su12020512
Cao, Q., Zhang, J., Li, C., & So, K. K. F. (2025). From tradition to transaction: The effect of commercialization on tourism experience in cultural heritage attractions. Journal of Hospitality and Tourism Management, 63, 98–111. https://doi.org/10.1016/j.jhtm.2025.03.006
Đorđević, N., & Milićević, S. (2020). Perceptions of environmental impacts of tourism: A case study of Vrnjačka Banja. Tourism International Scientific Conference Vrnjačka Banja - TISC, 5(1), 147–163. Retrieved from https://www.tisc.rs/proceedings/index.php/hitmc/article/view/334
Đorđević, N., & Milićević, S. (2021). Residents’ perceptions of economic impacts of tourism development in Vrnjačka Banja. SHS Web of Conferences, 95, 01006. https://doi.org/10.1051/shsconf/20219501006
Đorđević, N., Podovac, M., & Milićević, S. (2021). Researching the local community's satisfaction with the manifestation, International Carnival of Vrnjci [In Serbian]. Oditor, 7(1), 101–130. https://doi.org/10.5937/Oditor2101101D
Đorđević, N., Podovac, M., Milićević, S., & Stojanović, Đ. (2021a). Impacts of the music festival Lovefest on the attitudes of the local population in Vrnjačka Banja. Hotel and Tourism Management, 9(1), 73–88. https://doi.org/10.5937/menhottur2101073D
Floričić, T., & Floričić, B. (2019). Cultural heritage in a tourist destination. Valuation and sustainable management [In Croatian]. Sveučilište Jurja Dobrile u Puli
Leka, A., Stratigea, A., & Prekas, P. (2025). Exploring overtourism implications through the ‘lens’ of local community: Case study Santorini Island, Greece. Land, 14, 1–29. https://doi.org/10.3390/land14122422
Li, L., & Li, S. (2022). Do Tourists Really Care about Authenticity? A Study on Tourists’ Perceptions of Nature and Culture Authenticity. Sustainability, 14(5), 2510. https://doi.org/10.3390/su14052510
Pantović, D., Seočanac, M., & Đorđević, N. (2023). Cultural values, tourism valorization and authenticity: The case of Vrnjačka Banja. The European Journal of Apllied Economics, 20(1), 93–106. https://doi.org/10.5937/EJAE20-42657
Petrović, P., & Barović, S. (2019). The development of cultural tourism and its importance in the process of employment. Tourism International Scientific Conference Vrnjačka Banja (TISC), 4(1), 131–147.
Phat, S. N., Nguyen, Q. N., & Lien, T. T. N. (2025). The impact of cultural heritage on the destination attractiveness: The mediating role of authenticity. Geojournal of Tourism and Geosites, 60(2 supplement), 1362–1371. https://doi.org/10.30892/gtg.602spl31-1507
Statistical Office of the Republic of Serbia. (2024). Trends: Quarter IV 2024 [In Serbian]. Statistical Office of the Republic of Serbia.
Statistical Office of the Republic of Serbia. (2025). Trends: Quarter III 2025 [In Serbian]. Statistical Office of the Republic of Serbia.
Verances, J., Rusmiatmoko, D., & Afifudin, M. A. (2024). Sustainable tourism and city branding: Balancing growth and authenticity. The Journal of City: Branding and Authenticity, 2(1), 86–104. https://doi.org/10.61511/jcbau.v2i1.2024.910
Vicol, D. (2024). The impact of commercialization of cultural heritage. In Proceedings of the International Scientific Conference "Modern Paradigms in the Development of the National and World Economy", 17th Edition, 488–492. https://doi.org/10.59295/mpdnwe2024.64
Zhang, Q. (2024). From McDonaldization to Disneyfication: Urban space development in Chinese society. In: P. M. Eloundou Enyegue (Ed.), Addressing global challenges: Exploring socio-cultural dynamics and sustainable solutions in a changing world (pp. 870–875). CRC Press. https://doi.org/10.1201/9781032676043-121
Bertocchi, D., Camatti, N., Giove, S., & van der Borg, J. (2020). Venice and Overtourism: Simulating Sustainable Development Scenarios through a Tourism Carrying Capacity Model. Sustainability, 12(2), 512. https://doi.org/10.3390/su12020512
Cao, Q., Zhang, J., Li, C., & So, K. K. F. (2025). From tradition to transaction: The effect of commercialization on tourism experience in cultural heritage attractions. Journal of Hospitality and Tourism Management, 63, 98–111. https://doi.org/10.1016/j.jhtm.2025.03.006
Đorđević, N., & Milićević, S. (2020). Perceptions of environmental impacts of tourism: A case study of Vrnjačka Banja. Tourism International Scientific Conference Vrnjačka Banja - TISC, 5(1), 147–163. Retrieved from https://www.tisc.rs/proceedings/index.php/hitmc/article/view/334
Đorđević, N., & Milićević, S. (2021). Residents’ perceptions of economic impacts of tourism development in Vrnjačka Banja. SHS Web of Conferences, 95, 01006. https://doi.org/10.1051/shsconf/20219501006
Đorđević, N., Podovac, M., & Milićević, S. (2021). Researching the local community's satisfaction with the manifestation, International Carnival of Vrnjci [In Serbian]. Oditor, 7(1), 101–130. https://doi.org/10.5937/Oditor2101101D
Đorđević, N., Podovac, M., Milićević, S., & Stojanović, Đ. (2021a). Impacts of the music festival Lovefest on the attitudes of the local population in Vrnjačka Banja. Hotel and Tourism Management, 9(1), 73–88. https://doi.org/10.5937/menhottur2101073D
Floričić, T., & Floričić, B. (2019). Cultural heritage in a tourist destination. Valuation and sustainable management [In Croatian]. Sveučilište Jurja Dobrile u Puli
Leka, A., Stratigea, A., & Prekas, P. (2025). Exploring overtourism implications through the ‘lens’ of local community: Case study Santorini Island, Greece. Land, 14, 1–29. https://doi.org/10.3390/land14122422
Li, L., & Li, S. (2022). Do Tourists Really Care about Authenticity? A Study on Tourists’ Perceptions of Nature and Culture Authenticity. Sustainability, 14(5), 2510. https://doi.org/10.3390/su14052510
Pantović, D., Seočanac, M., & Đorđević, N. (2023). Cultural values, tourism valorization and authenticity: The case of Vrnjačka Banja. The European Journal of Apllied Economics, 20(1), 93–106. https://doi.org/10.5937/EJAE20-42657
Petrović, P., & Barović, S. (2019). The development of cultural tourism and its importance in the process of employment. Tourism International Scientific Conference Vrnjačka Banja (TISC), 4(1), 131–147.
Phat, S. N., Nguyen, Q. N., & Lien, T. T. N. (2025). The impact of cultural heritage on the destination attractiveness: The mediating role of authenticity. Geojournal of Tourism and Geosites, 60(2 supplement), 1362–1371. https://doi.org/10.30892/gtg.602spl31-1507
Statistical Office of the Republic of Serbia. (2024). Trends: Quarter IV 2024 [In Serbian]. Statistical Office of the Republic of Serbia.
Statistical Office of the Republic of Serbia. (2025). Trends: Quarter III 2025 [In Serbian]. Statistical Office of the Republic of Serbia.
Verances, J., Rusmiatmoko, D., & Afifudin, M. A. (2024). Sustainable tourism and city branding: Balancing growth and authenticity. The Journal of City: Branding and Authenticity, 2(1), 86–104. https://doi.org/10.61511/jcbau.v2i1.2024.910
Vicol, D. (2024). The impact of commercialization of cultural heritage. In Proceedings of the International Scientific Conference "Modern Paradigms in the Development of the National and World Economy", 17th Edition, 488–492. https://doi.org/10.59295/mpdnwe2024.64
Zhang, Q. (2024). From McDonaldization to Disneyfication: Urban space development in Chinese society. In: P. M. Eloundou Enyegue (Ed.), Addressing global challenges: Exploring socio-cultural dynamics and sustainable solutions in a changing world (pp. 870–875). CRC Press. https://doi.org/10.1201/9781032676043-121
Published
2026-10-16
How to Cite
Lakićević, M., Žarevac Bošković, M., & Petrović, V. (2026). AUTHENTICITY VERSUS COMMERCIALIZATION: PRESERVING HERITAGE IN OVERTOURISM. Tourism International Scientific Conference Vrnjačka Banja - TISC, 9(1), 410-419. https://doi.org/10.52370/TISC26410ML
Section
Articles
