Authenticity versus Commoditization -The Chinese Experience in the UNESCO Heritage Site of Lijiang-

This paper investigates the current situation, and trends in authenticity and commoditization (two essential issues of cultural tourism), in Chinese tourism development and marketing. It is a narrative case study focusing on the Naxi Ethnic group who live in and around the Old Town of Lijiang. Lijiang was built 800 years ago and is located in Yunnan province, SW China. The Old Town of Lijiang has experienced dramatic growth in tourism traffic since its designation as a UNESCO Heritage Site. Primary research was conducted through a mixed approach, consisting of 20 semi-structured interviews and 100 completed questionnaires with respondents from the four major stakeholder groups, consisting of government officials, tourism entrepreneurs, local ethnic group and tourists. Authenticity and commoditization, within both a Chinese and Western interpretation are discussed. Recommendations include both cultural and awareness education for and about the Naxi and a balance between commoditization and authenticity of experience. The concept of authenticity as it is represented in Mandarin is explored.