ABSTRACT
Authenticity becomes an increasingly important source of value in the globalised new economy. Its high symbolic value produces market value, and as a result both product and service offerings attain to generate associations of authenticity in people's minds. Governments, policy makers, tourist actors, local residents and a number of consumer groups are trying to put forward reactive demarketing measures such as taxes and bans, based on the distinct features of destinations, in an attempt to reduce the effects of overtourism and reverse the commodification of authenticity and the tensions it tends to create. Tourism and destination are related concepts. Tourism is an intangible brand promise that explains what customers can expect to get from a brand. Authenticity of a brand refers to it being perceived as real, true, consistent and honest, and is associated with concepts of sincerity and integrity.
