Contextualizing the issue of touristification in Asia Nagathisen Katahenggam and Victor Wee Abstract Purpose – This paper aims to intend to contextualize touristification with a focus on Asia. It argues that touristification in Asia extends beyond physical transformation and is used as a socio-political mechanism by the state and communities alike. This study aims to broaden the discussions on touristification by noting how the issue of authenticity and state intervention is approached in Asia. Design/methodology/approach – This paper is based on literature review, sourced from academic material discussing touristification and the influence of tourism. Findings – Aside from undertaking physical changes, states in Asia adopt a socio-political angle in the commercialization of culture for tourism so that the culture that is presented to tourists is aligned to its national image. The construction of culture and narration of history for tourism branding predominate touristification in Asia. Conversely, minority culture had also used cultural touristification in asserting their identity, as can be seen in South Thailand and Bali, Indonesia Also, hybridization and recreation of cultural activities in Asia contribute to the evolving debate on authenticity in tourism within Asia. Practical implications – The paper suggests the implication of state intervention in branding and commodification of tourism among minority communities in Asia. Originality/value – The paper contributes to an extended discussion on touristification by contextualizing the issue within Asia. Keywords Cultural hybridization, Authenticity, Touristification, Statism Paper type Research paper 1. Introduction During the past two to three decades, Asia witnessed a phenomenal growth in its international and domestic tourism that had left strong tourisfication imprints on destinations. The change is often seen as a form of gentrification brought about by the economic transformation of the urban fac ¸ ade. The influence, seen as a form of touristification, encompasses physical and more subtle changes. Interestingly, the changes occurring because of touristification is often seen as a form of gentrification. Describable as the changing fac ¸ade of urban settlements as economic transformation pushed for change, the concept of touristification in Asian context is more complex. It can be described as the physical and cultural impact experienced because of the internal and external forces of tourism, leading to various interpretations. As a growing contributor to the economies of Asia, the tourism sector had expanded considerably in the region as financial and regulatory barriers impeding its growth slowly evaporate (Tisdell and Wilson, 2012; Managi, 2015). Consequently, tourism is bringing in changes, both in its tangible and intangible form. Scholarship on the influencing factors of tourism in Asia are generally negatively critical (Picard and Wood, 1997; Yeoh and Kong, 2012; Suntikul and Jachna, 2013; Khan, 2015); however, the issue had also been broadened to include the positive impacts, especially in reducing poverty and increasing the quality of life in Asia. Nagathisen Katahenggam is a PhD candidate and Victor Wee is a full Tenured Professor are both based at the School of Hospitality, Tourism & Events, Taylor’s University – Lakeside Campus, Subang Jaya, Malaysia. Received 30 January 2020 Revised 29 February 2020 26 April 2020 25 May 2020 Accepted 27 May 2020 © International Tourism Studies Association This work was supported by Taylor’s University through its Taylor’s University World Fellowship Program. DOI 10.1108/IJTC-01-2020-0016 Emerald Publishing Limited, ISSN 2056-5607 j INTERNATIONAL JOURNAL OF TOURISM CITIES j