Digital Commodification of Indigenous Cultural Tourism in Malaysia: Issues, Challenges and Prospects

Abstract

This review paper examines how Indigenous cultural tourism in Malaysia is shaped by the interconnected dynamics of cultural commodification, authenticity, tourist gaze, and digital transformation, with particular reference to the broader context of Orang Asli tourism. Drawing on interdisciplinary scholarship in tourism studies, Indigenous studies, and cultural representation, the paper argues that commodification in Indigenous tourism should not be viewed solely as an economic process, but as a representational and political process through which cultural meanings are selected, simplified, circulated, and contested. The review shows that tourism may create opportunities for cultural visibility, livelihood diversification, and heritage revitalisation, while simultaneously exposing Indigenous communities to stereotyping, selective authenticity, and unequal control over representation. These tensions are intensified in the digital era, where social media and platform-based tourism systems privilege visual appeal, speed, and shareability, often detaching cultural images from their social and spiritual contexts. The paper proposes a conceptual synthesis in which tourist gaze and digital transformation operate as interrelated representational forces shaping commodification outcomes, while Indigenous agency mediates whether authenticity is preserved, negotiated, transformed, or eroded. It concludes that the key issue is not whether culture enters tourism markets, but whether Indigenous communities retain authority over representation, interpretation, digital circulation, and benefit-sharing. The review contributes a Malaysian perspective to wider debates on Indigenous tourism and identifies directions for more ethical, rights-based, and community-centred tourism governance.