https://journal.mediadigitalpublikasi.com/index.php/apollo <p>Apollo: Journal of Tourism and Business, a premier peer-reviewed academic journal dedicated to the advancement of knowledge and research in the field of tourism and business. Our journal is committed to publishing high-quality, original research that explores the complex and dynamic relationship between these two fields. We publish three issues per year and welcome submissions from researchers at all career levels and from any geographic location. Our journal is assigned the International Standard Serial Number (ISSN) <a href="https://portal.issn.org/resource/ISSN/2985-5810" target="_blank" rel="noopener">2985-5810</a>, which ensures the permanent availability and visibility of our journal in the scholarly community, We are committed to promoting diversity and inclusivity in our editorial process and encourage submissions from underrepresented groups. Our rigorous peer review process ensures that only the most impactful and rigorous research is published in our journal. We hope that you will consider submitting your research to Apollo and join the conversation about the important issues facing the tourism and business sectors.</p> CV. Media Digital Publikasi Indonesia en-US Apollo: Journal of Tourism and Business 2985-5810 https://journal.mediadigitalpublikasi.com/index.php/apollo/article/view/459 <p>This study conducts a systematic literature review to analyze the complex relationship between the commercialization of cultural tourism and its influence on authenticity and the preservation of local wisdom from both theoretical and managerial perspectives. By synthesizing findings from ten selected articles published between 2000 and 2025, the study investigates how commercialization, through the process of commodification, poses challenges to cultural integrity while simultaneously providing opportunities for preservation. The analysis reveals that the success of commercialization in maintaining authenticity and sustainability is mediated by multiple factors, including community participation, legal protection, effective destination management, and the integration of digital innovation. The study further emphasizes the managerial importance of stakeholder collaboration and community-based governance as key mechanisms to harmonize market objectives with cultural values. Synthesizing these insights, a Community-Based Cultural Commercialization (CBCC) framework is proposed, integrating three managerial pillars: community empowerment, digital co-creation, and institutional governance. This framework strengthens the practical and theoretical understanding of sustainable cultural tourism, offering strategic guidance for policymakers, destination managers, and cultural institutions in balancing economic goals with the preservation of local wisdom.</p> Florianus Pruda Muda Copyright (c) 2025 Florianus Pruda Muda https://creativecommons.org/licenses/by-sa/4.0 2026-01-01 2026-01-01 4 1 449 456 10.58905/apollo.v4i1.459