Brand Authenticity and Community-Based Tourism: A Systematic Literature Review in the Context of Socio-economic Sustainability

Abstract

This study examines how brand authenticity and community-based tourism (CBT) intersect in supporting socio-economic sustainability. We conducted a systematic literature review of Scopus-indexed English-language journal articles published between 2015 and 2026. Database filtering retained 1,430 records; after removing two duplicates, we screened 1,428 records, assessed 30 full-text articles, and included 20 studies in the thematic synthesis. We also analyzed the broader dataset of 1,430 records using VOSviewer to map keyword co-occurrence. With a minimum occurrence threshold of 10, the analysis generated 239 items grouped into five clusters. The findings indicate that brand authenticity in CBT forms through alignment among destination promises, local culture, community identity, and tourists’ experiences. Its potential contribution to socio-economic sustainability may arise through tourist trust and loyalty, community participation, local value creation, and livelihood opportunities. However, the bibliometric network reveals that brand-authenticity research remains predominantly oriented toward tourists and branding outcomes, whereas CBT research focuses on participation, local resources, and community development. This review bridges these fragmented perspectives and positions authenticity as a community-centered strategic resource rather than merely a marketing attribute. The findings highlight the importance of participatory governance, cultural preservation, local capacity building, and responsible destination communication in developing authentic and sustainable CBT.