I think that tourism is a culprit to a certain extent.
This is because one of the main purposes of travel is to see or experience another country's or community's culture. So when a tourist has experienced the culture and wants to bring a part of it back with him to his home country, pictures are not enough. So by commodifying a culture by for example, making a souvenir, and selling it to the tourist, the tourist will be able to bring home that souvenir as a memory of that cultural experience.
However, when there is too much merchandising or souvenirs made, and too many tourists buy them, it may reduce the vast, intangible and authentic culture of that community into just one tangible piece of a man-made item.
