This study investigates the dialectical relationship between authenticity and alienation in intangible cultural heritage (ICH) tourism studies, based on an evaluation of the role cultural values play in the provision of tourism in China. Data were obtained via a multi-phase, mixed-method project derived from specific respondents. An examination of chorus tourism performances in the Zhaoxing Dong Villages allows for insight into the subjective authenticity of the practitioners of ICH performances. The study has implications for tourism marketing that seeks to understand the authenticity issues on the supply side of ICH tourism.