The first part of the work defines the cultural heritage and its division into material and immaterial, which encompasses the whole way of life. Culture, therefore, encompasses various concepts of human life, all that people do, how they behave, what they think and how they function as individuals and within the community. As already mentioned, culture is a dynamic process that is constantly changing and can easily be lost because it actually exists only in our minds. All material remains are just a product of our culture that reflects some of the culture patterns, that is, the products that are made and used through the knowledge and skills we have learned. Culture plays a significant role in promoting tourism. The demand of tourists to travel to different places of cultural and natural heritage, in order to find the authenticity, leads to the growth of trade and economic added value.. The aim of this study is to determine the different opinions regarding the authenticity in the context of consumption of cultural tourism, especially intangible cultural heritage. The data were collected on the example of Advent in Zadar, where it is intended to determine the sense of the local population in the consumption of parts of their cultural heritage. The results have shown that the preservation of cultural heritage, in this case intangible, is important in order to maintain the tradition of the people living there.