In recent years, there has been an increasing research interest and potential of cultural heritage tourism. The potential of the Republic of Serbia's cultural legacy has, however, received little attention. The paper, after providing a theoretical framework in the context of cultural heritage tourism, analyzes the impact of tourism commercialization and authenticity on the loyalty and satisfaction of tourists in Vrnjačka Banja using PLS-SEM method. The results of this study make it possible to identify the potential for new segments of tourism and new tourist offers. The originality of the paper belongs to the development of the emerging forms of tourism. The paper will show how, in an innovative way, the needs of tourists can be met with the abandoned ruins of old villas and new tourist products can be created.