I think it's somewhat both, but mainly the latter.

Decades ago, even touristy places were very "native" for lack of a better term.

But now, things like McDonalds and Starbucks and other American chains have expanded all over the world, the locals like them for various reasons, and you find them in the richer areas (which are often clustered around tourist-attractive areas, too).

However, if you stay in an area for a week or two, and/or get outside the cities, you quickly realize just how different places are.