¿Vender cultura? Entre mercantilización y control cultural en el turismo alternativo indígena.

Gabriela Coronado

doi:10.25145/10.25145/j.pasos.2014.12.002

Autores/as

Gabriela Coronado University of Western Sydney

DOI:

https://doi.org/10.25145/10.25145/j.pasos.2014.12.002

Palabras clave:

Turismo alternativo, Pueblos indígenas, Naturaleza/Cultura Nexus, Eco -Turismo cultural, Mercantilización/autenticidad, México, Perú

Resumen

Las culturas indígenas son importantes para el turismo, pero sus propietarios han sido sistemáticamente excluidos de sus beneficios y control. Para contrarrestar esta tendencia, algunas organizaciones indígenas se están convirtiendo en agentes turísticos que ofrecen turismo ecológico alternativo. Su nicho de mercado tiene conciencia social y ecológica pero, basado en ideologías postcolonialistas, todavía espera que la cultura sea auténtica. Para tener éxito, las organizaciones indígenas necesitan manejar las tensiones entre su propia cultura e identidad, y lo que el mercado demanda. Aplicando la noción de control cultural, en este artículo evalúo cómo los proyectos alternativos en México y Perú enfrentan el desafío de mercantilizar la cultura y la naturaleza en sus propios términos. Para entender las paradojas que enfrentan, analizo sus representaciones culturales, identidades organizativas y alianzas a través de una lectura etnográfica de sus historias web.

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Biografía del autor/a

Gabriela Coronado, University of Western Sydney

Mexican anthropologist with a PhD from the School of Social Inquiry at the University of Western Sydney, Australia. In Mexico (CIESAS) she researched for 28 years on different aspects of Mexican culture and identity, focusing on issues of intercultural communication between indigenous and non-indigenous people. Currently Senior Lecturer in the School of Business at the University of Western Sydney.

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