Agents and strategies in peripheral touristification. The case of Purmamarca, Jujuy, Argentina

Abstract

The article addresses the relationship between heritage, practices and tourism, as components of touristification and its expression in "peripheral" geographies of neoliberal capitalism, from the case of Purmamarca, Jujuy, Argentina, declared a World Heritage Site by UNESCO in 2003. The objective is to identify the strategies of public and private agents involved in this phenomenon. The methodology is qualitative and quantitative, with bibliographical-documentary analysis. The role and strategies of the State and the private agents involved are analyzed, incidents are assumed in the unsustainability of the site in the long term. The first conclusions express that the State at all levels have caused touristification by omission or intention, in agreement with the private agents who have been in charge of the construction of an exclusive tourist offer for high socioeconomic levels. However, also "good" hotel management practices aligned with tourism ethics and sustainability.