Creating an Image, Shaping a Destination in Chachapoyas, Peru
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University of Montana ScholarWorks at University of Montana Graduate Student Theses, Dissertations, & Professional Papers Graduate School 2011 CREATING AN IMAGE, SHAPING A DESTINATION IN CHACHAPOYAS, PERU Charles Hoadley The University of Montana Follow this and additional works at: https://scholarworks.umt.edu/etd Let us know how access to this document benefits ou.y Recommended Citation Hoadley, Charles, "CREATING AN IMAGE, SHAPING A DESTINATION IN CHACHAPOYAS, PERU" (2011). Graduate Student Theses, Dissertations, & Professional Papers. 278. https://scholarworks.umt.edu/etd/278 This Thesis is brought to you for free and open access by the Graduate School at ScholarWorks at University of Montana. It has been accepted for inclusion in Graduate Student Theses, Dissertations, & Professional Papers by an authorized administrator of ScholarWorks at University of Montana. For more information, please contact [email protected]. CREATING AN IMAGE, SHAPING A DESTINATION IN CHACHAPOYAS, PERU By CHARLES EDWARD HOADLEY Bachelor of Arts, West Virginia University, Morgantown, West Virginia, 2003 Thesis presented in partial fulfillment of the requirements for the degree of Master of Science in Geography The University of Montana Missoula, MT December 2011 Approved by: Sandy Ross, Associate Dean of The Graduate School Graduate School Sarah Halvorson, Chair Geography Jeffrey Gritzner Geography Keith Bosak Society and Conservation i ABSTRACT Hoadley, Charles, Master of Science, Fall 2011 Geography Creating an Image, Shaping a Destination in Chachapoyas, Peru Chairperson: Dr. Sarah Halvorson This thesis examines the place image of the Chachapoyas region in northern Peru by identifying themes found in tourism guidebooks and websites. Photographs and written descriptions of Chachapoyas were found to emphasize certain features of the region while avoiding or hiding others. To further inform the discussion of the place image of Chachapoyas interviews were conducted with international tourists visiting the region. These interviews indicate that Chachapoyas does not have the same level of recognition as sites in southern Peru. The purveyors of representations of Chachapoyas have tried to appropriate the intrigue of a place myth characterized by lost civilizations and exploration that this study refers to as ancient mystery. The study indicates that along with the ancient mystery place myth, the larger scale place image of Peru, referred to as andeanismo, contributes to the place image of Chachapoyas. The study suggests that awareness of the place image is a step toward strategically influencing it to produce favorable outcomes for local people who are impacted by the steady flow of tourists visiting their region. ACKNOWLEDGEMENTS ii I would first like to thank my family and wife for the encouragement and support they have provided over the past two years. Their belief in me helped me to overcome the mental hurdles that intermittently slowed my progress. I would like to thank Nancy Ebel-Forman and Dr. Christiane VonReichert for their assistance in securing the equipment required for the implementation of the study. I would also like to thank Dr. Jeff Gritzner for his boundless curiosity that encouraged me to engage with the complications of overseas research. Dr. Keith Bosak was instrumental in helping me develop a critical eye toward the study of tourism that was essential in this research. Dr. Sarah Halvorson deserves a good deal of credit for the completion of this thesis owing to her ceaseless energy and patience with a serial deadline abuser. Finally, I would like to thank the citizens of Chachapoyas who eagerly answered all my questions whether they concerned the development of tourism in the region, dining recommendations, or G.I. distress. iii Table of Contents ABSTRACT .................................................................................................................................. ii ACKNOWLEDGEMENTS ........................................................................................................... ii FIGURES AND TABLES ............................................................................................................. v Chapter I: Introduction ................................................................................................................... 1 Research Questions and Contributions to Geography ................................................................ 3 Arrangement of Thesis ............................................................................................................... 4 Chapter II: Theoretical Framework ................................................................................................ 6 Place and Sense of Place ............................................................................................................ 6 Place Image, Representations and Place Myths.......................................................................... 9 The Production of Space .......................................................................................................... 12 Tourists, Mass Tourists and Travelers ...................................................................................... 14 Geographic and Tourism Research in Peru .............................................................................. 15 Chapter III: Methodological Approach ........................................................................................ 18 Data Sources ............................................................................................................................ 18 Methods ................................................................................................................................... 24 Chapter IV: Research Context...................................................................................................... 30 Chachapoyas ............................................................................................................................ 30 Knowledge of Chachapoya Culture.......................................................................................... 34 Tourism in Peru........................................................................................................................ 36 Tourism in Chachapoyas .......................................................................................................... 40 Chapter V: Representing and Imagining Chachapoyas ................................................................ 45 Representations of Chachapoyas .............................................................................................. 45 Interview Respondents: Travelers, Guidebooks, the Internet, and Routes ................................ 56 Interview Respondents: A summary of thoughts and opinions ................................................ 58 Chapter VI: Image, Imagination, and Place Myth ........................................................................ 66 Image ....................................................................................................................................... 66 Place Myth: The Ancient Mystery ........................................................................................... 69 Chapter VII: Conclusion .............................................................................................................. 75 Limitations ............................................................................................................................... 76 Further Research ...................................................................................................................... 77 REFERENCES ............................................................................................................................ 79 iv APPENDICES ............................................................................................................................. 88 Appendix A. Study Participant Attributes ................................................................................ 88 Appendix B: Interview Script .................................................................................................. 89 Appendix C: Analysis of Photographic Representations in Guidebooks .................................. 90 Appendix D: Analysis of Photograph Representations on Websites ........................................ 91 FIGURES AND TABLES Figure 1.1 Outer Wall of Kuelap……………………..….……….…………………...….5 Figure 2.1 Theoretical model…………………………….………………………..….…14 Figure 3.1 A selection of sampled guidebooks analyzed in this study……….…..……..23 Figure 4.1 Map of conceptualized study region………………………….…………...…31 Table 4.1 A list of sites found in guidebooks and websites analyzed in this study..........33 Table 4.2 Kuelap visitation…………….……………………………….…...…………..34 Figure 4.2 Toledo busking in California…………………………………………..…….37 Table 4.3 International tourist visitation….…….……………………………..………...39 Table 5.1 Tabulation of Typology of Guidebook Photographs…….……….…………..46 Table 5.2 Tabulation of Typology of Website Photographs……….……………………48 v Chapter I: Introduction Over the last decade, tourism has become an increasingly important part of the economy of the northern Peruvian region of Chachapoyas. This is due in part to a national level strategy of tourism promotion to invigorate its economy and remake its global image which had been tainted by insurgent violence of the 1980’s and early 1990s. In the process, Peru