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When Culture Is for Sale: Tourism and Indigenous Identity in the Andean and Amazonian Regions of Peru

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When Culture Is for Sale: Tourism and Indigenous Identity in the Andean and Amazonian Regions of Peru When Culture is for Sale: Tourism and Indigenous Identity in the Andean and Amazonian Regions of Peru Jaynah Ross This thesis has been submitted on April 20, 2016 in partial fulfillment of the degree requirements for the NYU Global Liberal Studies Bachelor of Arts degree. 1 Abstract This thesis, titled “When Culture is for Sale: Tourism and Indigenous Identity in the Andean and Amazonian Regions of Peru,” examines the effects of tourism on indigenous communities in Peru. I explore this issue in the context of the Andean and Amazonian regions of Peru examining Machu Picchu Sanctuary, Cuzco, and Iquitos. In particular, I address UNESCO heritage designation in the Andean region, and the performance of indigeneity and ayahuasca tourism in the Amazonian region. Throughout this work, I compare the ways that indigenous cultures interact with tourism, and tourism interacts with indigenous culture. I use the advertisements of Marca Peru and their depiction of indigenous culture as a framework for understanding indigenous tourism in Peru. While there are certain trends that connect different forms of indigenous tourism throughout Peru, I elaborate the distinctions in indigenous tourism in these areas focusing on the different levels of regulation of tourism and the participation of indigenous communities. I also examine the varying levels of autonomy that indigenous communities hold over their participation, paying close attention to the reproduction and representation of indigenous cultures within the tourism industry. Throughout this work, I address the issues of cultural commodification, cultural appropriation, and the romanticization of indigenous culture. 2 Acknowledgements I am extremely grateful to the Global Liberal Studies program for the unique opportunity to pursue individualized research as an undergraduate student. This thesis would not have been possible without the patient yet determined guidance of Dr. Ifeona Fulani who led me through the development of this topic over the course of three semesters. Her encouragement, support, and insights have been invaluable throughout this process. Thank you to Dr. Chris Packard who braved my extensive first draft to provide me with the push I needed to pull all the chapters together into one cohesive work. My fellow Identities and Representations students Emmanuelle Wiley, Madeline DeBlock, and Vaishali Ramlal have been an incredible support system throughout this process. Thank you for all your close readings of my work, encouragement, and moral support. Finally, I would like to thank the indigenous communities of Peru for touching me with their incredible power and resilience. Throughout my travels to Peru, I was continually amazed by the warmth and openness of the Peruvian people. I am truly humbled to write this thesis and bring your voices into the Global Liberal Studies academic sphere. 3 Table of Contents Introduction ........................................................................................................................... 5 Chapter One: Marca Perú- The Role of Indigeneity in Global Peruvian Identity ...................... 17 Chapter Two: Heritage Tourism and Andean Indigenous Communities: Machu Picchu and Cuzco .................................................................................................................................... 33 Chapter Three: Authenticity & Performance: Tourism & Indigenous Communities in the Peruvian Amazon .................................................................................................................. 55 Chapter Four: Ayahuasca Tourism and Indigenous Spirituality ............................................... 78 Conclusion ............................................................................................................................. 92 Notes .................................................................................................................................... 97 Works Cited…………………………………………………………………………………………………………………………98 4 Introduction My idea for this thesis topic too root during my junior year while taking a class titled “Critical Approaches to Spanish Literature” in Buenos Aires, Argentina, when our professor assigned a travel chronicle about the indigenous village Quebrada de Humahuaca in Northwestern Argentina. From that assignment, I learned that ever since gaining UNESCO heritage status, the village has not been permitted to change or modernize in any way. One particular statement by Martín Capparós, the author of the chronicle, was striking to me: “Tourism is curious: in order for the tourists to keep coming the villages have to be maintained in this state, they can’t develop in any manner. Thus, tourists bring money, but this money is destined to mummify the village” (Capparós 378).i This quotation has remained in the forefront of my mind throughout my thesis- writing process because I believe it eloquently explains one of the main issues that arises from indigenous tourism—the gap between the lifestyle and culture that tourists expect to see, and the lifestyle and culture that indigenous communities actually live. About a month after reading this chronicle, I travelled to Cuzco and Machu Picchu on spring break. It was an incredible experience, but I spent a significant amount of the trip feeling uncomfortable. The first source of discomfort for me was the obvious level of poverty among the indigenous community, in contrast to the wealth of the tourists. I frequently saw tourists haggling with Quechua-speaking women with babies strapped to their backs for a lower price on a hand- made souvenir that was already outrageously cheap. My second source of discomfort was the imagery used to represent Inca culture. Machu Picchu Pueblo is filled with Inca-themed restaurants and shops which essentialize the culture through images of headdress-wearing Incas next to depictions of Inti, the Inca sun god. I actually felt like I was visiting an Inca-themed amusement park. The crowning moment for me happened during the train ride back from Machu Picchu, when the two attendants were required to dress up in “traditional Inca festival costumes” 5 and dance back and forth through the train as tourists laughed and took photos. My own discomfort with myself as a tourist led me to explore the ways in which indigenous communities are affected by tourism with the aim of encouraging responsible tourism and increasing my own awareness of the impact I have had on the communities I have visited. While I decided to focus on Peru due to the scope of indigenous tourism there, this topic is relevant on a global scale. This thesis addresses the interactions that take place between tourism and indigenous culture in Peru, with a particular focus on cultural commodification, performance, and indigenous autonomy. I examine how identity is exploited, building on the historical devaluing of indigenous cultures, which has evolved into a tourism-based form of commercialization. This issue is not as simple as to say that indigenous populations are being exploited, and that this exploitation is a continuation of colonial times. There are very complex social processes underway through which indigenous populations are exploited and marginalized, but also maintain autonomy over their communities. Methodology The research for this thesis was performed through the analysis of both primary and secondary sources, as well as research undertaken or conducted during my travels. At times, the line was blurred in my own positioning as a tourist versus a researcher. I traveled to Cuzco and Machu Picchu in April 2015, before I knew I would be writing this thesis. Thus, my observations from this trip were largely from the point of view of a tourist, although I have returned to examine these observations through an analytical framework. In January 2016, I travelled to Iquitos Peru on a research trip. During this trip I was very much positioned as a researcher; all of my activities were directed at research, but I still participated in these activities as any other tourist would—visiting an indigenous village with a tour group, going on guided tours of markets and 6 museums, and immersing myself in the local tourism scene. My observations from these trips, as well as photographs and conversations with both tourists and locals, played a major role in shaping my understanding of the effects of tourism on indigenous communities in Peru. Important Terms Throughout this thesis I use the term “indigenous” to describe any person whose heritage is native to the Americas, but with awareness that this is not a term that all people who fit into this group accept; the term has been imposed on populations by colonizers, but it does not reflect any accepted unity within the group. I use the term indigenous to imply that a person’s heritage is native to the Americas, but it will not refer to any one culture or set of beliefs. In the course of my research I have studied many different indigenous groups within Peru who will be differentiated accordingly in this thesis. I use the term “heritage” to mean any historical process, idea, tradition or belief which forms an important part of the identity of a group. I discuss many different and intersecting forms of heritage on a scale from international to community heritage. I use the term “cultural tourism” to indicate tourism which is driven by tourists’ desire to interact with a foreign culture, and “indigenous tourism” to indicate tourism which is driven by tourists’ desire to interact with
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