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Culture by the pound: an anthropological perspective on tourism as cultural commoditization



Culture by the pound: an anthropological perspective on tourism as cultural commoditization



Hosts and guests The anthropology of tourism (Ed. 2): 171-185



The promotion of 'local colour' as a part of tourism merchandizing and its impact on one community is examined. To analyse the process of cultural commoditization, the Alarde, in Fuenterrabia in the Basque country, Spain, is used as an example of major public ritual. National advertising publicized the event and attracted so many visitors that not everyone could view it. The local council declared it should be performed twice in the same day.

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