Heritage, tourism theming, and intercultural processes: The cases of Oaxaca, Mexico, and Malaga, Spain

Abstract

ABSTRACT Theming is a common tool in urban tourist destinations. It allows the recognition of some type of brand that makes a destination more competitive. In this work, the themings of Oaxaca, Mexico, and Malaga, Spain, are compared. Malaga offers an international and avantgarde cultural experience, while Oaxaca is known for the ancestral traditions that still prevail in the city. It is possible to define a highly touristified spatial core in both cities. Additionally, both cities have themed their historic centers, focusing on historical and intangible elements. We focus on how some tourist systems reproduce ethnocentric, colonial, or other forms of domination while branding their cities for consumption. Even within systems where such an asymmetry cannot be clearly defined, the selection of discourse might affect social self-attitude and identity on varying levels. Although Oaxaca looks firmly at its past, at the same time, such success magnifies tradition and hinders modernity. Meanwhile, Malaga looks to the future but loses some of its traditions at a very high cost.