Abstract
This study investigates commercial advantages in organizations that adapt their identity to local culture in folk festivals in Amazonian countries, focusing on the Festival del Bambuco en San Juan y San Pedro, Colombia. Based on the theories of Martín-Barbero (1997), García Canclini (1995) and Lindstrom (2016), it examines the assimilation of cultural symbols in the event. The aim is to contribute to the understanding of consumption based on cultural heritages. It is a case study with product analysis and interviews, applying emotional intelligence (Goleman, 2019) to understand consumers. Supported by Luiz Beltrão (2014), as cited in Gushiken (2011), José Marques de Melo (2008), and others, linked to the theory of Folk Communication.
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