RT info:eu-repo/semantics/article T1 Selling culture? Between commoditisation and cultural control in Indigenous alternative tourism T2 ¿Cultura a la venta? Entre la mercantilización y el control cultural en el turismo alternativo indígena. A1 Coronado, Gabriela K1 Turismo Alternativo K1 Pueblos Indios K1 Nexo Naturaleza/Cultura K1 Turismo Eco -Cultural K1 Mercantilización/autenticidad K1 México K1 Perú AB Indigenous cultures are significant for tourism but their owners have been systematicallyexcluded from its benefits and control. To counteract this tendency, some indigenous organisationsare becoming tourist agents offering alternative eco -cultural tourism. Their niche market has socialand ecological consciousness but influenced by postcolonialist ideologies it still expects culture to be“authentic”. To succeed, indigenous organisations need to manage tensions between their own culture andidentities and what the market demands. Applying the notion of cultural control, in this article I evaluatehow alternative projects in Mexico and Peru deal with the challenge of commoditising culture and natureon their own terms. To understand the paradoxes they face, I analyse their cultural representations,organisational identities and alliances through an ethnographic reading of their Web -stories. PB Instituto Universitario de Ciencias Politicas y Sociales. Universidad de La Laguna (Tenerife, España) SN 1695-7121 YR 2014 FD 2014 LK http://riull.ull.es/xmlui/handle/915/17010 UL http://riull.ull.es/xmlui/handle/915/17010 LA en DS Repositorio institucional de la Universidad de La Laguna RD 05-ene-2025