REFLECTIONS ON SOME CENTRAL ISSUES FOR CULTURAL HERITAGE TOURISM ACTIVATION

Abstract

This essay examines the complex dynamics that arise from the touristic activation of cultural heritage, focusing on two fundamental tensions: the dichotomy between securing resources for heritage preservation and the inherent risk of deterioration due to archaeological tourism, and the confrontation between authorized discourse and the reinterpretation of heritage meanings by tourism agents. The analysis is based on emblematic cases such as Quebrada de Humahuaca and Pucará de Tilcara in Argentina, illustrating how the intensification of tourism generates both economic opportunities and challenges for the integrity of heritage and local socio-cultural dynamics. The concept of "heritage dissonance" (Graham et al., 2000) is explored, showing how authorized discourse is questioned by tourist interpretations and community claims.

The study proposes more holistic and participatory approaches to heritage management, exemplified by community-based rural tourism initiatives that seek more authentic preservation and equitable distribution of economic benefits. It emphasizes the need for adaptive management strategies, community inclusion in decision-making, implementation of innovative technologies, and the development of balanced regulatory frameworks. The research concludes by highlighting the importance of achieving a balance between cultural heritage preservation, economic development, and respect for local cultures. Future research lines are suggested, including the development of precise metrics to assess tourism impacts, the exploration of inclusive governance models, and the potential of digital technologies in heritage management, all aimed at sustainable development in archaeological tourism contexts.