Private actions in the construction of a tourist destination. Boutique accommodation in Purmamarca, province of Jujuy, Argentina

Abstract

Purmamarca, a small town located in Quebrada de Humahuaca (World Heritage, UNESCO, 2003), province of Jujuy, suffered a great transformation since the last years of the 20th century. This process is the result of touristic promotion within de province and private actions, both at regional and national scale, turning this town of about 500 inhabitants, into one of the main development poles of this activity. Even though Purmamarca still has a small stable population, its profile has completely changed, from low productivity peasant agriculture to a recreation and rest center for high level society from the largest cities in the country. This paper belongs to a series of studies published by its authors, who are interested in analysing material and cultural transformations of Purmamarca and Quebrada de Humahuaca, focusing on touristic processes. The objective of this article is to describe the development of new accommodation that influenced in the transformation of Purmamarca and to analyse their links to some of the new international tendencies in accommodation. In order to reach that goal, the characteristics and evolution of Purmamarca’s accommodation were studied, through the use of various sources, such as accommodation and tourism authorities websites, touristic brochures, information collected through local surveys and interviews, statistic information and bibliographic resources. The results of this research indicate that the growth in the amount of accommodation, since the beginning of 2000, is high for this small town. These accommodations are characterized by little capacity, personalized attention, exclusive services, and are directed to a select audience, many of them being identified as boutique hotels. These accommodations make their mark in Purmamarca and participate in the transformation processes of this town.