Preserving the cultural identity of a World Heritage Site: the impact of Chichen Itza’s souvenir vendors.

Purpose – The purpose of this paper is to investigate the role of the Maya-descent souvenir vendors in sustaining the socio-cultural heritage of Chichen Itza, a United Nations Educational, Scientific and Cultural Organization (UNESCO) World Heritage Site (WHS). The study aims to understand the souvenir vendors’ social and economic position within the diverse stakeholder groups involved in the tourist attraction and their impact on visitors. Design/methodology/approach – The exploratory study applied a combination of unobtrusive participant observation and photography methods conducted throughout the site’s monuments. The data were complemented with an analysis of social media comments posted by the WHS visitors. Findings – The findings revealed that the excessive retail presence throughout the site, coupled with the souvenir vendors’ continual harassment, have negatively impacted the patrons’ visiting experience. The vendors’ retail activity was not regarded as culturally authentic and did not contribute to the socio-cultural sustainability of the host community. Research limitations/implications – The findings may lack generalization, and consequently, additional research is necessary to test the propositions presented, both at Chichen Itza and other WHS. Practical implications – The paper recommends adopting new reforms that will benefit all stakeholders involved with the site’s operation, including negotiating culture, identities and “being Maya” within the contemporary Mexican society. Re-evaluating all stakeholders’ socio-economic benefits and securing the government’s control of the site were also recommended. Originality/value – This study presents a unique case study approach that reports the tactics adopted by the souvenir vendors at the WHS site. The conversion of culture and heritage into purely economic values coupled with political power might impact the long-term sustainability of the site. [ABSTRACT FROM AUTHOR]