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The enchanted snake and the forbidden fruit: the ayahuasca ‘fairy tale’ tourist

Dean, Andrew Kristoffer (2019) The enchanted snake and the forbidden fruit: the ayahuasca ‘fairy tale’ tourist. Journal of Marketing Management, . ISSN 0267-257X. (doi:10.1080/0267257X.2019.1601635​) (KAR id:74434)


This ethnographic study increases our understanding of Westerners seeking genuine fairy tale experiences of magic, transformation and enchantment within South American psychedelic ayahuasca tourism. Examining 63 tourists, this study shows how vision-based spirit sensegivers facilitate individuals in exorcising demons, to make sense of themselves as spiritual beings within an enchanted universe. However, and with this potion quickly wearing off upon returning to the West, tourists feel abandoned by their spirits, and disconnected from the fairy lands. Coupled with not wanting to re-experience intense inner tensions from stepping in and out of a fairy tale, further tourism is rejected. As such, ayahuasca tourism becomes a ‘forgotten’ fairy tale, rarely told.

Item Type: Article
DOI/Identification number: 10.1080/0267257X.2019.1601635​
Uncontrolled keywords: Sensemaking, ayahuasca tourism, identity work, tourist, ethnography
Divisions: Divisions > Division of Human and Social Sciences > School of Anthropology and Conservation
Depositing User: Andrew Dean
Date Deposited: 17 Jun 2019 09:25 UTC
Last Modified: 28 Jul 2022 22:10 UTC
Resource URI: (The current URI for this page, for reference purposes)

University of Kent Author Information

Dean, Andrew Kristoffer.

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