Gazing the hood: Hip-Hop as tourism attraction

Hip-Hop is a new cultural phenomenon originating in the US. Its influence can be seen in music, fashion, language and the club scenes in the global context. Tourism is a special form of “gaze” constructing the other. This paper attempts to contextualize Hip-Hop tourism by problematizing the interrelations between culture, tourists, and attractions, situating a discussion of these relationships within the wider discourses of gaze and authenticity. It suggests that Hip-Hop tourism is an important, if neglected, component of cultural tourism, and proposes that Hip-Hop tourism can be viewed through three technologies of gazes: (1) initial gaze: voyeurism, mimesis and appropriation of black culture. Hip-Hop tourism begins with the initial gaze by tourists attracted through the curiosity about the other; (2) mass gaze: commodification and globalization. Hip-Hop has evolved from “folk culture” to “popular culture”, and eventually to “mass culture” consumed in many ways; (3) authentic gaze: authenticity is sought by Hip-Hop tourists as special interest tourism. The study concludes that Hip-Hop can be an important asset for tourism marketing and planning worldwide.