Historical and racial commodification in Harlem tourism

Purpose The purpose of this study is to analyze the role of history as it relates to how Blackness is commodified in the context of cultural tourism in Harlem, New York. In particular, this study emphasizes the history of tourism in Harlem, how tour guides currently present this history and how reviewers on TripAdvisor evaluate and respond to these presentations. Design/methodology/approach This study uses a dual qualitative approach, specifically combining ethnographic observations and online discourse analysis concerning a prominent cultural tour company operating in Harlem. Findings The perceived quality of historical presentations being a significant factor in determining a positive or a negative review. Other findings include how Blackness is perceived by tourists to be part of Harlem’s past, but not necessarily its future. Another finding is that tour guides, due to a mostly white customer base and the economic imperatives of the tourist industry, have to be selective and strategic in how they address issues of racism and discrimination as they relate to Harlem’s Black residents. Research limitations/implications Implications of this research include the general suggestion that tourist operators, participants and marketing agents rethink how ideas of racial difference inform their approaches to practice. Limitations of this research include the fact that only one tourism company operating in Harlem is profiled here, and that tour presentations in this context may differ according to the racial makeup of tour participants. Practical implications More direct engagement with themes and patterns of racial inequality in cultural tourism may serve to further humanize community residents. Social implications While race continues to be a detrimental factor involved with larger patterns of socioeconomic inequality, it may also be used to create wealth in limited ways that work to objectify racially Othered groups. Originality/value There is a lack of available research about how cultural tourism actually operates in Harlem and how cultural tourism may help facilitate gentrification, at the same time, it is partially resistant to it.