ABSTRACT
Cultural experiences nowadays constitute the basis of leisure and function as a repository of the values of modern society (MacCannell 1976; Rifkin 2001). As a result, such cultural experiences, especially events and attractions, now play a key role in global society, due to their function as ‘factories of meanings’ (Rooijakkers 1999) for the visitors’ consumption. This means that traditional festivals might become in high demand for those seeking the appeal of authenticity. This is the case of the Guelaguetza, an indigenous festival in Mexico, which yearly attracts thousands of visitors nationwide and from abroad, all interested in experiencing ancient values and cultural expressions.
