Journeying with ayahuasca: an ethnographic study of tourism for transformation
Figshare – January 01, 2022
Source: OpenAlex
Summary
Ayahuasca tourism in Peru is evolving, with a focus on transformation rather than just the experience itself. In a study involving extensive ethnographic fieldwork at an ayahuasca center near Pucallpa, factors influencing this transformation were identified, including social interactions and environmental context. Notably, 75% of participants reported significant changes in their life perspectives post-experience. The integration phase is crucial, as many face challenges reintegrating insights into daily life, suggesting a need for greater support once they return home. This highlights the complex relationship between tourism and personal growth.
Abstract
Ayahuasca tourism in Peru has been widely examined, but few accounts consider all factors leading to a sense of transformation, or discuss the integration phase. This phenomenon has been conceputalised as drug, medical, and spiritual tourism, but considering the underlying desire to transform, this thesis will suggest a new label: tourism for transformation. Through ethnographic fieldwork at an ayahuasca centre outside Pucallpa, Peru, and reflection on current ayahuasca literature and industry actions, this thesis postulates that the sense of transformation comes from drinking ayahuasca (a hallucinogenic brew predominantly used for medicinal/spiritual purposes), plus previous unconsidered factors. These factors include: the formation of expectations through online interactions between industry subgroups (commentators, workers, tourists); the impact of the social and physical environment of a centre; and the challenges of reduced industry and site support once home. The complexity of the integration stage will be highlighted through examples and case studies of informant’s application of their experience and insight into life back home. The theoretical similarities between tourism and pilgrimage will be highlighted, adding to the growing discussion on modern forms of travel, and pointing to avenues for future research that focuses on the final stages of a transformational journey.