Paper presentation at the 41st Social Theory, Politics and the Arts Conference, 10-12 December 2015, University of South Australia, Adelaide.

1. J AVIER J . HER N ÁN D EZ ACOS TA
J J HER N AN D EZ@ S A GR A D O .E D U
HAZEL COLÓN VÁZQU EZ
HAZEL.C O L ON P R @ GM AI L .C OM
P R ES EN TED AT S TP & A CON FER EN C E 20 15
AD ELAID E, AU S TR ALIA
Cultural Tourism and Local
Development: A Two-Way Model
for the Community of Santurce

2. Background
 Culture as a key factor for Development
 The importance of cultural tourism strategies for
cities
 The development of key cultural infrastructure in
cities as part of the strategy
 Creative cities discourse

3. Objectives
The main objective of this research consists on the
analysis of the development of the community of
Santurce as a cultural district and understanding the
role of the different agents involved in the process
(Academia, NGO, Government, cultural sector,
entrepreneurs, private sector).

4. Literature Review
 The impact of culture in tourism (OECD, 2009)
 Tourism and sustainability (Korstanje, 2014,
Giampicolli, 2015)
 Policies for creative industries in cities (Tafel-Viia, et
al, 2014, Fleming, 2009)
 Artists and Gentrification (Ley, 2003, Sheppard,
2012)

5. Methodology
 Case study analysis of the local development process
for the community of Santurce.
 Legislation
 Community development initiatives
 Entrepreneurship
 Infrastructure development (cultural, housing, economic, etc.)
 Strategies
 Identifying the main challenges of the cultural
tourism efforts.

6. Santurce

7. The community of Santurce
 Santurce is one of the most important and centric
communities in San Juan, capital city of Puerto Rico.
 It represents one of the most populated communities
with a high level of cultural diversity.
 Diverse socio-economic profile on the population
 Host some of the most important cultural
infrastructure in the country (Museums, Concert
Halls, Conservatory, Theaters).
 Has become a model for local development strategies

8. Santurce

9. Local development strategies
 Past efforts to develop Santurce as an “arts district”.
 Legislationto promote the development of the community of
Santurce.
 Bill 173 for a public policy for the Creative Industries.
 Resolution 789 to develop a Law for Santurce.
 Bill 20 and 22 to grant tax incentives
 NEA – Our Town Proposal (Cultural mapping)
 Housing development
 Entrepreneurship(creative, technological,gastronomical,
etc.)
 Real Estate market development
 Cultural tourism strategies(Airbnb, cultural routes, etc.)

10. Main Challenges
Local
Dev elopment
Gentrification
Citizen
Participation
CulturalDivesity
Sustainable
Entrepreneurship

11. A Preliminary Model
1. Public Policies
2. Infraestructure
3. Coordination
1. Entrepreneurship
2. Cultural Engagement
3. Citizenship

12. Challenges and Actions
 Gentrification
 Cultural diversity
 Participation
 Sustainable
Entrepreneurship
 Public Policy
 Infrastructure
 Coordination
 Entrepreneurship
 Cultural Engagement
 Citizenship

13. Actions and Agents
 Government
 Academia
 NGO
 Cultural Agents
 Private Sector
 CommunityOrganizations
 Public Policy
 Infrastructure
 Coordination
 Entrepreneurship
 Cultural Engagement
 Citizenship

14. Agents’ Roles
 Government – Should focus on public policy to
promote sustainability in local development and
provide cultural infrastructure.
 Academia – Should focus on programs to support
entrepreneurs and collaboration between agents.
 NGOs – To develop collaboration efforts and
alliances with community organizations.

15. Agents’ Roles
 Cultural agents – Should develop the cultural
offering (routes, events, performances, educational,
etc.) and promote participation.
 Private Sector – Should contribute through
infrastructure and ventures related to the tourist
experience.
 Community Organizations – Should influence public
policy and guarantee participation in all processes.

16. Conclusions
 Top-down models does not understand the multiple
implications of cultural tourism strategies.
 Cultural tourism strategies need a balance between
economic policy objectives and cultural policy objectives.
 A two-way model could allow agents to understand their
role in the ecosystem and facilitate the implementation
process.
 It is important to develop indicator for each of the main
challenges.

17. J AVIER J . HER N ÁN D EZ ACOS TA
U N IVER S ID AD D EL S AGR AD O COR AZÓN
J J HER N AN D EZ@ S A GR A D O .E D U
HAZEL COLÓN VÁZQU EZ
U N IVER S ID AD D E P U ER TO R ICO
HAZEL.C O L ON P R @ GM AI L .C OM
Questions?