Abstract

This paper examines how artisans experience economic and cultural changes through art sales to tourists in San Juan la Laguna, Guatemala; the aim is to analyse experiences from hosts and producers in art tourism. Using a life course approach, the artists in this area expressed how they do not copy the art of their ancestors, but draw on their past to create new art that reflects their experiences, and sell it to tourists at a price they set. Painting on canvas and murals is a way to overcome historical discrimination based on their cultural identity while they explore and communicate their new identities to themselves and outsiders. Therefore the encounter at the art market strengthens both their economic identities and cultural identities. This is contradiction because the two goals are not necessarily complementary. I argue that the painters in San Juan illustrate the art of development because the painters artfully use their new economic and cultural identities to craft a space to negotiate the terms of the encounter with globalization to struggle for a better life.