This dissertation critically examines the complex social and cultural phenomenon

of spiritual tourism, by interrogating the structures of knowledge, power, image and

representation through the lens of ayahuasca tourism. Ayahuasca has been used by

shamans for centuries in health and healing services, obtained largely through the means

of hallucinogenic visions. Ayahuasca tourism involves Western tourists who travel to

South America to participate in tours which include the drinking of ayahuasca.

Drawing on post-colonial and critical cultural theories, this analysis extends the

theorizing of spiritual tourism by examining the ethical issues involved in commodifying

spirituality and by exploring the cultural consequences of consumerism. Using a mixed-

method approach, this work addresses the central ethical dilemma presented by

ayahuasca tourism: to what extent is Amazonian culture and spirituality appropriated and

commodified and in what ways does this help or harm the communities in question?

In order to assess both how these tours are marketed and sold, as well as to

explore the potential impact of these tours on local Peruvian shamans, tour brokers, and

community members, I conducted my research in two phases. First, I conducted a critical

discourse and visual analysis of six ayahuasca tourism websites to assess both the

discourses and representation of actors present on the sites. Second, I conducted

ethnographic fieldwork in Iquitos, Peru, interviewing various actors, visiting tour lodges

and observing ayahuasca ceremonies.

Key findings from the discourse analysis suggest that the discourse of ayahuasca

tourism has severed the ceremonial use of ayahuasca from its indigenous roots, making

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