Tenth International Conference on Tourism & Leisure Studies

Abstract

This presentation explores the intricate semiotics of hair braiding, focusing on personal experiences during fieldwork in Margarita Island, Venezuela. Hair braiding, often seen as a simple tourist attraction, embodies a complex tapestry of cultural, historical, and ideological significances. The practice, rooted in ancient and multicultural origins, symbolizes rebellion against societal norms and stands as a form of socio-ideological resistance. This study examines the cultural appropriation and transformation of hair braiding, highlighting its presence in mass culture, from cinema to video games, and its impact on personal and collective identities. By intertwining semiotic analysis with the socio-cultural dynamics of the Caribbean, this discussion sheds light on the broader implications of cultural practices in the tourism and leisure industries, urging a reevaluation of seemingly mundane tourist interactions within the rich tapestry of Caribbean cultural heritage.