Engaging And Alternative Cultural Tourism?

This article develops the concept of ‘alternative cultural tourism’ through an in-depth study of the Prague Fringe Festival (PFF). In doing so, it argues that existing approaches to cultural tourism often fail to differentiate between different forms of culture (i.e. alternative versus mainstream), whilst also interrogating the criteria by which festivals can be understood as examples of alternative cultural tourism. Utilising a combination of both quantitative and qualitative data, involving audiences, festival performers and workers/volunteers, it is asserted that the PFF brings together a diverse mix of cultures, and seeks to create a more participatory and engaging tourist experience. Additionally, its more egalitarian organising structure produces different kinds of work and social relations in the production of art and culture -- particularly between various groups working within the festival, but also in the creation of different ideas about audience engagement, performer relations, and engagement with the local community (through the idea of the ‘festival participant’). The article concludes by briefly exploring the potential of alternative cultural tourism to provide more meaningful and sustainable models of urban cultural development.