Stigma as attraction: Local actors and the tourism-led commodification of territorial stigma

Abstract

Stigmatised neighbourhoods are commonly associated with social discredit, fear and marginalisation. Yet in recent years, they have increasingly attracted tourists in both the Global South and the Global North. However, few studies have explicitly theorised the relationship between territorial stigma and tourism. This paper addresses this gap through the case study of Scampia, one of the most stigmatised neighbourhoods of Naples – and arguably of Italy – which has recently become the focus of growing tourist interest. Drawing on participant observation, interviews, and interpretative analysis of media and cultural representations, the findings suggest that territorial stigma itself may become a significant driving force of tourism. Moreover, situating the discussion within the debate on coping strategies, the article develops the concept of tourism-led commodification of territorial stigma , showing how local actors may temporarily accept stigma and strategically leverage it as a resource within the tourism industry. The conclusions call for greater attention to the relationship between territorial stigma and tourism in both urban and tourism studies, while also showing how commodification may become a pragmatic way of negotiating stigma.