CONTENTIONS ABOUT COMMODIFIED ETHNIC IDENTITY; THE CASE OF CULTURAL TOURISM IN HMMAR AND MURSI COMMUNTIES OF SOUTH OMO RIFT VALLEY, ETHIOPIA

Most ethnic groups worldwide tend to engage in commercializing and commodifying their indigenous cultures and heritage. Cultural tourism is one of the areas where ethnicity is often highly commodified. In this aspect of the worldwide movement, the notion of cultural authenticity falls under a growing danger while some argue commodification will help to preserve identity through commercializing it. The other debate pertaining to the commodification of cultural identity is whether it fosters emancipation or exploitation. A much-disputed question here is who is exploited by commodification, the tourist or the community. Drawing upon these contentions around commodified ethnic identity, this study explores the specific case of cultural tourism in the Ethiopian South Omo rift valley. The findings show that the outcomes of commodification in cultural tourism for local identities can be both constructive and destructive or emancipating and exploitative. Keywords: commodification, ethnic identity, cultural tourism, emancipation, authenticity