The Culture of Tourism, the Tourism of Culture: Selling the Past to the Present in the American Southwest (review)

258 Arizona Journal of Hispanic Cultural Studies cultural practice. She provides a helpful outline of discussion points for the course to encourage student reflection on the imbrication of popular culture and poetry. Anderson's course, described in "Cultural Studies and Business Spanish: A Critique of Imperialism ," is far and away the most subversive of the lot. Taking what could have been the most routine and clichéd course in the curriculum, Anderson turns it into an opportunity to explore contemporary notions of "globalization." His essay describes a curriculum that invites students to "engage in critical reflection" rather than simply learn business vocabulary (123). Anderson organizes his course around the connotations that emerge from negocios, the Spanish word for business. In Spanish, negocios may also mean "negotiations" and the course provides a framework for students to explore the give and take of cultural interaction from a legal, commercial , and political perspective. His essay is so comprehensive and engaging that readers may find themselves actually looking for the opportunity to teach business Spanish at their own institutions. Essays from the first and last section of Cultural Studies in the Curriculum are more theoretical in outlook. Gustavo Verdesio's contribution , "Colonial Studies and Cultural Studies," explores the development and evolution of cultural studies in language and literature courses. Jesse Alemán investigates the dilemma of Chicano Studies as essentializing discourse in "Politics of Representation" while Piers Armstrong narrates his very different struggle to locate Brazilian studies in the curriculum when, unlike Chicano studies, it "does not correspond to an existing ethnic or communitarian group" (67). A cultural studies approach allows Armstrong to steer clear of essentializing Brazilian identity, a move that would simply be a "disguised (act) of cultural imperialism" (71). The last section, "Cultural Identities," showcases three courses that explore particular instances of identity and culture. Kirwin Shaffer 's course on Caribbean identity uses cultural studies to investigate the difference between "tourist culture" and popular culture. In an essay that recapitulates many of the issues that Alemán raises in his examination of Chicano ethnography, Joy Logan describes an approach to Latin American cultural studies she developed at the University of Hawaii. Logan links issues of subaltern identity that her students live on a daily basis with similar questions that arise in southern Mexico. Robert McKee Irwin's article, "An Approach to Gender and Sexuality Studies in the Undergraduate Curriculum" describes his course on gender representations in nineteenth and twentieth century Mexico. Cultural Studies in the Curriculum: Teaching Latin America is the first book in the MLA series, "Teaching languages, literatures, and cultures" to provide sample syllabi for many of the courses its contributors have developed. This unique appendix to the book gives readers a concrete template for developing courses of their own. Contributors to the volume who don't provide full-semester sample syllabi do include sample study questions and notes on course organization and development. While some of the essays occasionally suffer from an over-reliance on cultural studies jargon, the generous inclusion of syllabi and course notes more than make up for it. V. Daniel Rogers Wabash College The Culture of Tourism, the Tourism of Culture: Selling the Past to the Present in the American Southwest University of New Mexico Press, 2003 Edited by Hal Rothman Scholarship on cultural tourism in the American Southwest, an area defined by a long tradition of marketing heritage, inevitably reveals the rich ambiguousness of the notions of both "culture" and "tourism" as objects of study. Neither a purely economic enterprise nor a strictly aesthetic project, cultural tourism itself seems to travel, as it were, from one academic discipline to another in search of a Arizona Journal of Hispanic Cultural Studies 259 final destination. The Culture of Tourism, the Tourism of Culture rises to the methodological and epistemological challenge, approaching cultural tourism (which editor Hal Rothman defines—as opposed to recreational, adventure, ecological, or sex tourism—as "a package of events and experiences in a setting [...] made comfortable for its audience" [3]) from innovative interdisciplinary perspectives ranging from social history and anthropology to urban studies and economics, pointing to keepsakes such as photographs, indigenous crafts, and romance novels along the way. After reading this...