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INTRODUCTION
The Rastafari Indigenous Village (RIV) is a Rastafari-themed educational and cultural tour founded in Montego Bay, Jamaica, in 2008, by members of a local socially conscious Rastafarian arts group, the Indigenous Initiating Circle of Nature (IION). The Rastafari of IION, according to a key RIV member, Arlene, are a "social family network united by their shared concerns over the slow responses of the Rastafari movement to rapid socioeconomic changes taking place within Jamaican society." They articulate their concerns through their talents as artisans, poets, musicians, craftspersons, designers, and as a fusion Reggae-Nyabinghi music group. Nyabinghi music is traditional Rastafari drumming, named after one of the oldest Rastafari denominations, played during religious services and rituals. As a network, the IION share aspirations to raise positive awareness, to increase education in their communities, and to create economic opportunities through collective and cooperative development.
The idea for the RIV came to the group in 2007 when a party of 90 black American tourists approached them with a request for an immersive experience into Rastafari culture that focused on the wellness aspects of Rastafarian food, herbal remedies, and spirituality. Given the size of the tourist group, the IION approached the Tourism Product Development Company (TPDC) for assistance in organizing the event. The TPDC is a government agency charged with overseeing the standards of tourism "products," namely attractions like craft markets and tours. Another function is advising various local communities on the development of new tourism projects related to regulations, training, and overall compliance.
With the help of Arlene, who was their contact at the TPDC, the group held a successful event, leading them to recognize that creating a similar, more permanent experience would be an opportunity to take advantage of a clear gap in the market. Doing so could help them achieve their social agenda and provide income for the members. Additionally, this would be a chance to present Rastafari culture to visitors and to share its message on their terms, correcting what members considered thin, one-dimensional portrayals of Rastafari that were heavily oriented toward Bob Marley and reggae music. Admitting that tourism could be used as a mechanism of development, sustainability, and outreach was difficult for the group because of Rastafari's anti-capitalist tradition.1The tourist industry...