Practices of cultural extraction and notions of authenticity in sustainable tourism: Rollate in Sappada and Saltner in Merano

The article analyses the figures of Saltner, the guardian of the orchards in Merano, and Rollate, a traditional carnival figure from Sappada, through the lens of cultural extractivism. Since the late 19th century, these two Dolomite locations have taken different paths for the development of tourism. Merano experienced an early and intensive transformation, while Sappada only witnessed significant growth after the Second World War. The study applies the concepts of “high” and “low” cultural extractivism to analyse how authenticity is constructed, based on the degree of local community involvement in the definition of traditional figures for tourism. In Merano, there is evidence of high extractivism, visible in how Saltner has been repurposed as an advertising icon by the tourist board, detached from the original context. The low involvement of the local population in this process leads to an idea of authenticity that is mainly characterised by external marketing strategies. Conversely, in Sappada, a low extractivist approach is exemplified by the community’s active role in adapting the Rollate beyond its carnival setting to align with sustainable tourism goals. Here, authenticity remains linked to local values as the community retains control over the meaning and use of its cultural symbols.