ABSTRACT
The founding parents of sociology and anthropology have developed a pejorative meaning of market, industrialism and capitalism. Several social pathologies would have been accelerated by the erosion of social trust. In this respect, Max Weber raised the alarm that the rational logic and its effects of depersonalization would cause irreversible changes for the style of life of Europeans. Rationality which depends on the market will somehow monopolize the culture in order to commoditize consumers. This chapter explores the ebbs and flows of the theory of consumption in tourism as well as the most relevant lines of inquiry to be investigated in the coming years. The crux of this discussion is to understand why these scholars have developed a negative connotation of tourism. The theory of consumption in tourism fields is multilayered but reaches some interesting places.
