Adventure tourism, exploration and negotiation in the creation of Argentinean Puna as tourist destination

The travel to unknown places, in the "expanding margins" of the tourist system, arouses the interest of visitors. At the same time, it is considered an option for the diversification of destinations, attractions and tourist modalities. According to these trends, adventure tourism services have recently been developed in the Argentinean Puna. The article aims to analyse how these services participate in the processes of transforming this area into an emerging tourist destination. In order to do that, three dimensions are considered: a) the general conditions that enable the design of these services; b) the geographical and tourist imaginaries associated with Puna involved in the offered trips; y c) the negotiations established between adventure tourism entrepreneurs and other actors with presence and interests in the area.