Resumo. This article discusses the representation of caipira culture and its relationship with tourism, and has initially debate the character Jeca Tatu created by Monteiro Lobato in the early twentieth century, as well as their refunctionalization at present. With the globalization process, caipira culture is being reinterpreted and valued as a tourist marketing factor. Specifically, reports the social tourism practiced by Roda SP a tourist program in São Paulo center-west, from the observation technique in 2013, and highlights how is the caipira culture´s promotion by tourism. It was found from the study that the relationship between tourism and culture motivate rural tourism with refunctionalization and identity issues that consequently intensify relations with tourists.