This thesis looks at resident reactions to tourism in the city of Salem, Massachusetts, widely recognized as "Witch City, USA." My analysis is based on original fieldwork conducted in Salem 2012, as well as primary resources obtained from local archives and media. The focus of this project is on the transformation of the city as a tourist town between the mid-nineteenth century and the present, the opinions of the population about their city's commercialized and stereotyped image, and the impact of the "legacy of witchcraft" on their respective social identities. By focusing on the recent local debate about "re-branding" the city, I hope to explore the sociocultural, rather than simply economic, impact of tourism on Salem's residents. I will also relate my findings to a broader discussion of American culture, and, more specifically, the impact of the image of the witch perpetuated by the popular culture/entertainment industry and the commercialized holiday of Halloween.