Saturday, December 4, 2010

Is tourism a culprit in commodifying cultures and traditions?

I believe, to a certain extent that tourism is responsible for the commodification of culture and tradition. Whenever you read books that deal with tourism as consumption, they will also address the issue of commodification as a central concern, which in this case means the traditions and culture of the country be 'objectified' for the purposes of the global market.

When tourism first started in 1948, the Universal Declaration of Human Rights declared tourism to be a universal and fundamental right of all citizens, causing the tourist floodgates to open drastically. Immediately following the declaration, new records in tourist arrivals, receipts and expenditures were reached, with each year increasing upon the previous. In less than half a century tourism grew into a phenomenon that overwhelmed societies, economies and environments and firmly established itself as the vertiable service industry of the last century, leading to mass tourism.

Mass tourism, as we know,leads to pollution, excessive exploitation of natural resources, cultural erosion, cultural clashes, as well as deterioration of the social situation.

A shocking issue I came to learn during tutorials is about Cambodia, which shares many of the same attitudes to dress and social taboos with other Southeast Asian cultures. Cambodians are conservative people, and regardless of their means do their very best to keep clean; you'll gain more respect if you're well turned out and modest in your dress. Behaviour that is offensive to Cambodians includes any display of public affection between men and women; even seeing foreigners holding hands is embarrassing to them. However, during a recent presentation by my classmate on 'child sex tourism', my perception towards Cambodia changed. Raising the question, "How can such a conservative country be engaging in such activities?"

Dr. Jerry Albom, known to be a loving son, loyal friend, respectable doctor, and
a hard-working individual by his family,friends, and patients back home turned out to be one of those child sex tourist as well. In the article (http://www.yapi.org/rpchildsextourism.pdf ), it stated that although child sex tourism has existed for decades, the practice has exploded in recent years due to the rapid globalization of trade and the growth of the tourist industry. As countries once insulated now open their borders to global markets, and as airfares become more affordable to consumers, sex offenders find new opportunities and easier means to travel abroad for underage sex. There are also other factors such as the lack of education, the discrimination against female children, widespread poverty, poor law enforcement, political corruption, and advances in information sharing through Internet technology.

However, I felt that if there is no demand, there will be no supply. If Cambodia did not open its doors to tourism, would such an issue be happening to them now? There is still a possibility that it will happen, but not as severe. There may also be arguements on locals who would engage in child exploitation as well, however, it may also be due to influences of the tourists that a conservative country like Cambodia engagesin such activities.

When people travel, they expect to experience the unfamiliar. Entrepreneurs leave no stone unturned in producing dream holidays, to develop tourism and attract more tourists. Normally, the development will be targeted at those that are easily recognisable and sellable, and that may be the culture and traditions of the country, which differentiate one place from another. This brought me back to the culture of Portugal, especially developing region like the Trás-os-Montes. The caretos, as mentioned in the previous post, is something unique that only happens every year in the region. As the region open its doors to tourists, will the demand of tourists lead to the appearance of caretos whenever we visit the region? An example would be the Maori Culture at Tamaki Maori Village Hangi, which have became quite a booming business. In the villages, watching cultural performances has become one of the “must-do” things whereby performances such as the Hakka Ceremony are performed just for the tourists.

Tourists products are also created and modified according to the tourists needs. The host communities have little influence because the tourists either come alone or by tour guides or operators. As tourists also spend money in their region, the tourists command too. An example will be Benidorm, Spain. Spain enjoyed dramatic and uninterrupted growth in visitor numbers from the early 1950s to the late 1980s. As a result, quiet fishing villages along the Mediterranean coast were transformed over a short time into tourist destinations for the short-haul European market interested in a sun-sea-sand experience. Over time, much of the coastline become synonymous with the worse excesses of mass tourism. While the trend had reversed in the late 1990s and showed signs of recovery, such as Benidorm, the host population has lost out in the sense that their culture and traditions have been changed as a result of tourism.

Furthermore, if tourism does not affect the traditions and culture of a region, will the word 'Disneyfication’,which means one that transforms everything into a theme park and makes authentic travel experiences impossible, be a trend now? This word came about because of the success of Disney reaching out to almost every corner of the world, hence everybody know Disney characters through comic books, Internet, television programmes and came to know Disneyland as well. In order to earn more money and attract more tourist, many places are applying the aspects of Disneyfication such as theming.

What will all these eventually lead to? I believe to an extent it will lead to the loss of authenticity of the place, with social factors such as preference for commitment only to those occupations which contribute to a financial return, especially to the future generations who did not understand the culture and traditions their parents once experienced.

Even though now many countries are practising sustainable tourism and many people are now more aware of the destruction of mass-tourism on the environment, it does not mean that the culture or tradition will not be altered in any way. The impact happens when the host and tourists start to interact with each other.

Changes brought about by the growth of Tourism

When a country is exposed to tourism, it is pushed to globalisation by putting the country on map. When this happens, there will be changes that are brought about by the growth of tourism which leads to shift of the following: financial deregulation, technological change and innovation, media and communications and cost and time of moving commodities (Harvey,2000).

The above diagram shows the relationship between change and tourism development. In stage 1, there is an initial state of stable equilibrium in which local cultural identities are being constantly expressed through local iconography that can be seen from the built environment. In stage 2, tourists start to get attracted to the place. Tourism as it develops, induces change. These developments will inevitably select components that are easily recognisable, reproducible and sellable , which it simplifies, homogenises and stereotypes. The process of change leads to a gap developing between the sense of place projected to , and consumed by tourists and that required by locals for their place identification. In stage 3, there will be the emergence of at least two quite different senses of place, one for tourist and the other for local consumption. In the final stage, there are three possible adjustments to the situation. Firstly, destination communities can adjust their place images to that of the tourists as they come to accept and incorporate in their own self-image the identity projected to them by visitors. This process may lead to adaptation to tourist demands and acculturation. Secondly, if tourism continues to develop, then the tourist sense of place can become more diversified by reselecting much that was previously rejected or overlooked. Hence, it becomes more 'authentic' which is caused by the need within tourism to constantly diversify the product and the volatile character of tourism markets. The third reaction is when these different place identities lead to displacement of locals who no longer 'feel at home' in the tourist place.


Take in the case of Trás-os-Montes which used to be Portugal's most rugged and remote region, where every reasonably level land here is used for small-scale agriculture. The Trnsmontanos took pride in their age-old costumes, festivals and local cuisines. After tourism is developed in the region, foreign banks and ATMs and the use of mastercard, visa, american express was also built in the region for the tourists. There is also development of roads, buses and cars to bring tourists around the attractions as well as the use of Internet for hotel bookings, promotion and advertising.
These facilities that were built for the tourists can also be used by the residents themselves, thereby bring convenience to them as well.

When tourists start coming into the region, it will definitely impact the locals there:

In the economic context:

  • There will be changes to the status of the various income earners. As some of the people in the family will work in the tourism sector such as hotel, they may earn more than what their parents or siblings earn when they work in the fields.
  • At the community level, there will be changes in investment priorities of bigger organisations, employment structure, as well as the role of government, as the government now has to shift his/her focus from other sectors to the tourism sector.
In the social context:
  • There will be changes to responsibility levels, decision-making roles, employment opportunities. The locals no longer have to work in the fields to earn money as they can now work in hotels, or as performers and these jobs may even allow them to earn more money. From the elders who are more experienced in farming, the younger generation are higher in demand when it comes to recruiting locals for jobs relating to the tourism sector. This will cause a change in the responsibility levels, with the younger generation being the bread and butter for the family.
  • At the community level, changes related to the local leaders, significance of government, influence of 'external' stakeholders, new political structures. The local leaders may turn their attention to the tourism sector when they see higher revenue earned from tourism. The government is the one that makes the final decision for the region, hence the government holds the greatest influence on the development of the tourism; whether he/she wants to allow as many visitors as possible(mass tourism) or practise sustainable tourism.
In the cultural context:


  • It may lead to hosts imitating guests' behaviour due to the demonstration effect of visitor behaviour. The demonstration effect can be expressed in terms of the value systems, standards of behaviour, and attitudes towards people, property, culture and spaces.

  • At the community level, with local cultures being manipulated to meet the tourists' expectations, it leads to the deterioration of culture as community starts to lose its special identity, with the selected attitudes of its local culture being commodified.

  • Examples includes importation of foreign goods, creation of 'alien' services and facilities (e.g. casinos, entertainment theatres) and the loosening in loyalty of the locals to the place.




Careto


The impact of change of the people in this region can be seen here:



  • The development of technology has allowed the people to promote their culture through the use of Internet such as social networking sites to attract more tourists to their region. (Facebook site: http://www.facebook.com/pages/Caretos-de-Podence/229759826113?v=wall#!/pages/Caretos-de-Podence/229759826113?v=info )
  • This ritual, whereby the locals will put on their caretos (leering masks) and candy-cane costumes only happened during the Carnaval celebration around February. This festival is only among the locals, however, currently, it is inviting tourists through facebook for instance to join them. This may lead to loss or deterioration of culture, whereby the main purpose of having this event may be altered into attracting more tourists into the region.


According to the UNWTO, the number of visitor arrivals in Portugal is 12.3 million in year 2008, and is expected to rise in the next 5 years. An article (http://www.theportugalnews.com/cgi-bin/article.pl?id=1090-1 ) states Portugal's tourist profits in the first nine years reach the highest compared to the previous years. This is indeed a positive impact as the rise in the profits helped boost its economy. However, this may also bring about a concern whereby Portugal start to rely more heavily on tourism to boost its economy.

In future, if issues such as the spread of diseases or terrorism in the country, it may impact the tourism sector in Portugal badly. An example will be the Bali bombings in 2002, whereby the terrorism crippled the economy in Bali. When such things happen, not only will the tourism receipts be affected, the locals who are working in the tourism sector will also face unemployment when tourists desert the tourism site for their safety. Furthermore, it will also take several years to re-establish the confidence among the tourists.

Disneyfication


If you have young children you can’t escape Walt’s world. Disney’s ubiquitous characters gaze out from T-shirts and lunch boxes; commercials for the latest Disney animated film blanket children’s TV programming. And Disney comics reach even the most isolated rural regions. The Disney machine has touched us all, spreading the values of the marketplace, colonizing the fantasy life of children and changing the world irrevocably in the process.

From this, the word 'disneyfication' is created. In simpler terms,Disneyfication is a term that is used to describe such happenings as Starbucks appearing in libraries and churches, McDonalds in office buildings, research tools such as the internet being used as entertainment and 'virtual' culture and enviroment, virtual culture in the form of themed parks, ect. It is basically saying that life is becoming a form of entertainment.

Disneyization comprises of five aspects; theming, hybrid consumption, merchandising, performative labour and control & surveillance.

Theming

Theming, the identifying feature of a Disney theme park, has now spread beyond the berm, in that restaurants, shops, hotels, zoos and so on may theme themselves, infusing them symbolism and a constructed history that enhance their appeal. The service provided is enhanced with entertainment, and in a society which relies increasingly more on service over goods, it is a way of plussing themselves, making them unique, and able to charge a higher price.

Internacional Design Hotel, Lisbon

An example will be Internacional Design Hotel, in Lisbon.It is a popular hotel among tourists where all of the rooms are themed around one of four design concepts, Zen, tribal, urban, and pop. Entertainment like golf and spa is also provided for guests. By theming the hotel, it becomes the unique selling point for the hotel.


Hybrid Consumption

Hybrid consumption is the blending of services and products in an effort to provide more and retain customers longer. Visiting a theme park is not just riding rides, it is dining, shopping and entertainment, just as a mall will provide entertainment or a restaurant will sell merchandise of itself.

SEA LIFE Porto

For example, SEA LIFE Porto has gifts and souvenir shops whereby they sell merchandises related to the attraction such as shirts. Furthermore, its annual pass allows 20% discount on the merchandises in the gift shops. SEA LIFE Porto also partners with MacDonalds whereby visitors can stand a chance to win a SEA LIFE's voucher.

Merchandising

This leads on to Merchandising (and similarly branding), which is the marketing of what would typically be rather indistinguishable items with the logo or creative property of a particular cultural construct. A movie is no longer a movie; it can be the launching point of books, CDs, DVDs, clothing, toys, home goods, merchandise and even theme park attractions. By establishing a brand, companies can guarantee higher revenues for a longer duration.




Aqualand, Algarve


For example, the gift shop in AQUALAND, Algarve offers our personalised t-shirts featuring the AQUALAND logo and the attractions. There are also other personalised items from the stationery, toy and soft toy sections from the shops.

Performative Labour
Performative Labour, highly visible in the service industries, is the embellishment of an employee’s role as a service provider to that of a performer. Just as Disneyland workers are not simply staff, they are castmembers and part of the show, this same expectation is found in chain restaurants and shops. It is epitomised by the smile of the staff. Companies recognise that this theatre, like theming, can separate them from the competitors and establish a reputation for service and experience.

For example, theme parks are starting to offer customer services and send staffs to offer help to visitors, similar to service industries like hotels whereby guests call for hotel service. The Zoomarine, which is in Algarve, has a customer service counter whereby visitors can approach the staff for help if in doubt. This personalised service can be seen as a plus point for the theme park to differentiate themselves from other parks.

Portugal



There are so many things about Portugal in this blog, but what is Portugal actually known for?

Football, Bullfights, Castles, Shrines, Food, Music, Beaches. All of these contains unique points that only Portugal has. Portugal is such a huge country nobody can visit all of the attractions in just one day.

When you type in the word 'Portugal' in google search, you will see many different images of Portugal, from football to beautiful beaches, artefacts and even religious buildings.

Among these attractions, the history of Portugal is most popular, as it is the oldest country in Europe in its shape. Portuguese castles have been in existence since the 12th and 13th century when Portugal declared its independence from Castile and Leon. Contrary to most of the castles in the rest of Europe, which were converted into more pleasant palaces as times became more peaceful, the Portuguese castles maintained much of its medieval military characteristics due to the constant invasion threat from Spain. This gives people the possibility to feel how the true and original castles would have been in the past: strong, practical, rough and harsh strongholds with minimal comfort.
Examples are the Belem Tower, Almourol Castle, as well as the Guimaraes Castle.

Belem tower


Almourol castle

Guimaraes Castle

I have covered most of the things you can experience and find in Portugal. Does that make you want to travel to visit Portugal? By doing so, you will be engaging in tourism, just like anyone who visit to places and stay in places outside their usual environment (for less than 1 year) for leisure and other purposes.

Tourism has proved to be one factor that helps boost a country's economy, allows self-actualisation in oneself,encourages a form of social exchange and mutual understanding among one another. In principle, it is a remarkable gift bequeathed upon humanity by humankind. However, at the same time, tourism is a culprit of negative change, whereby destination environments deteriorated, cultures change, and economies faltered.

In the following entries, I will be discussing more on these issues, and how tourism has 'disneyfied' the culture and society in parts of Portugal.