Task

INTRODUCTION

The Nature of Tourism: A Definition

Tourism is difficult to define because business travelers and convention- goers can combine conferences with tourist-type activities; but, in general, a tourist is a temporarily leisured person who voluntarily visits a place away from home for the purpose of experiencing a change. The motivations for individuals to travel are many and varied, but the foundation of tourism rests on three key elements (all must be operative) which form an equation:

Tourism = leisure 4- discretionary + positive local time income sanctions

In the Western world and especially in the U.S., the amount of leisure time available to an individual has, in general, increased since World War II. The workweek has decreased from sixty hours to forty-eight hours, then to forty hours per week, and for some occupations the workweek in 1988 al- ready stands at only thirty to twenty-four hours. Personal preferences plus labor union demands have effectively lengthened paid vacations from two weeks to three, four, or more, especially for longterm employees. In addi- tion, the dates of observance for several national holidays have been shifted to Mondays to provide for additional three-day weekends. Early retirement (at as young as age fifty-five) and increased longevity (American overseas travelers age eighty or older are not uncommon), of Americans with sub- stantial pensions and investment income have created a significant genera-

2

tion of youthful senior citizens for whom tourism is an important and recurring activity.

Discretionary income is money not needed for personal essentials such as food, clothing, housing, health-care, transportation, and so forth. How- ever, the inroads of inflation combined with vague uncertainties concerning the future (including the threat of nuclear war, political terrorism or the spread of epidemic diseases such as AIDS) have tended to discourage the habit of "saving." As Graburn notes (chapter 1), the Protestant work ethic was once pervasive in the U.S.: to work was right, moral, and satisfying. This work philosophy has largely disappeared among Americans born after World War II. The modern generation seeks instant happiness, and its work goal is to earn money with which to play. Translated into tourism, the extra money once saved for home, car, or a "rainy day" becomes the means to travel.

On a broader scale, American wives were not commonly employed outside the home until World War II, when women were needed for the manufacture of war materiel. Having become accustomed to wage income, and with public sanctioning of their dual role as employee and house- wife/mother, the numbers of working wives has grown consistently since the mid-1940s. Many American women feel that their "double workload" earns the family's discretionary income. Therefore, working wives are often the decision-makers in choice of family vacation destinations (Smith 1979). Further, if cash is not immediately available to prepay travel arrangements, credit cards permit taking the vacation and paying for it even months later, on the installment plan.

The sanctions for travel are closely linked to the motivation and there- fore the kind of travel to be undertaken. These are multiple, varied and complex. For example, in the U.S. job mobility is often quite widespread and frequently linked to the breakdown of the family (and vice versa). Espe- cially in metropolitan centers, there may be substantial numbers of lonely urban dwellers. Their motivations and travel destinations are highly varied, but a sampling may be instructive:

To escape the pressures of city life, they can opt for a quick and quiet weekend in the country, away from the telephone. They may also have a second home (chapter 10) as a permanent hideaway, or pursue hobbies such as skiing and sailing; or, alternately, they may enjoy the city's attractions of museums, theater, and gourmet restaurants. Which one of these—or many other choices—is decided upon will depend on how much time and money is available, as well as peer group approval.

To find fresh air and outdoor recreation, one could visit a local city

Introduction

3

park (an acceptable, inexpensive activity); one could also go halfway around the world to walk in a similar garden. Whether one's peers and society approve the latter activity (given the fact that one is spending time, money, and energy) becomes a matter of sanctions.

Lonely city dwellers often use tourism as a means to meet and make new friends; cruises and "singles only" tours are travel industry promotions to help meet vacation preferences for this group.

Sanctions may regulate vacation style. In Europe it is considered appropriate for a university student to hitchhike from country to coun- try across the Continent and stay in youth hostels because he is expand- ing his education; an American trying to do the same thing in the U.S. would be viewed with great suspicion. In the U.S., it is socially prefer- able to travel by plane; to ride a transcontinental bus carries a stigma of poverty. In Europe, trains and railroad stations are noted for their good food; in the U.S., most stations have no food service and trains provide only snack bars or precooked meals.

The tourism formula and accompanying examples are cited because I believe them to be prophetic for tourism in the future. To date, the world's most industrialized nations have generated the greatest percentage of tour- ists, and Germans, Americans, French, Japanese, Swiss and Swedes are fre- quent travelers. However, as underdeveloped countries develop modern economies, their citizens will similarly benefit from increased income and shortened hours of work. Already the stimulus for personal travel is evi- dent. For example, India was once a Third World country. In 1987, thanks to the "Green Revolution" and modernization, India ranks as one of the world's ten leading industrial nations. Local newspapers now regularly carry many ads for domestic tourism ("Spend 5 days 4 nights in Simla/Darjeeling/ Srinagar . . . price includes round-trip air, hotels, sightseeing"), with quoted prices to be paid in rupees. The positive cultural sanctions favoring tourism are already operative, and with increased leisure and greater discretionary income, more Indians will take vacations and travel within their own coun- try. A guide in India expressed the hope that domestic tourism by Indians traveling within their own subcontinent will eventually help break down the language disputes and provincialism that continue to fracture government efforts toward national consolidation.

Similarly, I believe that eventually tourism in China, Taiwan, and Korea will greatly increase, first as a form of domestic tourism within their respective countries; then, in years to come, Chinese, Taiwanese and Koreans will become tourists to adjacent Pacific rim nations, and finally overseas visi- tors. Thus the predicted increase in world tourism will probably come in large measure from the Pacific rim countries whose populations total half of

Introduction

4

the world's, and whose economies are just beginning to generate the compo- nents for tourism of leisure time, discretionary income, and public sanctions for travel.

Indicative of other possible trends, the Japanese government in 1987 drew up a plan to double the number of Japanese tourists traveling abroad to ten million by 1991, estimating that they would spend almost us$ll billion in that year. This first known example of a government advocating foreign tourism is designed to "help narrow Japan's wide trade surplus and to in- crease its national ties with other nations. A total of 5,520,000 Japanese trav- eled overseas in 1986 but, although a record, it represented only 4 percent of Japan's population" (Wall Street Journal 16 September 1987). And in the same year, the Canadian government announced the "First Global Con- ference, Tourism—A Vital Force for Peace" to be held in Vancouver in October 1988. Thus tourism, already the world's largest industry—with worldwide spending for domestic and international travel valued in 1986 at us $2 trillion, or about us $2.5 billion a day (Waters 1987)—seems destined to maintain that standing, and increase in importance in a variety of social and economic milieus.

Types of Tourism

Tourism as a form of leisured activity structures the personal life cycle to provide alternate periods of work and relaxation (Graburn, chapter 1). As work gives way to leisured mobility, individuals find re-creation in a variety of new contexts. Different forms of tourism can be defined in terms of the kinds of leisured mobility undertaken by the tourist, and may be identified as five types:

Ethnic tourism is marketed to the public in terms of the "quaint" cus- toms of indigenous and often exotic peoples, exemplified by the case studies on the Eskimo, the San Bias Indians of Panama, and the Toraja in Indonesia. Destination activities that stimulate tourism include visits to native homes and villages, observation of dances and ceremonies, and shopping for primi- tive wares or curios, some of which may have considerable intrinsic value to the art historian. Frequently these tourist targets are far removed from the "beaten path" and attract only a limited number of visitors motivated by curiosity and elite peer approval. As long as the flow of visitors is sporadic and small, host-guest impact is minimal.

Cultural tourism includes the "picturesque" or "local color," a vestige of a vanishing life-style that lies within human memory with its "old style"

Introduction

5 Introduction

houses, homespun fabrics, horse or ox-drawn carts and plows, and hand rather than machine-made crafts. Destination activities include meals in rustic inns, folklore performances, costumed wine festivals, or rodeos remi- niscent of the Wild West. This is peasant culture, illustrated by the case studies on Bali and Spain. Host-guest stresses may be maximal because the rural peasant areas are often readily accessible from tourist resorts, and large numbers of visitors come for the very purpose of observing and photo- graphing the lives of peasants who become objects of study per se.

Historical tourism is the Museum-Cathedral circuit that stresses the glories of the Past—i.e., Rome, Egypt, and the Inca. Favored destination activities include guided tours of monuments and ruins, and especially light and sound performances that encapsulate into a brief drama the life-style and key events that textbooks record. Historical tourism tends to attract many education-oriented visitors, and tourism is facilitated because the tar- gets are either in or readily accessible to large cities. An institutionalized tourist industry, or "tourist culture/' usually exists to cater to a stream of visitors, and host-guest contacts are often impersonal and detached, and pri- marily economic rather than social, as shown by the case study on the Iranian Jewish merchants.

Environmental tourism is often ancillary to ethnic tourism, attracting a tourist elite to remote areas such as Antarctica to experience a truly alien scene. Because environmental tourism is primarily geographic, many education-oriented travelers enjoy driving through mountains and country- side to observe man-land relationships. Popular destination activities include tours of local industries such as tea farms and processing plants in Japan or Ceylon, or salmon canneries in Alaska. One of the recognized bases for the popularity of the Polynesian Cultural Center is the tourist's ability to "visit the Pacific"—to see how material culture adapts to environment as well as to sample native foods and see a variety of dances—within an hour's drive of Waikiki. Host-guest contacts in this category vary widely and must be assesed locally.

Recreational tourism is often sand, sea, and sex—promoted by beau- tiful color pictures that make you want to be "there"—on the ski slopes, the palm-fringed beaches, the championship golf courses, or sunning in a deck chair, and attracts tourists who want to relax or commune with nature. Destination activities center upon participation in sports, curative spas, or sunbathing, as well as good food and convivial entertainment. Las Vegas epitomizes another type of recreational center: gambling, "name" shows, and the away-from-home freedom to indulge in the new morality. Again,

host-guest relationships vary widely but may be influenced by the sea- sonality of some types of recreational tourism, which may require imported labor to handle massive influxes, or by radical changes in land values when favored sites are converted to a monetarily more profitable use, as in the case study of the three North Carolina coastal towns.

The Impacts of Tourism

Since the publication of the first edition of Hosts and Guests, a great deal of research has been directed toward a fuller understanding of the impacts of tourism. Because of the magnitude of the tourist industry, the great com- plexity of tourist motivations and expectations, and the diversity of cultural responses to tourist arrivals, it is impossible to provide a comprehensive overview in this short introduction. However, some generalizations reflect recent research and will provide background information appropriate to the individual case studies.

The major stimulus for the development of tourism is economic. Tour- ism is labor intensive, especially for a minimally skilled labor pool, and ranks high as a developmental tool, particularly for underdeveloped areas worldwide and even for rural districts in the United States. Supporters point to the value of the so-called new money brought by the tourists into the host area which, if it were a hard currency including the German mark, Japanese yen, Swiss franc or U.S. dollar, could be valuable foreign exchange with which to buy food, pharmaceuticals, farm machinery, and other items needed for development or survival. Further, all new funds recirculate through the local economy several times, in the "multiplier effect/' and di- rectly benefit local businesses that are not tourism related. Several case studies, such as those that focus on Bali, the Polynesian Cultural Center, and the San Bias Indians, illustrate the positive economic gains from the tourist trade.

Refinements in research methods have provided new insight into the economic role of tourism vis-a-vis other industries. Early economic studies suggested that profits earned by foreign investors were commonly siphoned back to the source of capital in a process known as economic leakage. How- ever, as Pye and Lin (1983, p. xiv) show, when the tourism sector becomes increasingly integrated into the domestic economy, the degree of leakage is proportionately reduced. Similarly, the authors responded to the criticism that dollars invested in tourism might be better spent in other potential in- dustries, by pointing out, in their Asian example, that the Korean foreign

6 Introduction

exchange leakage in the important electronics industry was 50 percent and in the machine industry it was 23 percent. The foreign exchange leakage in tourism to Korea was only 19.7 percent. Similar figures could be cited for other Asian countries.

Where wide economic disparities exist between hosts and guests, or where narcotics usage is widespread, tourists may be singled out for robbery or terrorism—not because they are tourists, but because they are easy tar- gets. Even sophisticated travelers are often unaware of cultural differences in body language; their attention may be distracted by the novelty of a strange environment; or they may be intent on a personal interest. Many are simply careless. For the criminal, it is safer to prey upon the tourist—a temporary guest who, having been victimized, departs for home at the end of the vacation and seldom returns to prosecute the perpetrator even if one is apprehended.

Most of the case studies report tremendous growth in the number of visitors during the period between the first fieldwork and the present ac- count. Accordingly, many of the initial contacts between hosts and guests have changed appreciably during the intervening years. The first visitors were novelties, studied by the hosts, and, because tourism was new, job op- portunities for the indigenous population were limited. Most inhabitants had no usable job skills. However, by the late 1980s, tourism was no longer an oddity. Models of success where local employees obtained positions of considerable responsibility can be found in many tourist areas. Further, if qualified native workers are not immediately available at a new tourist site (such as a resort), individuals can be recruited from an already functioning facility elsewhere. Motivated employees who have perceived tourism to be an avenue for upward mobility have repeatedly proven this to be true. As a case in point, in Tana Toraja (chapter 7) during my 1986 visit, the fully bi- lingual local guide used his earnings to pay tuition for his schooling toward a degree in engineering. An elder brother had similarly served as a guide dur- ing his university undergraduate years, then decided on a career in tourism and was enrolled in a doctoral program at the Sorbonne. Ultimately, upon degree completion, he expects to join the Indonesian Ministry of Tourism and help develop tourism in the area.

Economic strains do exist, however, and some of the most sensitive fac- tors relate to the seasonality of tourism, which may leave hotels empty, car- riers and tour operators with idle wheels, and employees jobless. Unless a pervasive, sound economic base exists, individuals who are tied to tourism experience either "feast or famine/' Tourism is also very sensitive to exter-

Introduction7

8

nal variables over which the local industry has very little control, including fluctuations in currency values and the political climate. Tourists flock to centers where their purchasing power makes travel a "good buy/' and avoid areas where political terrorism and military activities might threaten their lives. There may also be an ebb and flow in the popularity of any destination for economic reasons. Ski resort operators know this in relation to weather: skiing is popular and profitable during years of good snow but the losses are disastrous in times of drought. Flog (1974) has charted the rise and fall of destinations in relation to their popularity and the kinds of tourists they attract. However, skillful marketing—expensive, but effective—can over- come some of the problems associated with seasonality. The state of Alaska has made a major advertising commitment for 1988 to stimulate winter tourism, and make the Iditarod race (chapter 3) a world event, thus over- coming tourist aversion to the Arctic winter.

The advent of large-scale tourism often necessitates the transfer of local control to a central government which has the power to compete inter- nationally for the tourist trade by offering concessions, in the form of favor- able taxes or negotiated land values, to induce major hotel chains to construct facilities. And only governments can solicit and obtain tourism grants from United Nation funds or from other governments to be used for infrastruc- ture improvements or hotel/resort construction. When the tourist industry is managed by outsiders, to whom the profits flow, tourism becomes a form of imperialism (Nash, chapter 2) and may develop into neocolonialism. However, the case studies indicate that the San Bias Kuna have retained local control, and that the Eskimo now have a major financial interest in the tour- ism to their area. Indeed, the world trend in tourism is towards privatization of the industry, either by direct local ownership or through franchising, even though marketing is most effective on a regional or group membership basis.

The economic effects of tourism upon the arts and crafts industries merit mention. The case studies on Bali, the Eskimo, and the San Bias In- dians all show that tourism has served to regenerate traditional industries by providing an enlarged market for native products. Deitch (chapter 11) shows that tourism has been important in the renascence of Indian arts in the Southwest United States, and Loeb (chapter 12) discusses religious art. None of the authors discuss the "trinketization" of aesthetics created by the curio shop marketing of cheap goods of non-native manufacture. Again, the question must be asked: Who benefits, and in what proportion—the alien manufacturer, or local entrepreneurs who have the canital to buy, inventory, and sell this "airport art"?

Introduction

Culture change, in the form of modernization, has made impressive in- roads into the backward areas and the poverty pockets of the globe, and the process is both ongoing and accelerating. The generations born after World War II adhere far less to traditional values and mores; they seek active par- ticipation in the coming "new order" and want to share in its benefits. Cheap radios and cassettes have brought world news and rock singers into native huts and heightened local awareness of, and demand for, roads, clean water, better medicine, electricity, and entertainment. The fagade of cultural homogenization appears on almost every village main street (including those of the Kuna, the Eskimo, Tana Toraja, and Bali): hamburger stands, coffeehouses, video stores, and repair shops for motorbikes, cars, and trucks. Thus the question that haunted most authors of the earlier edition of this book and other researchers in tourism a decade ago (namely, "Is tourism a major agent of culture change?'') seems to have been largely resolved. The guide I met in Tana Toraja responded to that question with a straightfor- ward, "Tourism is not important in our lives—we see the world on tele- vision every night"; significantly, too, Kotzebue Eskimo operate their own media stations.

The tourist trade does not have to be culturally damaging. Many tour- ists want to forsake the "tourist bubble" and seek opportunities to meet and become acquainted with local people. The Ecumenical Coalition on Third World Tourism (ECTWT), headquartered in Bangkok, has sought ways to curtail some of the negative effects of tourism. Prostitution, drug abuse, al- coholism, and juvenile homosexuality—though not necessarily caused by tourism per se—are increased due to the presence of many outsiders (as is also true of the areas surrounding army bases). In Sri Lanka ECTWT re- ports, for example, that children who "beg" at airports and attractions often earn more cash in one day than their farmer-fishermen parents can earn in a month; a factor that serves as a basis for family disruption. An interesting and potentially useful device to prevent the negative cultural impacts is the use of an educational film aboard the numerous charter aircraft that bring many of the visitors to Colombo for a week's vacation. The film portrays insensitive behavior by the tourists toward religious shrines, and toward ju- veniles, as well as nude bathing on beaches—the latter particularly offensive to the modest Singalese.

Tourism can be a bridge to an appreciation of cultural relativity and international understanding. However, catering to guests is a repetitive, mo- notonous business, and although questions posed by each visitor may be "new" to him, hosts can become bored as if a cassette has been turned on. If the economic goals of mass tourism are realized and the occasional visitor is

Introduction9

replaced by a steady influx, individual guests' identities become obscured, and they are labeled "tourists" who, in turn, may be stereotyped into national character images (Pi-Sunyer, chapter 9). As guests become de- humanized objects that are tolerated for economic gain, tourists have little alternative other than to look upon their hosts only with curiosity, and, too, as objects. To overcome this impersonal attitude, some tour operators are developing "alternative tourism" formats that feature one-to-one interac- tion between hosts and guests, including overnight stays in private homes. In a form of cultural mitigation, some major hotel chains have instituted training programs to teach "service" and "friendliness" to employees, and provide tangible rewards for the "employee of the month" who has received the most compliments from guests.

Ethnic and cultural tourism promise the visitor the opportunity to see at least some portions of the indigenous culture. Apparently, some culture traits, such as public rituals, can be shared with outsiders without disrup- tion, at least as long as the numbers of spectators remain small. Social stress becomes apparent, however, when tourism invades the privacy of daily lives, as among Kotzebue Eskimo, or when participants in a ritual are en- gulfed by grandstands full of paid audiences. Still, modernization is rapidly changing most of the tourist realm. As it does so, many problems previ- ously associated with host-guest relationships are diminishing. Disparities between rich and poor are not as great if for no other reason than the cash flow generated by one or more decades of tourism has provided the means for employees to satisfy some of their material aspirations. Tourism is no longer an oddity, and although the people whose culture is the object of tour- ism may need to transfer what Nunez (chapter 14) terms "front stage" in their lives to a private sector, a worldwide cultural homogenization is under- way. As a consequence, model cultures become much more important.

The Role of Model Cultures

Model cultures have been successfully developed as reconstructions of a historic past in, for example, Williamsburg, Plymouthe Plantation, Old Sturbridge Village, and Mystic Seaport in the United States, as well as in the many folk museums of Europe. These turn time back a century or two, affording a scale against which visitors can measure progress, and be re- minded of the hardships encountered by their forebears. Many are also "living museums" where schoolchildren may spend a day or two and learn history firsthand. In addition to Hawaii's Polynesian Cultural Center (chap-

Introduction10

11

ter 13), other ethnographic models include Fiji's Orchid Island, Bangkok's Rose Garden—Thailand in Miniature, and Korea's Folk Village. Smaller versions operate in cities such as Jakarta, Manila, and Cairo. Popular and profitable, these models appear to meet the ethnic expectations of the tour- ist. Although only a reconstruction of the life-style they had hoped to ob- serve, these models offer a more accurate ethnographic view than is reflected in the modern native culture, and allow the visitor the freedom to wander and photograph at will.

Model cultures also offer another distinct advantage, especially at tourist sites where the physical presence of humans may cause damage. The actual Paleolithic caves of Lascaux (France) with their world-renowned polychrome paintings, are now closed to the public to prevent exfoliation of the paint; however, the surrogate display is in some ways more graphic than the origi- nal. Similarly, the Viking settlement at L'Anse aux Meadows in northern Newfoundland would have been destroyed by visitors tramping through the archaeologic pits, but the now-reconstructed village provides a fine inter- pretive center that documents the Viking ventures into the New World, and fully merits its number one rank on the United Nation's World Patrimony list. Even the spread of popular fantasies, in the Disneylands of Tokyo and Paris, provides forms of model cultures for "children of all ages" for they too have internal ''theme villages" and fairy-tale motifs.

Further construction of model cultures is to be expected and should be warmly received as long as the models remain reasonably accurate: model cultures have the great advantage of structuring tourist visits to a site away from the daily lives of ordinary people. I, at least, would prefer to visit a Tana Torajan model than an inhabited village, and to photograph paid per- formers in traditional costumes rather than have individuals demand money for each picture taken, as is the common practice among Panama's San Bias Indians.

Come One or All: The Effects of Numbers

To a host population, tourism is often a mixed blessing: the tourist industry creates jobs and increases cash flow but the tourists themselves can become a physical as well as a social burden, especially as their numbers increase. In addition to the types of tourism suggested earlier, it appears a touristic typology can be drawn, accounting for their numbers, their goals, and their adaptations to local norms (Table 1).

Explorers quest for discovery and new knowledge but in a shrinking

Introduction

12

TABLE 1 FREQUENCY OF TYPES OF TOURISTS AND THEIR ADAPTATIONS TO LOCAL NORMS

Type of Tourist Numbers of Tourists Adaptations to Local Norms

Explorer Very limited Accepts fully Elite Rarely seen Adapts fully Off-beat Uncommon but seen Adapts well Unusual Occasional Adapts somewhat Incipient Mass Steady flow Seeks Western amenities Mass Continuous influx Expects Western amenities Charter Massive arrivals Demands Western amenities

planet, their numbers are sharply restricted. By definition, they are not tourists and traditionally are almost akin to anthropologists living as active participant-observers among "their" people. They easily accommodate to local norms in housing, food, and life-style, bolstered by an amazing array of Western technology including "walkie-talkies," dehydrated foods, portable chemical toilets, oxygen tanks, and medicine.

Elite tourists are few in number and usually include individuals who have been "almost everywhere" and who now, for example, choose to spend US$1500 for a week, to travel by dugout canoe, with a guide, on the Darien River in Panama. They overnight in Kuna Indian homes, sleep in ham- mocks, get thoroughly bitten by chiggers, eat native food, and chance the tourist "trots." They differ from Explorers because they are "touring"— irrespective of whether they planned the trip in great detail in advance or not, they are using facilities that could be prearranged at home by any travel agent. However, they adapt easily with the attitude that "if they [the na- tives] can live that way all their lives, we can, for a week."

The Off-beat tourist includes those who currently visit Toraja Regency to see the funerals, "trek" in Nepal, or go alone to Point Hope as part of an Alaskan tour. They seek either to (1) get away from the tourist crowds, or (2) heighten the excitement of their vacation by doing something beyond the norm. In general, they adapt well and "put up with" the simple accom- modations and services provided for the occasional tourist.

The Unusual tourist visits South America on an organized tour, and buys an optional one-day package tour to visit the Kuna Indians, as an alter- nate to a day of shopping in duty-free Panama. By chartered small plane, tour members fly to a coastal airstrip where an American guide provides a

Introduction

13

motorboat to tour two or three off-shore villages; shopping for molas (chap- ter 4) is encouraged and, for a fee, tourists may photograph the women and/or the interiors of their houses. The tourist tends to be "interested" in the "primitive" culture but is much happier with his "safe" box lunch and bottled soda rather than a native feast.

Incipient Mass tourism is a steady flow of people, and although the numbers are increasing, they usually travel as individuals or in small groups. The tourist industry is only one sector of the total economy, and hotels usu- ally have a mix of guests including domestic travelers and businessmen as well as tour groups. This phase of tourist activity is exemplified by many "popular" destinations such as Guatemala, or the summer visitors to the Arctic, the latter secure in their guided tour, heated buses, and modern hotels. These tourists seek Western amenities, and, totally ignoring the fact that at great expense the hotel room in the Arctic has a private bath, many of these visitors would complain about the "ring around the bathtub."

Mass tourism is a continuous influx of visitors who inundate Hawaii most of the year, and other areas at least seasonally, including the European resorts (part III), and Northern Hemisphere "winter vacation" lands such as coastal Mexico and the Caribbean. Mass tourism is built upon middle-class income and values, and the impact of sheer numbers is high. Because of the diversity of individual tastes and budgets, in Europe, for example, the tour- ists are everywhere—hitchhiking at the roadside, riding trains with their Eurailpasses, or huddled around a guide who is attempting to be heard above the voices of other guides in some crowded museum. With a "you get what you pay for" attitude, they fill up hotels of every category, pensions, and hostels but, as a common denominator, they expect a trained, multi-lingual hotel and tourist staff to be alert and solicitous to their wants as well as to their needs. The "tourist bubble" of Western amenities is very much in evidence.

Charter tourists arrive en masse, as in Waikiki, and for every 747 planeload, there is a fleet of at least ten big buses waiting to transfer them from the airport to the designated hotel, in the lobby of which is a special Tour Desk to provide itineraries and other group services. Should an indi- vidual ask even a simple, "What time does the tour bus go?," the immediate cvaaa to a "living thing" and not as to a personality. Charter tourists wear name tags, are assigned to numbered buses, counted aboard, and continually re- minded: "Be sure to get on the right bus." Given the requisite organization that makes Charter tourism a high-volume business, to avoid complaints

Introduction

14

tour operators and hotels have standardized the services to Western (or Japa- nese) tastes, and there are "ice machines and soft drinks on every floor/' For Charter tourists, even destination may be of very little importance, espe- cially if they won the trip as part of an incentive sales program, or it co- incides with tax-free convention travel.

The frequency of tourist types seems to approximate a pyramid (Figure 1), in which the bold triangle is a scale of increasing numbers, from top to bottom. An inverse triangle suggests the role of the host culture penetrated by the increased flow of tourists. Explorers and Elite travelers, by virtue of their limited numbers, usually make little impact upon the indigenous cul- ture, for hotels and other services are seldom required. Their presence may be unnoticed except by the few who meet and serve them. The Off-beat and Unusual tourist commonly stays at roadhouses or hotels that locals also use, and gets about by local transportation (including the use of the school bus, for the very occasional groups who visit). The money they spend is a wel- come addition, their presence is seldom disruptive, and children may delight in "talking English" with someone other than their teacher.

However, as the number of tourists progressively increases, it appears different expectations emerge and more facilities are required to handle them. When Charter tourism appears, I suggest that nationality is no longer locally significant, for the only economic base able to generate Charter tour- ism is Western society, whose members are fast approaching cultural and economic homogeneity.

The stressful contacts between hosts and guests also appear to increase, proportionate to the larger numbers. I believe that the critical point in the development of a successful tourist industry occurs at or near the intersec- tion of the two triangles, when members of Incipient Mass tourism "seek" Western amenities, with the result that these facilities begin to be economi- cally or even visually important, as "tourist hotels" and privileged parking places for tour buses. The local culture is probably at the "Y" in the road, and should decide whether to (a) consciously control or even restrict tour- ism, to preserve their economic and cultural integrity; or (b) to encourage tourism as a desirable economic goal and restructure their culture to absorb it. The first choice has been made by the economically powerful but socially traditional oil states adjacent to and including Saudi Arabia who refuse tour- ist visas. Bhutan, the tiny land-locked mountain kingdom in the eastern Himalayas, developed a second alternative (Smith 1981). Given the negative model of adjacent Nepal whose tourism was dominated through the 1970s by the drug cult and "hippies," Bhutan opened its borders to tourism in

Introduction

15 Introduction

Figure 1. Touristic impact upon a culture (A) and local perceptions of visitors (v7), expressed in types of tourism: 1. Explorer; 2. Elite; 3. Off-beat; 4. Unusual; 5. Incipient Mass; 6. Mass; 7. Charter.

1974, permitting only one thousand visitors per year, each of whom paid a minimum of US$1000 for a week of group travel on a fixed itinerary. By restricting the number of visas issued annually, the Ministry of Tourism hoped to generate hard currency income and also to limit social interaction, so that little direct contact occurred between village Bhutanese and visitors. A 1986 WTO study praised the system and encouraged its perpetuation with little change. However for 1988 the government of Bhutan has closed some monasteries to foreign access because of the "growing materialism" among monks, which was generated by visitors who thoughtlessly made token gifts of money, candy, pencils, and so forth to young trainees.

Cultural impact studies can serve tourism well and indicate which ele- ments of a specific culture are "public" and can be marketed as "local color"

16 Introduction

without serious disruption. As Greenwood reassesses the Alarde in Spain (chapter 8), the festival has survived economic exploitation. Although now changed in format, its existence has made Fuentarrabia a nationally known tourist destination, and helped preserve it as a community by providing local employment in shops, pensions, and in other services. For many people, small-town living is less expensive and pleasanter among family and friends than life in major urban centers: correspondingly, one of the signifi- cant trends in tourism currently, and projected to be of greater importance in decades ahead, is the effort to disperse tourism into the countryside and small towns, to better distribute its economic benefits. In this regard, how- ever, it is imperative that cultural assessment be undertaken to identify po- tential tourist use, and to develop marketing plans that will maximize the benefits of tourism without negative sociocultural impact.

If a group can survive the transition from Incipient to full-blown Mass tourism, then it may ultimately achieve what Kemper (1976) has termed "tourist culture/' or a process of full accommodation, so that large numbers of tourists are part of the "regional scenery," as in charter tourism to Hawaii.

Tana Toraja (chapter 7), a highland area in Sulawesi, Indonesia, dra- matically illustrates the potentials of tourism and the need for fundamental planning. When Europeans first discovered its unique funeral ceremonies (ca. 1973), and government recognition that this cultural trait was a market- able commodity followed, Toraja moved from Elite to Charter tourism in only five years. Tourism became a viable economic means for widespread modernization; unfortunately, no one anticipated the demand for grave- marker souvenirs. Restrictions on public access to the sites should have been instituted immediately, for the effigies can be seen effectively from a view- ing platform only a few yards distant.

However, tourism and the tourists themselves should not become scapegoats for the malaise of society as a whole. Throughout history and worldwide, the Fausts have sold their souls for a sou. In a world that many social scientists believe to be overpopulated (as does the government of the People's Republic of China), the desperately poor (or those who are simply greedy) will sell whatever they have to those who will buy—even their chil- dren, as well as their cultural patrimony. In fairness, one must consider that deep-seated economic problems which have little or nothing to do with tour- ism exist in many countries, including the U.S. The case study on Tonga (chapter 5) is instructive here. Urbanowicz points out that the islands are overpopulated, there is no additional land available, and that the importing

of goods strains the economy, triggering inflation. However, if the strictures of careful scientific analysis were removed, it would be easy to conclude that food prices soared because of the fourteen thousand air visitors to Tonga in 1985. It is patently easier to blame a nameless, faceless foreigner who comes (and goes) than it is to address and solve fundamental problems.

As tourism expands and the numbers of visitors increase, so too will the problems. However, many more avenues now exist to mitigate stresses in the interaction between hosts and guests, as the following case studies show.

California State University, Chico

17 Introduction