Understanding Tourism From Social And Cultural Perspectives

Factors Influencing Perceptions of Tourism

How can we understand Tourism from Social and Cultural Perspective?

Tourism industry and the business of tourism are criticised for their dual aspect and the uneven distribution of the associated merits and demerits upon the host destinations. Evaluating the tourism effects for determining the sustainable ways of growth and development for the positive implications for both the guest as well as the host nations is a major challenge for the tourism sector. A vast data and literature also highlights the key role played by tourism in the socio-cultural and socio-economic development of several nations. In present time, tourism is regarded as the socio-economic and socio-cultural giant at the international as well as the domestic level. Today tourism is not an aspect but an entire industry which regulates the social, cultural and economic conditions of the regions[1]. On the other hand, the literature also throws lights upon the negative implications upon the society, culture and the environment of various tourist destinations. Numbers of host countries and regions have their dependency upon tourism business as the key tool and driver for economic development[2]. Thus, it is still vague and unclear that tourism has more positive or more negative implications if judged from the perspective of social and cultural impacts. It is a set perception that global tourism can offer a faster and rapid path for converting the societies from traditional to modern form. Numerous studies explain that the tourist destinations take these changes and modifications in a more optimistic manner in regards with economic affluence and modernisation. Though, the integration of cultures of two diverse international cultures develops the change practices overtime, primarily in the Eastern regions where the change or the process of modernisation is Western in orientation. The studies explain and have their key focus upon the merits and demerits of tourism sector but nobody have concerned focus from social and cultural perspective[3].

Previous researches and studies undertaken on the perception and attitude towards the cultural and social impacts of tourism recognize several associations. There are several factors that have a direct influence on the perceptions of the societies and the residents towards the tourism business[4]. These can be divided into few major categories that comprises of socio-economic and demographic factors, personal factors, cultural factors and the factors that have a relation with tourism sector[5]. The cultural factors comprise of the aspects such as the domestic culture and the religion followed in the societies; the personal factors comprises of the aspects such as the mental health state, socialisation process and family background; the socio-economic and demographic factors comprise of aspects such as place of residence, income level, educational level, occupational situation, gender and age and the other factors includes economic dependence[6]. The socio-cultural perspective in relation with the tourism industry is somehow not conclusive as from the global perspective there are several views and literature that are in contrast with each other and this leads to unclear statement. The paper will help in attaining an in-depth understanding of the tourism business and tourism industry from the social and cultural perspective with the help of several discursions on the basis of peer-reviewed literature and research work. The paper will also support the analysis by the means of theoretical frameworks, concepts and theories that have a direct relevance with the subject of the study. The study will provide discussion and analysis by keeping its primary focus upon the socio-economic and socio-cultural factors for understanding the merits, demerits and role of tourism. The report will sum up with a thorough conclusion based upon the research and analysis performed in the report.

Concepts and Theories

Understanding tourism from social and cultural perspectives can be more theoretical and relevant if performed by taking use of the already well-established and recognized concepts, models and theories. The following section will provide knowledge of tourism through some of the known theories such as Social Exchange Theory, Social Disruption Theory, Social Carrying Capacity Theory and Butler’s Model of Tourism. All these theories and model will help in framing a sound base for the discussion part regarding the social and cultural perspective of tourism. The notion of the researchers and authors behind the formulations and development of these theories is to offer an analysis of the impact of tourism business and tourism industry in context with the host countries or tourist destinations.

The theory of social exchange was developed by Emerson and it is potentially applied to several research works by various authors. The Social Exchange theory explains that there will be take place exchanges if the exchange process develops valued rewards and upsurge benefits in comparison with the cost invested. The application of social exchange theory is performed for explaining the issues faced by the host countries because of tourism[7]. The theory comprises of the exchange of the resources among the groups and people at the time of interaction for example, there takes place exchange process when interaction occurs among the visitors and the host residents. Social exchange theory demonstrates the inconsistency in regards to tourism by several groups and individuals in the process of social exchange which are engaged at the community or the individual level[8]. The exchange process is only occurred when the individuals effectively weight and analyse the costs and the associated benefits of the exchange[9]. The results as well as the decisions are completely depended upon these perceptions made by the societies and the individuals. In the respect with tourism, the social exchange theory suggests that the individuals are ready to come into an exchange process with the tourists if they analyse that there are some sort of benefits and advantages without undesirable costs. If the individuals of the host country have a viewpoint that tourism is a valuable and helpful source and the benefits are high than the costs then it will support the tourism development and growth in the host regions[10].

The second theory which is used for understanding tourism through social and cultural perspective is the Social Disruption Theory. The theory can be explained as the breakdown or the alteration of social life usually from the perspective of the community. Social disruption can occur in several forms such as in the form of declining of the sales of the domestic business groups, natural disasters, undesirable changes and modifications in the societies[11]. In terms with the tourism sector and from the social and cultural perspective there occurs socio-cultural disruption of the lives of the residents and the environment of the host countries. Social disruption explains the negative implication of tourism and the manner in which it has negatively affected the destination. The discussion part will help in understanding the theory of social disruption by the means of few real life examples of negative impacts of tourism on some of the most recognized tourist spots. Col Arnold in his book of ‘The theory of Social Disruption’ has explained and underlined the social dynamics, associations and circumstances associated with the growth and development of numerous things and the way in which it affects the lives of the individuals[12].

Social Exchange Theory

Social Carrying Capacity Theory in respect with tourism can be understand as the maximum number of individuals who visit any tourist destination at a point of time and not causing any kind of disruption or destruction of the socio-cultural environment, economic and physical environment or any other kind of negative implication for the host country which can result in the number of visitors in future[13]. It primarily explains that whether the social and cultural aspects of the nations or the tourist destinations will be able to comply with the tourism business or not. It analyses the capacity of the destination to manage the tourism business and to have positive outcomes from the same[14].

According to the Butler’s Model of Tourism there are six different phases or stages that explain the life cycle model of the tourism business. The tourism business and sector states with a squat presence and slowly and gradually it expand itself. Following are the six different stages. These stages and life cycle can also be understood through a social and cultural perspective[15].

Exploration

In this stage, there are people who are in search of some of the places and destinations that are attractive, peaceful, happening and fulfil the requirements of the people searching for it. The specific requirements of the tourists can be in terms of money making activities, landscape, history, natural beauty, culture, adventure, sport and underwater activities, etc.

Involvement

The second phase is of involvement which involves the local and regional people too for the satisfaction of the needs of the visitors by starting various new ventures which can support the tourism business such as transport, guides, food and accommodation[16].

Development

The next stage is development where the foreign companies and the MNCs started making increased level of investments in the host region which is developing as a tourist spot so that they can get benefitted from the emerging potential of the region. They started selling the holiday packages and building hotels and complexes. It results in enhancement of the employment opportunities for the domestic individuals of the host country[17].

Consolidation

In this stage, the local economy is conquered by tourism and number of domestic individuals started making money from the tourism business. It also resulted in negative aspect as the individuals started switching from their previous work such as from fishing, farming, agriculture, etc. There is continuous expansion in terms of building up of resorts, hotels, etc.

Social Disruption Theory

Stagnation

In this stage, there is initiated the level of competition from other tourist places. It resulted in threatening to the local and regional business and there declined sales.

Decline or Rejuvenation

It is last stage which occurs when the tourism business faces stagnation. It can then further result in decline or rejuvenation. Decline of tourism can be understand as the deterioration of the business of tourisms and the rejuvenation can be in terms of re-development and growth of the tourism business in that particular region by several modifications, restructuring or developments[18].

The socio-cultural impact of tourism

Tourism has often in relation with the association among traditions, values, behaviours and cultures. Tourism is moreover a framework where there can be a number of learning for the tourists and the host nations in context with each other by the means of integration and interaction. Moreover, tourism needs increased level of responsiveness and quality services from the host nations top serve the tourists in an improved manner. Also, the interaction and communication among the tourists and the domestic individuals results in the development of economic and social progress, innovative values and ideas[19]. With the help of tourism there can be revitalisation of the cultural life of a community or a nation in the form of traditions and art as the key point of attraction for the tourists. There are four different stages of the attitude and perception of the domestic individuals in context with tourism. The first stage is known as euphoria which explains that the foreign visitors are welcomed by the nation without any kind of planning or control. The second stage is apathy where there is development of a formal and commercial association with the foreign visitors. The third stage is discomfort where there develops a saturation point when the community or the societies started changing their perspectives and attitudes towards the tourism industry and the decision makers focus upon development of the infrastructure rather than limiting the development of the industry. The last and the fourth stage is antagonism where the communities, domestic individuals and the societies develop a sense of irritation from the foreign investors and the tourism industry. The effective planning and increased promotional activities are considered as the remedy for avoiding such issues[20].

The socio-cultural impact of tourism is incomplete without having a discussion regarding the aspect of globalisation and its impact on the local culture of the host country. One of the primary outcomes of globalisation in the tourism industry is consumerism. The concept of consumerism can be understood as an upsurge in the demand for the overall consumption in an augmented variety of services and the products[21]. There is a direct impact of consumerism on the foreign visitors as they are a significant part of the society which is extremely consumer-oriented, featured by demand for supreme level of services, contemporary urban lifestyle and a perspective featured by the expression that ‘everything is for sale’. Because of increased consumerism in the tourism business, there is increased level of deterioration and destruction of the culture of the regions that ultimately results in social and environmental issues that comprises of long queues at historical places, man-made attractions and traffic congestion. For example, Venice is one of the most favoured tourist destinations which are overwhelmed by the foreign visitors that resulted in the generation of upsurge number of both social as well as environmental issues. Venice is one of the most densely populated locations by the tourists and the invasion of the foreign visitors in San Marco Basilica has resulted in huge damages to the frescoes because of the reduction generated by the breath of the visitors[22]. Addition to this, because of the constant and increased river of the tourists, the stone floor has been constantly eroded with an increasing rate. Unfortunately, these types of issues are usually experienced by the foreign visitors as a vital part of their individual experiences. Globalisation in context with tourism sector is extremely accused for the destruction of the socio-cultural uniqueness of the lifestyles, traditions, indigenous values and the local communities[23].

Social Carrying Capacity Theory

On the other hand, there are benefits too of the tourism business for the socio-cultural dimensions of the societies such as if the traffic of tourists increased in the small regions of the developing nation them it results in almost a 180 degree change in terms of overcoming issues of congestion, increased tranquillity, beautiful art and various other features[24]. But unfortunately, for many other regions and host countries, the changes are equivalent with the loss of the values, cultures and the local traditions by replacing them with an untrue culture[25]. In most of the regions that are not much developed or are rural, the investors or the developers restructure them completely by transforming them in tourists’ spots from their heritage aspect of agriculture and fishing, the forests and the farms are replaced with shopping centre or apartments and thus it results in vanishing of the local charm due to existence of increased number of recreational centres, highways and hotels at that places. It has been analysed from the social and cultural perspective that the resources or the local cultures which were appealing and the key attraction points slowly and gradually are eroded such as the tranquillity peace and the heritage. And because of the same, the social values and the culture of the destinations gets dissolved and diluted. It is an irony that in present time, the fishermen are working in the grocery stores or supermarkets and the tourist pay a huge amount for experiencing fishing on the “authentic boats” as a leisure activity. Such types of situations results in fracture among the socio-cultural environment and the domestic culture. Another major factor that negatively impacts the culture is the continuously rising number of the foreign visitors, the modern life style and the use of innovative technology[26].

Other example of deterioration of the culture and social values can be analysed by the example of one more preferred and renowned tourist spot i.e. Bali. For the entertainment of the tourists, there is performed a dance style i.e. ‘Keechak’ which has its grounding from Hindu community but the performers show the dance in a very shortened manner as well as out of its original religious context[27]. It is considered as social disruption of the cultural values as well as a cheating with the tourist by showing them an unauthentic event. For the sake of the leisure and pleasure of the tourists, there are installed security services, alarm systems and other technological innovations  so atht the foreign visitors does not bothered but the societal aspects of the destinations such as ecosystem degradation, social issues, begging and poverty are hidden but still exists. The less beautiful aspect of the regions or the world is hided in such a controlled environment[28]. Therefore, it has been analysed and evaluated that tourism is not only the key culprit for the deterioration of the traditional values and social and cultural identity of the communities. Behind the homogenization and the globalisation of the culture is not only because of tourism but there are other factors also which plays a major role in this context. One of the factors is development of technology and the media as they are of vital importance in shaping the fashion, lifestyle, opinions and the values of the world[29].

Understanding of socio-cultural perspective of tourism through a framework

The assessment and evaluation of the social-cultural impacts is challenging as well as complex in nature. It is difficult to separate the impacts of socio-cultural aspects from the other factors and also it is very much complex to measure them. From the above presented framework, there can be analysed the socio-cultural perspective of tourism by taking sure of the above mentioned theories as well models too[30].  The framework explains that as per the socio-demographics characteristics of the individuals and the communities there is development of the perception related to the impacts of tourism. In context with the Social Exchange Theory and the Social Disruption Theory, the communities analyse and understand whether the overall aspects of tourism are reflecting positive impacts or negative impacts upon the three key elements i.e. environmental factors, socio-cultural factors and the economic factors. If it has been identified that there is taking place social, economic or environment disruptions, then the communities take tourism in a negative aspect and try to eliminate or decrease its existence and thus as a result there is no support for the development of tourism[31]. When the communities analyse these negative implications then it is identified that the carrying capacity of tourism of the regions are very low and thus it results in a squat life cycle of tourism in any region. On the other hand, if the communities of the local residents evaluate that there is economic development of the nation, preservation of the traditional and social values, empowerment of the cultural identity and increased sustainability of the environment, then all these factors develops a positive perspective for tourism which results in increased support for the development of tourism. When the communities analyse these positive implications then it is identified that the carrying capacity of tourism of the regions are very high and this ultimately results in extended and increased life cycle of tourism[32].

Conclusion

The above paper demonstrates a mixed review of tourism from the social and cultural perspectives. There has been analysed both positive as well as the negative implications and perceptions of tourism. From the insights gained from the report, there can be analysed several positive outcomes such as the local communities can have an integration with individuals that are from different backgrounds and diverse cultural values which can result in the development and improvement of the standard of living as well as the lifestyles of the local residents. The improvement can take place with the help of tourism through improved infrastructure, better facilities, transportation etc. which further leads to enhanced employment opportunities and improved health care and education facilities. It can also act as the source for increased number of social and cultural events for the domestic individuals such as exhibitions, leisure and entertainment activities. Another positive implication from the social and cultural perspective is the preservation of the cultural and traditional heritage of the regions and the rebirth of the region’s ancestral heritage, architectural traditions and arts and crafts. The urban regions which are not fully developed can be restructured and as a result the increased number of people migrating from rural areas to ten urban regions can be decreased and they can be associated with the employment opportunities generated by the tourism industry. There are several examples of eth destinations that have reaped the advantages of the merits and positive implications of tourism in context with their development and social and cultural perspective of the nation. As discussed above in the paper, good amount of capital investments by the foreign companies and MNCs can result in the development of job creation and growth of the existing infrastructure. Thus, the positive side as per the social and cultural perspectives depicts the acceptance of the lifestyles of tourists and there robust welcome in the host nations with no threat to the existing culture, social values and existing ways of life.

From the paper, there has been gathered numerous negative outcomes too in context with the socio-cultural perspectives of tourism as the lifestyle and the activities of the domestic individuals may suffer and get disrupted because of the resentment that is there towards tourists. Due to increased presence of tourists, it is a socio-cultural impact that the local people started copying the lifestyle of the tourist and thus it leads to loss of the local traditions and customs. It is also concluded that due to the increased stress posed by the influx of individuals by tourism, the present infrastructural conditions of the host countries may not cope with same in terms of health care provision, railways and roads. The most severe negative implication analysed from the paper is the deterioration and the destruction of the heritage, arts and the traditional beauties of the various monuments because of increased traffic of tourists and this is one of the biggest loss of the heritage and culture of any country. One more negative effect from the socio-cultural perspective is that the local industries will be loosing their existence and the domestic goods that will be substituted by the mass produced or by the imported goods that will result in lack of authenticity. There has been an also analysed social issue because of the ineffective understanding of the culture and values by the tourists due to ineffective communication that is a result of language barriers. Thus, from the overall perspective and analysis it can be concluded that there are both positive as well as negative side of tourism if evaluated through the lenses of social and cultural perspectives which differs from nation to nation.

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