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Summer School s - Olympia, 2012



Culture & Tourism
         Dr Ebru GUNLU
        Dr Gurhan AKTAS
     DOKUZ EYLUL UNIVERSITY
         IZMIR, TURKEY

       29 JULY 2012
Bodrum 1970s




               Summer Schools - 2012
Bodrum 2010s




               Summer Schools - 2012
WHAT IS CULTURE?
  A GROUP OF PEOPLE




   Summer Schools - 2012
WHAT IS CULTURE?
COMMANALITIES & DISTINCTIVENESS




           Summer Schools - 2012
WHAT IS CULTURE?
A GROUP OF PEOPLE IN A CERTAIN AREA?




            Summer Schools - 2012
CULTURE
DEFINITION BY EC
“CULTURE IS A SET OF ATTITUDES,
  BELIEFS, CUSTOMS, VALUES AND
  PRACTICES, WHICH ARE COMMONLY
  SHARED BY A GROUP.
THE “GROUP” MAY BE DEFINED IN TERMS
  OF POLITICS, GEOGRAPHY, RELIGION,
  ETHNICITY OR SOME OTHER
  CHARACTERISTICS.”

             Summer Schools - 2012
Summer Schools - 2012
CULTURE AS A TOURIST PRODUCT
 Heritage sites and monuments
 All forms of arts
 Crafts
 Architecture and design
 Sports
 Agriculture & Gastronomy
 Religion
 Intangible heritage
 Cultural events
 Creative activities
                   Summer Schools - 2012
CULTURE AS A TOURIST PRODUCT
 Street life in Cuba




                       Summer Schools - 2012
CULTURE AS A TOURIST PRODUCT
 European Capital of Culture




                   Summer Schools - 2012
CULTURE AS A TOURIST PRODUCT
 Harvest Festival in India




                     Summer Schools - 2012
CULTURE AS A TOURIST PRODUCT
 Glass making in Italy




                    Summer Schools - 2012
CULTURE AS A TOURIST PRODUCT
 Re-creational Culture? Staged Authenticity?
 St Auguistine / USA




                   Summer Schools - 2012
CULTURE AS A TOURIST PRODUCT
 Accommodation in Kenya




                 Summer Schools - 2012
CULTURE AS A TOURIST PRODUCT
 Supplementary Product?




                  Summer Schools - 2012
CULTURAL TOURISM




                          Richards, G., 2001.

      Summer Schools - 2012
Criticism of Tourism




                  Summer Schools - 2012
DEMAND
                                                     Cultural
                                                     Tourism
                                                   accounts for
                                                      40% of
                                                  international
                                                     tourism



 In the US, 30% of domestic toursts are influenced in their
 choice of destination by a specific art, cultural or heritage
                      event or activitiy


                      Summer Schools - 2012
DEMAND




 Summer Schools - 2012
DEMAND

 Educated and sophicticated market
 Eager to learn about others’ lifestyles
 High-income earners
 Not extremely young
 Special packaged-tours for long-distance destinations
 vs independent holidays to mid- and short-distance
 destinations
 Usually are on longer holidays than short-breaks
 Those with special interests are likely to become
 repeat visitors
                     Summer Schools - 2012
Defining Society and Impacts




   Society refers to impacts of tourismimpacts refers
       SocialCultural the socio-cultural
              impacts of tourism
                     The term
   patterns of socialchangesto lives arts,
             refers to changes resident’s everyday
                     to
       refers to changes in thein the
                     experiences, as well as to their values,
       of people of wayin destination and and artistic
                  living of life, and intellectual
   organization and
             artifacts, customs, rituals,
       communities.
   within communities.of a people.
             architecture
                     products




                           Summer Schools - 2012
Factors Related to Individual Perceptions of Tourism


   Residents who are likely to benefit are more likely to support
   People with greater of involvement in and knowledge tend to support
   Communities which have had little contact with outsiders have greater
   difficulty than those with a longer history of dealing with other cultures.
   Media portrayals influence host perceptions by providing information
   which is used in the social construction of reality and which influence
   public opinion.




                               Summer Schools - 2012
Summer Schools - 2012
Summer Schools - 2012
Summer Schools - 2012
Pollution...




 Summer Schools - 2012
Summer Schools - 2012
Summer Schools - 2012
Summer Schools - 2012
Summer Schools - 2012
Summer Schools - 2012
Factor associated with Tourism                            Positive Impacts                                Negative Impacts

The use of culture as a tourist attraction    Increased support for traditional cultures      Changes to traditional activities and arts to
                                                     and displays of ethnic identity.                suit production for tourists.
                                              Enhanced program of cultural and social          Loss of traditional crafts and industries
                                                                 events                         Disruption and crowding of traditional
                                              Contribution to conservation of an area’s                        activities.
                                                            cultural heritage                              Commodification
                                             Instilling a sense of pride in local residents            Reconstructed ethnicity
                                                                                                           Cultural erosion
                                                                                                           Standardization
                                                                                                          Loss of authenticity
                                                                                                          Staged authencity

Direct contact between residents and           Breakdown of negative stereotypes.              Enhancement of negative stereotypes.
tourists                                         Increased social opportunities.                     Distortion of local customs
                                                                                                     Increased commercialism.
                                              Meeting new people and learning about                   Introduction of diseases.
                                                        different cultures                              Demonstration effects
                                                   Strengthening communities                       Fragmentation of communities
                                                                                                  Tourist areas may develop large
                                                                                              communities of second home owners and
                                                                                                              expatriates
                                                                                                 Alterations to religious codes

Changes in jobs and economic structure        New economic and social opportunities                Community conflict and tension
resulting in changes in social roles              which decrease social inequity.                    Increased social inequity
                                             Employment creation, income redistribution               Loss of native language
                                                     and poverty alleviation.
Development of tourist facilities               Increased recreational opportunities          Loss of access to places and recreational
                                                                                                              activities.
                                                Formation of more sports and leisure
                                                              facilities
Increase population from tourists and          Tourism as a force for peace                   Crowding and congestion increased crime
associated development.                         Summer Schools - 2012                          e.g.fraud, prostitution, sex tourism drug
                                             Support for medical, educational and other
Obstacles to Socio-cultural Understanding

   Cultural shock
just for laughs Culture Shock - YouTube
   Cultural hostility
   Cultural arrogance




                              Summer Schools - 2012
Cultural Clashes
     Economic inequality
     Irritation due to tourist behaviour
       Elephant Trunk Hit Knocks Out Annoying Tourist. He Had it Coming lol. So Funny - Y
     Job level friction




                             Summer Schools - 2012
WHAT MIGHT BE THE STREATEGIES TO COPE
           WITH THE ISSUE?




             Summer Schools - 2012
Strategies to Manage Socio-cultural Impacts

  Pre-travel information
  On-site interpretation
  Societal marketing practices
  Facility design
  A range of culture contact opportunities
  Explanation of tourism issues
  Community involvement in tourism planning
  Developing conflict resolution skills




                              Summer Schools - 2012
It is all about CULTUREEEEE

Cultural diffusion
Cultural borrowing
Cultural drift
Cultural adaptation / adjustment
Cultural conflict
Acculturation
Assimilation




                          Summer Schools - 2012
CHALLENGES IN RESEARCH

Culture is difficult to measure
Not easy to split cultural resources and attractions from other
tourism products and services existing in a destination
Cultural resources are often taken granted by authorities
Difficult to conduct “culture” studies in multi-cultural
environments. Multi-disicpline approach is required.
Difficult to reach universally generalisable conclusions, or to
use same methodology to conduct research in different
destination settings



                       Summer Schools - 2012
REFERENCES
ATLAS Cultural Tourism Project (2006), www.tram-
  research.com/atlas.
Anadolu University Publishing, 3rd International Tourism Cartoon
  Competition, 2011
Georgia Tech, Economic Development Institution
Lecture 3: Social and Cultural Aspects of Tourism
Richards, G. (2001), Cultural Attractions and European Tourism,
   CABI, Wallingford.
OECD (2009), The Impact of Culture on Tourism, OECD, Paris.



                         Summer Schools - 2012

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Culture & Tourism - Dr Ebru GUNLU- Dr Gurhan AKTAS

  • 1. Summer School s - Olympia, 2012 Culture & Tourism Dr Ebru GUNLU Dr Gurhan AKTAS DOKUZ EYLUL UNIVERSITY IZMIR, TURKEY 29 JULY 2012
  • 2. Bodrum 1970s Summer Schools - 2012
  • 3. Bodrum 2010s Summer Schools - 2012
  • 4. WHAT IS CULTURE? A GROUP OF PEOPLE Summer Schools - 2012
  • 5. WHAT IS CULTURE? COMMANALITIES & DISTINCTIVENESS Summer Schools - 2012
  • 6. WHAT IS CULTURE? A GROUP OF PEOPLE IN A CERTAIN AREA? Summer Schools - 2012
  • 7. CULTURE DEFINITION BY EC “CULTURE IS A SET OF ATTITUDES, BELIEFS, CUSTOMS, VALUES AND PRACTICES, WHICH ARE COMMONLY SHARED BY A GROUP. THE “GROUP” MAY BE DEFINED IN TERMS OF POLITICS, GEOGRAPHY, RELIGION, ETHNICITY OR SOME OTHER CHARACTERISTICS.” Summer Schools - 2012
  • 9. CULTURE AS A TOURIST PRODUCT Heritage sites and monuments All forms of arts Crafts Architecture and design Sports Agriculture & Gastronomy Religion Intangible heritage Cultural events Creative activities Summer Schools - 2012
  • 10. CULTURE AS A TOURIST PRODUCT Street life in Cuba Summer Schools - 2012
  • 11. CULTURE AS A TOURIST PRODUCT European Capital of Culture Summer Schools - 2012
  • 12. CULTURE AS A TOURIST PRODUCT Harvest Festival in India Summer Schools - 2012
  • 13. CULTURE AS A TOURIST PRODUCT Glass making in Italy Summer Schools - 2012
  • 14. CULTURE AS A TOURIST PRODUCT Re-creational Culture? Staged Authenticity? St Auguistine / USA Summer Schools - 2012
  • 15. CULTURE AS A TOURIST PRODUCT Accommodation in Kenya Summer Schools - 2012
  • 16. CULTURE AS A TOURIST PRODUCT Supplementary Product? Summer Schools - 2012
  • 17. CULTURAL TOURISM Richards, G., 2001. Summer Schools - 2012
  • 18. Criticism of Tourism Summer Schools - 2012
  • 19. DEMAND Cultural Tourism accounts for 40% of international tourism In the US, 30% of domestic toursts are influenced in their choice of destination by a specific art, cultural or heritage event or activitiy Summer Schools - 2012
  • 21. DEMAND Educated and sophicticated market Eager to learn about others’ lifestyles High-income earners Not extremely young Special packaged-tours for long-distance destinations vs independent holidays to mid- and short-distance destinations Usually are on longer holidays than short-breaks Those with special interests are likely to become repeat visitors Summer Schools - 2012
  • 22. Defining Society and Impacts Society refers to impacts of tourismimpacts refers SocialCultural the socio-cultural impacts of tourism The term patterns of socialchangesto lives arts, refers to changes resident’s everyday to refers to changes in thein the experiences, as well as to their values, of people of wayin destination and and artistic living of life, and intellectual organization and artifacts, customs, rituals, communities. within communities.of a people. architecture products Summer Schools - 2012
  • 23. Factors Related to Individual Perceptions of Tourism Residents who are likely to benefit are more likely to support People with greater of involvement in and knowledge tend to support Communities which have had little contact with outsiders have greater difficulty than those with a longer history of dealing with other cultures. Media portrayals influence host perceptions by providing information which is used in the social construction of reality and which influence public opinion. Summer Schools - 2012
  • 33. Factor associated with Tourism Positive Impacts Negative Impacts The use of culture as a tourist attraction Increased support for traditional cultures Changes to traditional activities and arts to and displays of ethnic identity. suit production for tourists. Enhanced program of cultural and social Loss of traditional crafts and industries events Disruption and crowding of traditional Contribution to conservation of an area’s activities. cultural heritage Commodification Instilling a sense of pride in local residents Reconstructed ethnicity Cultural erosion Standardization Loss of authenticity Staged authencity Direct contact between residents and Breakdown of negative stereotypes. Enhancement of negative stereotypes. tourists Increased social opportunities. Distortion of local customs Increased commercialism. Meeting new people and learning about Introduction of diseases. different cultures Demonstration effects Strengthening communities Fragmentation of communities Tourist areas may develop large communities of second home owners and expatriates Alterations to religious codes Changes in jobs and economic structure New economic and social opportunities Community conflict and tension resulting in changes in social roles which decrease social inequity. Increased social inequity Employment creation, income redistribution Loss of native language and poverty alleviation. Development of tourist facilities Increased recreational opportunities Loss of access to places and recreational activities. Formation of more sports and leisure facilities Increase population from tourists and Tourism as a force for peace Crowding and congestion increased crime associated development. Summer Schools - 2012 e.g.fraud, prostitution, sex tourism drug Support for medical, educational and other
  • 34. Obstacles to Socio-cultural Understanding Cultural shock just for laughs Culture Shock - YouTube Cultural hostility Cultural arrogance Summer Schools - 2012
  • 35. Cultural Clashes Economic inequality Irritation due to tourist behaviour  Elephant Trunk Hit Knocks Out Annoying Tourist. He Had it Coming lol. So Funny - Y Job level friction Summer Schools - 2012
  • 36. WHAT MIGHT BE THE STREATEGIES TO COPE WITH THE ISSUE? Summer Schools - 2012
  • 37. Strategies to Manage Socio-cultural Impacts Pre-travel information On-site interpretation Societal marketing practices Facility design A range of culture contact opportunities Explanation of tourism issues Community involvement in tourism planning Developing conflict resolution skills Summer Schools - 2012
  • 38. It is all about CULTUREEEEE Cultural diffusion Cultural borrowing Cultural drift Cultural adaptation / adjustment Cultural conflict Acculturation Assimilation Summer Schools - 2012
  • 39. CHALLENGES IN RESEARCH Culture is difficult to measure Not easy to split cultural resources and attractions from other tourism products and services existing in a destination Cultural resources are often taken granted by authorities Difficult to conduct “culture” studies in multi-cultural environments. Multi-disicpline approach is required. Difficult to reach universally generalisable conclusions, or to use same methodology to conduct research in different destination settings Summer Schools - 2012
  • 40. REFERENCES ATLAS Cultural Tourism Project (2006), www.tram- research.com/atlas. Anadolu University Publishing, 3rd International Tourism Cartoon Competition, 2011 Georgia Tech, Economic Development Institution Lecture 3: Social and Cultural Aspects of Tourism Richards, G. (2001), Cultural Attractions and European Tourism, CABI, Wallingford. OECD (2009), The Impact of Culture on Tourism, OECD, Paris. Summer Schools - 2012

Editor's Notes

  1. Goffman
  2. Cultural shock refers to the totality of reactions to new people and settings which result in ineffective behaviors. Cultural shock may be experienced by either visitors or their hosts. Cultural hostility is a form of cultural rejection or denial, often associated with anger and aggression. Cultural arrogance is defined as the continued practice of following one’s own cultural rules while disregarding the feelings and perspectives of the host community. Tourist behaviors that breaking known morale, religious or social codes are example of continuing arrogance on the part of the visitors. Displaying superficial local traditions and customs to tourists is a form of cultural arrogance. Designing international hotels in Western styles and showing little respect and appreciation for the local traditions is another example of cultural arrogance Culture change occurs as a result of : evolutionary changes occurring within a society, changes in the way people live, and contact between societies and groups from different cultures (e.g., hosts and visitors).
  3. Economic inequality Many tourists come from societies with different consumption patterns and lifestyles than what is current at the destination, seeking pleasure, spending large amounts of money and sometimes behaving in ways that even they would not accept at home. One effect is that local people that come in contact with these tourists may develop a sort of copying behaviour, as they want to live and behave in the same way. Especially in less developed countries, there is likely to be a growing distinction between the 'haves' and 'have-nots', which may increase social and sometimes ethnic tensions. In resorts in destination countries such as Jamaica, Indonesia or Brazil, tourism employees with annual salaries of US$ 1,500 spend their working hours in close contact with guests whose yearly income is well over US$ 80,000. In many Muslim countries, strict standards exist regarding the appearance and behaviour of Muslim women, who must carefully cover themselves in public. Tourists in these countries often disregard or are unaware of these standards, ignoring the prevalent dress code, appearing half-dressed (by local standards) in revealing shorts, skirts or even bikinis, sunbathing topless at the beach or consuming large quantities of alcohol openly. Besides creating ill-will, this kind of behavior can be an incentive for locals not to respect their own traditions and religion anymore, leading to tensions within the local community. The same types of culture clashes happen in conservative Christian communities in Polynesia, the Caribbean and the Mediterranean. In developing countries especially, many jobs occupied by local people in the tourist industry are at a lower level, such as housemaids, waiters, gardeners and other practical work, while higher-paying and more prestigious managerial jobs go to foreigners or "urbanized" nationals. Due to a lack of professional training, as well as to the influence of hotel or restaurant chains at the destination, people with the know-how needed to perform higher level jobs are often recruited from other countries. This may cause friction and irritation and increases the gap between the cultures. Even in cases where tourism "works", in the sense that it improves local economies and the earning power of local individuals, it cannot solve all local social or economic problems. Sometimes it substitutes new problems for old ones.
  4. Cultural diffusion refers to the spread of cultural elements such as ideas, styles, food, religions, technologies, etc., between individuals and groups within a single culture or from one culture to another The effect of culture diffusion is changing local cultural features (dressing, styles, food) and traditions; creating new products, services, and jobs; changing beliefs and ideas and improving the quality of life. Cultural borrowing occurs when two cultures come into contact and borrow each other’s traditions, customs or values. As a result of cultural borrowing in developing countries, the original culture of the host societies becomes weaker (they develop a Western style of society) and the culture of the tourist societies becomes stronger. Cultural drift refers to a temporary and random cultural change. A good example of cultural drift is a temporary change in language; over time, pronunciation, vocabulary, spelling and even grammar can change Acculturation ‘‘results when groups of individuals from different cultures come into continuous first-hand contact, which causes changes in the original cultural patterns of either or both groups. Acculturation ‘‘results when groups of individuals from different cultures come into continuous first-hand contact, which causes changes in the original cultural patterns of either or both groups. Cultural adaptation refers to adaptation of elements of other culture. Hosts need to adapt some elements of tourist culture in order to meet tourists’ needs. Host communities are usually pro-active and adapt to different categories of tourists despite stereotypes . honeymoon stage, hostility stage, integration/ acceptance stage, and home stage assimilation occurs when a person fully adapts mainstream values of a new culture and gives up his/her cultural heritage Conflicts arise because those in contact (individuals or groups) are from different cultures. Culture is a major factor in culture conflict.