Undoubtedly, tourism is one of the largest industries in the world and is a major source of revenue for any given country. The tourism industry generates billions of dollars for the host country and creates jobs for thousands all over the world (Chambers, 1997). A number of countries, especially the developing countries, view it as the only tool for development and also an avenue by which the quality of life can be improved. As a result, the tourism industry has witnessed massive growth over the years stretching from the small villages to the big cities. In as much as tourism has been a major revenue earner, its impact on culture of the host countries and societies has been far and wide. The cultural impacts of tourism can be described as the effects on host communities as a result of their interactions with the tourists and the tourism industry as a whole (Richards & Hall, 2002). The impacts often arise when tourism brings about change in behavior, value systems and lifestyle in the host communities and the larger country. Such changes are always observed in family structures and relationships, morality, traditional lifestyles and the community structures (Richards & Hall, 2002). For a long time tourism has been used as a tool to foster pride in the traditional cultures, as a supportive force for peace and also job creation; all of which are positive impacts. However, not all impacts have been positive. In recent times, tourism has begun to reveal its uglier side. The actions of both the tourists and the investors in the tourist industry are having a negative impact on the environmental assets and cultural values of the host communities the world over (TPZ Mpofu, 2010). In as much as tourism has had a positive impact on cultural values of host communities, it has had an equally damaging impact on those cultural traditions and values.
One of the major adverse effects of tourism on culture is the loss or change of indigenous values and identity (Tosun, 2002). Through a number of influences, tourism has been able to change the values and identity of the host communities. One of the negative influences is commodification. Host communities normally have a number of traditional rituals, religious practices and a number of festivals which are part and parcel of their culture. However, tourism has been able to encroach into these cultural practices and making them conform to the expectations of the tourists (UNEP, 2015). The reduction and sanitization of these cultural practices to conform to the tourist expectations is what is being referred to as “reconstructed ethnicity” (UNEP, 2015). When these tourist destinations are sold as a product, the demand for souvenirs, entertainment and other art forms exerts pressure on the human values leading to change and eventually loss. Commodification also leads to the sanctity loss of certain sites or objects that have a religious meaning to the communities (UNEP, 2015). Standardization is also another way by which tourism may lead to the change or loss of identity or values. Tourist attraction sites are often under massive pressure to satisfy the desire of tourists for familiar facilities (UNEP, 2015). While tourists may be looking for new adventures to explore, aspects such as accommodation, foods and drinks are always prone to standardization. For example, tourists may look for familiar hotel chains or restaurants in the new environments they are in. As a result, the tourist sites may be forced to incorporate these familiar features leading to cultural identity and value loss (Tosun, 2002).
Staged authenticity and the loss of authenticity are also ways by which cultural values and identity may be lost (UNEP, 2015). In many places there is always the aspect of the host communities to adapt the cultural expressions to the tastes of the tourists. Shows are performed as if they are real life and yet they are staged. The authenticity of such a cultural identity is usually quickly lost as a result of tourism. Also, hosts are bound to stage shows simply because the tourists lack knowledge of the local community or their ways of life (UNEP, 2015; Fusco & Nijkamp, 2009). Since tourists may want to catch a quick glimpse of the lifestyle of the communities, the host communities may put in a performance which may not necessarily reflect the true identity. Tourists visiting an area always want souvenirs, pieces of art and crafts, and this has led to a huge demand in such goods. Consequently, the craftsmen in such areas have responded to this growing demand by changing the design of their products so as to meet the tastes and preferences of the tourists. This is a clear case of cultural erosion due to tourism.
Tourism also leads to the clashing of clashes. Tourism results in people moving to new geographical locations and the establishment of social relations between people who would not meet easily. As a result, a clash of cultures can easily be observed due to the cultural differences (Látková & Vogt, 2012). Certain aspects of culture such as religion, language and lifestyle may be different between the tourists and the host communities and this may lead to conflicts between the two groups of people. Also given the fact that there may be a significant difference between the levels of prosperity between the tourists and the host community, a clash may be imminent. A likely result of the interaction between the tourists and the host community is that the cultural capacity, which is the limits of change that is accepted in the culture of the host community, may be exceeded or over-exploited. At first, the host community may be enthusiastic about tourists visiting their place and may welcome them warmly, but over time this attitude may quickly turn into irritation and antagonism. The host community may accept the tourists for a given time period but the changes that they may impose on them may lead to anti-tourist attitudes.
Cultural clashes may also occur as a result of economic inequalities. Tourists come from different parts of the world which may have different consumption patterns and spending which may be adopted by people that come into contact with them. Also, tourists have significantly higher salaries that the tourism employees that attend to them. For example, in Brazil and Jamaica, a tourism employee earns $ 1,500 annually while a tourist earns way over $ 80, 000 annually. This may be a major source of tension between the tourists and the host communities. The behavior of tourists, which can be attributed to ignorance or carelessness, may disregard the local moral values and customs. Such behavior may irritate the local communities leading to anti-tourism attitudes. For instance, in the Muslim countries such as United Arab Emirates and Saudi Arabia, there exist strict standards regarding to the women dress code and appearance. When tourists dress up in short skirts, shorts, bikinis and revealing clothes they are doing so in contravention of these codes. Tourist behavior may also be an incentive for the local communities to ignore the set codes of conduct by their cultures or religion (Chafey et al., 2012).
Tourism is indeed a major source of revenue for countries and has contributed immensely to the growth of host nations. It is a major earner for foreign exchange for countries and creates employment for thousands. Additionally, tourism plays an important role in the preservation of cultures and identities of host communities and also promotes peace. Revenue earned from tourism is also used in the preservation of these cultures and the tourist destination. However, the negative impacts of tourism on culture are slowly outweighing the positive impacts (Chafey et al., 2012). Cultural erosion, cultural clashes and ethical issues such as child labor, crime, drug dealing, prostitution and sex tourism are some of the issues that have come to the fore in recent years. It is important for the host countries and communities to come up with measures that will enhance the positive impacts of tourism on culture and limit the negative impacts (Fusco & Nijkamp, 2009).
References
Chafey, A., Rollins, R. B., Canessa, R. R., University of Victoria (B.C.)., & University of Victoria (B.C.). (2012). Impacts of protected areas on adjacent communities: An examination of attitudes and perceptions towards Pacific Rim National Park Reserve.
Chambers, E. (1997). Tourism and culture: An applied perspective. Albany: State University of New York Press.
Fusco, G. L., & Nijkamp, P. (2009). Cultural tourism and sustainable local development. Farnham: Ashgate.
Gursoy, D., & Rutherford, D. G. (2004). Host attitudes toward tourism:An Improved Structural Model. Annals of Tourism Research, 31, 3, 495-516.
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http://www.unep.org/resourceefficiency/Business/SectoralActivities/Tourism/FactsandFiguresaboutTourism/ImpactsofTourism/Socio-CulturalImpacts/NegativeSocio-CulturalImpactsFromTourism/tabid/78781/Default.aspx
https://books.google.co.ke/books?hl=en&lr=&id=mwSCAgAAQBAJ&oi=fnd&pg=PA3&dq=Richards,+G.,+%26+Hall,+D.+R.+%282000%29.+Tourism+and+sustainable+community+development.+London:+Routledge&ots=q3i5dZjd_Q&sig=zWqCbjMkpMlutMRy1g0ueK8W2TA&redir_esc=y#v=onepage&q=Richards%2C%20G.%2C%20%26%20Hall%2C%20D.%20R.%20%282000%29.%20Tourism%20and%20sustainable%20community%20development.%20London%3A%20Routledge&f=false
http://www.sciencedirect.com/science/article/pii/S0160738304000362
http://www.unep.org/resourceefficiency/Business/SectoralActivities/Tourism/FactsandFiguresaboutTourism/ImpactsofTourism/Socio-CulturalImpacts/NegativeSocio-CulturalImpactsFromTourism/tabid/78781/Default.aspx
