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Social impacts

19 January, 2016 - 17:57

In addition to the many economic impacts that tourism has on a destination, there are impacts on people, the effect of the interaction between host and guest.

Tourist density

For numerous events a large number of tourists congregate at one time. Additionally, the seasonal aspect of tourism means that, for most destinations, tourists are concentrated at the destination during a relatively few months. There are two approaches to dealing with the problem of tourist density. One approach is to spread the tourists geographically or over time throughout the destination. Off-season rates can attract tourists away from the major tourist season. Development of trips and packages to other parts of the country may spread the economic benefits of tourism while minimizing the negative social impacts.

The second approach is to develop "tourist ghettos", areas that are built specifically for tourists. In this way, contact between host and guest is kept to a minimum.

Demonstration effects

The demonstration effect is the term given to the notion of local people seeking to emulate the ways of their visitors. Foreigners bring with them different ways of behaving and an exposure to different standards of living. When the demonstration effect encourages locals to work and strive for the things they lack it may be regarded as "good”. However, most of the time the result is that for most of the people what they see is not what they can ever expect to get. The result is discontent among the local residents.

Tourists behave differently on vacation from how they behave at home. To the locals, however, all they see is the vacation behavior. This can lead to the creation of stereotypes on both sides. It has been reported, for example, that young Spaniards were convinced that all unattached female tourists had rather loose morals. This stereotype induces certain behavior on the part of the locals that, in turn, develops into a stereotype of locals on the part of the tourist.

Migration

Economically, in an attempt to share in the economic advantages of the tourist, local people in many lesser- developed destinations have moved off the land and into service jobs. This may lead to problems for the nation in keeping enough people on the farms to harvest the crops. Migration of workers from rural to urban areas, and even from one country to another, is one impact of tourism.

Part of the movement of workers into tourism industries is undoubtedly the entrance of women and younger people into the work force. While this is readily accepted in Western societies it is not so apparent in other regions of the world. In many countries, the structure of society is very rigid; there is great respect for the elderly and for the male. As a result of jobs in tourism, youngsters may leave home and immediately begin earning more than their parents or grandparents. The same is true for women who may be earning more than their husbands. Opinion is divided as to whether this is harmful or not. Studies have indicated that such a situation can lead to a lack of self- respect and an increase of jealousy on the part of the husbands and increased stress on the part of their wives. Others point to the opportunities for women to feel better about themselves as they contribute more income to the family. The result certainly is a feeling of greater independence on the part of both women and youngsters. In Tunisia, on the other hand, employers used to pay the girls' wages to their fathers rather than to the employee.

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Figure 6.5 Ackee fruit vendor. In some areas people have moved from farms into service jobs. 
(Courtesy Jamaica Tourist Board.) 

Consumption behavior

As tourism increases, local businesses import goods to appeal to the tourist. Locals may see that the imported goods are superior to their own local items. As the local workers earn more money they begin to demand imported goods also. Some people call this "progress”. The fact is, however, that such exposure increases imports, thereby increasing leakage, and diminishing the economic impact of tourism.

Sense of identity

In marketing we are taught to identify the needs and wants of the tourists and to develop goods and services to satisfy these needs and wants. For a community the task is to do so while still maintaining its own sense of identity. British tourists are notorious for wanting "chips (french fries) with everything”, cups of tea, and British ale. American tourists are reluctant to speak any language other than English and must have iced water. In an attempt to adopt a marketing orientation, locals can lose sight of their own unique culture. If we end up with a series of similar destinations then where is the incentive to travel?

Moral conduct

It has been suggested that tourism brings prostitution, crime and gambling to the destination. However, no demonstrated link exists between tourism and prostitution. It must be admitted, though, that a number of destinations sell the four S's: sun, sand, sea and sex. Residents of the Seychelles, for example, have been described as "happily amoral”. Appealing to the vacationer's hedonistic tastes encourages a certain frame of mind prior to the visit.

Crime. A relationship does exist between tourism and crime. The existence of large numbers of people with lots of money to spend attracts criminal elements. The main effects seem to be in the areas of robbery, larceny, burglary, vandalism, drug abuse and alcohol-related disorderly behavior.

Gambling. While many destination areas (Las Vegas and Atlantic City in the US, Monte Carlo and Tijuana in Mexico) owe their existence to gambling, no link has been established between tourism and gambling. However, while the economic advantages to a destination of gambling have been identified, less work has been done on the potentially negative effects on the residents of the destination such as the effect on the value system and whether or not there has been an increase in prostitution, crime and violence.

Measuring social impact

It has been suggested that an "index of tourist irritation" exists. 1 By identifying where a destination is on the index it is possible to "measure" the social impact of tourism. If the process of tourism development is left unchecked, the social impact of tourism is felt at five levels.

Euphoria. In this first stage of social impact the local people are excited about the development of tourism in their community. Tourists are welcomed and locals have a certain satisfaction and pride in knowing that someone wants to visit "their community”. It appears that there will be opportunities for local people to profit from the attraction of tourists.

Apathy. As tourism grows, the visitors are taken for granted. The focus is on making as much money as possible. Host-guest contacts are limited to those where purchases are made.

Irritation. At some point tourism grows to where, in the opinion of the locals, the destination cannot handle the numbers. Streets become clogged; restaurants and bars are crowded. At this point, the mood turns to one of irritation.

Antagonism. When locals begin to feel that the problems of the community (pollution, crime, rising taxes) are the fault of the growing numbers of tourists, they turn openly antagonistic to the tourist. The result is often that tourists are cheated.

Final level. At this fifth and final level those in the community have forgotten that the tourist was attracted to their community initially for some physical or cultural reason. Development has changed the community, perhaps forever. The type of tourist who comes is different now, and the realization for the locals is that the destination will never be the same again. The question arises: Can it adapt to the new tourist types?

The point at which locals move from one stage to another varies from one destination to another. It depends, first, on the distance, both culturally and economically, between host and guest. The greater the distances, the greater the social impact and the greater the likelihood of movement through the stages. Second, it is a function of the destination's ability to physically and psychologically absorb the growing numbers of tourists. The key is in the ratio of visitors to residents. Thus, a major city can absorb more tourists than can a small island community. The third criterion is the speed and amount of tourism development. The faster and the more intense the level of development, the greater will be the tendency for social impacts to occur.

It is wrong to say that tourism alone causes any or all of these changes. When people are exposed to magazines, newspapers, or films about other countries, change can occur. Tourism, however, accelerates this change by bringing host and guest into contact. Neither can we say that the change is "good" or "bad”. When traditional societies become Westernized some people will be hurt while others will benefit. Tourism also accelerates this change.