Tourism 6

TOURISM 6
THE SOCIOCULTURAL IMPACT OF TOURISM 1

Tourism brings people of different nationalities and cultures together. It provides the opportunity
for visitors and locals to interact and to learn about each other’s cultures, which can lead to an
exchange or to a clash.
Visitors’ perception of Caribbean societies
 Visitors have a perception of Caribbean societies before they even arrive in the region.
This perception is gained from reading tourist brochures and other material that promotes
the area as a tourist destination.
 Promotional material is designed to create a favorable impression. Potential visitors also
have access to material in the form reports in the mass media and materials on the
internet which may not always present the region in a favourable light.
 Some visitors might interact with members of African-Caribbean communities in their
home country. They can also have feedback from previous visitors. This can be done via
different websites where people are allowed to give reviews on their vacations, and also
comment on all aspects including the standard of accommodation, the degree of service,
the quality of food the sights to be seen and the places of interest. They can also comment
on how far they were made to feel welcome, safe and secure.
 One potential visitor might think of Caribbean societies as small, safe, friendly and
uncomplicated. Another might think that they are undeveloped, unsafe or unfriendly. It is
the role of those promoting tourism to foster the ideas of safety and friendliness. It is the
role of citizens to ensure this is reflected in reality.
Influencing a visitor’s perception
A tourist board may seek to influence a visitor’s perception during their stay by:
o Educating tourism workers on the need to display high standards of service and behavior
at all times
o Promoting local Caribbean culture by sponsoring cultural shows to inform visitors
o Providing for cultural exchange
o Encouraging visits to rural areas
o Encouraging high levels of security
o Encouraging fair pricing of tourism services
Opportunities for visitors to meet Caribbean people
Visitors and local residents can meet in a number of circumstances and places including:
o Public beaches
o Festivals and cultural shows
o Sporting events
o Entertainment centres
o Hotels, restaurants and bars
TOURISM 6
o Shopping malls
o Community tourism holidays.
Relationships
Tourism is a service industry and one that very much relies on personal service and the
relationships between those who are providing and receiving the service. There is a degree to
which the relationship between tourists and other citizens, beyond those working in the tourist
industry, is also important. In other words, tourists want to feel welcome.
Tension and conflict might arise between some citizens and some tourists if:
 Residents perceive visitors as enjoying privileges that some residents are not allowed to
enjoy in their own country, for example access to some beaches
 Residents see visitors as wealthy and therefore exploit or even rob them
 Residents offer poor service or are disrespectful
 Visitors show a lack of understanding or respect for local culture
 Visitors show a lack of respect for residents
 Visitors do not engage with a local community but remain inside an all-inclusive resort
 Returning nationals annoy residents by criticizing their native country and comparing it
negatively to their adopted country.
Two-way cultural exchange
Tourism offers people the chance to experience a cultural exchange. This can happen for tourists
by attending festivals, especially perhaps local festivals that showcase ‘the real culture’ of their
location. The opportunity to meet together also gives residents of the Caribbean the chance to
find out about the cultures of the visitors’ countries.
Influence of lifestyles, language and dress
Mass tourism can affect the way in which residents adapt their lifestyle, language and even their
dress. For example, residents may change their language to suit tourists’ needs.

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TOURISM 6

THE SOCIOCULTURAL IMPACT OF TOURISM 1

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