Disneyization - Tourism and Commodification

Commodification are symbols of tourist experiences transformed into tangible commodities that are instantly recognizable and ubiquitous for example t-shirts and key chains.

So have tourists been the culprit for commodification of cultures and traditions?

Yes, tourism has played a huge role in it. Local culture and traditions are increasingly commodified to attract tourists to specific areas. For example, a souvenir which is a T-shirt that reads “I HAVE 5 (World Cups) HOW ABOUT YOU?” This is about the soccer in Brazil, where they mentioned about winning the FIFA World Cup five times, more than any nation. However, is soccer in Brazil just about the triumphs? My answer is no and commodification has resulted in people forgetting about the rich soccer culture other than their victories. The man who brought soccer into Brazil, Charles Miller, is long forgotten.

As tourists visit a particular country, the hosts will often try every means to exceed his or her expectations. This results in a simplification of a culture, usually so that the best of the culture is presented to the tourists. Commodification is common now in every nation including Singapore where Merlions are given out as key-chains to tourists and tourism is no doubt a culprit of it.

However, on the other hand, tourism does play a part too in revitalizing traditions and cultures.

By having more tourists in a nation, it will encourage civic involvement and pride. Locals will learn about the financial value of their own natural and cultural sites and stimulate the feeling of pride among them. This will encourage them to be interested and help to sustain the cultures or traditions.

Based on Doxey’s Irridex, if the locals are in the euphoria cycle, tourists will be much appreciated and welcomed. The locals’ reaction to tourists also plays an important role. If their attitudes and behaviour are of the Revitalization, they will preserve, display and boast cultural resources to tourists. For example, during the Rio Carnaval, locals are proud of their own culture and are more than happy to showcase it to the entire world through TV programmes and the tourists.

Therefore, I feel that tourism plays a part in both commodification and revitalization of cultures and traditions. The important factor that lies behind it is the perception of the hosts towards them. The outcome that the tourists will bring depends largely on the locals themselves.