dossier sur le tourisme et le développement durable

Tourism, culture and society
Tourism, culture and society
1. Tourism as a vector of cultural change
1.1. The transformation of Mediterranean societies by tourism
Tourism is a powerful vehicle for social change. It constitutes one of the main opportunities for
different cultures to meet, meetings that bring such phenomena as acculturation, modernisation,
transfer of activities (e.g. sea bathing). Ideally it should be a factor to foster open-mindedness,
the enhancing of local cultures and the improvement of the living conditions of the local
societies (creation of transport facilities, improvement of public services and of the quality of life,
improvement of rural areas and so on). Even in the Mediterranean regions where tourism is the
most developed (e.g. the mature destinations such as the Côte d’Azur and the Costa del Sol),
the latter has generally brought about an urbanised way of life for the rural societies that were
neglected or too far from city centres. Fishing villages have been quickly transformed into real
tourist towns (Cadaquès, Benidorm, Saint Tropez, etc.). The introduction of new ways of life is a
cultural shock especially as tourism develops in very specific Mediterranean cultures where
traditions are still present, where families and groups are knitted, where religion has its place
and its conventions. This type of effect is more perceptible for the local populations than the
impact on the environment.
Relationships between tourists and the local population are very variable from one destination
to the other. They can be influenced locally by a number of factors. The speed of the change,
for example, conditions the speed at which a “tourist culture” is assimilated by the population.
Solutions to tensions caused by tourism and a search for new social balance require time, time
for adaptation to integrate this tourist culture in the local culture which is often based on
agriculture, fishing or craft. New types of tourism entrepreneurs are appearing, new alliances
are being formed that allow tourism to be accepted and managed. These local societies have
often been “created” by tourism in the regions that were not previously highly populated, such
as the Côte d’Azur. The real cultural impact caused by tourism very much depends on the ability
of the local populations to get together and manage it rather than just to undergo it. This
development process took several decades in the mature destinations but it is a lot faster in the
developing destinations like Turkey, Cyprus and Tunisia. External ideas that are introduced into
local communities are not always easy to accept.
The difference in the standard of living between tourists and the local population is another
factor that influences the relationships between these entities. Thanks to tourism, the population
of the Balearic Isles has now obtained the highest income per inhabitant in Spain (sometimes
higher than that of the tourists). The strength ratio, in terms of purchasing power, control of the
land and tourist enterprises, is sometimes reversed compared to what can be observed
elsewhere. Besides this, tourism would be better accepted if the population received the profit
from this activity and could discern the advantages of its development in their everyday life.
The importance of the phenomenon of « para-tourism » is not negligible. Tourists come and go,
but holiday homes, that sometimes become permanent addresses, are here to stay. Retired
people or even the active population choose more and more to live in their former holiday
destination, often mature destinations. The transforming of tourist areas into homes is another
stage in the evolution of Provence, Catalonia, Tuscany, Andalusia, the Balearic Isles and Istria.
Even if those with holiday homes, or new arrivals, should have something to say in the
management of the tourist regions, which are progressively becoming “shared lands”, the speed
of change and a lack of preparation can give the impression of an invasion. In any case this
phenomenon leads to diversification of the local economy. On the Languedoc coastline
(France), for instance, the resort La Grande Motte, created in 1966 now combines a town-resort
of residents (6 500 in 1999, including many retired people) and a tourist-resort for temporary
summer visitors. These two groups mix with local visitors, those with holiday homes and the
winter holidaymakers who are increasing.
39