what is demonstration effect tourism

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The Demonstration Effect Revisited

2004, Annals of Tourism Research

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Demonstration effect, tourism

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• David Fisher 3  

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The demonstration effect is generally defined as changes to the behavior patterns of the hosts as a consequence of observing the guests. It is an effect that has been accepted as being intuitively correct but with very little empirical evidence to support it. Within economics , the demonstration effect has been noted for some time. Adam Smith and David Hume observed that, with industrialization, it became more socially acceptable to imitate those of a higher social class . Duesenberry ( 1952 ) provided some empirical support for this view and probably coined the phrase “demonstration effect.” However, in economics the imitative behavior was restricted to consumption.

In the latter part of the twentieth century, tourism scholars broadened the approach to include all forms of acculturation . The demonstration effect has come to be defined as changes in behavior as a result of the cross-cultural interaction between hosts and guests. While this is generally thought of as host populations...

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Bryden, J. 1973 Tourism and Development: A Case Study of the Commonwealth Caribbean. Cambridge: Cambridge University Press.

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Duesenberry, J. 1952 Income, Saving and the Theory of Consumer Behavior. Cambridge: Harvard University Press.

Fisher, D. 2004 The Demonstration Effect Revisited. Annals of Tourism Research 31:428-446.

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Mathieson, A., and G. Wall 1982 Tourism: Economic, Physical, and Social Impacts. London: Longman.

Smith, V. 1978 Introduction. In Hosts and Guests: The Anthropology of Tourism, V. Smith, ed., pp.1-14. Oxford: Basil Blackwell.

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Faculty of Environment, Society and Design, Lincoln University, 84, Canterbury, New zealand

David Fisher

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School of Hospitality Leadership, University of Wisconsin-Stout, Menomonie, Wisconsin, USA

Jafar Jafari

School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Hong Kong, Hong Kong SAR

Honggen Xiao

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Fisher, D. (2014). Demonstration effect, tourism. In: Jafari, J., Xiao, H. (eds) Encyclopedia of Tourism. Springer, Cham. https://doi.org/10.1007/978-3-319-01669-6_252-1

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DOI : https://doi.org/10.1007/978-3-319-01669-6_252-1

Received : 07 July 2014

Accepted : 07 July 2014

Published : 11 September 2015

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DOI: https://doi.org/10.1007/978-3-319-01669-6_252-2

DOI: https://doi.org/10.1007/978-3-319-01669-6_252-1

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• Tourism Management
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Venice begins charging entry fees to curb mass tourism — here’s why residents are protesting in the streets

They want it gone-dola.

Venice began charging day trippers a 5 euro ($5.36) entry fee this week, reportedly in order to protect the UNESCO World Heritage Site from the adverse effects of over-tourism — but weary locals say the measure is just a drop in the bucket, and could end up sinking the struggling city.

Angry activists took to the streets, passageways and canals of the proud former maritime republic on Thursday to protest the new scheme, saying that Venice mayor Luigi Brugnaro — who commended his own, Marco Polo-level “bravery” in making the unprecedented move — has now turned one of the world’s most romantic destinations into little more than a “theme park,” The Guardian reported.

“I can tell you that almost the entire city is against it,” claimed Matteo Secchi, who leads Venessia.com, a residents’ activist group. “You can’t impose an entrance fee to a city; all they’re doing is transforming it into a theme park. This is a bad image for Venice … I mean, are we joking?”

Venice is the first major city in the world to take the step, at a time when popular destinations around the world — from Barcelona to America’s top national parks — suffer from overexposure.

Brugnaro hoped, he said, that the fee would make the city “livable” again. Constituents instead took to the streets on Thursday to protest, saying that real action is required to correct the various issues plaguing the city of canals.

Venice has lost more than 120,000 residents since the 1950s. The local population is now typically dwarfed by the many looky-loos who crowd onto the celebrated string of urbanized islands on a daily basis.

The fee can be paid online — the traveler will then receive a QR code that can be scanned at a number of strategic entry points. Tickets can be purchased on arrival if preferred, but random checks will be carried out and fines levied — between 50 and 300 euros — for those attempting to evade the pedestrian congestion charge.

For now, the fee will only apply on a string of peak days through mid-July, while the city evaluates the program. Locals, commuters, students and children under the age of 14 are exempt, as are those who can show an overnight hotel reservation.

A spokesperson for the council told reporters that 5,550 people had booked for Thursday, the inaugural date, bringing in roughly $30,000. While the city has denied the accusation that the fee is merely a cash grab, it has promised to cut taxes if the program takes root.

Critics contend that the fee won’t even scratch the surface of the real problems facing Venice .

Federica Toninello, leader of a local housing association: “They think this measure will solve the problem, but they haven’t really understood the consequences of mass tourism on a city like Venice.

“For a start, 5 euros will do nothing to deter people. But day trippers aren’t the issue; things like the shortage of affordable housing are … What we need are policies to help residents, for example, making rules to limit things like Airbnb .”

Others were sounding a more positive note.

“It will serve to collect fundamental data and help regulate tourist flows, which during certain periods of the year risking damaging a fragile city like Venice,” said Tommaso Sichero, the president of the association for Venice shop owners, in an interview with the Avvenire newspaper.

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The Socio-Cultural Impacts of Tourism

The term SOCIETY refers to the group of people who share the common culture in a particular location while the term CULTURE consists of belief, behavior and other characteristics that are common to the member of that particular group or society.

Introduction:

The cultural differences between the tourist and the host is very common as both of them are from two different societies. 

These cultural differences between the tourist and the host may be in terms of the following:

1. Language: Tourist and host may speak different languages. Eg. A tourist from China speaks "mandarin" and a Maldivian host speaks "dhivehi".

2. Behavior: Most of the countries have set norms for socially acceptable behavior in their countries. All the tourists who are visiting these countries are expected to follow these behavioral norms. Any disrespect to these social norms may cause a problem to the visiting tourist.

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Eg. While entering Gurudwara (Place of worship for Sikhs), you are expected to cover your head with scarf. 

Eg. Swimming with bikini in Maldivian inhabited islands is restricted. 

What is demonstration effect?

The demonstration effect is the occurrence of indigenous and rural communities and cultures adopting western style and behavior  that they have observed in visiting tourists through demonstration and interaction.

In simpler terms:

Demonstration effect refers to the behavior  that members of the host population copy from the tourists.

Demonstration effect is main cause of many socio-cultural problems.  Hence it is generally viewed as a negative impact of tourism.

When local people copy tourist behavior, it can lead to the erosion of traditional values and culture. This may lead to the tensions between younger and older generations, orthodox and liberals of the local society.   

Demonstration Effect: Maldives perspective.

Maldives is tropical nation in Indian Ocean with a population of 4,40,000.  However, Maldives attracts more than 1.4 million tourists annually.  With three times more tourists than its population, Maldives offers an excellent opportunity to study the demonstration effect.

• Maldivian youth adopted western cloths.  They no longer wear traditional dress. Traditional dresses are confined to specific occasions.
• Due to more tourist arrivals from Italy and China, Italian pasta and Chinese noodles became part of Maldivian diet.
• Muslim traditions prohibit consumption of alcohol but use of drugs and consumption of alcohol became a major problem in Maldives.
• Traditional Maldivian cuisine is being swamped by globalized brands like marrybrown, chikkings, pizzahut, kfc etc.
• Wedding parties and celebrations are westernized and they are at odds with Maldivian traditions. 
• Maldives official language is Dhivehi but English is widely spoken across all the sections of Maldivian society.  Due to the influence of tourism more Maldivians use English as medium of communication at work place and at home.

IGCSE (0471) and GCE O Level (7096) Past Paper Questions : Topic: Demonstration Effect

• Oct/Nov-2015-0471/12-Q1(e) 

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