Antonio Santos del Valle
Tourism, crafts and cultural identity
Antonio Santos del Valle
Tourism, crafts and cultural identity
As a result of the 2nd edition of the Master "Trends and keys to current tourism - Florida" I have been lucky enough to work on different topics where tourism, crafts, cultural identity, the value of the cultural fact in tourism, promotion and shopping tourism have been present in all the presentations, discussion groups and in the "micro think tanks" generated.
Cultural identity is one of the main values that tourists seek, whether consciously or not, when they travel to a tourist destination, regardless of the objectives of their trip, but how can we define cultural identity?
Cultural identity refers to the set of values, traditions, customs, beliefs, artistic and social expressions that characterise a group of people or a particular community. It is an essential part of the personal and collective identity of individuals and is closely linked to their origin, history and cultural background.
Cultural identity is built through the interaction and learning of a community (tourist destination) over time. It includes tangible and intangible aspects, such as language, religion, music, dance, gastronomy, architecture, traditions and festivities. These cultural elements form a vital part of the sense of belonging and the way people identify with their ethnic, national, regional or local group.
In this sense, and more so now that we live in interconnected societies, cultural identity is not static and can evolve over time due to external influences, migrations, social changes and technological advances. However, preserving cultural identity is important to maintain the diversity and richness of the cultural heritage of a group of people and their connection to the past.
Respecting and valuing cultural identity is fundamental to promoting coexistence, understanding and tolerance among different communities and societies. Cultural diversity enriches the world and allows us to appreciate and learn from different ways of life and cultural expressions.
Importantly, cultural identity should not be used as a tool to exclude or discriminate against other groups, but should be a basis for dialogue and enriching collaboration among the diverse cultures that make up our globalised world. By understanding and respecting the cultural identity of others, we can foster tolerance and harmony in an increasingly interconnected society. Thanks to an activity such as tourism, one of the pillars of which is the interconnection of destinations, the value of the cultural identity of these are key elements for the enjoyment and appreciation of tourists and travellers.
Likewise, tourism can have both a positive and negative impact on the cultural identity of a destination:
Positive impacts include:
Promotion and preservation: Tourism can promote and preserve the cultural identity of a place by attracting attention to its artistic expressions, festivities, gastronomy and traditions. Tourists who value and appreciate local culture contribute to its continuity and perpetuation.
Strengthening local pride: Tourism can foster a greater sense of pride and belonging among local residents by recognizing the value of their cultural heritage. Efforts to share their identity with visitors can strengthen the sense of community.
Cultural exchange: Encounters between tourists and local communities facilitate cultural exchange. Tourists can learn first-hand about a place's identity and traditions, while residents can learn about other cultures and perspectives.
Negative impacts that should be taken into consideration include the following:
Commercialization and folklorization: In some cases, mass tourism can lead to commercialization and folklorization of local culture. Cultural aspects can be simplified or adapted to meet tourists' expectations, losing authenticity and depth in the process.
Loss of authenticity: Tourism without proper management can lead to loss of cultural authenticity. Some destinations may adapt their traditions to attract visitors, which can alienate them from their original cultural roots.
Environmental and social impact: Uncontrolled tourism can have a negative impact on the local community and its cultural identity. It can lead to gentrification, displacement of residents and degradation of the natural and cultural environment.
To ensure a positive impact of tourism on cultural identity, it is essential to promote sustainable and responsible tourism. This involves promoting practices that respect and value local culture, involving communities in decision-making and sharing the benefits of tourism in an equitable manner. In addition, education and mutual respect between tourists and communities should be promoted to foster an authentic and enriching cultural exchange.
As the clearest example of a resource in tourism destinations, handicrafts stand out as being closely related, as handicrafts are an important part of cultural heritage and a significant attraction for tourists in many destinations around the world. Crafts are the result of the manual work and creativity of artisans, who use traditional techniques to create unique and authentic objects that reflect the cultural identity of a region or community.
Tourism can be a valuable opportunity to promote and preserve local crafts, as tourists are often interested in experiencing and taking home authentic souvenirs of their destinations. By purchasing local crafts, tourists directly support artisans and the local economy, which can have a positive impact on the sustainable development of the community.
In addition, tourist destinations often organise craft fairs and markets to showcase and sell handicraft products. These events not only attract tourists but also provide opportunities for artisans to showcase their work and generate additional income.
Crafts can also be a way to enrich the tourism experience, as visitors can participate in workshops and activities to learn about the techniques of making craft products. This allows them to gain an insight into the local culture and appreciate the effort and skill required to create these unique works of art.
However, it is important to approach tourism in a responsible and sustainable manner to ensure that local crafts and culture are properly preserved. Mass tourism without careful consideration can lead to the exploitation of cultural and craft resources, as well as the production of low-quality products intended solely to satisfy tourist demand.
Tourism can have a significant impact on the value of crafts. When a region or destination becomes a popular tourist destination, demand for local craft products tends to increase. This can have several implications for crafts and their value:
Increased demand and recognition: tourism can raise awareness of local crafts to a wider audience. Tourists visiting a place are often interested in taking authentic and unique souvenirs of their experience, which can boost demand for craft products. This increased demand can result in a valorisation of crafts and a wider recognition of their quality and cultural significance.
Increased income for artisans: Increased demand for handicrafts due to tourism can generate more income for local artisans. Tourists who buy handicraft products are directly supporting artisans and the local economy. This can contribute to the socio-economic development of the community and improve the quality of life of the artisans.
Product diversification: Tourism can also motivate artisans to diversify their product offerings to meet the preferences and needs of tourists. This could lead to the creation of new designs or the adaptation of traditional techniques to produce products that are more attractive to visitors. However, it is essential to balance innovation with the preservation of authenticity and tradition.
Risk of mass production and loss of authenticity: Mass tourism can also have negative effects on crafts. Excessive demand can lead to mass production and a decrease in the quality and authenticity of products. Artisans may be pressured to mass-produce standardised and low-quality items to satisfy tourist demand, which may move away from the cultural and traditional roots of handicrafts.
Marketing challenges: While tourism can increase demand for local crafts, it can also pose logistical and marketing challenges for artisans. Lack of adequate distribution and promotion channels can make it difficult for tourists to access handicraft products and limit their ability to earn significant income from tourism.
In this sense and as a specialisation in tourism, shopping tourism and crafts and design are closely related, as shopping tourism often involves the search for and acquisition of authentic and distinctive products, such as local crafts and design products unique to a region.
As we know, shopping tourism refers to trips undertaken by tourists for the specific purpose of purchasing products and goods, although in some cases, the acquisition (purchase) of local crafts has become a primary objective of tourists seeking unique and authentic shopping experiences, and this includes the acquisition of handicrafts and design products that reflect the cultural identity of the region they are visiting.
Crafts and design play an important role in shopping tourism for several reasons:
Cultural authenticity: Local crafts and design products are an authentic way to experience and take home a part of a destination's culture and identity. Tourists are looking for unique and genuine objects that remind them of their trip and allow them to share cultural richness with their loved ones.
Emotional value: Craft and design products often have an emotional value for tourists, as they represent a tangible connection to the culture and heritage of the place visited. These products can evoke special memories and emotions associated with the trip.
Supporting local artisans and designers: Shopping tourism can be an important source of income for local artisans and designers. By purchasing their products, tourists contribute directly to the economic livelihood of communities and contribute to sustainable development.
Promotion of creativity and innovation: Tourists interested in design and crafts can stimulate creativity and innovation in local artists and designers. Demand for distinctive products can motivate creators to experiment with new techniques and materials.
However, it is important that, as we have said before, and now emphasise, shopping tourism is developed in a responsible and sustainable way. It is essential to ensure that artisans and designers receive a fair price for their work and that their rights and working conditions are respected. It is also crucial to protect cultural authenticity and to avoid mass production and exploitation of local cultural identity to satisfy tourist demand alone.
Tourism and cultural identity are closely interrelated. Cultural identity is the set of values, traditions, customs, beliefs, artistic and cultural expressions that characterise a community or group of people. Tourism, on the other hand, involves the movement of people to places other than their usual environment for leisure, recreation, education or business purposes.
To conclude, and taking into consideration the case of Latin America, and at the request of participants such as Carla Brown (Chile), Osvaldo Castillo (Colombia), Juan Carlos Ramírez (Peru), Luana Nosseti (Argentina) and Sofía Sánchez with her inseparable Pedro Torres (Mexico), whose group work has been excellent, we ask ourselves, what about the case of Latin America?
Briefly, the conclusion is that Latin American craftsmanship is one of the richest and most diverse in the world, with a great variety of techniques, styles and materials used by the region's artisans.
In relation to tourism, this plays a fundamental role in the promotion and valorisation of Latin American crafts, as travellers visiting the different countries of the Latin American community have the opportunity to discover and appreciate the authenticity and beauty of these cultural traditions.
Some of the ways in which tourism impacts Latin American crafts are:
Promotion and visibility: Tourists visiting Latin America have the opportunity to discover and learn about local crafts up close. Craft fairs, markets and shops are popular destinations for travellers, where they can purchase unique and authentic products as souvenirs of their trip.
Supporting the local economy: Tourism generates additional demand for handicraft products, which can provide additional income for artisans and local communities. Tourists who buy handicrafts directly from artisans contribute directly to the economic development of the region and the preservation of craft traditions.
Preservation of cultural traditions: Latin American handicrafts are a reflection of the region's rich cultural heritage. By purchasing and appreciating handicraft products, tourists contribute to the preservation of these ancient traditions and techniques, which is crucial to prevent them from being lost over time.
Encouraging innovation and design: Tourism can also encourage innovation in crafts. Artisans can adapt their techniques and designs to appeal to a wider and more contemporary market, without losing their cultural essence. This can lead to greater competitiveness and relevance in the global market.
Marketing challenges: Despite the benefits of tourism for Latin American crafts, there are also challenges related to the marketing and distribution of craft products. It is important to develop effective strategies to reach tourists and promote crafts in tourist destinations, ensuring that artisans receive a fair price for their work.
Tourism therefore has a positive impact on Latin American crafts by providing a platform for their promotion, preservation and appreciation, but it is essential that both governments and local communities work together to foster sustainable and responsible practices that benefit artisans and the region's rich cultural tradition. Primarily with innovative promotional tools that cover the spectrum of product needs, and not with market places that are indistinguishable from the thousands that exist, resulting in the frustration of artisans, among other issues, due to lack of sales, ultimately lack of marketing, and therefore, not being able to receive payment for their work.
And this is where the promotion factor comes in.
We all agree that for tourism, promotion is a key tool to foster the development and growth of the tourism industry and as Prof. Carl Elli commented a few days ago: "tourism promotion is a key tool to foster the development and growth of the tourism industry. Carl Elli commented a few days ago: "tourism promotion has several objectives, since it is not only used to increase the visibility of the destination or tourist service, or to attract tourists by diversifying the types of tourism, such as cultural, ecological, gastronomic, sports, among others, it also means fostering the local economy by generating employment and wealth in local communities, while contributing to create a positive and attractive image of the place to strengthen its positioning".
Promoting local values in tourism means competing in a global market where we find an increasingly refined, innovative and massive offer, the result of which is that not all destinations will be able to continue playing in a league where the winners will be able to benefit their citizens from an activity as complex, but at the same time generous as tourism.
The authors are responsible for the choice and presentation of the facts contained in this document and for the opinions expressed therein, which are not necessarily those of Tourism and Society Think Tank and do not commit the Organization, and should not be attributed to TSTT or its members.
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