- Email: [email protected]
Authenticating Ethnic Tourism
Book Reviews / Tourism Management 33 (2012) 999–1006
Authenticating Ethnic Tourism, P.F. Xie. Channel View Publications, Buffalo (2011). p. 272, ISBN: 978-1-84541-157-2 The centrality of authenticity in heritage tourism continues to be acknowledged in scholarly literature. Nevertheless, the authenticity discourse from an ethnic tourism perspective is sparse and therefore, this book is a timely contribution to the literature on sustainability of ethnic tourism. It examines the complex notion of authenticity in the context of ethnic tourism and the author traces its genesis to the prominent discourses such as Said’s orientalism, Foucault’s panopticism, gazing phenomena, Bhabha’s hybridity and the postmodern settings. The author delves deeper into the difficult path of achieving harmony between protection of ethnic heritage and commodification. The core purpose of the book is to examine this dilemma in the context of ethnic communities in China and provide a myriad of ways in which a balanced compromise can be reached between conservation of authenticity and its commercialization to meet the mass tourism demand. The author pursues this established debate from a unique perspective. Focus is on authentication rather than authenticity and the former is referred to as a process in which authenticity is constructed and deconstructed over an extended period of time thereby spanning multiple life cycle stages. He equates ethnic tourism to an ‘ethnic panopticon’ where the ethnic community is gazed upon. A model of five continua is proposed: economic development and cultural preservation, cultural evolution and museumfication, authenticity and commodification, sustainable ethnic tourism and mass tourism development, and ethnic autonomy and state regulation. Stakeholder attitudes and preferences are positioned on these continua and differences in views are recognized. The book contains eight chapters. Chapter one titled ‘tourism and ethnic peoples’ seeks to highlight the debatable context in which authenticities are claimed and presented. An interesting example of cultural display by non-ethnic performers at the 2008 Olympics Opening Ceremony in Beijing in China is offered to show that spectators need a good time and are willing to compromise authenticity and ethnicity. In chapter two, the author narrates an account of claimed authenticity of the American icon-Mickey mouse and its adaptation at the Disney in China with a Chinese icon so as to relate to the local audience. At this juncture, the chapter would have benefited from an overview of the discursive progress of authenticity in the recent decades and its increasing application as a branding tool in marketing. In its existing state, the concept of authenticity and its various definitions do not offer a comprehensive view. The negotiable value of authenticity from a sustainability perspective has been the subject of attention in recent studies (Ryan, 2011) and this perspective would have been a useful addition to the chapter. An interesting addition is the life cycle model of authenticity which highlights the dynamic relationship between ethnic tourism and ethnicity and unfolds the complexities associated with the revitalization process. The author further argues that ethnic tourism interacts within three different dimensions: state power, ethnic identity, and commercial development. Ethnic identity here refers to the vulnerability of cultural change in the process of tourism. The chapter closes with the conceptual model of authentication as a basis for comparison of the different positions embraced by the stakeholders. Chapter three examines the authentication process and the role of four stakeholders in the purpose-built folk (by moving them from their original location) villages in Hainan. The author notes that the villages are an example of misplaced and fake authenticity. Chapters four, five, six, and seven examines the role of stakeholders in the authentication process.
1005
Chapter four examines the nature and involvement by the government at the national, provincial, and local levels. It is found that the stance and objectives of government differs at each level although all pursue modernity and commercial-driven goals, top– down policies, and promote preferred identities to present China as one unified community. Sustainable planning and development efforts, for the most part, are remiss. The author also unveils the interplay between authority and power relationships. Chapter five unpacks the ethnic minority positions on the five continua by presenting a perspective of mutual gaze (return of the gaze by locals) where impressions and understanding of tourists guides and converts ethnic heritage into marketable products. Performances are commodified to adhere to the tourist need. At this point, further deliberations in the context of local gaze and the mediated resistance positions such as boundary maintenance, veiled resistance and reciprocity are warranted (Chhabra, 2010; Gillespie, 2006; Joseph & Kavoori, 2001). The author further examines different ethnic communities in China and reports similar traces of tension between the desire for economic benefits and protection of traditional norms. The traditional fabric is modified and made ‘enclavic’ to suit visitor demand. The presentations and commodification are, for the most part, beyond the control of the ethnic communities which often stay marginalized. Also, most benefits fail to trickle at the local level in an equitable manner. The author calls for better delegation and empowerment and promotion of positives such as pride and revival of forgotten norms. Chapter six examines the role of the tourists in the authentication process. The tourists are promised a peek into the ethnic lives but end up becoming victims of pseudo performances and identities. In other words, promoters of ethnic tourism mostly fail to present everyday life but show preferred and contrived spectacles. The author surveyed tourists at three ethnic villages and elicited information on their level of satisfaction with regard to experience gained. Most have very little knowledge of the culture and are comfortable with commodified and contrived performances. Genuine host–guest encounters do not happen. The tourists contribute significantly to the economy but are not involved in cultural conservation. Here, a brief discourse on an alternative form of niche tourism such as ethical or volunteer tourism would have offered a stimulating ‘what then: alternative solutions’ exercise. Not all desire a genuine performance devoid of entertainment. At this point, discursive view of existential authenticity would have enhanced the closing reflections. In chapter seven, two folk villages are examined for the extent to which the ethnic cultures and identity are authenticated by the tourism businesses. In both cases, marginalization of the ethnic locals and over-commercialization of products are noted. Change of names and themes have divorced the village culture from its original context. A pronounced slant by the tourism businesses towards economic development at the cost of cultural preservation is noted. Selected portions of ethnic cultures are orchestrated for tourist gaze and spectacle as per demand. Entertainment is given priority and contrived dance programs and other cultural events are offered thereby compromising at the outset the very values authenticity advocates in ethnic tourism. Chapter eight offers a synopsis and comparative view of positions taken by different stakeholders on the continua. The author paints a rather negative view of how ethnic identities are constructed or deconstructed by the government in China with a purpose to use them as economic mechanisms to stimulate economy. Interestingly, the tourists are noted to take a neutral position whereas most active role is performed by the governments in constructing and endorsing ethnic identities. Villages are moved from their original location
1006
Book Reviews / Tourism Management 33 (2012) 999–1006
to make them accessible and place them on the tourist map. Also, is highlighted the stereotype notion of ethnicity embedded in the colonial discourse. The ethnic communities are found to be mute and marginalized. Tourism businesses focus on profits and promote selected pieces of ethnic heritage with resonate with the preferred identity and harmony advocated by the government. The book lends credence to a much emphasized aspect of sustainable planning – stakeholder perceptions and functions juxtaposed within the authentication process. Although already familiar arguments and areas of concern are highlighted by previous studies, the stakeholder positions in the context of the authentication process make this body of work most appealing, unique and refreshing. Having said this, the book would benefit from reference to other stakeholders such as NGOs and non-tourism businesses. There is also potential demand by niche market segments, with a genuine interest in ethnic cultures and ethical consumption and as an alternative to mass tourists (McKercher & du Cros, 2002), needs to be stressed. The life cycle perspective remains neglected in the concluding chapter. Nevertheless, Xie makes a sincere effort to unveil the complexities associated with authenticating ethnic tourism and his wellresearched case studies based in China provoke further deliberations in this field of enquiry.
References Chhabra, D. (2010). How they see us: perceived effects of tourist gaze on the old order Amish. Journal of Travel Research, 49(1), 93–105. Gillespie, A. (2006). Tourist photography and the reverse gaze. Ethos, 34(3), 343–366. Joseph, C., & Kavoori, A. (2001). Mediated resistance: tourism and host community. Annals of Tourism Research, 28, 998–1009. McKercher, B., & du Cros, H. (2002). Cultural tourism: The partnership between tourism and cultural heritage management. Binghamtom, NY: Haworth Press. Ryan, C. (2011). Why do visitors go to museums? The case of 921 Earthquake Museum, Wufong, Taichung. Asia Pacific Journal of Tourism Research, 16(2), 209–228.
Deepak Chhabra School of Community Resources & Development, Arizona State University, Phoenix, AZ, United States E-mail address: [email protected] * Corresponding author. E-mail address: [email protected] (R. Nunkoo) doi:10.1016/j.tourman.2011.09.001
Authenticating Ethnic Tourism, P.F. Xie. Channel View Publications, Buffalo (2011). p. 272, ISBN: 978-1-84541-157-2 The centrality of authenticity in heritage tourism continues to be acknowledged in scholarly literature. Nevertheless, the authenticity discourse from an ethnic tourism perspective is sparse and therefore, this book is a timely contribution to the literature on sustainability of ethnic tourism. It examines the complex notion of authenticity in the context of ethnic tourism and the author traces its genesis to the prominent discourses such as Said’s orientalism, Foucault’s panopticism, gazing phenomena, Bhabha’s hybridity and the postmodern settings. The author delves deeper into the difficult path of achieving harmony between protection of ethnic heritage and commodification. The core purpose of the book is to examine this dilemma in the context of ethnic communities in China and provide a myriad of ways in which a balanced compromise can be reached between conservation of authenticity and its commercialization to meet the mass tourism demand. The author pursues this established debate from a unique perspective. Focus is on authentication rather than authenticity and the former is referred to as a process in which authenticity is constructed and deconstructed over an extended period of time thereby spanning multiple life cycle stages. He equates ethnic tourism to an ‘ethnic panopticon’ where the ethnic community is gazed upon. A model of five continua is proposed: economic development and cultural preservation, cultural evolution and museumfication, authenticity and commodification, sustainable ethnic tourism and mass tourism development, and ethnic autonomy and state regulation. Stakeholder attitudes and preferences are positioned on these continua and differences in views are recognized. The book contains eight chapters. Chapter one titled ‘tourism and ethnic peoples’ seeks to highlight the debatable context in which authenticities are claimed and presented. An interesting example of cultural display by non-ethnic performers at the 2008 Olympics Opening Ceremony in Beijing in China is offered to show that spectators need a good time and are willing to compromise authenticity and ethnicity. In chapter two, the author narrates an account of claimed authenticity of the American icon-Mickey mouse and its adaptation at the Disney in China with a Chinese icon so as to relate to the local audience. At this juncture, the chapter would have benefited from an overview of the discursive progress of authenticity in the recent decades and its increasing application as a branding tool in marketing. In its existing state, the concept of authenticity and its various definitions do not offer a comprehensive view. The negotiable value of authenticity from a sustainability perspective has been the subject of attention in recent studies (Ryan, 2011) and this perspective would have been a useful addition to the chapter. An interesting addition is the life cycle model of authenticity which highlights the dynamic relationship between ethnic tourism and ethnicity and unfolds the complexities associated with the revitalization process. The author further argues that ethnic tourism interacts within three different dimensions: state power, ethnic identity, and commercial development. Ethnic identity here refers to the vulnerability of cultural change in the process of tourism. The chapter closes with the conceptual model of authentication as a basis for comparison of the different positions embraced by the stakeholders. Chapter three examines the authentication process and the role of four stakeholders in the purpose-built folk (by moving them from their original location) villages in Hainan. The author notes that the villages are an example of misplaced and fake authenticity. Chapters four, five, six, and seven examines the role of stakeholders in the authentication process.
1005
Chapter four examines the nature and involvement by the government at the national, provincial, and local levels. It is found that the stance and objectives of government differs at each level although all pursue modernity and commercial-driven goals, top– down policies, and promote preferred identities to present China as one unified community. Sustainable planning and development efforts, for the most part, are remiss. The author also unveils the interplay between authority and power relationships. Chapter five unpacks the ethnic minority positions on the five continua by presenting a perspective of mutual gaze (return of the gaze by locals) where impressions and understanding of tourists guides and converts ethnic heritage into marketable products. Performances are commodified to adhere to the tourist need. At this point, further deliberations in the context of local gaze and the mediated resistance positions such as boundary maintenance, veiled resistance and reciprocity are warranted (Chhabra, 2010; Gillespie, 2006; Joseph & Kavoori, 2001). The author further examines different ethnic communities in China and reports similar traces of tension between the desire for economic benefits and protection of traditional norms. The traditional fabric is modified and made ‘enclavic’ to suit visitor demand. The presentations and commodification are, for the most part, beyond the control of the ethnic communities which often stay marginalized. Also, most benefits fail to trickle at the local level in an equitable manner. The author calls for better delegation and empowerment and promotion of positives such as pride and revival of forgotten norms. Chapter six examines the role of the tourists in the authentication process. The tourists are promised a peek into the ethnic lives but end up becoming victims of pseudo performances and identities. In other words, promoters of ethnic tourism mostly fail to present everyday life but show preferred and contrived spectacles. The author surveyed tourists at three ethnic villages and elicited information on their level of satisfaction with regard to experience gained. Most have very little knowledge of the culture and are comfortable with commodified and contrived performances. Genuine host–guest encounters do not happen. The tourists contribute significantly to the economy but are not involved in cultural conservation. Here, a brief discourse on an alternative form of niche tourism such as ethical or volunteer tourism would have offered a stimulating ‘what then: alternative solutions’ exercise. Not all desire a genuine performance devoid of entertainment. At this point, discursive view of existential authenticity would have enhanced the closing reflections. In chapter seven, two folk villages are examined for the extent to which the ethnic cultures and identity are authenticated by the tourism businesses. In both cases, marginalization of the ethnic locals and over-commercialization of products are noted. Change of names and themes have divorced the village culture from its original context. A pronounced slant by the tourism businesses towards economic development at the cost of cultural preservation is noted. Selected portions of ethnic cultures are orchestrated for tourist gaze and spectacle as per demand. Entertainment is given priority and contrived dance programs and other cultural events are offered thereby compromising at the outset the very values authenticity advocates in ethnic tourism. Chapter eight offers a synopsis and comparative view of positions taken by different stakeholders on the continua. The author paints a rather negative view of how ethnic identities are constructed or deconstructed by the government in China with a purpose to use them as economic mechanisms to stimulate economy. Interestingly, the tourists are noted to take a neutral position whereas most active role is performed by the governments in constructing and endorsing ethnic identities. Villages are moved from their original location
1006
Book Reviews / Tourism Management 33 (2012) 999–1006
to make them accessible and place them on the tourist map. Also, is highlighted the stereotype notion of ethnicity embedded in the colonial discourse. The ethnic communities are found to be mute and marginalized. Tourism businesses focus on profits and promote selected pieces of ethnic heritage with resonate with the preferred identity and harmony advocated by the government. The book lends credence to a much emphasized aspect of sustainable planning – stakeholder perceptions and functions juxtaposed within the authentication process. Although already familiar arguments and areas of concern are highlighted by previous studies, the stakeholder positions in the context of the authentication process make this body of work most appealing, unique and refreshing. Having said this, the book would benefit from reference to other stakeholders such as NGOs and non-tourism businesses. There is also potential demand by niche market segments, with a genuine interest in ethnic cultures and ethical consumption and as an alternative to mass tourists (McKercher & du Cros, 2002), needs to be stressed. The life cycle perspective remains neglected in the concluding chapter. Nevertheless, Xie makes a sincere effort to unveil the complexities associated with authenticating ethnic tourism and his wellresearched case studies based in China provoke further deliberations in this field of enquiry.
References Chhabra, D. (2010). How they see us: perceived effects of tourist gaze on the old order Amish. Journal of Travel Research, 49(1), 93–105. Gillespie, A. (2006). Tourist photography and the reverse gaze. Ethos, 34(3), 343–366. Joseph, C., & Kavoori, A. (2001). Mediated resistance: tourism and host community. Annals of Tourism Research, 28, 998–1009. McKercher, B., & du Cros, H. (2002). Cultural tourism: The partnership between tourism and cultural heritage management. Binghamtom, NY: Haworth Press. Ryan, C. (2011). Why do visitors go to museums? The case of 921 Earthquake Museum, Wufong, Taichung. Asia Pacific Journal of Tourism Research, 16(2), 209–228.
Deepak Chhabra School of Community Resources & Development, Arizona State University, Phoenix, AZ, United States E-mail address: [email protected] * Corresponding author. E-mail address: [email protected] (R. Nunkoo) doi:10.1016/j.tourman.2011.09.001