Tourism and cross cultural communication

ANNALS

OF TOURISM

RESEARCH

Vol. III, No. 4, March/April

1976

TOURISM AND CROSS CULTURAL COMMUNICATION Nancy l-4. Evans* Department of Anthropology University of California Riverside, California, USA

ABSTRACT Evans, Nancy H., “Tourism and Cross Cultural Communication,“* of Tourism Research, Vol. I I I, No. 4, March/April

Annals

1976, pp. 189-I 98 -- Adaptive

strategies that facilitate economic and socio-cultural interaction in a West Mexican resort community,

Puerto Vallarta, are examined over time.

The special role

played by bilingual culture brokers and the presence of both seasonal and resident foreigners contribute to rapid culture change, the expansion of tourism, and strenghening ethnic identity. This paper focuses on the spatial, temporal, linguistic and cultural factors that mediate between the various types of guests and the host country.

*Nancy Evans is a Ph.D. candidate in Anthropology at the University of California, Riverside. Presently, she is engaged in research on Spatial-Temporal Perception of Communin/. The subject of her dissertation is Analysis of Adaptation to a Tourist Economy in Mexican Community. Ms. Evans is expecting to complete her Ph.D. work this summer. She received her masters degme in Anthropology from California State University at Long Beach in 1970.

ANNALS

OF TOURISM

RESEARCH,

Mar/Apr

‘76

189

TOURISM

AND

Evans, Nancy

CROSS

CULTURAL

H., “Le Tourisme

COMMUNICATION

et les Relations

Tourism Research, Vol. Ill, No. 4,marsIavril sous une perspective cooperation Puerto

Vallarta,

que jouent &rangers

p&sent

et r&idents

as in many

state that

contribute

that

seriously

conclude

(6, p. 81)

fake

market.

Tourism

cy of tourists

McKean 190

provide

modernize

But what form

the

more

jobs

the receipts

underdeveloped

of the micro-society,

of rapid

change,

societies

and cultural

change

this

in-

-- the tourists?

in the small commun-

can lead to internal

stereotyping

industry,

that

to shift a highly

initiative,

tourism

making

facilities. of cheap

stratifica-

of the guests, and, market.

has unique

necessary Any

most

Greenwood

affects

creating

problems

of devel-

of people

for two

maintenance

the profits

are eroded.

Where

political

instability,

their

attention

competitive

local tourism and revitalize

8 rarsed a number

in transthe tourist

large numbers

increasing Inflation,

character-

large investments

improvement

automobiles,

seasonal,

to handle

predictable.

views suggest that local

deficit,

promotes Government

perspective,

on the international

clientele,

is also sharply capacity

a year without

is not easily

Other

a mobile

and communication

year to the point

stimulate

a dependency

such as availability

the industry

et la

actively

in tourism

and modern

and adverse

any specialized

a regional

months

Le

linguistiques

Spain:

It requires

in transport

oping

rapide,

-- tourism.

the economic

like industrialization,

culture

generate

As with

portation,

culture1

diffgrents

government

this unique

complex

of economic

tourism,

“folk”

suggests for

istics.

particulier

gthnique.

temporels,

d’ordres

investments

the foreign

undergoes

studies

that

perhaps,

de I’identiti

industry”

the larger society.

of more

Anthropological

the federal

From

to balancing

by representatives

creating

Le r&e

la 2

et Ir prgsence des

a’ un changement

les touristes

financial

industry.

the small community

tion,

nations,

in Mexico,

any other

benefit

ity often

et indigines

du Mexique.

spatiaux,

of the “smokeless

areas and, in general, vasion

les facteurs entre

qui ont facilite

avec les touristes

contribuent

-- On examine

qui les regoit.

and expansion

than

d’adaptation

et au raffermissement

qui interviennent

In Mexico, develop?ent

direct

Annals of

Culturelles,” pp. 189-198

entre touristes

dans I’ouest

en contact

du tourisme,

communautr5

of tourism

balngaire

mr5moire met au point

et culturels

per capita

station

saisonniers

les stratggies

et socioculturelle

les indig&es

a I’expansion

studies

historique

&onomique

1976,

from

costs over the total

country

and volatile development ethnic

of questions

tourists

will

go

and the tenden-

to country

make

one. can also slow rural

depopulation,

identity.

about

ANNALS

tourism

OF TOURISM

that

suggest further

RESEARCH,

Mar/Apr

‘76

NANCY

Among

research. interactional identity.

them

factors

anthropologists, the prospect

of ethnic

study

will

It is the position

quality are:

THE

change while

of tourist-local

the types

preserving

of tourists

present,

Tourists

How

between

identity.

be related

to several factors

in one touristic

them.

can help to

local ethnic

broker,

they

tourists

between

communication

in which

dull!

being.

it has appeared

climate

are strangers

They

that

the

which

and the spatial,

relate.

Those

factors

setting.

in a host society,

vary to the degree that

of the macroenvironment

of a strange tastes,

familiar

Individual

culture,

he, the tourist,

one of the following

MASS

strangers

expect

place from

preference,

that

desire temporary 3 “the novelty

to experience the security

and experience

must carry

with

him.

of a familiar determine

He controls

micro-

how

much

his travels

in

TOURIST

He has purchased

a travel

his specifications

a trailor

cavalcade,

vironmental

local people,

liner,

of his own

keeping

tour

package

and expects

or a luxury

bubble”

environment, unguided

they

ways.

to meet

novelty

but only

souls eventually

within

and utilized graduate

of time,

his tour,

culture,

The

tickets

from out

individual

by those

timid

this type

Tours

more

bus,

the “enmacro-

on a packaged

are well

and inexperienced

From

into a strange

in one place and experience limits.

and reservations

an air-conditioned

and protected.

he peers briefly

well-charted

from

itinerary,

whether

to be effortless

to a minimum.

is apt to stay longer

aged and infirm,

often

of interaction

in communication

one

of geogra.

very reason for

the role of the culture

environment.”

THE

the same face?

its own

of by

TOURIST

change.

THE

regardless

on tourism,

could

and cultural

be discussed and tested

that,

or revitalizing

research

communication

communicative

forecast

the future

society

cross-cultural

six years of intermittent

temporal, will

that

involved

ethnic

been a special province

Is, then,

on the varieties

and the factors

whether

strengthen

ccncerned

presents

to destroy

specifically

could

has been genuinely

world

everywhere

have helped

of this paper

adaptive

public

of society.

has been made

identity,

has traditionally

controlled

differences,

and host community,

Following

identity

internationally

and historical

Little

of ethnic

and host cultures

of the homogenization

If this is so, tourism

promote

tourists

but of late, the educated

of a streamlined, phical

was the question

between

The study

H. EVANS

but

interaction

designed in travel.

with

for the Braver

of travel

EXPLORER

This tourist

defines

his travel

has prepared

himself

ahead

he visits. ANNALS

He spends more OF TOURISM

time

RESEARCH,

pleasure

of time there,

as “getting

through

and attempts

Mar/Apr

‘76

study

off the beaten

track,”

and

of the macroenvironment

to speak the language

and to

191

TOURISM

associate

with

the people,

back on reliable essary.

learning

He makes a conscious

The explorer

in shelter,

forges

food,

venture

into

as just “doing

unknown

by time

emergency

when

nec-

bubble”

behind.

but is also apt to be surprised

own

territory

on his own,

in the host culture

or itinerary,

or wanderers, for

avoiding

by

Many

deliberately

it.

is his goal,

affluent

leaving

illegal drug use;

the tourist

as he perceives

and adaptability

job or social relations.

or anonymity

their

Finally,

there

regularly

self as a tourist Although

others

young

people

familiarity

describe

He at-

whether

behind.

the experience

thing.”

is the individual

in the foreign

and may,

foreign

to the native

Simmel’s

‘*

culture

bubble

of his new environment

he inhabits

interacts

with

Ot these four routine,

tending

CULTURE

straddling agents

less easily

or “culture

the local group excellent

fills

today

and

of his portable he must

learn

and he gen-

way.

formal

and desire for

role -- impersonal, The

remaining

interaction.

provide

brief,

three

But for inter-

a corresponding

role,

and

it.

lo.

who

stand

priests,

politicians,

state and national

groups.

These

individuals,

title,

are usually

brokers

in introducing

agencies.

some individuals traders,

Culture

of experiences, selling

are always as teachers,

by official

and active

and outside Whether

there

boundaries

representing

brokers”

a variety

pay.

local

defined

their culture,

ism offering

who

the tourist,

comes

and social needs,

patterned

must

legally who

but minimally

is a reasonably

opportunity broker

from

by the host community.

any small community,

and government

cal about

more

him

BROKER

outside,

and others

the first

to be so labeled.

The amount

his physical

in a regular,

as viewed

the culture

Within

to fulfill

of him-

be insulted

“stranger

wanderer.

place, the host community

it is generally

the

or spends his

does not conceive

may separate

can vary tremendously,

types,

toward

to take

resides seasonally

and drifter,

remains

potential

local people

and patterned,

retires,

He generally

regulations

he generally

enough erally

who

culture.

like the explorer

government

inhabitant

stays tomorrow,”

192

but he still falls facrlities

RESIDENT

vacation

men”

shock,

himself

out as drifters

Some seek privacy

partly

culture,

and modern

to leave his “environmental

culture

and immersing

to be unlimited

today

THE

of their

transportation

DRIFTER

tempts

vary,

something

COMMUNICATION

home.

The tourist

action

CULTURAL

attempt

may experience

establishment

THE

CROSS

accommodatrons,

shock returning

THE

AND

are often

referred bilingual,

innovative,

change and mediating

Of late, some have found opportunities

to innovate,

goods and services directly ANNALS

to as “marginal

a new

role in tour-

and sometimes,

to the tourist,

OF TOURISM

analyti

between

RESEARCH,

or mediating MariApr

‘76

NANCY

H. EVANS

between tourist and host culture as translator or guide, the culture broker frequently controls the amount and quality of communication

between the two groups. He is

also in a position to evaluate and utilize ethnic identity as part of the encounter, representing the host culture to the tourist. Tourist-host rnreraction can be examined in relation to the following variables: A. Temporal - Anthropologists have indicated the importance of individual length of stay in the host community,

and how the role played by the individual can counter-

act the national stereotype g. Another factor of time is how long the strangers or tourists have been visiting the community,

and with what intensity.

The historical time

factor of traditional guest-host patterns of interaction should be considered. B. Spatial - Both physical and social space are variables. Tourists may be segregated into their own separate physical space, or the host community may share its recreational, business, and residential areas. Special space may be regulated for handling overwhelming numbers of tourists during a particular season or festival. The social space can variously be tightly bounded by the host community, partially open to some types of tourists, or controlled by culture brokers. C. Communication - Tourists frequently complain about misunderstandings due to language barriers, and host communities vary in their attitudes toward outsiders attempting to speak their language. Cross-cultural interaction is often increased through the use of sign or trade languages, written translations, and bilingualism. There is some evidence 5 to suggest that bilinguals tend to share bicultural values. D. Cultural elements - Shared values, attitudes end experiences of each others’ culture can provide a measure of cultural consistency. Empathy, or 1 1 “the ability of an individual to project himself into the role of another person” is important. Although modem, complex societies tend to produce more empathetic individuals, they may have difficulty empathizing downward to suct~ a lower status as a traditional peasant. Individual characteristics such as adaptability, openness, and a flexible apprc~+

tn life promote more effective empathetic interaction.

Ganged by these variables, for example, interaction between the host culture and the mass tourist is slight because it is generally brief end limited spatially, but could be intensified by empathy and language ability. The following describes a Mexican community and the tourist-host interaction there in terms of the variables. PUERTO VALLARTA Puerto Vallarta is a small port city on Banderas Bay in Western Mexico. Located on the same latitude as the Hawaiian Islands, it shares the mild humid climate, luxurious tropical vegetation and warm ocean currents. It was settled in 1851 by fishermenagriculturalists from coastal Colima. ANNALS

OF TOURISM

RESEARCH,

Mar/Apr

‘76

193

TOURISM

AND

CROSS

CULTURAL

COMMUNICATION

Vallarta became the port and county seat for the small valley, hillside and mountain pueblos and ranchos nearby, physically isolated from central Mexico until the early 1960’s.

Occasional foreign ships visited, and a couple Mexican freighters sailed

the coastline for several decades, making regular trips between Puerto Vallarta, Baja California, and Newport Beach, California. tinuous out-migation

Rural in-migration was steady, but con-

to larger urban areas like Guadalajara was inevitable,as

Vallarta grew slowly and offered few job opportunities.

Out-migration

sent many

to the United States where some Vallat-tans stayed for a decade or more before returning with varying amounts of capital, fluency in English, and useful trades. Research 4 indicates that tourism developed slowly and steadily here. In the 1930’s and 1940’s, the small village was visited by American and Mexican boating enthusiasts who stayed in a couple small hotels. These visitors, consisting primarily of the drifter and explorer types, remarked * on the environmental beauty and the outgoing friendliness of the local people, spreading Vallarta’s reputation by word-ofmouth. Despite these frequent visitors, Vallartans didn’t recognize tourism per se until the early 1960’s. noting its beginning by describing a “crazy” stranger who swam in the Ocean in winter.

Slowly, Vallartans began to experience a new stage as American

visitors became residents and by 1963, there were more than one hundred American retirees and even more regular winter season visitors. Although the Americans did not deliberately form an enclave, the cool breeze and scenic vacant land along the Cuale River attracted many and became known as “Gringo Gulch.”

These residents,

more individualistic than wealthy, contributed toward and helped organize campaigns that built schools, a museum collection, a library collection, a hospital, and many gave English lessons. As noted 1 in other parts of Mexico, they brought additional regular income into the community. Most Americans made a conscious effort to learn Spanish, and some cross-cultural marriages took place. In the early 1960’s, a Mexican airline and an American movie brought’international publicity for Puerto Vallarta.

Tourism increased and several large hotels were built,

providing new economic roles for the local people who as yet had experienced little competition from outside skilled labor. The training necessary to move into managerial roles was available as was the opportunity

to experience formal contacts with the

tourist. Culture brokers developed local skills of leather-working and hand-embroidery into unique styles of beach clothing and brightlycolored modern sandals to sell to the tourists. Mariachi bands multiplied as local restaurant owners provided entertainment. Farmers brought produce into town for street vending, and work-horses were rented out for tours of the countryside. Fishermen became sport-fishing guides and a “jungle’ tour” was adapted locally by an enterprising young broker. Toward the end of this period, the first cruise ship arrived and passengers were greeted by a mariachi band and a crowd of curious, enthusiastic townsfolk. With increasing tourism and international 194

publicity, the federal and state govern-

ANNALS

OF TOURISM

RESEARCH,

MarlApr

‘76

NANCY

ments recognized vices.

Vallarta’s

1970,

By

federal

while a small-boat ization

Vallarta primary

marina

and deepwater

skilled

networks

stop briefly

During

and some members ing, brrghtly

the early period, without

benefit

as tourism

informal

interaction

of a common

grew slowly,

were in continuous

residence

space was partially Today, several hours.

time or Mexican Formal locally

brokers

work

with

with

are patterned

time?”

Mexican

varies from

really

strictly

daily,

in the winter tailor-made

1955

Social

season for

goods within

in the tourism,

climate.

economic

daily siesta pre-

The local joke,

“American

time or local time.” modernization,

interested

are creating

in relaxation

the upperclass

Mexican

a summer

13, and interaction

tourist)

to very informal

relatives. space is partially

take them to hotel,

controlled

beach, market

by culture

shepherded

through.

in a luxury

hotel center

to a minimum. side Vallarta Tourists

Tourists

Young

American

in coastal pueblos, who enjoy

cultural

take visitors into the countryside demonstrated.

This is followed

OF TOURISM

RESEARCH,

of town drifters

where

where

by staying

formal

vegetation

by a visit to a small ranch0 MarlApr

‘76

Local

residents

aboard

can

are being

ship, or living

keeps interaction

avoid tourists

primarily

can take tours. natural

city tours for the mass

atmosphere

and explorers

visiting the town tourism

areas.

hours when the foreigners

can lessen interaction

outside

brokers;

and shopping

avoid the business area during the late morning

ANNALS

From

developed.

week and two-hour

in Mexican

(with

and drifters the visitors

and craft development.

primarily

work

are primarily

invited

and grew.

can deliver

to the tropical

formal

continued

ability

refers to “tourist

a new concept tourists

explorers

hotels were built and Americans

mass tourists

six-day

American

Local residents

community

in time apply

the traditional

vacations,

Physical tourist

supporting

These innovations

vail, and schedules

season here.

several modern

hours a day, and shopkeepers

Generally,

visits from

with visitors

beach cloth-

shirts.

language.

shared, and some bilingual

Mexican

as much as fifteen

sphere.

the

tour groups

area is filled

dressed in vivid embroidered

to share their social space, and this visiting pattern to 1970

where

Cruise ships

season and packaged

the downtown

and hawaiian

but local

opportunity.

are service-oriented.

in the winter

sandals, pant-suits

The modern.

hotel chains,

a seacoast resort community

months,

ser-

airport,

ANALYSIS

During proceeded

and international

inhabitants

of the host community

colored

INTERACTION

the winter

modern

and a modern

much employment

town,

two to three times weekly in daily.

and other

dock were under construction.

still controlled

for some 40,000

electricity

a paved highway

urban workers

is now a single-industry

occupations

are flown

and provided

funds had completed

process brought

social and familial

potential

Ii. EVANS

by staying out-

for supplies. Afternoon

“jungle

is described, where

tours”

and its uses

a woman

pats out

195

TOURISM

hand-made tortillas.

AND CROSS CULTURAL

COMMUNICATION

Guides lecture enthusiastically about the rural heritage, the old

way of life, and the recent modern facilities. Explorers and American residents have penetrated the total physical space, utilizing local restaurants, cinemas, beaches and other recreational space. Empathetic culture brokers often invite them into community social space and develop long-term friendships and reciprocal relationships such as fictitious or real godparenthood, business ventures and marriage. Adaptation here is primarily to the host culture and where foreign innovations have been introduced, they have been modified in agreement with Mexican attitudes toward modernization. Some American residents can speak Spanish fluently now but the bilingual Mexican culture brokers far outnumber them.

Both groups have contributed to the local

innovations of English-language signs, menus, guidebooks and maps. Misspellings are often retained for amusement and to gain additional publicity.

Since 1968 when an

American couple opened a free English-language night-school, continued by their Mexican students, lessons have been available two nights a week. The local radio station contributes free announcements, and upwards of 500 students begin each year. Functional bilingualism, enough English for communication

in a business trans;

action, exists today in almost every tourist establishment.

.

Since American residents have adapted to the local environment and culture brokers have introduced American-influenced innovations, there is a community of shared attitudes and experiences. Local empathy toward visitors has built through time, but seldom is extended to the mass tourists. However, one enterprising thirteen year old broker arranged a tour for a group of optometrists from a cruise ship. He took them to visit a surprised but delighted Mexican optometrist. Strategies like this are not uncommon and following successful repetition, can lead to new patterns of adaptation. Vollartans are aware that tourism has promoted government-supported ization along their coast. Government-financed

modern-

facilities removed their physical isola-

tion from central Mexico via improved transportation, communication by radio and television, and better educational facilities. With physical barriers down, Mexican identity grew. Local pride is reinforced by tourist admiration for the beautiful natural environment, the architecture, and newly-developed crafts. The crafts have achieved’ national recognition and are sold in other parts of Mexico. Vallarta’s patron saint holiday has taken on a commercial quality but it has been extended from a two to a twelve day celebration, and many thousand local people take part, many in neighborhood-planned performances and costumes. Ethnic identity is a conscious state in Vallarta. CONCLUSION The introduction ‘+g6

of Canadian and French airt)nes, and European cruises have reANNALS

OF TOURISM

RESEARCH,

Mar/Apr

‘76

NANCY

cently

increased

the

scope

H. EVANS

of international tourism in Vallarta.

But as these new

groups arrive in the familiar packages - brief stay, limited use of space, language barriers, and few shared cultural elements - interaction is expected to be limited and to occur primarily in the economic sphere for a long time. The kind and amount of cross-cultural interaction between tourists and members of the host culture can influence local attitudes toward change and innovation, particularly when early visiting patterns are developed slowly and informally, and bilingual culture brokers mediate between the two groups. While Puerto Vallarta is not without the stresses of rapid modernization and urbanization, the adaptive strategies discussed have helped to control and regulate change. The active encouragement of summer tourism for Mexican tourists ensures a more dependable economic development, and national and international recognition has helped to preserve and revitalize cultural identity. Finally, to employ the method as well as the substance of this analysis of Vallarta, it is hoped that the use of temporal, spatial, communicative and cultural variables will provide a useful model for testing in other touristic settings -- all in preparation for some generalizations which the study of tourism needs.

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ANNALS

OF TOURISM

RESEARCH,

Mar/Apr

‘76