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The demonstration effect revisited

The concept of the demonstration effect as a potential economic cost for destinations was considered in section 8.3.2. Equally valid are its possible sociocultural costs. Problems occur when residents (usually the young) gravitate towards the luxurious goods paraded by the wealthier tourists (Shaw & Williams 1994) or the drugs and liberal tial mores demonstrated by some 'backpackei '-type tourists. At least in the former case, such goods may be readily available in shopping outlets catering for the tourist market. As a result of the demonstration effect, tensions may result between the older and younger community members, as the latter increasingly reject local culture and tradition as inferior, in favour of modern outside influences (Mathieson & Wall 1982).

Case studies as diverse as the Cook Islands (Cowan 1977) and Singapore (Teo 1994) provide evidence for a tourism-related demonstration effect within local societies. However, as with most phenomena associated with tourism, this process is more complex and ambiguous than it first appears. First, the role of tourism in conveying and promoting outside influences, for example, may be relatively minor compared with the pervasive impact of television and other media, especially since the latter also serve as vehicles of deliberate product promotion. Second, the effect is not always unidimen-sional (i.e. tourists influencing locals), but may also involve the adoption of destination culture attributes by the tourists. Finally, the demonstration effect may actually have beneficial outcomes if positive elements of the totirist culture are adopted.