POSTMODERN TOURISM
Definition: A sociological theory that has major implications for the study of
tourism. Based on the idea that in industrialized, developed nations, the basis
on which people act as consumers has been transformed in recent years. The
theory suggests that traditional boundaries (hi/low brown culture, up/down
market leisure activities) are becoming blurred and are breaking down.
Built environment best demonstrates the postmodern cultural paradigm
Three types of postmodern architecture:
1. After modern = consumerist postmodernism, learn from Las Vegas
idea. Celebrates commercial vulgarity. Art and life are fused in
playful borrowing of ornamental style. Previous elements of culture
are mass produced and no longer signify anything in particular.
Architecture of surfaces and appearances, playfulness and pastiche.
2. Return to the pre-modern = . What is celebrated is the classical form,
the architecture of an elite. The need to gaze on uninterrupted classical
buildings; preserved buildings for living (Boston brownstones, SF row
houses)
3. Against the modern = Modern is western privileged and metropolitan
and professional over the people. Modern space is absolute,
generalized and independent of context, while postmodern is
localized, specific and context-dependant. Postmodern travelers
prefer places outside cities where they find pleasurable buildings that
seem appropriate to place and which mark that place off from others.
Museums
Contemporary tourist can be a modern pilgrim with guidebooks as
devotional texts. Museum functions as a metaphor for the power of the state,
learning of the scholar and genius of the artist. Museums are premised on the
aura of authentic artefact. But what see in museums has been transformed
Broadening of objects deemed worthy of preservation
Change in the nature of museums from dead (hushed reverence) to living
(discourse and fun) such as science, exploratory places
Shops look like museums and have been themed or branded.
FUTURE OF TOURIST BEHAVIOR
FT will be influenced by a range of factors that will lead to:
1. Growth of outbound tourism from countries which have not been
major generators of international trips
 New generating countries include Eastern Europe, Aisa and the
Pacific
2. Expansion of tourism demand from certain groups in society
Effects on segmentation include
 demographic change in USA and Japan with growth in ‘third
age’ market (elderly)
 children’s separate vacations
 more non-Christians traveling
 growth of student segment (non-national or ethnic base)
 disabled travelers will become major market
3. Development of new types of tourism product
From change in tastes, industry offerings, tech innovations, social
concerns spur new products such as:
 Vacation resorts that stretch your mind and change your life
 Political traveler to visit Cuba and other newsworthy countries
 Volunteer vacations where tourists work or build
 Holidays involving stays with families
 New modes of travel such as freighter ships and sailing vessels
 Ethical holidays with concerned tourists
 Health-enhancing holidays; stress reducing trips
Virtual reality will let people feel sun and surf in their homes,
experience a visit to ancient lands and enjoy a romantic cruise from
home
More vacations per year
4. Changes in the way in which we purchase tourism products
Internet, smart card, global distribution system to package own tours