Tourism Illiteracy
Tourism Illiteracy is an educational deficiency about tourism. People can be illiterate in
the sense that they:
 do not plan for tourism
 do not see tourism as a benefit to the community’s economy
 do not understand how to use the tourist dollar for expansion
 feel that tourists should not intrude on their way of life
Tourism illiteracy is hard to break. Those people have either experienced something
negative related to tourism or jus are afraid of change in their community.
Barriers to Tourism Acceptance
1.
Crime and unwanted behavior. In any host society there are those who will
take advantage of people unfamiliar with the community (i.e. criminals).
Unwanted behavior would be such things as prostitutes and drunkenness (i.e.
red-light district, St. Petersburg).
2.
Air, water, land, and noise pollution. Adding additional people to an area
can have a negative impact on the ecosystem. Banff is a good example of
“people pollution”. Restrictions placed on numbers can help alleviate this
problem.
3.
Congestion of roadways, parks, shopping areas, recreational areas, and
restaurants. Locals competing with tourists for these services can be a
problem.
4.
Local Resentment. If tourists don’t follow local social or cultural norms or if
those hosting try to remove such customs to attract more tourists then there
will be resentment by locals.
5.
Inflation. Prices go up for services when tourists are “in town”.
6.
Seasonality. High unemployment when the tourist season is over.
7.
Leakage. Even the workers come from outside the community.
8.
Diversion of government funds. Needy projects may not get money because
some people in the community want to divert that money to tourism projects.
Benefits of Tourism
1.
Economic diversification. A wider variety of both full-time and part-time
jobs is available.
2.
Cultural preservation. Heritage Canada help protect and develop Canadian
cultural and historical sites.
3.
Better choices. In entertainment, shopping, and food service.
4.
Enhanced Travel. Transportation system is improved.
5.
Area Beautification. Destinations want their “community” to be clean,
natural, and healthy.
6.
Tax revenues. Such revenue keeps our taxes own.
7.
Foreign Capital. When international tourism organizations invest in an area
jobs are created.
8.
Recreational and educational facilities. Tourism dollars fund development
and improvement in these areas.
9.
Modernization. A better infrastructure aids public service departments like
police and sanitation.
10.
A favorable world image. Hosting the Olympic Games can enhance a
community’s global image.
Community Analysis Assignment
The members of your group are to choose one of the following local communities and
take a leadership role in convincing the residents of the benefits of tourism. Who in your
community would be your strongest allies, and what people would be your toughest
barriers? How would you overcome any tourism illiteracy in your community? Be sure to
relate your sales job to your specific community. This assignment will be presented to the
class.