The world comes to Fiji: who communicates what, and to whom?

Book chapter


Harrison, D. 2021. The world comes to Fiji: who communicates what, and to whom? in: Tourism, tradition and culture: a reflection on their role in development Wallingford CAB International (CABI). pp. 87-96
Chapter titleThe world comes to Fiji: who communicates what, and to whom?
AuthorsHarrison, D.
Abstract

This chapter revives the notion of the 'plural society', a somewhat discredited approach when applied to small Caribbean societies but much more applicable in the Fiji context, and examines the portrayal of ethnic Fijians and Indians in tourist brochures. The chapter examines the content of tourism brochures for Fiji and the potential they bring for cultural change. While the literature commonly considers tourism's role in changing attitudes and/or behaviour of members of the receiving society (the so-called 'demonstration effects' or inward acculturation), it tends to ignore possible changes among tourists - which is termed 'outgoing acculturation. The paper finds that the people portrayed in the brochures are almost entirely ethnic Fijian. East Indians, while employed in the tourism sector, are usually backroom staff and virtually absent from the brochures. At the same time, the culture of ethnic Fijians is largely protected from inward acculturation by their continued residence in traditional villages, where the position of the chiefs and elders continues to dominate.

Sustainable Development Goals10 Reduced inequalities
11 Sustainable cities and communities
16 Peace, justice and strong institutions
Middlesex University ThemeSustainability
Page range87-96
Book titleTourism, tradition and culture: a reflection on their role in development
PublisherCAB International (CABI)
Place of publicationWallingford
ISBN
Hardcover9781789245899
Electronic9781789245905
Electronic9781789245912
Publication dates
Online28 Nov 2020
Print01 Jan 2021
Publication process dates
Deposited07 Sep 2022
Output statusPublished
Digital Object Identifier (DOI)https://doi.org/10.1079/9781789245899.0087
LanguageEnglish
JournalTourism, tradition and culture: a reflection on their role in development
Permalink -

https://repository.mdx.ac.uk/item/89yw3

  • 18
    total views
  • 0
    total downloads
  • 1
    views this month
  • 0
    downloads this month

Export as