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Tourism as a Ritual
The chapter “Secular ritual: a general theory of tourism” of the book Hosts and guests revisited: tourism issues of the 21st century by Valene Smith and Maryann Brent discusses the idea that tourism is considered a ritual among certain populations. The unique instances of travel and holidays are in stark opposition to regular activities at home and workplace. In this case, tourism takes on a form that presents new and exciting tourist attractions that cannot be accessed or experienced at home. In this way, the concept can be used to explain the different tourist patterns and trends. This essay seeks to support the concept of tourism as a ritual and offer relevant arguments towards reinforcing the claim.
Tourism in itself is a form of escape for many of the people that partake in it. This is why many of the visitors normally choose distant locations. Within every tourist, there is an incessant need to experience tourism (Smith, and Brent 11). Various studies have attempted to explain the various factors that trigger the repetitive tourist behaviors and the way in which tourists are influenced. Understanding the different motivators that drive tourists to repeat their traveling habits will contribute towards explaining the patterns (Bushell, and Sheldon 21). Freedom and distraction are the two main motivators that have been identified in most of the habitual tourists. Life in one location for long durations can prove to be challenging in terms of cultural diversity and spontaneity. An individual will eventually become accustomed to the same streets, buildings, shops, and sites (Pearce, Filep, and Ross 18). The whole tourism experience has a massive impact on the participants. To the ordinary individual, tourism involves traveling, encountering new experiences and spending extravagant amounts of money. However, to the tourist, tourism is a life changing experience that holds the potential for changing the physical, mental, and emotional status. For example, a visit to India is considered a religious experience since one can meet Dalai Lama and spiritual monks (Pearce et al. 27). In the process, one can participate in spiritual cleansing as well as core strengthening exercises.
The initial experience for tourists is when they create the foundation for a pattern that will influence their future holiday decisions. However, after the first experience, tourists create lasting memories that become entrenched in their minds. Consequently, future choices will be influenced by the first contact. Tourists are in constant pursuit of a higher sense of sensuality, satisfaction, and quality service (Bushell, and Sheldon 45). Most of them lead a tedious and monotonous lifestyle all through the year and look forward to the refreshing holiday period. It is imperative that all the stakeholders in the tourism industry understanding the role the play and their contribution towards realizing it.
Various studies propose that strategically prominent tourist attractions and destinations can play a significant role in forming habits among tourists. The research indicates that two aspects must be present to motivate the habitual traveling. The first aspect is concerned with the excellence and nature of the experience. These are pull factors and may include elements such as uniqueness, and a wide range of experiences that can arouse another visit in the future. The quality of the experience at a particular tourist attraction holds a potential to generate a follow-up expedition (Pearce et al. 35). The second aspect mentioned in the studies is the push factor, or the individual motivations within tourists. Some researches argued that psychological connection is imperative in comprehending tourist behavior, including follow-up tours. The studies sustain the notion that a strong connection to a location can intensify the probability of planning to return and to suggest the location to others. Consequently, comprehending and developing a preference toward the attraction or tourist destination may assist in improving follow-up visits and tourism development (Pearce et al. 41).
The tourism industry is based largely on the premise of consistency and quality. In the event that tourists attempt to break their consistency, the outcome is catastrophic. This is because of several reasons. The change in destinations could imply a loss in the initial tourism experience. Many tourists who visit new destinations end up regretting their choice mainly because they may encounter new experiences that are uncomfortable or downright disappointing. Julie Wilson mentioned the way in which British tourist traveling to India experienced the congestion, commotion, and backwardness (Bushell, and Sheldon 67). Countries or continents with numerous tourist attractions are mostly preferred by tourists since they offer greater diversity. Tourist attractions with high quality services hold the biggest appeal since they are a guarantee that god memories will be made and kept. In the first world countries, tourism has evolved from a one-time activity into a serious event. This phenomenon is referred to as tourism ritualization. Ritualization is defined as the development of a specific set of behaviors, activities, and choices based on the initial positive experiences. In tourism, ritualization occurs after several local or overseas expeditions that result in impressive, positive, and lasting experiences. Repeated positive experiences that develop the body and mind of the tourist are likely to form a trend that develops into a ritual (Filep 54). In their publication, Valene Smith and Maryann Brent noted that a combination of aggressive and strategic marketing as well as emotional significance of a location work together to form a memory that guides future decisions for tourists (Smith, and Brent 32). As mentioned earlier, tourism has evolved from a simple one-time event to a significant life -changing period for the participants.
Kozak noted that the perception that tourism is a ritual derives from the fact that repeat tourists possess a wider and deeper experience of the similar destinations compared to first-time visitors. Therefore, while first-time tourists are engaged in understanding the environment and features, repeat tourists already know their preferred locations (Filep 78). This is when the ritual is formed. Repeat tourists take the time to enjoy their preferred locations, extend their understanding of these features, and explore their limits in the destination. Rituals are formed by a process of destination benchmarking in which tourists visit different locations, make mental notes of the experiences and finally make the decision.
In conclusion, tourism psychology is a wide
area of study that entails several major themes. The perception of tourism as a
ritual is one of the areas that have been studied extensively. The results of
these studies have enabled stakeholders in the industry to understand and exploit
this phenomenon. Ritual forming among tourists is caused by a combination of
several factors not limited to the quality of experience, the diversity of the
attractions and the opinions of friends and social media. What is evident is
that tourism has gradually evolved from an express and simple activity into a
complex event that incorporates various players. On their part, tourists have learnt
to expect more from traveling, sightseeing, and encountering new things on the
way.
References
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Bushell, Robyn, and Pauline J. Sheldon. Wellness and Tourism: Mind, Body, Spirit, Place. Elmsford, NY: Cognizant Communication, 2009. Print.
Filep, Sebastian. Tourist Experience and Fulfillment: Insights from Positive Psychology. , 2013. Print.
Pearce, Philip L, Sebastian Filep, and Glenn F. Ross. Tourists, Tourism and the Good Life. New York: Routledge, 2011. Print.
Smith, Valene L, and Maryann Brent. Hosts and Guests Revisited: Tourism Issues of the 21st Century. Elmsford, N.Y: Cognizant Communication, 2001. Print.
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