Symbolic Consumption

Tourism is often co modified using symbolism. Despite often being paid for well in advance, unlike many other major purchases, tourism cannot be sampled, touched, tasted or viewed in advance. Nor can it be tried before purchase. This process of purchasing a holiday is longitudinal (involving pre-purchase, planning, the holiday itself and post-trip reflection).

Consumer Society

Emerged from the 17th century to the 1980’s.The following stages indicate the development of consumerism:-

Pre-Fordist – no standardisation of products. No division of home, work and leisure. These societies are often referred to as traditional or authentic society. (These can now be experienced some extent on farm holidays)

Fordist – Mass production and mass consumption with affordable prices. Designed for large homogeneous groups. The standardised, packaged, homogenous, predictable, scheduled product applied as much to mass package holidays as other consumer goods. Access to goods and holidays was regulated through the wage economy. Work and leisure were split from home in separate spatial and time zones. Tourism takes place in a different spatial area from the home therefore the consumer is taken to the product. The development of an industry to meet needs and offering products for consumption within a tourist system that included host communities and a variety of physical environments. (Such as package holidays or Butlins).

Post-Fordist – tailor-made holidays catering to individual’s requirements. These holidays have more flexible consumption and production. (Such as niche tourism or experimental tourism). Created opportunities for travel within service-dominated post-industrial economies. The reaction to Fordism has been the demand for specialist, individualized products. In the mass tourism market High Street retailers have introduced dynamic packaging to give flexibility and choice in elements of the holiday. The post- industrial society is the era of ‘New Tourism’, niche and experimental counter or non-commercial tourism.

Sociology of Consumption

In our post-modern society, there has been a breakdown of class divisions, the ability to pay is usually considered more important (although some hotels do reject money for class e.g. one hotel famously refused to accommodate Madonna).
Globalised, standardised consumption – loss of some of the traditional boundaries – we now have a global approach to consumption. Tourism demand is responsive to factors such as world recession, increased oil prices, terrorism and changing consumer tastes.

Ritser (1993) – talked about the Fordist principles being applied to the service industry the “McDonaldisation” of society. This was expanded to encompass tourism.

Ritzer & Liska (1997) coined the term “McDisneyisation” applied to tourism referred to highly predictable vacations. Holidays mapped out with a schedule to follow.

Consumption of time

The use of time and choice of location reflect social distinctions and distinguish market segments. Also reflects gender, family and life cycle. Time is one of the most important resources for people. Increasingly many people are becoming time poor/money rich. Many people are looking for an escape from time on holiday where they can avoid a formal schedule of activities but this is difficult when following airline schedules and mealtimes for full- or half-board at hotels. This has led to an increase in self-catering holidays.

Spatial commodification

Tourism has to take place in a different space from the one you occupy (different special zone). In tourism the consumer has to travel to the product (unlike other purchases). There is the perception that destinations cater for a particular market – youth, senior, gay, affluent or family deterring other visitors but attracting provision of facilities geared to meet needs and lifestyles of the key market segment reinforcing the perception of an exclusive zone.

Environmental Symbolism

Brochures use words that ‘paint a picture’ of a destination such as “romantic”, “picturesque” and “sublime”. By branding the destination we can also brand people – we recognise that an environment may have special significance for people. An important role for tourism is, therefore, the formation of place identity which individuals develop psychological bonds with places that are spatially dispersed.

Spatial Anchors

Because we move around, we have a reduced identification with locations so some people seek out somewhere which is special to them and regularly return to the same destination each year. Some destinations use subtle marketing which links visitors to destinations “I am not a visitor but a temporary resident”

Referential Space

Despite not remaining in their country of origin, people often feel a special connection – there is an interest in our ‘roots’ or ‘origins’ and family background. One of the fasted growing hobbies is researching family trees and people often travel produce their genealogies.

Symbolic Legacy

This refers to the quality of the setting. For example the Opera House symbolises splendour and elegance; a rock concert represents stadiums. A vast utilitarian space (rather than luxury). National Parks symbolise natural landscape (this was particularly important in USA who set aside land for national parks as part of their identity)

Creating Symbols/Imagery

This is a complex social phenomenon involving many different participants. In new destinations it is usually the private sector that sees the potential for tourism and develops the area. Once a destination exists it is influenced by people who see the potential for organising tours and bring people. Another key element is the mass media and promoters who decide on the meaning to attach to a place. For example in the mid-1960s a new town was created to link 6 small settlements and host the overspill from Birmingham. The symbol of the Iron Bridge (a world heritage site) was used to unite and unify them and make the town more acceptable.

Souvenirs
Souvenirs are bought to remember a place. They symbolise the destination. For example the Red London Bus and Big Ben are often used to symbolise London. Stratford-Upon-Avon is usually linked to imagery associated with the author William Shakespeare.