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Cultural Commodification of Indigenous Peoples in Colonial and Postcolonial Tourism

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During colonial expeditions and their aftermath, indigenous peoples played a central role in the development of tourism industries, which were closely tied to imperial expansion.[1] Colonizers often advertised travel to exotic lands as both adventurous and enlightening, relying heavily on local cultures as selling points.[2] As a result, indigenous identities were not only exposed to foreign gazes but were also strategically altered.[3] Their traditions, dress, language, and rituals were frequently commodified and selectively modified to align with the expectations and fantasies of colonial tourists.[4]

Guidebooks were influential on the perception of indigenous communities by Western travelers.[5] These publications framed encounters with local populations through a colonial lens, often emphasizing their perceived differences and reinforcing stereotypes.[6] Along with them, promotional materials from travel firms and shipping lines also served to impose imperial ideologies, portraying indigenous people as non-Western and exotic.[7] Rather than offering an objective portrayal, such media served to legitimize imperial ideologies and normalize the subjugation of local cultures within the tourism context.[8]

Such representations were also underlined by stagings of indigenous cultures at popular tourist destinations.[9] In colonial Egypt, for instance, travel brochures often highlighted performances or experiences such as traditional dances, musical displays, or locals engaged in traditional enterprises like trinket sales—all carefully orchestrated under colonial supervision to fit tourist expectations.[10] The exhibitions aimed to affirm colonial dominance while providing entertainment to travelers.[11] This materialization of indigenous identities shaped how tourists consumed their cultural aspects.[12]

Within the indigenous responses that came from around the world, some local populations managed to adapt and actively take part in the tourism economy.[13] A notable example is the Māori in New Zealand, who adjusted their traditional practices—such as carving, storytelling, and ceremonies—to align with tourist expectations.[14] This allowed them to tailor their traditions to meet tourist demand while maintaining cultural integrity and asserting agency.[15]

The effects of the colonial era still persist in modern tourism and continue to influence how indigenous cultures are displayed and interpreted.[16] Preconceived orientalist narratives on destinations continue to shape tourist expectations, which have long been framed as unique or exotic experiences.[17] Such colonial practices not only altered indigenous values through interventions in their lands and lives, but also shaped global perceptions of their cultures and identities.[18]

References

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  1. ^ Zuelow, Eric G. E. (2016). A History of Modern Tourism. London: Palgrave Macmillan. p. 79.
  2. ^ Zuelow, Eric G. E. (2016). A History of Modern Tourism. London: Palgrave Macmillan. p. 100.
  3. ^ Baranowski, Shelley; Endy, Christopher; Hazbun, Waleed; Hom, Stephanie Malia; Pirie, Gordon; Simmons, Trevor; Zuelow, Eric G. E. (4 May 2015). "Tourism and Empire". Journal of Tourism History. 7 (1–2): 100–130. doi:10.1080/1755182X.2015.1063709. (esp. p. 105)
  4. ^ Baranowski, Shelley; Endy, Christopher; Hazbun, Waleed; Hom, Stephanie Malia; Pirie, Gordon; Simmons, Trevor; Zuelow, Eric G. E. (4 May 2015). "Tourism and Empire". Journal of Tourism History. 7 (1–2): 100–130. doi:10.1080/1755182X.2015.1063709. (esp. p. 101)
  5. ^ Zuelow, Eric G. E. (2016). A History of Modern Tourism. London: Palgrave Macmillan. p. 79.
  6. ^ Pratt, Mary Louise (2007). Imperial Eyes: Travel Writing and Transculturation. Routledge. p. 52.
  7. ^ MacKenzie, John M. (2005). "Empires of Travel: British Guide Books and Cultural Imperialism in the 19th and 20th Centuries". In John K. Walton (ed.). Histories of Tourism: Representation, Identity and Conflict. Vol. 6. Channel View Publications. p. 25.
  8. ^ MacKenzie, John M. (2005). "Empires of Travel: British Guide Books and Cultural Imperialism in the 19th and 20th Centuries". In John K. Walton (ed.). Histories of Tourism: Representation, Identity and Conflict. Vol. 6. Channel View Publications. p. 25.
  9. ^ Baranowski, Shelley; Endy, Christopher; Hazbun, Waleed; Hom, Stephanie Malia; Pirie, Gordon; Simmons, Trevor; Zuelow, Eric G. E. (4 May 2015). "Tourism and Empire". Journal of Tourism History. 7 (1–2): 100–130. doi:10.1080/1755182X.2015.1063709. (esp. p. 103)
  10. ^ Zuelow, Eric G. E. (2016). A History of Modern Tourism. London: Palgrave Macmillan. p. 101.
  11. ^ Mitchell, Timothy (1989). "The World as Exhibition". Comparative Studies in Society and History. 31 (2): 217–236. (esp. p. 218)
  12. ^ Zuelow, Eric G. E. (2016). A History of Modern Tourism. London: Palgrave Macmillan. p. 79.
  13. ^ Foley, Dennis Lance (1 August 2011). "From Traditional Carving to Plastic Tiki: Māori Struggles to Balance Commerce and Culture within the Global Tourism Marketplace, 1860–2010". Journal of Tourism History. 3 (2): 175–199. (esp. p. 178)
  14. ^ Foley, Dennis Lance (1 August 2011). "From Traditional Carving to Plastic Tiki: Māori Struggles to Balance Commerce and Culture within the Global Tourism Marketplace, 1860–2010". Journal of Tourism History. 3 (2): 175–199. (esp. p. 178)
  15. ^ Foley, Dennis Lance (1 August 2011). "From Traditional Carving to Plastic Tiki: Māori Struggles to Balance Commerce and Culture within the Global Tourism Marketplace, 1860–2010". Journal of Tourism History. 3 (2): 175–199. (esp. p. 179)
  16. ^ Greiner, Andreas; Toivanen, Mikko (23 December 2024). "Colonial Baggage: An Introduction". Itinerario: 223–234. doi:10.1017/S0165115324000263. (esp. p. 234)
  17. ^ Greiner, Andreas; Toivanen, Mikko (23 December 2024). "Colonial Baggage: An Introduction". Itinerario: 223–234. doi:10.1017/S0165115324000263. (esp. p. 232)
  18. ^ Greiner, Andreas; Toivanen, Mikko (23 December 2024). "Colonial Baggage: An Introduction". Itinerario: 223–234. doi:10.1017/S0165115324000263. (esp. p. 234)
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