The darker side of the servicescape: investigating the Bali Syndrome

Abstract

PurposeThe purpose of this paper is to explore whether tourists in Hawaii experience the Bali Syndrome. The Bali Syndrome suggests that tourists in Polynesian destinations experience artificial cultures. To explore the syndrome, the paper investigates whether tourists are interested in purchasing Hawaiian souvenirs and memorabilia that are based on the state's history and culture, as well as the extent to which Hawaiian history and local culture motivates their Hawaiian sojourn.Design/methodology/approachThis paper employs survey methodology in two studies. Both studies are based upon questionnaire responses from a convenience sample of approximately 700 tourists in Waikiki.FindingsAlthough tourists in Hawaii express an interest in the state's history and local culture, the majority have no intention of purchasing historic/cultural souvenirs or memorabilia.Research limitations/implicationsMarketing and tourism planners in Hawaii, Fiji, and Bali should create advertising and promotional campaigns that focus on the “escape” qualities of these destinations, rather than on Polynesian histories and cultures. Given that the study was conducted in Waikiki, researchers may want to explore the Bali Syndrome in other Polynesian destinations.Practical implicationsMarketing and tourism planners may respond to the Bali Syndrome from four different perspectives; these are, servicescape, ethics, cause‐related, and eco‐tourism.Originality/valueThe paper provides empirical evidence that the Bali Syndrome exists and then offers a range of possible responses based upon four perspectives.