The Power of Tourism: A Metamorphosis of Community Culture

Abstract

The commodification of culture for tourism can result in fundamentally changing a community's structure. Focusing on one rural Atlantic Canadian community, this article examines the transformation of longstanding stable forms of human and social capital that have bonded a local community over two centuries, and in so doing helped to ensure sustainability. Transformations induced by tourism development may dramatically transform such cultures. To avoid corrosive transformation of local culture, careful management plans that protect community values must become the focal point of the plan. This paper discusses the commodification of the culture process as it has unfolded and transformed local culture in a case study rural community. Results of the study show that while local culture may be a community's most valuable asset, the commodification of local culture for tourism may, in reality, impede a community's efforts to achieve sustainability. Cultural-based tourism development invokes transformation, whereas the traditional community culture dies away while attempting to simultaneously create a new culture based on the icons of the traditional one. This may be described, metaphorically, as a death–rebirth-like process. This research suggests that conventional notions of cultural tourism as a means of community sustainability without regard for traditional practices and values may not be appropriate.