Is Tourism a Culprit in Commodifying Cultures and Traditions?

Yes, tourism is a culprit in commodifying cultures and traditions.

These cute fridge magnets that I have bought during my trip definitely reminds me of Vietnam. Such souvenirs are cheaply produced in large quantity. These are considered symbols of tourist experiences that are transformed into tangible commodities which are instantly recognizable. 

Vietnam Flag T-shirt

Another example would t-shirts. Vietnam flag t-shirts can be easily purchased in the markets.

These commodities appear as a result of tourism as they are seen as novel in the eyes of the tourist.

This is an example of commodification of tradition. While we were taking a break near the Mekong Delta, these ladies started singing in font of us. There is modification in traditions as performances are put up for the sole purpose of earning revenue. The meaning behind the traditional performances are getting less important. 

Although tourism may revitalize culture and traditions, their values have changed.

Selling Conical Hats

Coconut Craft

Craft works are always on sale as they are usually unique to the country and many locals are able to make them. Again, the meaning behind passing down the skills in making these traditional crafts are no longer important. Because most people in Vietnam are poor, they are more likely to be concerned with making a living.

Sale of Traditional Costume in Sapa

Besides crafts, traditional costumes are also available. This is something which I cannot accept. I feel that the  traditional costumes should only be meant for people who belong to the ethnic groups or tribes. Something of sacred importance should not be mass produced and sold to the public. Such an activity would very much bring down the value of the traditional costumes as well as the ethnic group. There is loss of integrity by selling cultures and traditions for money.

(has7, n.d.)

All in all, tourism has led to increased merchandising of cultural and traditional items. There is also simplification of culture whereby an item is used to represent the entire culture of a country, for example, conical hats. Tourism is therefore a culprit in commodifying cultures and traditions.