Integration of Culture and Tourism and Local Response — A Study Based Upon Anthropological Fieldwork Observation of Cultural Transformation

Abstract

Modernity has transformed travel from an activity of a few individuals into a form of collective  consciousness, representing a cultural transformation. The cultural situation we face today is closely linked  to the self-awareness of cultural subjectivity. The close integration of culture and tourism has become an  essential path in contemporary choices for local social development. It will also bring about new forms of  creative transformation in a cultural sense—manifesting as a new transformation of local culture. Based  on fieldwork at Wulong Fairy Mountain Scenic Area, Chongqing, this study offers a new anthropological  perspective on cultural transformation in the local practice of “integration of culture and tourism” . First,  the integration of culture and tourism has become a widely discussed topic, which potentially contributes to local socioeconomic development. Second, planning and design in this field have been largely dominated  by approaches supported by local governments, which often means that governmental ideas are imposed  on local communities. Third, the concept of “culture and tourism integration” inherently implies that the  two dimensions should never be separated. Fourth, modern tourism increasingly encompasses diverse  forms of physical and mental travel, driven by the pursuit of authentic and varied experiences. Fifth, leisure  is becoming an essential aspect of consumption. Sixth, the integration of culture and tourism must leverage  culture’s capacity to attract. Seventh, it is important to recognize the existence of cultural diversity rather  than assume a singular cultural form. Eighth, social elements—such as cultural signs, symbols, and  representative values—can be treated in isolation. Ninth, we should pay attention to an alternative human  disposition: the desire for novelty, which manifests as a distinctive interest in “other cultures.” Finally, we  ought to return to the anthropological interpretation of culture and seek to understand human beings from  a cultural perspective. Overall, the mutual integration of culture and tourism is essentially a matter of  human affairs, and as such, it deserves to become a real subject of deeper observation and study through  anthropological fieldwork.