The Consumption of Tourism - Tourism and Development: Concepts and Issues - page 376

Consuming as classifi cation
As suggested above, consumption practices are most commonly consid-
ered a status/identity signifier, a means of achieving social distinction. That
is, especially within de-differentiated, postmodern societies, consumers uti-
lise consumption objects to create self-identity and to 'classify themselves in
relation to relevant others' (Holt, 1995: 10). This process of consuming-as-
classification is not, of course, new; in the 1920s, positional consumption
(conspicuous consumption) was identified by Veblen (1925) whilst the so-
called 'aristocratic model' (Thurot & Thurot, 1983) of tourism development
points to the inherent and long-held role of tourism as a social classifier.
The role of consumption in identity creation is widely considered in the
literature (Bourdieu, 1986; Featherstone, 1991; Warde, 1992), as is its appli-
cability to tourism (Sharpley, 2008; Voase, 1995). Generally, however, it is
interesting to note that, although the consumption of tourism has become
increasingly democratised, and 'while travel has remained an expression of
taste since the eighteenth century, it has never been so widely used as at
present' (Munt, 1994: 109). In response, the travel industry is developing
more specialised, niche products which, though relatively affordable and
available to the masses, nevertheless have the aura of status or luxury.
Examples of such products include eco- (or 'ego') tourism, all-inclusives and
package cruise holidays.
Tourism Consumption and Development
As has already been suggested in this chapter, the 'typical' characteristics
of tourist motivation indicate that, generally, tourists are unlikely to be posi-
tively disposed towards consuming tourism is a manner that is appropriate
to the destination. That is, not only are tourists considered to be unaware of
the consequences of tourism, in a developmental sense, for the destination,
but also they are primarily motivated by ego-centric needs of escape and
self-indulgence. This is not to say that all tourists fall into this category.
Undoubtedly there are some who purposefully seek out integrated, balanced
forms of tourism that make a positive developmental contribution, but, for
the most part, tourists purchase holidays which are most likely to satisfy
personal needs of escape, relaxation and fun.
To a great extent, this position is both reflected and reinforced by the
consumer culture of tourism outlined here. Tourists may initially be moti-
vated by escape and 'ego-enhancement' but, at the same time, cultural mean-
ing is transferred to the consumption of tourism in a variety of ways. That
is, the consumption of tourism embraces a meaning and significance that
goes beyond utilitarian need satisfaction and, importantly, the ways in
which this meaning or significance is manifested in consumption practices