Perceptions of heritage - a theoretical analysis

Heritage, as an attraction, is becoming increasingly common in the promotion of tourism. However, there is evidence that the ways in which heritage is conceptualised differs between cultures. Additionally, when cultures meet there is a possibility that values adapt and change. This paper examines the extent to which conceptualisations of heritage change as different cultures come into contact with one another through tourism. A theoretical basis for this is developed using the concept of the demonstration effect and Mary Douglas's notions of Cultural Bias or Grid Group theory. The suggestion here is that tourism changes how local people value heritage but that the level of change is dependent on the original meaning attached to heritage objects, and that the original meanings are dependent on the cultural bias. First an analysis of the meaning of particular heritage items is suggested. It is hypothesised that within the range of meanings only some parts can accommodate change. Second, that nature of the change that takes place is examined. Given the nature of tourism these changes tend towards commodification though other values and meanings can also come with commodification. Third, the range of changes are identified. These include the micro effect of a positive demonstration effect where tourists give an intrinsic value to objects that are losing meaning in the host society, through to the macro effect where fundamental changes occur in the meaning and significance of heritage within a culture. The arguments presented show that the extent and type of change that occurs depends on the way the particular aspect of cultural heritage is valued. At one end of the scale something of no cultural value can be commodified easily. At the other end something that is deeply embedded in the culture or has deeply embedded meaning for the individual can be fiercely protected from commodification, or can only be commodified within culturally specific boundaries. Meanwhile, the overall meanings and values given to things of cultural and heritage importance change over time as a result of a range of external cultural forces on a society. This is true for both the hosts and guests. All cultures adapt, and as they do certain meanings change. Again the level of change is dependent on the embeddedness of the objects and practices in question, and how those objects and practices can adapt to more general cultural change.