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E-book Creative Tourism in Smaller Communities : Place, Culture, and Local Representation
Issues arising from overtourism in many of the world’s major cities call into question the adage “bigger is better,” as do touristic desires for au-thentic, human-scale immersion in local life, culture, and knowledge. Overtourism accounts for many headlines, and some of these posit an alternate travel experience—for example, Elaine Glusac’s 29 August 2019 article in the New York Times: “Cooler, Farther and Less Crowded: The Rise of ‘Undertourism.’ ” According to the United Nations World Tourism Organization’s (UNWTO) statistics for 2018, the number one consumer trend in tourism is “travel for change: live like a local, seek authenticity and transformation” (5). Overtouristed places are hard-pressed to accom-modate this trend, but “undertouristed” places are not. Endogenous com-munity characteristics, tangible and intangible, provide an opportunity for residents and locals to come together to create shared social capital that reverberates in the community. Smaller communities are especially well-suited to hosting tourists who seek connection with the local. While the examples provided in the following chapters fall within most coun-tries’ definitions of small or at least medium-size cities, it should be said that population is one way, though not the only way, that we can measure what a “smaller community” is. Such communities might also be viewed as granular—small geographical units bound together by social and cul-tural networks. These networks are invaluable resources for smaller com-munities transitioning from a resource-based economy or for places that are otherwise urgently seeking a lifeline to cultural, social, economic, and ecological resilience. Many struggling communities are geographically peripheral, intensifying their need for rebranding themselves as destina-tions that appeal to tourists who seek to live like a local, so that the locals can keep living in their own location. The ability to provide a sense of place, created by locals with endogenous resources, opens up the possibility of a tourism that leverages the unique cultural characteristics of any place, whatever the size or expressed parameters—as long as there are creative tourists who want to engage with it. This situation presents tremendous and exciting development opportunities for smaller communities.
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