3.1.

Cultural preservation Tourism provides funding to preserve and conserve cultural

heritage, gives back cultural pride, revitalise customs & traditions as well as opens
door for cultural sharing and learning (Smith, 2009). Most of the common positive
impacts of tourism on culture include increasing cross cultural interaction;
understanding, maintaining and keeping local culture, arts, crafts and traditions;
empowering host communities; and strengthening cultural values. In Indonesia, Cole
(2007) found that villagers feel proud of tourism because it strengthens their cultural
values. Here, to attract distant tourists, children nurture local customs to create a
strong and authentic base of cultural components without disrupting ancestors’
values. Tourism has opened the door to establish the cultural identities like houses,
clothes, and megaliths dress as their group identity and recognition of political power
through photographing and marketing these identities in promotional materials at
provincial level. On the other hand, due to the social recognition and power, conflict
and crime might be increased in the major tourist destinations (Tsoudis, 2001). 3.2.
Building institutional infrastructure Tourism certainly increases awareness among
local people those are not involved in their traditional arts & crafts business. By
building some institutional infrastructure, tourism keeps these cultural components
alive (Witt, 1991). The Renaissance in Indian arts due to tourism is familiar to many
scholars from the case study of Deitch (1989; cited in Page and Getz, 1997). Here
another example is presented. Counterpart International, a non-profit organisation
through ‘Community Tourism Alliance’ project during 2006-2012 has protected the
powerful hundred year’s Maya culture by co-managing and co-conserving approach.
It has empowered women through entrepreneurship development in various folk art
and carvings and pottering goods. Later it has developed modern advertising
materials and broadcasted around the world, and organised trade fair to attract
tourists. Now the community is saying, they feel proud of their culture as it is found
around the world on their crafts (Snyder, 2012). But during this intervention due to
the very business of women, family conflict and divorce rate were also increased
there (Nzama, 2008). 3.3. Derived demand Another good example of maintenance of
local host traditions is found in John M. Knox & Associates, Inc.’s (2004) conducted a
case study in Hawaii, where formal tourism sector derived the demand of native
Hawaiian culture in hotels. After a meeting, public and private sectors together
decided that restoring and maintaining native Hawaiian cultural themes would
benefit the industry more than importing and developing new components.
Consequently, demand for native Hawaiian as entrepreneurs for story telling by using
original terms with honour and pride increased. Now native Hawaiian say that
tourism opens space for them to show something valuable to the world that can
contribute to human wellbeing. But entrepreneurship led money, power, and desire
to earn more, which contributed to change in local habits, increased crime, gambling,
and alcoholism and inspired commercialisation of culture (Rátz, 2000). 3.4.
Motivating collectivism Through social contact people sometimes come out of self
centric position to collectivism. The city people of Jaipur were really self-centred, but
due to the intervention of tourism social contact between people was increased in
order to show a good image to tourists. As a result, they learnt about other nations
and came out of misconceptions about the colonialist nations in India. This social
contact helped to show morality, honesty and hospitality to strangers. This case study
is done by Singla (2014). It is true that understanding between hosts and guests
reduce misconceptions and distance (Hunziker 1961). Social contact also helps to
build friendships between hosts and guests, who use positive word of mouth about
hosts after returning home (Boissevian, 1979). Since the positive and negative
outcomes of tourism depend on human factors, including the attitude and behaviour
of tourists and hosts during the interactions, so tourists, tourism and hosts are jointly
responsible not solely (Spanou, 2007). Therefore, finding out ways to manage the
impacts of tourism could be a good job instead of involving in the debate. The
important management areas are overall socio-cultural impact management and the
host-guest encounter points like: goods and service purchasing, face to face
interaction for sharing ideas and information, side by side at activities.
Charmed by Indian dance and other art forms, many foreigners stayed here to learn
Kathakali (Kathakali is a stylized classical Indian dance-drama noted for the attractive
make-up of characters, elaborate costumes, detailed gestures and well-defined body
movements presented in tune with the anchor playback music and complementary
percussion. It originated in the country's present day state of Kerala during the 17th
century and has developed over the years with improved looks, refined gestures and
added themes besides more ornate singing and precise drumming. The themes of the
Kathakali are religious in nature. They typically deal with the Mahabharat, the
Ramayana and the ancient scriptures known as the Puranas. This is performed in a
text which is generally Sanskritised Malayalam.)at Kerala Kalamandalam, a Deemed
University in Kerala, and later these foreigners started school in their respective
home lands to teach the same to native students. Thus way Indian culture received
wide global appreciation.
In the field of languages, most of the tourist centres are turned to be multi-lingual.
The guides, shopkeepers, and even street venders can communicate with the tourists
in their native languages. That is also a welcoming attitude and makes our culture
more flexible and accommodative.