Tourism and glocalization "Local" Tour Guiding

Area of Science:

• Tourism Studies
• Cultural Anthropology

Background:

• Globalization and localization are often viewed as opposing forces in tourism research.
• This binary opposition overlooks the complex interplay between global and local influences.

Purpose of the Study:

• To explore the concept of glocalization within the field of tourism.
• To illustrate how global and local elements are integrated through the experiences of Indonesian tour guides.

Main Methods:

• Ethnographic study of Indonesian tour guides.
• Analysis of how guides represent local culture to international tourists.

Main Results:

• Indonesian tour guides actively engage in glocalization, blending global popular culture and technology with local representations.
• Guides skillfully adapt their narratives to cater to diverse international tourist preferences.
• The study highlights guides as key actors in the glocalization process.

Conclusions:

• Tourism provides a valuable context for studying glocalization.
• Further grounded research is necessary to fully understand the nuances of glocalization in tourism.