CULTURAL DIFFUSION THEORY AND TOURISM IMPLICATIONS

Cultural diffusion is defined as the spread of cultural elements due to the interaction among people from different cultures. Migration was one major reason for cultural diffusion for thousands of years. Through migration, cultural elements such as art, knowledge, language, poetry and religion were exchanged during the diffusion process. Diffusion usually occurs in a cumulative way starting from developed western countries towards developing Eastern countries. The characteristics of people starting diffusion process and the proximity of the cultures are the main factors influencing cultural diffusion. The change in the nature of the cultural element through diffusion process is inevitable. With the increase in the scope of tourism activities worldwide in the last century, the speed of diffusion has increased. The development of tourism activity in a region led an increase in the pace of cultural diffusion via interactions between hosts and guests. The impacts of cultural diffusion on a region can be both positive and negative. While the globalization can be a threat for the local culture, the increased tourism activity gave rise to the preservation efforts of local culture. The purpose of this paper is to review literature in cultural diffusion theory and discuss the tourism implications.