Unit 2 The Jafari’s Platform Model

Topics

▪ Advocacy Platform

▪ Cautionary Platform

▪ Adaptancy Platform

▪ Knowledge-Based Platform

Students should be able to:

1. Explain what Jafari’s platform model is.

2. Explain each 4 platforms.

3. Discuss how each Jafari’s 4 platforms’ perceives tourism

in terms of its potential impacts and sustainability.

4. Explain why the destination life cycle model can be

regarded as the climax of the Cautionary Platform.

Objectives

The Jafari’s ‘platform’ model (2001) and impacts

The Jafari’s ‘platform’ model provides a useful framework

for understanding the emergence and development of

tourism until it comes to the stage of sustainability

awareness.

Each platform was developed based on its own time and

context since the past.

The Jafari’s platform emphasizes that all four platforms

coexist within the contemporary tourism sector.

The first platform: Advocacy Platform (developed during

1950s/1960s or post- war period)

This platform is characterized by strong support for tourism as it

has “positive & uncritical attitude toward tourism”. The platform

sees that tourism always has benefits to various regions of the

world and emphasizes on market-product equation vs. host

communities.

Pro- tourism perspective

Emergence of a strong

middle class in the more developed world

growing tendency of middle class

people to travel for recreational purposes

travel is a form of

consumption

Late 18th (after the Industrial Revolution) -19th century-

“Romantic Movement”

Artistic, literary, musical and intellectual movement

The movement emphasized

intense emotion as an authentic source of aesthetic experience.

Some poets, artists and scholars in the Romantic Movement

Journeys to pursuit, of the elite and young people during the late 18th

and 19th century--- the Grand Tour

William Turner

Artists

Caspar David Friedrich

Frederic Edwin Church

Eugène Delacroix

William Brake Lord ByronSamuel Taylor

ColeridgeJohn Keats

William

Wordsworth

Poets

Forces of this platform view

▪ The return of peace and stability to much of the world after

World War II

▪ The introduction of technological innovations that reduced the

real cost of travel, making more destinations accessible to a

larger market.

▪ Tourism, especially for the newly independent but poor /

developing countries was said to be a good avenue to developing

economic that would be sustained by an “unlimited supply of

tourism resources” such as beaches, local culture and scenery.

Point of view during 1950s/1960s

ENCLAVE MODEL

Economic Benefits

▪ generation of direct revenues

▪ generation of indirect revenues

▪ Employment - labor intensive tourism industry would provide a

large number of direct and indirect jobs suitable particular for

largely unskilled labor forces

▪ Tourism is additionally regarded as a stimulus of economic

development in peripheral regions

▪ “Tourism is thought to provide a way of revitalizing declined

industry cities”

The Multiplier

effect in local economic sector

Socio- cultural and environmental benefits

▪ The idea that tourism promotes cross cultural

understanding and world peace, through “direct contact

between host and guest”.

Doxey Irritation Index

▪ Revenue from tourism can be allocated for preservation,

restoration and maintenance of destination’s

environmental, cultural and historical assets.

The second platform: Cautionary Platform (developed

during late 1960s/1970s)

▪ Several factors contributed in the late 1960s and early

1970s to the emergence of the Cautionary Platform.

This platform argues that tourism development with

inappropriate plan eventually ended up in “unacceptably

high environmental, economic and socio-cultural costs”

for the residents of destinations, who have the most to lose as a result of these costs.

Therefore, this platform emphasizes negative destination

impacts especially on wildlife and natural environment.

It also viewed that negative impacts expanded severely

into relatively unspoiled areas.

And finally in this platform, tourism is seen as potential

danger to host communities, a threat to culture, and leakage of economic benefits

Forces of this platform

▪ Intensification of tourism development in many places and within

less developed regions to a level where the negative impacts

became increasingly evident.

Dependency

Theory

(Imperialism in Tourism)

The Dependency Theories argued that

tourism was a means through which the

developed core regions continued their

exploitation and domination of the ‘underdeveloped’ periphery.

▪ The emergence of the environmental movement and its

popularization through such breakthrough works as Silent Spring

(Carson, 1962), Small is Beautiful (Schumacher, 1973) and Gaia: A New Look at Life on Earth.

Economic Costs

Costs = What you lose

Advocacy Platform

Cautionary Platform

Agreed that tourism generates

revenue

Argued that tourism has economic cost to

pay and there are revenue leakages

Multiplier Effect

▪ Tourism employment is criticized as constantly

▪ low wage

▪ part- time

▪ Seasonal

▪ lack of employee benefits

▪ lack of opportunities for upward mobility (upward

mobility = better social status and living quality).

▪ Competition among destinations

▪ Sensitivity of tourist markets to political and environmental instability.

▪ The seasonal nature of tourist demand

▪ Cautionary Platform argues that tourism is likely to cause

misunderstanding and conflict”, rather than to foster harmony

and world peace. The reason is about cultural gap in wealth that often occur between host and guest

Socio-Cultural and Environmental Costs

▪ Frustration over congestion and the diversion of services and

resources to tourists may also increase the likelihood of conflict.

Huge consumption of resource– water, electricity, and others

▪ Commodification Effect

>> residents adapt products and services to the

demands of the tourist market rather than the needs and characters of their own community

▪ Increase of tourism activities is also associated with

increase of crime in destinations,

▪ Foundation assets such as beaches, forests and lakes

become congested and polluted due to pressure arising

from tourism- related constructions, waste generation

and visitor activities.

▪ Indirect construction and waste are associated with the

need to provide housing and services for workers in the

tourism industry and their dependents.

Pre- tourism development: the ideal paradise

Post- tourism development: the disaster

It is argued that these cultural and environmental

modifications ultimately give rise to a

homogeneous ‘international’ tourism landscape

that destroys the destination’s unique ‘sense of

place’.

Destination life cycle model

The destination life cycle model of Butler (1980) may be regarded as the

conclusion of the Cautionary Platform which argues that unregulated tourism

development eventually undermines the very foundation assets (i.e. nature) that support the growth of a tourist destination.

The third platform: Adaptancy Platform (developed

during early 1980s)

The platform suggests one of the adaptations, which is

‘alternative’ modes of tourism activities that are positive for host communities (alternative tourism)

Alternative Tourism

Mass Tourismvs.

▪ Supporting locally owned small- scale

enterprises rather than those that are externally

owned and large- scale.

▪ Ecotourism notably first appeared in the mid

1980s as a manifestation of alternative tourism

that emphasizes tourist attractions based on the natural environment (nature- based attractions)

Alternative Tourism

The fourth platform: Jafari's Knowledge-Based

Platform (developed during 1990s to present)

According to Jafari (2001), several factors gave rise in the late

1980s and 1990s to what he terms the ‘Knowledge- Based’ Platform.

This platform views that as many destinations were already

dominated by mass tourism and realize that all scales of tourism

have positive and negative impacts.

This platform was inspired by “emerging notions of sustainable

development where a holistic, systematic approach is needed”

Specific method

KnowledgeEvaluate

Manage

In conclusion of this platform, it cannot be said that

small- scale tourism is more sustainable than large- scale

tourism or vice versa.

Rather, the decision should be made under an evaluation

of ….

“what mode (s) of tourism which is best for a particular

destination and this should be evaluated based on a

appropriate scientific analysis of the characteristics of

destination and the subsequent implementation of appropriate

planning and management strategies.

Exercise

1. What does the Jafari’s platform model explain

about?

2. How does each 4 platform view tourism and its

impacts?

3. Which platform seems to view tourism as the source

of mostly negative impacts? How is it?

4. In knowledge- based platform, why can alternative tourism also cause negative impacts?

Group Discussion

Each group is given with one of the 4 platform in

the model.

Brainstorm in the group and prepare a small talk

about the main point of view towards tourism and

its impacts under the scheme of the platform.

Please find examples to support the discussion.