Tourism in Japan: An Ethno-semiotic Analysis
1
References Jovicic, D., & Dragin, A. (2009). The assessment of carrying capacity – a crucial tool for managing tourism effects in tourist destinations. Turizam, 1(1), 4–11. Li, J. & Zhang, Y. (2009). Regulation and improvement of the model of tourism environment carrying capacity – Shuanglong Scenic Area as an example. Paper presented at 2009 International Forum on Ecotourism, August, Xining, China. David Bowen Business School, Department of Hospitality, Leisure and Tourism Management, Oxford Brookes University, Gypsy Lane Campus, Oxford, OX3 0BP England, UK E-mail address: [email protected] doi:10.1016/j.tourman.2010.06.016 Tourism in Japan: An Ethno-semiotic Analysis, A.A. Berger, Channel View Publications, Bristol, UK (2010). pp. xxii D 159 (pbk), ISBN 13: 978-1-84541-133-6 If one were collecting linguistic trivia, it would be interesting to note that manga are popular both in India and Japan. In the former, it is the Tamil term for mango, the English term being derived from Tamil; in the latter, manga is the word for comic books, which are very popular in Japan. As an anthropologist, this reviewer finds Tourism in Japan very fascinating. It is written in simple style and as a short introduction, makes its impression as being comprehen- sive while at the same time being brief. One can always point out omissions in any good book. In this book, one could point up the absence of discussion of saki, Japanese beer, and the heavy drinking bouts that many Japanese seem to resort to in order to drive away the tiredness that their intense work culture brings about; the Japanese managerial culture and flat organizations; Japanese predilection with and aggressive attitude towards prostitutes (cf. Buruma, 1995); the history of the Japanese empire and samurais; the prevalence of vendetta and the culture of the Japanese mafia; suicidal tendencies of Japanese businessmen who go bankrupt; technological innovations against pollution like roadside oxygen ‘bars’, and many such trivia. As mentioned at the outset, all this would be interesting titbits if one were collecting trivia – and that is not the intention or aim of this book. Concentrating on the aspects of tourism and cultural change that relate to Japanese society, the book is divided into two parts: the first termed ‘Japan as a Tourist Destination’ (but includes part of a chapter on Japanese outbound tourists), while the second in on ‘Semiotic Japan’. This division seems a bit forced, since the second part includes chapters on tourism and cultural change and even (!) an explanation of how this book fits into the publishers’‘Tourism and Cultural Change’ book series. This is also a note for the publishers, who would have served themselves and the readers better by having more than just two book series on tourism, and authors of the books being compelled to justify their inclusion in one or the other series. Admittedly, the scope of this book is very broad and the number of pages in the book too few to do full justice to such a study. Indeed, though the book does cover Japanese national character as well as stereotypes of the Japanese among westerners, the author is unable to go deep into this sub-theme. As a result, sociol- ogists and anthropologists reading the book find it very interesting but too brief. There is only a passing mention of anthropologists who studied Japan like Geoffrey Gorer and Ruth Benedict (The Chrysanthemum and the Sword, a book on Japanese society and culture), which is an important omission, especially since the study is ethno-semiotic and ethnography alone does not make up for a thorough sociological or anthropological study. Part of the reason behind these anomalies may be because the book is not meant solely for academics, but aspires to be interesting for potential tourists or tourists, which, though a laudable attempt, is like trying to straddle two boats at the same time. However, in keeping with this aim, the book is written in a light and reader-friendly style. There are some other aspects of Japanese tourism that are missing in this book. For example, much more could have been written on how Japanese tourists behave when on a group tour (the usual or common form of travel); images of Japanese tourists in the minds of tourees in South-East Asia; the obsession among many Japanese male tourists for sex with South-East Asian women, and the underlying feelings of domination over and subjugation of South-East Asia, in particular, and Asia, in general; the Japanese obsession with golf tourism and the concomitant spread of golf courses in tourist resorts in Asia (including India); tables or infor- mation on the total number of Japanese outbound tourists and all the countries that they visited; Japanese tourism market segments; cultural festivals of Japan (though covered, but not in detail); haiku poetry and the Japanese concern with ecology and the environ- ment; single Japanese women travellers; and the Ainu tribe found in Japan that could be the attraction for tribe tourism in that country, as well as the basis for analysis of (lack of) Japa- nese–Ainu interaction, which could give us insights into Japanese capitalism. As well, the division of the book into two parts is artificial and does not help in structuring the book. In covering such a vast topic the book, though interesting and at times fascinating, is sometimes disappointing and superficial. If the author and publishers decide some time to publish another edition of this book, it is hoped that they will cover the above-mentioned topics and present a richer understanding of Japan and outbound Japanese tourism. The book provides very interesting statistics, though, and it is strange to another Asian to know that despite an average annual family income equivalent to US$ 60,000, many married urban Japa- nese men and women have to hire a room in a hotel in order to have sex, since their flats are too small for privacy. The comparisons throughout the book of USA and Japan are very revealing and though one could say this is a discrepancy (why should the author always compare these two countries, when the book is clearly meant for an international readership?), it is at the same time apt since these two nations are among the five leading economies of the world. Moreover, this comparison (of the author’s country and the other, Japan) makes the book truly anthropological and a welcome addition to literature on the anthropology of tourism. Also, such analysis goes some way in explaining what makes these two countries tick. Overall, the book is a unique contribution to the tourism literature and will be liked by laypersons and students (and professors) in this field. It is highly recommended. Reference Buruma, I. (1995). A Japanese mirror: Heroes and villains of Japanese culture. London: Vintage. Sagar Singh Centre for Tourism Research and Development, Lucknow, India E-mail address: [email protected] doi:10.1016/j.tourman.2010.06.017 Book Reviews / Tourism Management 32 (2011) 1232–1242 1235
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Transcript of Tourism in Japan: An Ethno-semiotic Analysis
Book Reviews / Tourism Management 32 (2011) 1232–1242 1235
References
Jovicic, D., & Dragin, A. (2009). The assessment of carrying capacity – a crucial toolfor managing tourism effects in tourist destinations. Turizam, 1(1), 4–11.
Li, J. & Zhang, Y. (2009). Regulation and improvement of the model of tourismenvironment carrying capacity – Shuanglong Scenic Area as an example. Paperpresented at 2009 International Forum on Ecotourism, August, Xining, China.
David BowenBusiness School, Department of Hospitality,
Leisure and Tourism Management, Oxford Brookes University,Gypsy Lane Campus, Oxford, OX3 0BP England, UK
E-mail address: [email protected]
doi:10.1016/j.tourman.2010.06.016
Tourism in Japan: An Ethno-semiotic Analysis, A.A. Berger,Channel View Publications, Bristol, UK (2010). pp. xxii D 159(pbk), ISBN 13: 978-1-84541-133-6
If one were collecting linguistic trivia, it would be interesting tonote that manga are popular both in India and Japan. In the former,it is the Tamil term for mango, the English term being derived fromTamil; in the latter, manga is the word for comic books, which arevery popular in Japan. As an anthropologist, this reviewer findsTourism in Japan very fascinating. It is written in simple style andas a short introduction, makes its impression as being comprehen-sive while at the same time being brief.
One can always point out omissions in any good book. In thisbook, one could point up the absence of discussion of saki, Japanesebeer, and the heavy drinking bouts that many Japanese seem toresort to in order to drive away the tiredness that their intensework culture brings about; the Japanese managerial culture andflat organizations; Japanese predilection with and aggressiveattitude towards prostitutes (cf. Buruma, 1995); the history of theJapanese empire and samurais; the prevalence of vendetta andthe culture of the Japanese mafia; suicidal tendencies of Japanesebusinessmen who go bankrupt; technological innovations againstpollution like roadside oxygen ‘bars’, and many such trivia.
As mentioned at the outset, all this would be interesting titbits ifonewere collecting trivia – and that is not the intention or aim of thisbook. Concentrating on the aspects of tourism and cultural changethat relate to Japanese society, the book is divided into two parts:the first termed ‘Japan as a Tourist Destination’ (but includes partof a chapter on Japanese outbound tourists), while the second in on‘Semiotic Japan’. This division seems a bit forced, since the secondpart includes chapters on tourism and cultural change and even (!)an explanation of how this book fits into the publishers’ ‘TourismandCultural Change’book series. This is also a note for the publishers,whowould have served themselves and the readers better by havingmore than just two book series on tourism, and authors of the booksbeing compelled to justify their inclusion in one or the other series.
Admittedly, the scope of this book is very broad and the numberof pages in the book too few to do full justice to such a study.Indeed, though the book does cover Japanese national characteras well as stereotypes of the Japanese among westerners, theauthor is unable to go deep into this sub-theme. As a result, sociol-ogists and anthropologists reading the book find it very interestingbut too brief. There is only a passing mention of anthropologistswho studied Japan like Geoffrey Gorer and Ruth Benedict(The Chrysanthemum and the Sword, a book on Japanese societyand culture), which is an important omission, especially since the
study is ethno-semiotic and ethnography alone does not make upfor a thorough sociological or anthropological study.
Partof the reasonbehind these anomaliesmaybebecause thebookis not meant solely for academics, but aspires to be interesting forpotential tourists or tourists, which, though a laudable attempt, islike trying to straddle twoboats at the same time.However, in keepingwith this aim, the book is written in a light and reader-friendly style.
There are some other aspects of Japanese tourism that aremissing in this book. For example, much more could have beenwritten on how Japanese tourists behave when on a group tour(the usual or common form of travel); images of Japanese touristsin the minds of tourees in South-East Asia; the obsession amongmany Japanese male tourists for sex with South-East Asianwomen,and the underlying feelings of domination over and subjugationof South-East Asia, in particular, and Asia, in general; the Japaneseobsession with golf tourism and the concomitant spread of golfcourses in tourist resorts in Asia (including India); tables or infor-mation on the total number of Japanese outbound tourists and allthe countries that they visited; Japanese tourismmarket segments;cultural festivals of Japan (though covered, but not in detail); haikupoetry and the Japanese concern with ecology and the environ-ment; single Japanese women travellers; and the Ainu tribefound in Japan that could be the attraction for tribe tourism inthat country, as well as the basis for analysis of (lack of) Japa-nese–Ainu interaction, which could give us insights into Japanesecapitalism.
As well, the division of the book into two parts is artificial anddoes not help in structuring the book. In covering such a vast topicthe book, though interesting and at times fascinating, is sometimesdisappointing and superficial. If the author and publishers decidesome time to publish another edition of this book, it is hopedthat they will cover the above-mentioned topics and presenta richer understanding of Japan and outbound Japanese tourism.
The book provides very interesting statistics, though, and it isstrange to another Asian to know that despite an average annualfamily income equivalent to US$ 60,000, many married urban Japa-nesemen andwomen have to hire a room in a hotel in order to havesex, since their flats are too small for privacy. The comparisonsthroughout the book of USA and Japan are very revealing andthough one could say this is a discrepancy (why should the authoralways compare these two countries, when the book is clearlymeant for an international readership?), it is at the same time aptsince these two nations are among the five leading economies ofthe world. Moreover, this comparison (of the author’s countryand the other, Japan) makes the book truly anthropological anda welcome addition to literature on the anthropology of tourism.Also, such analysis goes some way in explaining what makes thesetwo countries tick. Overall, the book is a unique contribution to thetourism literature and will be liked by laypersons and students(and professors) in this field. It is highly recommended.
Reference
Buruma, I. (1995). A Japanese mirror: Heroes and villains of Japanese culture. London:Vintage.
Sagar SinghCentre for Tourism Research and Development, Lucknow, India
E-mail address: [email protected]
doi:10.1016/j.tourman.2010.06.017
