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.
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