Oceania

Moving through time and space

Fiji: Case Study

The image of small islands has been long romanticised and idealised. The Pacific islands have been, and continue to be, depicted as tropical ‘paradise’ (Burns, 1995; Hall and Page, 1996; Hall, 1998). This has been reinforced through media, and tourism marketing over decades (King, 1997).

In reality, the image fails to portray the complex socio-cultural and political structures and tensions that inhibit small islands. This case study serves to provide insight into the many dimensions and issues facing the tourism industry, using Fiji as an example.

Fiji became independent (from the UK) in 1970. It has been a tourism destination since the early twentieth century when it was a regular stopping point for trans-Pacific shipping (Hall, 1998, p144). However, since 1987 racial and political tensions have been a source of instability and international isolation (BBC, 2013). Past coups had much to do with the fear among indigenous Fijians of losing political control to Indo-Fijians, who dominate the economy (Guardian, 2006).

The tourism marketing fails to portray the true multi-cultural nature of the country, mainly focusing on indigenous Fijians. Burns (1995, p260) writes: “The resort management will have connived in enhancing the fantasy. Guest contact staff… will almost exclusively be Fijians. Back-of-house staff… will, just as certainly, be Indian”. Mixing between the two groups is minimal, and informal segregation runs deep at almost every level of society (BBC, 2013).

Contrarily, tourism marketing activities epitomise ‘the notion of smiling and amiable (especially indigenous) populations’ (Kanemasu, 2013, p457). The ‘extremely hospitable people’ are often merited as Fiji’s main draw card (Plange, 1996: p205; Fraenkel et al., 2009: p149).

Visitors perhaps cannot be blamed for believing, or choosing to believe, the vastly romanticised paradise imagery. With messages promoting Fiji as “home to happiness” and “a paradise with friendly welcoming people” on the official site (Fiji Travel, 2014). These ‘environmental bubbles’, as Burns (1995: p259) describes them, are based on the tourists limited interaction with the locals and the altered tourism product offered by the resorts.

Though Fiji’s tourism marketing has emphasised island and coastal resorts, this has now shifted more towards ecotourism and adventure tourism (p146). Often, it has been advised that Fiji include its culture and heritage in the tourism product in response to changing tourist interests (Plange, 1996, p215). It can be argued that this has resulted in a highly rendered product catered to the tourists’ imagined reality of Fiji, posesing a question of authenticity. ‘Displays of heritage within the resort are likely to be distorted: a sort of “ethnically cleansed” version: cute, non-threatening’ (Burns, 1995, p260).

Past advertising for the South Pacific.

The benefit of tourism in island states is debatable, particularly in a socio-cultural respect. Many have compared tourism in these micro-states to modern day colonialism (Plange, 1996:p209; Burns, 1995:p259). Others argue that tourism holds the best prospects for an economic revival after political instability, but requires a return to normalcy in diplomatic relations between the major source destinations (Fraeknel et al., 2009, p140).

Political instability not only has the immediate effect of lost arrivals, it also poses a difficult task in revitalising the destination and the ‘paradise’ imagery. For instance, the coup in May 2000 led to a decrease in tourist arrivals by 41% (Telegraph, 2001). However, rebound in tourism numbers appears to happen quickly following a return to ‘normalcy’ (Fraenkel et al., 2009, p148).

Fiji has the largest tourism industry of any South Pacific country (Scheyvens and Russell, 2012, p419), it accounts for 12.4% of total employment in Fiji, and is expected to grow by 6.4% in 2014 (WTTC, 2014b). There are tangible economic benefits: with a total contribution to GDP being at 37.1% of total (WTTC, 2014b), tourism is a significant sector of the Fijian economy (Fraeknel, et al. 2009, p149).

Still, it is a highly sensitive industry, and most of the South Pacific relies on foreign investment which results in lack of control in the global system. Environmental factors also add to the industry’s vulnerability. Fiji is located along the equatorial belt of volcanic origin, making it vulnerable in experiencing storms, tropical cyclones and earthquakes; 124 natural disasters were reported in the 37 years to 2009 (Tokalau, 2014).

Promotional activity for the islands portrays the ‘earthly paradise’ as a place devoid of conflict which implies justice (King, 1997: p168). The imagery that has so long been imprinted and reinforced onto tourists’ minds of the South Pacific islands is likely to remain.

Below: History of Fiji depicted in movies. As with tourism marketing, the past incorporated mostly images of women as ‘objects of desire’. This is now shifting towards a contemporary viewpoint.