Professional Documents
Culture Documents
Strategies stressing the urgent need for policies and practices to ensure tourism development be in line with principles of sustainable development have
been recommended by a wide range of international agencies and instrumentalities. These include the United Nations World Tourism Organization
(UN-WTO), The United Nations Environment Program (UNEP), the United
Nations Educational, Scientific and Cultural Organization (UNESCO), the
United Nations Commission on Sustainable Development (CSD), regional
UN commissions, international conservation bodies such as the International
Union for the Conservation of Nature (IUCN) and the International Council
of Monuments and Sites (ICOMOS), many conservation NGOs and the international banks. In 2002, the International Year of Ecotourism brought together
the largest gathering of all stakeholders involved in ecotourism, and interested in more sustainable forms of tourism. It focused much attention and
interest on the ecological, social and cultural costs and benefits of tourism.
This same year the World Summit on Sustainable Development (WSSD)
drew attention to tourism and its potential to support the UN Millennium
Development Goals. The following year the International Ecotourism
Society and the Centre on Ecotourism and Sustainable Development prepared Rights and Responsibilities a compilation of Codes of Conduct for
Tourism and Indigenous Local Communities (Honey and Thullen, 2003) in
recognition of the need for sustainable tourism to be an instrument for the
empowerment of local communities, for the maintenance of cultural diversity and for the alleviation of poverty.
Such fora and the associated policies and strategies1 generated for sustainable tourism have increasingly emphasized both the issues faced by, and
the opportunities for, indigenous people worldwide. As an example, the 5th
World Parks Congress, held in Durban South Africa, identified tourism as an
increasingly important feature of park management and conservation partnerships. Co-management of protected areas by natural resource manage260
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262
263
and in the case of countries like Australia and Canada, live under conditions significantly different to the non-indigenous population.
We will discuss two cases in Australia; indigenous tourism enterprises in
a remote rural community and in a protected area that have worked to contribute to the values of sustainable development for these people. As a capsulated poor within a rich nation state (see Table 15.1), many indigenous
Australians, particularly those in rural or remote areas, suffer from extreme
and profound levels of poverty only comparable in less developed countries (Linacre, 2002; Trewin and Madden, 2005). The root causes of this poverty, in addition to the nature of it, has been the subject of increasing debate
ever since indigenous people were granted full Australian citizenship in
1967 (Healy, 1997; Reynolds, 2003; Moses, 2004; Pearson and KostakidisLianos, 2004; Attwood, 2005; Altman, 2007; Pearson et al., 2007). The impacts
of colonization, removal from land and family, exploitation, welfare together
with all the worst aspects of modern society drugs, alcohol and cycles of
domestic violence and poor health are linked to lack of incentive and hence
education and the opportunities that flow.
Indicators
Population
Life expectancy
Infant mortality
Birth weight
Year 12 completion
Child abuse and neglect
Access to health
Individual income
Comparisons are based on most recent figures available from the following sources: Linacre (2002),
ANTAR (2004), Australasia Economics (2004), Trewin and Madden (2005), Cape York Institute for Policy
and Leadership (2007), Oxfam Australia (2007), Steering Committee for the Review of Government
Service Provision (2007).
264
A central and widely accepted tenet in the debate lies in economics; dismal science but crucial for livelihood and social justice (Altman, 2003, p. 3).
Indigenous Australians live in a welfare economy outside the real mainstream Australian economy (Pearson and Kostakidis-Lianos, 2004), commonly referred to as a hybrid economy perpetuated by government
administered welfare programmes or social safety nets (Altman, 2001;
Altman, 2004). Compounded by the colonial legacies of Australia, this economic reality drenches individuals, families and communities in passivity
and differentiates indigenous activity/capability/relative poverty from predominately third world cash/income/absolute poverty (Sen, 1999; Altman,
2007; Cape York Institute for Policy and Leadership, 2007).
Tourism is one of the few sustainable livelihood activities accessible to rural
or remote indigenous Australian communities, and can act as a gateway for
indigenous people into this real economy (Altman and Finlayson, 1992; Dyer et
al., 2003; Schmiechen, 2006). This also means real wealth creation, not just in
terms of monetary gain which always existed through state welfare systems
(also known as hand outs or sit-down money), but also and more importantly
for indigenous Australians, through the realization of social, cultural, spiritual
and country needs and aspirations. In other words, tourism can give indigenous
Australians the opportunity to derive income from activity on their land or
country as well as revitalize community and culture (Whitford et al., 2001; Trau,
2006; Hall, 2007b). This is despite the menial and low-paid employment opportunities only usually available to indigenous people within tourism, especially
for those with a lack of formal education and commercial business experience
(Crick, 1991; Altman and Finlayson, 1992), not to mention the potentially deleterious effects of over-commercialization, modernization and increased vulnerability that can be associated with tourist activity without careful coordination
and overall precaution (Hall, 2000; Fuller et al., 2005; Bushell and Figgis, 2007).
However, it is important to note that as the use and promotion of PPT has
increased so too have the levels of contestation and critical debate, in a similar
pattern to that of sustainable development. Hall and Brown (2006), for instance,
describe the arguments of UK development agencies which dominate the PPT
discourse simplistic and note that few researchers have analytically scrutinized
the power dimensions and relationships of tourism development. Chok et al.
(2007) and Scheyvens (2007) have argued that tourism is just another economic
activity operating within the same socio-political structural confines as many
other developments which have failed struggling economies, and that there has
been far too much focus on pro-poor growth rather than equity; for in order to be
pro-poor, growth must be facilitated to deliver over-proportionate benefits to
the poor through regulative and (re)distributive institutional approaches
(Schilcher, 2007). This is the crux of the debate in development circles. At risk of
oversimplifying, it is a debate between restrictive notions of growth that favour
equality, and less restrictive notions that regard pro-poor growth as simply
growth that positively impacts on the poor regardless of the incremental rate and
broader societal norms (Ravallion, 2004; Warr, 2005; Mitchell and Faal, 2008).
Current neo-liberal PPT approaches favouring less restrictive notions
of growth are well ingrained in development institutions such as the World
265
Bank, and have been since the early 1990s. While this can and does yield
benefits to indigenous communities at the local level, arguably, the bigger
picture is still the problem (Spenceley and Seif 2003; Trau, 2006). For as long
as the consumption of tourism is in the domain of the wealthy, so too is
much of its production (Hall, 2007a, p. 16), which leads Hall and Brown
(2006, p. 13) to ask, does PPT simply offer another route by which economic
imperialism, through tourism, may extend its tentacles, or is it an appropriately liberating and remunerative option? Hall and Tucker (2004, pp. 45)
raise similar issues viewed through postcolonialism, suggesting that tourism
is a new colonial plantation economy and a form of leisure imperialism.
The rationale for PPT is much more profound than the purely economic
aspects so often cited.
One of the key motivations for indigenous peoples is the opportunity
to link the economic incentive to protection and transfer of traditional cultural custom and knowledge that tourism can help to keep culture alive.
However, on the other side of this positive potential is the potential for
cultural significance to be commodified and appropriated. Internationally
indigenous peoples are looking towards much greater control and management of tourism that involves indigenous cultural knowledge, performance and material culture. Indigenous groups are insisting on the
adherence to codes of ethics for users of indigenous cultures as components of tourism product or promotion. In Australia, indigenous tourism
has been identified as a vital and growing area of the Australian tourism
industry.
The Aboriginal and Torres Strait Islander Commission (ATSIC) document Our Culture Our Future (Janke, 1998) and the Mataatua Declaration on
the Cultural, Intellectual Property Rights of Indigenous Peoples (1993) provide
strong guidelines for the development of an indigenous tourism code of
ethics. The Mataatua Declaration states the following: Indigenous people
are the guardians of their customary knowledge and have the right to protect and control dissemination of that knowledge. They also have the right
to create new knowledge based on cultural traditions. This is in accord with
the Universal Declaration of Human Rights which affirms that cultural heritage constitutes an irreplaceable tangible and intangible legacy of all peoples.
There are inherent duties and responsibilities for individuals and communities as well as institutions and states to protect this right for future generations (James et al., 2001).
The ICOMOS International Cultural Tourism Charter (1999) affirms this
and clearly states that each country is responsible for ensuring the protection
of the cultural heritage rights of all its people:
At a time of increasing globalisation, the protection, conservation, interpretation
and presentation of the heritage and cultural diversity of any particular place
or region is an important challenge for people everywhere. However,
management of that heritage, within a framework of internationally recognised
and appropriately applied standards, is usually the responsibility of the
particular community or custodian group.
(ICOMOS, 1999)
266
Darwin
Katherine
Stuar
ghw
t hi
ay
Northern
territory
Tennant
Creek
Alice Springs
Gunya
Titjikala
Fig. 15.1. National and northern territory map displaying the location of Gunya
Titjikala. (From Gunya Australia, 2007.)
267
Sales
Gunya tourism
Corporate sector
Education
Titjikala community
Media
Training
Product delivery
Product
development
Domestic
Industry
Government
International
Marketing
Fig. 15.2. The Gunya tourism business model. (From Gunya Tourism, 2005,
personal communication.)
currently only employed for operational duties and activities such as cleaning
and guiding tours.
Fundamental to this entrepreneurial model is the Titjikala communitys
contribution to their 50% financial equity, which is sourced and secured by
Gunya Tourism. So in essence, financial contributions made by Gunya
Tourism to the enterprise to cover everything from day-to-day operations to
infrastructure improvement are matched by a third party equity partner for
the community, whether government or non-government. This is also used
for accredited training programmes to increase the operational skills and
capacity of the Titjikala community within Gunya Titjikala in order to broaden
their employment opportunities (Gunya Tourism, 2005, personal communication; Gunya Australia, 2007).
The Tapatjatjaka Community Government Council (TCGC) is the chief
representative body for the Titjikala Aboriginal community. In 2005, the
TCGC recognized 350 people residing in the Titjikala community, of which
the majority belonged to the Arrente, Luritja and Pitjantjara clans (TCGC,
2006a). It is a young community demographic (see Fig. 15.3) suffering from
many of the same socio-economic detriments and disparities found throughout indigenous Australia, as highlighted earlier in Table 15.1 (Australian
Bureau of Statistics, 2001). Yet in spite of such hardship, the Titjikala community shows both enormous pride with what has already been achieved and
great hope for that still to be (TCGC, 2006b; TCGC, 2007).
The other joint venture partner, Gunya Tourism Pty Ltd, is an emergent
indigenous lifestyle company that focuses on providing high yield and
locally operated authentic indigenous experiences in areas of natural beauty
through joint venture agreements with indigenous communities. Utilizing
such tourist activity, Gunya Tourism aims to foster economic independence
by providing employment, inspiring social stability and motivating cultural
268
80
Number of people
70
60
50
40
30
20
10
0
010
11 20 21 30 31 40 41 50 51 60 61 70 71 80
Age groups
Fig. 15.3. Demographics of the Titjikala community. (Adapted from TCGC, 2006a).
269
healthy bilateral relations. When Gunya Titjikala was finally open for business, many initiators and key stakeholders reflected upon a time of trial and
error with no real blueprint.
After 2 years of operation the joint venture agreement was still based on
its founding principle of Ngapartji-Ngapartji: we are in this together. It is
also fluid and flexible, which Ashley (2005) and Ashley and Jones (2001) found
to be crucial in similar community-private sector pro-poor partnerships across
Southern Africa, though roles and responsibilities are roughly divvied up so
that the Titjikala community supplies the land, labour and culture and Gunya
Tourism the initial capital, expertise and marketing. During interviews and
informal conversations, initiators and key stakeholders declared that Gunya
Tourism was a managerial partner assisting and empowering the community
via tourist activity to increase its roles, responsibilities and therefore equity.
However, the need for both a timeline to greater community involvement and
ownership as well as greater skills and knowledge transfer to overcome the
capacity gap between capitalist corporate culture and traditional indigenous
culture was also clearly identified (Dyer et al., 2003, p. 94).
Key barriers and frustrations identified by the initiators and key stakeholders of Gunya Titjikala included:
1. Community welfare dependency.
2. Lack of basic material needs/resources.
3. Lack of community interest in low-paid and menial jobs.
4. Differing cultural values.
5. Capacity gaps: shortage of skills and knowledge for tourism business side.
6. Tourist occupancy rate of 30% as current capacity of the community.
On the other hand, key strengths and successes included:
1. Communitytourist dual exchange inspires value of culture.
2. Guests contributing, not consuming.
3. High-end market niche.
4. The strength, unity and dedication of Titjikala community.
5. A strong and committed Community Executive Officer.
6. Equal and shared distribution of work and pay among the community
(Trau, 2006).
In regard to the future direction of Gunya Titjikala, all initiators and key stakeholders identified Titjikala economic independence in the real economy as the
fundamental goal of the enterprise. This involves breaking the communitys
reliance on government and networking and engaging with other third party
partners; effectively decolonizing indigenous governance by shifting power to
the community and unhinging paternalistic dependency (Ashcroft et al., 2000;
Lazarus, 2004; Altman, 2007). It is no easy feat, considering the (neo)colonial
relationships of power that have engulfed indigenous Australians ever since
European colonization, causing profound dispossession and injustice (Gooder
and Jacobs, 2002). These are relationships bound by complex structures and
mechanisms of hegemony (Said, 2003), and arguably take a contemporary
form through the policies and actions of, typically, government institutions
(Ashcroft et al., 2006). However, as the Community Executive Officer explained,
270
271
1
4
Good
Enjoy
Happy
Proud
Future
5
Community
3
Fig. 15.4. Key words expressed and frequency of times cited by community
interviewees when asked why do you work? (From Trau, 2006).
for them to do and it is close and easy to the gratification and pride linked
with the portrayal and teaching of culture.
Reasons for not working (see Fig. 15.5) were communicated as powerfully.
Reasons such as shame (a lack of language and power), alcoholism, individual
and family conflicts, different social/cultural values, lack of training and
education, poor method of payment, and outside interests and influence were
recognized as having the power to erode motivation and support for Gunya
Titjikala, indicating the delicacy of the enterprise as theatrically demonstrated by
a respected community elder tiptoeing the pavement edge to stress the fragility
of the enterprise and the thin line on which it exists. The quotes below from two
community members actively involved in the enterprise provide further insight
into the most common reason for not working, i.e. shame, articulated during
interviews. They highlight some interesting constraints to indigenous represent-
Shame
Community politics
Payment method
2
Alcoholism
3
No tourists
Lack of training/education
Social/cultural values
Fig. 15.5. Key reasons for not working at Gunya Titjikala and frequency of times
cited by community interviewees. (From Trau, 2006.)
272
273
While this case study is in the early stages it serves to demonstrate a number
of key issues within the PPT model of indigenous tourism development that
resonate worldwide.
274
275
276
building are necessary for effective outcomes in line with principles of sustainable and ethical development (DEH, undated).
Unlike Gunya Titjikala, the Binij Park staff have had many years of becoming upskilled in dealing with visitors and visitor services. They have been
mentored and supported through Parks Australia, providing many more
opportunities to gain the confidence and skills needed, and now more are
moving into their own small enterprises. Through the Department of
Environment and Heritage they have also been mentored through a training
programme, Stepping Stones for Tourism, which was specifically designed
for delivery in indigenous communities, with support from Tourism Northern
Territory and adapted from Steps to Sustainable Tourism (Hall and Testoni,
2004). Kakadu also has the advantage of a very large visitor base, due to its
iconic status. This creates a more stable income and supports many more people. But it is also a very large and open Park with no entry fee, which means
any tour company can visit the Park and provide all their own guiding. This
is strongly discouraged for several reasons. First, only the Traditional Owners
of that area should be interpreting their cultural heritage. Second, it is appropriation of cultural knowledge and intellectual property, if non-indigenous
people take information to share with others without permission, and third, it
denies the community the economic benefits that can accrue from tourism.
In New South Wales, National Parks and Wildlife Services, a specialized
Indigenous Tour Guides Training Manual, has been prepared to help indigenous
people prepare for these roles and to assist with the protection of intellectual
property which in the case of aboriginal culture has an oral rather than written tradition of transfer of knowledge, making protection and copyrighting
of information more difficult.
The protection of intellectual property includes traditional ideas and
knowledge which identify places, customs and beliefs. Will codes of ethics or
standards of best practice be sufficient to control the indigenous tourism
industry? The primary protocol emphasized by the Aboriginal Tourism
Association (ATA) is seeking permission of local elders:
Seeking and gaining permission from the appropriate individuals or groups is
by far the most important aspect of dealing with or approaching Aboriginal
people for information. Dealing with Aboriginal communities should always
be through appropriate channels. [This relies on visitors having access to
accredited tour operators who will] ensure that protocols are gone through so
that local Elders welcome you to their land and the correct interpretation of
local culture, sites of significance, bush tucker use, art and craft of the region
will enhance your Aboriginal experience.
(ATA, 2000)
Ideally there should be accredited indigenous guides in all regions and sectors
of the tourism industry; however this is not the case currently. In reality the
majority of tourists to Australia, even those with expressed interest in aboriginal
culture, do not visit aboriginal land and meet aboriginal tour operators, the
notable exceptions being visitors to Uluru and Kakadu National Parks. In other
regions of Australia, especially urban, it is difficult for most visitors to access
277
Notes
1
See for example UNEP & WTO (2002) The Qubec Declaration on Ecotourism;
ICOMOS (1999) Charter of Cultural Tourism.
2
Equivalent to approximately US$1217 as of May 2008.
278
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