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This summer, travel has become popular again, and so has inappropriate tourist behavior.
Popular tourist destinations have seen an increase in incidents involving tourists in recent years, and reports of a man who defaced the Colosseum in Rome indicate a worsening of behavior even in places where there were few problems in the past.
What is behind these abhorrent practices? My research suggests that one answer is social media. Instagram and TikTok have made it easier to find “hidden gem” restaurants and discover new destinations to add to your bucket list. But the democratization of travel has another consequence.
Because people are now viewing their social media connections while traveling to a foreign country from their home environment, they assume (consciously or not) that the behaviors they normally engage in at home are acceptable in their vacation destination.
This is known as social proof, where we use the behavior of others to inform our own behavior. While on vacation, people tend to behave more hedonistically. Travelers now also use social media as evidence of others’ behavior. If fellow locals ignore their caution while on vacation, it can set off a domino effect of bad behavior.
I have identified other bad travel attitudes and habits that have emerged as a result of social media-driven tourism.
For example, the identifiable victim effect explains why people are more likely to sympathize with victims of a tragedy if they know who they are. Because tourists often seek refuge in hotels and resorts away from local communities, they may (incorrectly) believe that traveling far from their home town is an opportunity to behave badly without fear of the consequences. They underestimate or ignore the impact their actions will have on local people and economies.
When we travel to beautiful places, it’s tempting to post photos and videos on social media, but as I’ve argued, this creates a vicious cycle that leads to more self-indulgent travel.
First, a tourist sees a friend posting a photo of a place (revealed by a geotag), is then inspired to visit the same place and take a similar photo of himself there, and finally, posts the photo on the same social network where he saw the first photo.
Being able to travel to the same places as your social group or online connections and post about your visit can be a form of social status, but in some cases it means travelers put their energy into creating content rather than exploring, discovering, or respecting local customs.
David Silverman/Getty Images
Tourists flock to Italy to see famous sites such as the Uffizi Gallery in Florence, but the downside is an increase in anti-social behaviour among tourists.
Bali is well known as a social media destination, with yoga retreats and the photogenic island becoming a magnet for influencers.
In response to inappropriate tourist behavior, Bali introduced new guidelines for tourists in June 2023, including rules on sacred temples, appropriate behavior on the island and with locals, and respecting the natural environment.
Tourists will need licenses to rent motorbikes, they won’t be allowed on Bali’s mountains and volcanoes because they are sacred sites, and travelers must only stay in registered hotels and villas (which affects many Airbnb properties). Bali has introduced a “tourism task force” to enforce the regulations, conducting raids and investigations if necessary.
One of the new guidelines is to refrain from aggressive behaviour or harsh language towards locals, government officials or other tourists whilst in Bali, especially online, which speaks to the role social media plays as part of the problem when it comes to inappropriate tourist behaviour.
Other destinations are taking similar steps. Iceland, Hawaii, Palau, New Zealand and Costa Rica have all adopted pledges asking visitors to respect local laws and customs. Campaigns such as “No Drama” in Switzerland, “See Vienna – not #Vienna” in Austria, “Be more like a Finn” in Finland and “How to Amsterdam” in the Netherlands aim to attract well-behaved tourists.
Some places where these efforts have not been successful have gone further, such as Thailand’s famous Maya Bay, and at least temporarily closed off to tourists altogether.
While you’re traveling, remember that you’re a guest in your host community, and here are some ways you can encourage them to return:
1. Do your research
Even experienced travelers may not be aware of the impact their actions have on local communities. However, information you have researched or that is provided by local governments may help you take better action. Before you depart, find out guidelines and background information about local culture and safety standards.
Whether you agree with the practice or not, if it’s a more conservative place than you’re used to, keep that in mind — not like the two influencers who were arrested for engaging in explicit acts at a temple in Bali.
2. Put your phone down…
Research suggests that focusing on your device rather than your destination while traveling can make you feel disconnected from the people around you.
Often the most memorable travel experiences are when you make a meaningful connection with someone or learn something new that you’ve never experienced before — and constantly looking at your phone makes that harder.
3. …or use your influence for good
In popular “Instagram vs reality” posts, influencers reveal the massive crowds and queues behind their most Instagrammable locations.
Showing the less glamorous situations behind the iconic photos could inspire social media connections to reconsider their personal motivations for travel. Are they going somewhere just to get the perfect selfie? If evidence of these situations spreads online, it could lead to a larger shift in society as a whole away from social media induced tourism.
If you feel the urge to post, be sure to promote your small business and practice proper (and legal) holiday etiquette.
Lauren A. Siegel is a lecturer at the University of Greenwich, London.
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