The demonstration effect lies at the heart of many socio-cultural problems. The
demonstration effect is simply defined as being the behaviour that members of the host
population copy from visiting tourists. When copying tourist behaviour takes place it can lead
to the erosion of traditional culture and values and this is often a major cause of tension
within sections of local society.
Use level of response criteria
Level 1 (1–2 marks) will identify up to two appropriate aspects, providing some detail but
will be mainly descriptive
Level 2 (3–4 marks) can be awarded for an analysis of selected aspects, clearly indicating
how negative impacts result
Level 3 (5–6 marks) can be awarded for evaluative comment about the
significance/importance of particular aspects. The better answers will have a reasoned
conclusion.
Example – Dubai, UAE
The Demonstration Effect has been particularly marked in Dubai because of the rapid growth
in tourism numbers. Traditional Arab culture is in real danger of being swamped by
westernised expatriate workers and globalised brands (L1). Young people adopt western
clothes and habits, rejecting traditional dress for fashion and developing a consumer lifestyle
(L1). Conflicts emerge between generations (L2) and the older more traditional members of
society become isolated (L2). Perhaps the biggest impact comes from the fact that visiting
western tourist lifestyle is at odds with Muslim tradition and recent press stories highlighting
sex and alcohol court cases have emphasised the issue (L3).