The Ambivalence of Tourists toward Modernity:An Analysis Based on Linear and Cyclical Views of History
The ambivalence of tourists toward modernity is a key concept in tourism studies.It suggests that tourists'attitudes toward modernity are characterized by both"dislike",as they seek to escape the alienation,normalization,and routinization brought by modernity,and"like",as they yearn to experience the high-standard lifestyle and culture of enjoyment associated with modernity.Influenced by the notion of the opposition between tradition and modernity,which is often advocated by a linear view of history,many studies understand the relationship between"like"and"dislike"through binary opposition.In this framework,"like"and"dislike"are seen as mutually exclusive attitudes,corresponding to two types of tourism:one that seeks modernity and one that escapes from it.This framework,however,does not accurately reflect the complex psychological reality of tourists.The cyclical view of history can help address this issue.It emphasizes the interdependence of tradition and modernity,arguing that when one force is strengthened,the other is also potentially empowered.Furthermore,the cyclical view suggests that human history evolves within the unity of opposites between modernity and tradition.It does not assume that a final,absolute goal or direction can be reached,nor does it suggest that one side—either tradition or modernity—can completely replace the other in historical process;both must coexist and shift.This allows for the interdependence of"like"and"dislike",which manifests in three ways.First,a tourist can simultaneously experience both"like"and"dislike"toward modernity.Second,"like"and"dislike"can transform into one another.Third,tourism shapes a harmonious relationship between modernity and tradition.In an individual's life,traditional and modern experiences exist in unity of opposites,where the power dynamics between the two continuously evolve.One force may occupy a dominant position at certain times,while the other is subordinated.Individuals are continually faced with this asymmetrical relationship.When the tension between traditional and modern experiences intensifies,the darker sides of modernity and tradition—those that tourists"dislike"—become more apparent,creating discomfort in individual lives.Tourism,by shifting the spatiotemporal context of the tourist's life,places the unity of opposites between tradition and modernity on a non-daily trajectory.This process helps to reduce the conflict,shift the power balance,and bring about a state of harmony,leading the tourist to experience comfort,peace,and satisfaction.Integrating linear and cyclical historical perspectives,"ambivalence"emerges with a more comprehensive set of characteristics,including structural and narrative dimensions,utopian and realistic elements,and structural reflexivity and self-reflexivity.To guide the development of tourism practice in a healthier and more sustainable manner,we suggest that academic interpretations of"ambivalence"should be based on a progressive linear historical perspective,complemented by a cyclical historical view,making"ambivalence"a spiraling,positive psychological process.Ambivalence,on one hand,gives tourism a sense of purpose,embodying people's clear attitudes and tendencies towards both the dark and positive aspects of modernity;on the other hand,it drives tourists to continuously adapt and adjust within the eternal conflict between modernity and tradition,sustainably pursuing well-being.
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