Tourism as an Agent of Global Consumer Culture

Abstract

Global consumer culture crystallizes national cultures across the World as a superior culture. This kind of cultural diffusion has been fulfilled via some means among which the tourism system is alleged to operate to serve the same ideal. In this context, the aim of this research is to argue the role of tourism system as an agent of global consumer culture based on assertions of why and how tourism system operates as an agent of this culture. For this purpose, process of promulgating the global consumer culture by means of tourism system was reported by evaluating hypothetical claims and findings together. In conclusion, five conditions set forth the characteristics of tourism system as an agent of global consumer culture was determined as modernization, McDisneyization, commoditization, homogenization, and infusion into urban culture. Some implications for literature and sector was drawn in the scope of this research.