Abstract

This paper builds upon the body of research which considers the global and local tensions that play out in the (re)presentation of identity for the global tourist market. It highlights the extent to which identities are negotiated and shaped by conflicting cultural understandings and agendas by both global and local agents in the tourism process. The agency of the local is significant. As this paper highlights, tourism has been regarded as a lens through which to view society and the implications herein go far beyond the tourism field in the globalization era.