Commodification of cultural heritage : the cross-cultural influence of tourists in the Maltese Islands

Abstract

The Maltese Islands with their diverse and rich cultural heritage, history and favourable climate attract growing number of tourists every year. The presence and actions of tourists bring about the process of cultural exchange, an influence on Malta’s cultural heritage. Tourism products, including elements of Malta’s intangible cultural heritage change throughout the years to adapt to, and to accommodate the ever-changing needs and demands of tourists. This process can lead to the dilution of cultural heritage, loss of authenticity and the commodification of culture and traditions. This research set out to see how tourism influences two elements of Malta’s intangible cultural heritage, the Maltese village festa, and traditional Maltese food. A qualitative, mixed research methods was chosen to explore both the tourist’ and the local communities’ views about the research problem. Industry representatives and local community members were interviewed, and tourists’ opinions were gathered through a face-to-face questionnaire-based interviews. The research found that although both elements, traditional food and the village festa, were influenced by tourism, there is a very strong connection between Malta’s cultural heritage, and identity, community belonging and sense of place. Globalisation and commodification of the elements of cultural heritage are results of modern way of life and the adaption of Westernised culture. The significance of Malta’s tourism industry is undeniable; therefore the safeguarding of intangible cultural heritage is a priority to preserve the unique offering of Malta.