In recent years, incidents involving tourists in popular destinations have increased. News of a man who defaced the Colosseum in Rome shows that behavior has worsened even in places where there used to be no problem. What is behind these acts? Part of the answer, according to my research, is in social media. Instagram and TikTok have made it easy to find restaurants that are true “hidden gems” for tourists and discover new destinations to add to the list of things to do before you die. But this democratization of travel has had far from positive consequences.
Now that people frequently see their closest social media contacts travel to exotic locations, they assume (consciously or not) that the behavior they typically engage in at home is also acceptable in those vacation destinations.
When we make decisions about our behavior by looking at what others do, we talk about social proof. And it is a very common phenomenon in social networks. If our contacts behave recklessly on vacation, that can lead to a domino effect of bad behavior.
I have identified other bad attitudes and habits that have arisen as a result of tourism driven by social media.
For example, because tourists often stay in hotels and resorts far from local communities, they may (wrongly) think that traveling to a place far from home is an opportunity to misbehave without consequences. It has to do with the identifiable victim effect, which explains that people are more likely to sympathize with the victims of tragedies when they know who those victims are. In the case of tourists, they underestimate –or ignore– the effect that their actions can have on the local population or on their economy.
The Instagram effect and tourists
When we travel to a beautiful place, the temptation to post photos and videos on social networks is enormous. But, as I have argued, this creates a chain that contributes to our becoming self-indulgent travelers.
First, tourists see their friends post photos of a certain place (indicated with geotags). Next, they want to visit the same places and take the same kinds of photos. Finally, they publish them on the same social networks where they saw the initial photos.
Being able to travel to the same places as one’s social group or virtual contacts and post about them can be a form of social status. But it means that, in some cases, travelers spend more energy creating content than exploring, discovering, or being respectful of local customs.
Bali and other hot spots respond
Bali is a destination with a reputation for tourism induced by social networks. The photogenic island, packed with yoga retreats, is a big draw for influencers.
In response to bad behavior by tourists, in June 2023 Bali introduced new visitor guidelines. These include rules on proper behavior in sacred temples, on the island and with locals, as well as respect for the natural environment.
Tourists now need a license to rent motorbikes, and cannot set foot on any mountains or volcanoes in Bali due to their sacredness. They are only allowed to stay in registered hotels and villas – which has affected several Airbnb properties. Bali has introduced a “tourism task force” to enforce the restrictions, through raids and investigations if necessary.
One of the new guidelines is not to act aggressively or use profanity towards the local population, public officials or other tourists. Neither in Bali nor, above all, on the Internet. This speaks to the role of social media as part of the problem when it comes to tourist misbehavior.
Other destinations have taken similar steps. Iceland, Hawaii, Palau, New Zealand, and Costa Rica have made commitments that visitors respect local laws and customs. Campaigns such as the Swiss “No Drama”, the Austrian “See Vienna – not #Vienna”, the Finnish “Be more like a finn” and the Dutch “How to Amsterdam” aim to attract well-behaved tourists.
When these efforts are unsuccessful, some places like Thailand’s famous Maya Bay have gone further and completely closed their doors to tourists, at least temporarily.
travel with respect
Remember that you are a guest of the host communities when you travel. Here are some ways to make sure you’ll be invited back.
1. Research how to use Instagram as a tourist
Even if you are a seasoned traveler, you may not realize the impact your actions have on local communities. But a little bit of information – from your own research or provided by local governments – may be enough to help you take better action. Before you travel, look for guidelines or reference information on local safety or cultural norms.
Whether or not you agree with the customs is irrelevant. If it’s a more conservative place than you’re used to, you should take that into account – unlike the two influencers who were arrested for explicit behavior in a Bali temple.
2. Leave the cell phone…
Research shows that when traveling, people can become alienated from their surroundings if they are more focused on their devices than on the destination.
Often the most memorable travel experiences come from making a meaningful connection with someone or learning something new that has never been experienced before. That is more difficult if we are constantly looking at the mobile.
3. …or use your influence for good
In popular “Instagram vs reality” posts, influencers are revealing the huge crowds and queues behind the hottest venues. instagrammable.
Showcasing the unglamorous conditions behind those iconic photos could influence your own networking contacts to rethink their personal travel motivations: are they going somewhere just to get the job done? selfies perfect?
More evidence of these circumstances making the rounds on the internet could lead to broader societal change away from social media-induced tourism.
If you feel like posting vacation content online, try promoting small businesses and make sure your behavior is appropriate (and legal).
Lauren A. Siegel, Lecturer, University of Greenwich
This article was originally published on The Conversation. Read the original.