Cultural Tourism in Newfoundland by Maureen E. Doody, B.A. A thesis submitted to the facul- of Graduate Studies and Research in partial fulfilhent of the requirements for the degree of Department of Sociology and Anthropology Carleton University Ottawa Ontario September 1999 OCopfight 1999 by Maureen E. Doody National Library Bibliothèque nationale I*I of Canada du Canada Acquisitions and Acquisitions et Bibliographie Services services bibliographiques 395 Wellington Street 395, me Wdlingtor, Otîawa ON K1A ON4 OctawaON K1AW canada Canada The author has granted a non- L'auteur a accordé une licence non exclusive licence aliowing the exclusive permettant à la National Library of Canada to Bibliothèque nationale du Canada de reproduce, loan, distribute or seil reproduire, prêter, distribuer ou copies of this thesis in microform, vendre des copies de cette thèse sous paper or electronic formats. la foxme de microfiche/fih, de reproduction sur papier ou sur formai électronique. The author retains ownership of the L'auteur conserve la propriété du copyright in this thesis. Neither the droit d'auteur qui protège cette thèse. thesis nor substantial extracts fiom it Ni la thèse ni des extraits substantiels may be printed or otherwise de celle-ci ne doivent être imprimés reproduced without the author's ou autrement reproduits sans son permission. autorisation. Abstract This thesis criticaily examines the consequences of the development and representation of cultural tourism in Newfoundland in recent years, and compares recent development. with tourism strategies over the past centwy. Specifically, my thesis question is the following: How is "cultural tourism" king promoted in Newfoundland as a means of economic development, and what are the consequences of such promotions? Through case materials 1 explore these issues with particular attention to three major areas of concem: i) the effects of tourism development on local Newfoundlanders; ii) the involvement of the state in this process; and iii) the way Newfoundland is depicted through textual and visual tourism forrns. Overall, my thesis concludes that little has changed over the past centuq regarding the strategies and themes utilized in the implementation of Newfoundland's tourisrn policies. and that the consequences for the people and emlronrnent continue to be problematic- Acknowledgments 1 wouid Iike to give ma.thanks to my thesis supenisor Valda Blundeil for her tirne, patience and wisdom. Thank you to Dennis Bartels who managed to help and guide me via long distance. 1 wouid also like to give thanks to John Harp who provided me with trcmendous support and encouragement. To rny mother Doloresr the pillar of strength in my life! My sincerest thanks to my siners, Carolin, Joanne and Colleen. Your loyalty, support and selfless giving throughout al1 of this, will always be appreciated and never forgotten. 1 would like to give a special acknowledgment to my father, William J. T. Doody. Without your hard work, keen intellectual mind and unconditional love and supporf 1 would never have been able to cornplete this thesis. You are an inspiration to me to \vrite. Finally, 1 would like to aclmowledge the province and people of Newfoundland. You are my roots, rny home, and a source of happiness and pride that has filled rny Me with meaning and purpose. Contents Absîract Contents Chapter one - Introduction: Cultural Tourism 1 .4im of Thesis II Methodology III The Rise of Cultural Tourhm GIobally IV Cultural Tourim and Economic Development in Newfoundland i Cultural Tourism ii The Economic Context iii The Politicd Context Chapter two - The Critical Analysis of TOU~S~ I Construction and Promotion of the Tourist Gaze - Issues of Nostalgia and Authenticity 20 i NostaIgia 20 ii Authenticity 24 iii "Staged Authenticity" 27 II Commodity Production and Consumption 30 III Conclusions 33 Chapter three - Tourkm and Development in Newfoundland: the Historical Background 35 1 Pre-Confederation: 1890-1 949 35 II Tourism Post-Codederation: "The SmaUwood Years" III Post-Smallwood Years: 1970's and 1980's IV Conclusions Chapter four - Contemporary Tourism Policy: 1990 to Present 1 Puéwfoundland7sCulhiral Tourism Policies and Strategies i Representational Practices in Tourism Policy and Promotion ii The Emergence of Privatization iii Current Debate on Park Privatization in Newfoundland II Conclusions Chapter five - The Consequences of Cultural Tourism for the People of Newfoundland 1 Bonavista and The Cabot 500 Celebrations i "The Town That Made History" ii The Cabot 500 Celebrations iii "Everything goes to St. John's" iv The Histonc Towmcape Project v "Summer in the Bight": The Rising Tide Theatre II Conclusions Chapter Six - Conclusions and Directions for Further Research References Cited List of Newspaper Sources List of advertisements, brochures and travel magazines Appendices: 1 List of interviewes II Map of Newfoundland vi Chapter one - Introduction: Cultural Tounsm 1 ..Ah of Thesis Since the late nineteenth century Newfoundland has been promoted for tourism by both the public and private sectors. As elsewhere, tourism has been one of the main ways of representing Ne~doundlandand its people. Through tourism, images and ideas are created about a people and places (Overton 1996:xi). Consequently, the overail purpose of this thesis is to critically examine the consequences of tourism development in Newfoundland. Spe~ifically~1 am interested in how the cultural fonns of Neufoundland are promoted for tourïsm. 1 will argue that tourism is an arena of cultural politics in the sense that it reproduces unequal power/social relations through (mis)representation and consumption. Through specific examples I will explore these issues with particular attention to three major areas of concern: i) the effect of tourism development on local Newfoundlandem ii) the involvement of the state în this process; and iii) the way Newfoundland is depicted through temal and visual tourïsm forms. It is important to recopize three si+nificant and problematic contradictions which recur within this analysis: independent versus government support, modem infrastructure versus nuaZ environment, and authenticity versus nostalgia In this chapter?1 will provide a generai introduction to the topic of cultural tourism and i ts Iong-standing siw ficance for Newfoundland' s economy and culture. Chapter two reviews the recuning themes identified by critical scholars when cultural fonns are commoditized for tourism, including themes of nostalgia and authenticity. Chapter three provides an hi~ton~aloverview of the history of tourism development in Newfoundiand, 2 including the politicai, economic, and social contexts which have shaped the hfhsmcture and ideology of Newfoundland tourism as the province enten into the 2 1 century . Chapter four examines Newfoundland's current tourism policies and practices, whiie chapter five specifically addresses the consequences of Neiewfoundland's promotion of culturai tourism. In Chapter five, 1 focus on the town of Bonavista, host to the 1997 Cabot 500 Celebrations which was one of the biggest tourism events in North Amenca The 1st chapter uill summarize my conciusions regarding the consequences of cultural tourism development in Newfoundland, the role tourism is likely to play for the province in the 21R cenniry, and directions for further research. Il Methodology 1 have always been interested in the history and culture of Newfoundland. Both my parents were bom and raised on the island; but, due to my father's miiitary posting, our family emigrated to Ontario in 1977. Al1 of our holidays and summers were spent on the island, so that as children we strengthened our bonds with family, and never forgot our historic and cultural roots. My parents are strung Newfoundland nationalists and have always considered Ne~foundlandto be their home. If anyone were to ask me where 1 considered 'home' to be, 1, too, would have to Say, Newfoundland. My love of the history of Newfoundland was passed down to me fiom my grandparents and parents. 1 wanted to wnte about contemporary issues facing Newfoundland's people, and at the same time look at its history and directions for its future. Presently, nothing could be more relevant in Nenfoundland society then the collapse of the food fishery and the consequences for the people. Studying anthropology, I was particularly 3 interested in the discourse focusing on cultural tourisrn as a means of rejwenatbg the province's economy. 1 chose the geographical location of Bonavista to carry out my fieldwork for two reasons: 1) Ir was the focal point of the 1997 Cabot 500 Ceiebrations - Newfoundiand's biggest tourism event to date. Cabot 500 was promoted as the cultural celebration which would heighten the province's global awareness and place Nedoundland on the map as a tourisrn destination; 3) My father's side of the family is fbm Bonavista; and, it was ove? a decade ago that my father chose to retum home to Bonavista to live. For me, it will always be my second home. 1 know the people and landmarks of the town, and 1 wanted to be a part of Bonavista's journey as the town prepared for the festivities. In Au=wt of 1997,I visited Bonavista and surrounding communities participating in the various festivities?sightseeing and talking to the local people and tlie tourists about the Cabot experience. My month Iong visit to Eastern Newfoundland, predominantly Bonavista and Trinity, finalized a two year process of phone and wntten interviews following the Cabot 500 Celebration's development from its infancy. ïhe data for my case study and various examples are based upon open-ended or informa1 interviews with locai residents of Bonavista and surrounding communities, local tourism/smali business operators, and government tourism officials, participant observatio- and visiting the towns and tourist attractions. In addition 1 read and analyzed countless tourism brochures, pamphlets and advertisements and viewed numerous tiistorïcal and contemporary television documentaries about Newfoundland. Newfoundland 's Department of Tourism, Culture and Recreation directed me to government tourism agencies and officials for interviewing purposes.