This thesis examines the proposition that the local population at a tourist destination
copy the economic behaviour of tourists and leam to give economic value to the
same objects and activities that are demonstrated by tourists. Levuka, the old capital
of Fiji, served as the case study.
It was found that decisions are based on the experiences and the cultural template of
which those decisions are a part. There are many acculturating factors involved in
the leaming process as a subsistance-based economy becomes more monetised. The
purchasing habits of tourists have little obvious effect. However, there is evidence
that what is of value to tourists and what encourages them to visit the destination are
not fully appreciated by many of the host popUlation. Examples of these culturally
dissimilar values are extemalities such as the physical structures of the built
environment and unquantifiable factors such as the ambience of the destination.
It is argued that an understanding of the factors that have created cultural rules is
necessary if a complete analysis of the effects of tourism is to be undertaken. This
can be achieved by considering change as a process and tracing that process by
examining the cultural history of the host community. Tourism should be seen as
another aspect of change. The response to tourism will then be seen as a new
challenge that will be met using the lessons previously leamt and incorporated into
the cultural template.