The tag line for the Heart Of Appalachia Visitor Guide is “Find your heart’s desire… in the Heart of Appalachia.” The table of contents includes hiking, bouldering and rock climbing, golf, music, and getaway ideas (Heart). In a region that is known for its natural resources, such as coal and timber, and the stereotypical impoverished Appalachian hillbilly, tourism is an important factor in supporting the economy and bringing much needed rebuilding. Most Appalachia tourism sites’ claims evoke the idea that without tourism, the region would fall into a state of poverty and disrepair so deep that there would be no possibility of saving it. Though tourism is important to many regions, it still can have negative effects. In some cases, the economy is not improved by the travel industry because of the centralization and the land is sold off and owned by those who are not even members of the community. The tourism industry prides itself on having “positive interactions with the people and culture”, but it needs to be taken into consideration just how truthfully these people and their culture are being portrayed. Appalachian tourism is a great example of how tourism can be a quick fix for a region, but have underlying issues that are detrimental to the region in different ways.
One of the biggest positives given in defense of tourism is that it can bolster the economy in any region, but in most cases, the money made in the tourism industry rarely goes to those one would expect. In his article “A New Wave of Colonization: The Economics of Tourism and Travel in Appalachian Kentucky”, Stephen Whitaker discusses the development of the Appalachian travel industry as an “induced system.” This is a system in which “the roles of the local population and government are impeded by both outside control and local elites” (Whitaker, 40). What this means is that those who are able to make the money and benefit from the rewards are not those that need it the most. Whitaker gives the example of the Kentucky Tourism Development Act. This act gives tax incentives to those who can create and sustain new “tourism projects” (Whitaker, 40). This means that the areas that are most likely able to support new tourism projects are the ones without individuals in the community that can afford to create them. This leads to the outside development of the region and the economy being stimulated for those that can afford one million dollar projects. In this case, the areas with the most economical trouble are not able being stimulated because they are not creating the new projects, meaning that tourism is not actually a quick fix for a tanking economy in most cases. Another reason why the economies of these rural towns are reaping the benefits is because they are what is known as “Peripheral Counties” (Whitaker, 41). The marketing teams are advertising “day trips” to the country, but staying in the urban areas for food and lodging. This makes Appalachia the periphery county, which benefits the core urban areas (Whitaker, 44). The travel industry is seen as a fix for many economies, but a closer look at where the money is actually going reveals that it is not stimulating the economy of the rural towns that need it. In Appalachia’s case, the websites boasting new technologies and a stimulated economy that would not exist without tourism is just exaggeration. Those counties that are experiencing real poverty would not know the difference of having tourism or not.
There are alternatives to using tourism as a solution for revitalizing small towns. In many cases, when the national and international economy was down, tourism was not a solution because travel was not a priority for people. In a study of Dillsboro, North Carolina, Sandra Grunwell and Inhyuck Ha found that the small rural town was successful after reaching out for help from a small nearby university, Western Carolina University. Their results showed the success of the revitalization of the small, historic town. These small communities that have a college or university nearby have the advantage of development and growth (Grunwell et. Al, 36). The benefits go both ways for communities and for universities. A university should take interest in the towns surrounding it. This makes it more attractive to prospective students and a more desirable choice. Reaching out to a local university or institution is one example of a way to revitalize a town or community that does not have the negative affects of tourism.
One of the most detrimental effects of tourism in the Appalachian region is how the people and culture are depicted. The culture is essentially “sold” back to the tourists as an attraction. The greatest example of this is the perpetuation of “hillbilly culture” of Appalachia. The stereotype was created by outside visitors to the region, but it is accepted and often exploited by many Appalachians. One specific example given by C. Brenden Martin in his book Tourism in the Mountain South: A Double-Edged Sword, is the actions of “Slim Jim” Pryor and the “Travelin’ Hillbillies” who drew a crowd by acting drunk and rowdy as a way to promote travel to the Great Smokey Mountains and Gatlinburg. This is just one example of many of people using the hillbilly persona as an attraction to the region. They are giving in to the middle class perception of them and giving the entertainment they want. The effect of this persona advertisement campaign is the complete evolution of the towns and the cultures within them. Pigeon Forge, Tennessee was an area that was found suitable for farming by the earliest white settlers. Over time it developed into a tourist town that attracts millions of blue-collar vacationers every season (Martin, 164). As the area built up around Pigeon Forge, the town remained family oriented and religious, but through the generations a shift occurred. The best jobs were no longer farming, but those of the tourist industry. The people of the region began to play the part of the hillbilly Appalachian, the one that love God, family, and moonshine, in order to keep the tourists coming. Today Pigeon Forge has “The Strip”, a street lined with bars, restaurants, and shops all catering to the blue-collar tourist that visits the Great Smokey Mountains. Playing into the stereotypes in order to boost visitor interested has deteriorated the real culture of the region. The hard working, family orientated towns are starting to disappear as tourist focused towns like Pigeon Forge.
Though Tourism can be seen as a fix to a down economy in a certain community or region, it has other consequences that may be more detrimental than good. The tourist industry fosters government incentives, but they lead to outsourcing and centralization of economic stimulation. Tourism perpetuates the negative stereotypes that were assigned to the people of Appalachia by making them another selling point of the region. This causes the deterioration of traditional values and lifestyle. This deterioration is shaping the region, especially those that see high volumes of tourists. More alternatives to small town revitalization need to be found because the tourism industry is taking away the traditional values of country and small town life. The Appalachian region is allowing outsiders to dictate their culture and economy.
Works Cited
Grunwell, Sandra & Inhyuck, ‘Steve’ Ha. “How to Revitalize a Small Rural Town? An Empirical Study to Factors for Success”. Journal of Rural and Community Development, 2014, pp. 32-50.
Martin, C. Brendan. “From Golden Cornfields to Golden Arches: The Economic and Cultural Evolution of Pigeon Forge, Tennessee”. Journal of the Appalachian Studies Association, vol. 6, Appalachian Adaptations to a Changing World, 1994, pp. 163-172.
Martin, C. Brendan. Tourism in the Mountain South: A Double-Edged Sword. Knoxville: U of Tennessee, 2007. Print.
Whitaker, Stephen Paul. “A New Wave of Colonization: The Economics of Tourism and Travel Industry in Appalachian Kentucky.” Journal of Appalachian Studies, vol. 6, no. 1/2, spring/fall 2000, pp. 35-48.