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ISSN 0975-3281
AJTS, 7 , 1(2012) 1-14
ISSN 0975-3281 | https://doi.org/10.12725/ajts.7.1

Tourism and Acculturation:

A Study of Goa

Pinky Pawaskar* and Mridula Goel†

Abstract

Renowned for its beaches, places of worship and world

heritage architecture, Goa is visited by large number of
international and domestic tourists each year. The culture
of the Goan people and their acceptability of tourists from
different lands play a critical role in making this small
state a popular tourist destination in India. In this paper
we attempt to study how acculturation through
Portuguese rule has given Goa a „Westernized‟ image.
The ease with which this cultural change can be exhibited
in tourist products like food, music, dress, language has
helped to promote cultural diffusion. It has also resulted
in attitudinal change. These symbols of cultural diffusion,
along with the attitude of the natives make this beautiful
coastal paradise a popular destination. A warm welcome
with the westernized attitude of non interference helps
the tourists „to be your-self and provides a competitive
advantage to the region.

Keywords: Acculturation; Goa; cultural diffusion; westernized

image.

Introduction

Tourism has become a dynamic and competitive industry that

requires the ability to constantly customize so as to relate closely

*Lecturer in Management, BITS Pilani, KK Birla Goa Campus, Goa, India,

pinkyp@bits-goa.ac.in
†Professor and Head of Department in Economics, BITS Pilani, KK Birla
Goa Campus, Goa, India, mridula@bits-goa.ac.in, mridulamh@gmail.com

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Pinky Pawaskar and Mridula Goel ISSN 0975-3281

with customer‟s satisfaction, safety and enjoyment. Tourism is not

only expected to contribute to 12% of the world‟s GDP (Travel and
Tourism Economic impact 2012), but it also contributes to economic
diversification and profitability by increasing employment,
improving basic services, and increasing economic equity between
urban and rural populations (MacPherson, 1997; Narayanan, 2002;
Byrd et al, 2009).

India has tremendous potential to become a major global tourist

destination and the Indian tourism industry is attempting to exploit
this potential. Travel and tourism industry contributed to around
6.0% to India‟s GDP i.e. about $ 67.3 billion in 2009. By 2019, this is
expected to grow to $187.3 billion (World Travel and Tourism
Council, 2009).

Goa, a tiny state on the west coast of India, known for its swaying
palms, white sands and sparkling waters is one of the prime
destinations of tourism in India. Tourism contributes to over 13% of
the state GDP, and is the second largest sector after mining. Goa
was also listed in „the top 10 destinations for foreign tourists‟, by
the Tourism Ministry of India in the year 2010. Goa meets up to the
expectations of the tourists by providing a warm welcome and
their mentality of immediate acceptance. The attitude of the natives
is an important factor in attracting tourists to this coastal haven.

Culture as a Pull Factor for Tourism

The popularity of a destination depends upon the satisfaction of

the tourists with regards to the overall experience of the trip. This
includes travel, food, stay, and the experiences of the overall
environment in general. Host-guest interactions are an inevitable
occurrence while on vacation, and tourists expect that their
interaction with the host community will result in positive
experiences. According to many researchers, destination
communities are a basic element of modern tourism. Keogh states
that (1990, cited in Costa and Ferrone, 1995) involvement and
participation of the residents of a destination is important for
successful tourism planning. Costa and Ferrone (1995) also sustain
the same idea. They further found that the way local residents

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Tourism and Acculturation: A study of Goa AJTS, 7, 1(2012)

perceive tourists is highly influenced by their own socio-cultural

background as well as by the impact of tourism on their land.
Part of a destination image includes those welcoming faces of the
local community, willing to provide prompt and friendly
hospitality. As said by Dunn and Dunn (2002), it is not physical
structures, or even natural features that distinguish one Caribbean
destination from the other, but the warmth and uniqueness of the
people.
Thus, the inherent culture of a place plays a vital role in attracting
tourists and is a critical attractive factor for tourism. When Tylor
conceptualized culture in 1871, he saw it as „„that complex whole
which includes knowledge, beliefs, art, law, morals, customs and
any other capabilities and habits acquired by man as a member of
the society‟‟ (Charles, 2005). It is a blend of different traditions and
rituals that greatly influences the food, dress, festivals, languages
and the overall image of the place.
The culture of the Goan people has played a critical role in making
this small beautiful state one of the most popular tourist
destinations of India. The attitude and behaviour of the natives has
always provided a warm welcome to the tourists and enabled them
to enjoy their own lifestyle preferences while on holiday in Goa. It
is to a large extent this significant attribute that positions this
destination as a place to „be your-self‟.

Acculturation as an Outcome of Colonization

The cultural evolution of Goa has been the result of historical

interface, due to the rule of different people in Goa, namely the
Aryans, Mauryans and other Hindu rulers down to the Muslims
and finally the Portuguese.
The last rulers of Goa, the Portuguese left a strong mark on Goan
culture and society which to date is indelible. They ruled Goa for
almost 450 years during which they adopted a social approach of
converting the locals (especially the Hindus) to Christianity with a
promise to safeguard and protect their future for generations to
come. They kept their promise and these converts continue to
benefit from Portuguese support till date. According to the

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Pinky Pawaskar and Mridula Goel ISSN 0975-3281

information provided by the home department authorities in the

state secretariat, nearly 1,200 Goans have acquired Portuguese
passports since January 2008 to 2010. Lure of better life and huge
earnings in European nations, particularly the United Kingdom,
have made a considerable number of Goans acquire Portuguese
passports using which they could easily travel to countries in the
European Union (EU) and get employment. Being a subject of the
then Portuguese government, Goans are eligible for its citizenship
and hence they easily get the passports too (The Navhind Times,
2010).
These converted families have followed the Portuguese rituals and
customs for years together which are now inextricably woven into
the Goan social fabric. The Portuguese rule had influenced Goa to
such an extent that till date Goa is known as the West of the East. It
is therefore, in historical context that we find the reasons not only
for the rich cultural and archaeological heritage of Goa but also,
appreciate the „Westernization‟ phenomenon of many of the people
of this state. The Portuguese rule, thus started the process of
acculturation of the Goans, developing in them a strong similarity
with the Portuguese culture.
Acculturation explains (Sam, & Berry, 2010) the process of cultural
and psychological change that results following a meeting between
the cultures. The effects of acculturation can be seen at multiple
levels in both the interacting cultures. At the group level,
acculturation often results in changes to culture, customs, and
social institutions. Noticeable group level effects of acculturation
often include changes in food, clothing, and language. At the
individual level, differences in the way individuals acculturate
have been shown to be associated not just with changes in daily
behaviour, but also with numerous measures of psychological and
physical well-being.
Acculturation theoretically embraces all cases of culture contact
and the resulting changes in all the parties involved. It has mostly
been employed in first-hand studies of the impact of a hegemonic
Western culture on native cultures, as in colonialism or neo-
colonialism. Considering the state of the world during the rise of
Western imperialism and its often profound effect on less-
developed people, it is easy to see why and how acculturation

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Tourism and Acculturation: A study of Goa AJTS, 7, 1(2012)

happened. Therefore, one can associate acculturation with the

process of culture change that occurs when a society with superior
technological sophistication comes into contact with one of the
lower technological sophistication. The latter is most likely to
become an acculturated society, experiencing dramatic shifts in
social structure and world view.
The Portuguese rule had influenced the Goans in a similar fashion.
The Portuguese wanted to develop Goa so that it can be a beautiful
part of Portugal, an extension for relaxation and bliss. They knew
that unless fencing of power around the land was undertaken, they
would not be able to explore the wealth of the territory till eternity
and if the fencing was to be of a permanent nature, it was necessary
to liquidate the Indianness and local population and replace it with
Portuguesism. This is the main reason why Alfonso de Albuquerque
vigorously promoted marriages between the locals and the
Portuguese and why any atrocities committed in the name of
religion were tolerated by the Portuguese authorities as they were
convinced of the fact that if along with religion, Portuguese
language, literature, history, usages and customs could be thrust on
the locals, this store of wealth (Goa) would come to their hand
forever. The cardinal principle of this policy was that the
Portuguese could enjoy the pride of the conqueror, without making
the Indians feel humiliated of being conquered (Angle 2005).
The research propositions derived from the acculturation model
suggest:
a) Portuguese rule promoted westernization of Goa.
b) Westernization gives a unique advantage to the people of
Goa in attracting tourism pertaining to the both foreign and
domestic arenas.
c) Adoption of the culture of the West is manifested easily
through experimentation and exhibits good visibility of
results (Lew, 1989).
The above propositions can be studied through the following
graphical model

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Pinky Pawaskar and Mridula Goel ISSN 0975-3281

Attracts
Foreign
Tourist

Led to

Influence
Portuguese Acculturation Tourism Attract
Rule through s in Goa
westernization s

Domestic
Attracts Tourist

Figure 1.

a) Portuguese rule promoted westernization of Goa

Portuguese had sustained their rule in Goa ruled for a period of 450
years by the method of conversion. The Portuguese (Angle, 2005)
wanted Christianization of Goa for two reasons, one, the
Portuguese rulers were pure Catholics and believed that God had
enjoined upon them the task of propagating the Christian religion
and the second most vital reason was the principle that if one has to
stabilize one‟s political power in an alien land, the population of
this land should be of one‟s own religion and culture. In order to
popularize the religion they had started writing Konkani in Roman
scripts. They incorporated several benefits in their proposals like
the locals who learnt Portuguese would hold high posts in services
and could also be deported to Portugal for better prospects.
Teachers at various schools would be appointed on the basis of
their knowledge of Portuguese language. They set up Christian
missionaries that would get people to convert into Christianity, by
luring them with offers and opportunities of financial and
economic prosperity. This policy of „assimilation‟ adopted by the
Portuguese sowed the seeds of a western culture in the Indian soil.

Mascarenhas–Keyes (1994) comments on the impact of Portuguese

rule on promoting western culture in Goa which was adopted by
the Catholic Goans under pressure from colonial policy and in
some cases voluntarily, and is characterized by Christian first
names and Portuguese surnames, dress, diet, music, education and
language. The position of women changed in a number of ways, for

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Tourism and Acculturation: A study of Goa AJTS, 7, 1(2012)

instance in the late age of marriage, celibacy, entry to religious

orders to become nuns and improved property rights (Wilson,
1999)

All of these seem to confirm the view that the Portuguese legacy
has provided a wide range of identification with Europeans which
are quite different from elsewhere in India. A number of Catholic
Goans claimed that the local Hindu population has also absorbed
some of these qualities and even the Anthropological Survey of
India 1993 notes these differences compared to the other parts of
India.

The acculturation that had taken place decades ago still seems to
project itself successfully. Despite more than three decades
(Crowther, Raj, Wheeler, Finlay & Thomas 1993) since Portuguese
colonial rule, Roman Catholicism remains the predominant
religion, skirts outnumber saris, and the people display an easy-
going tropical indulgence, humour and civility which you will find
hard to beat. Even after 50 years these observations remain valid.

In the present day context, also, there are several attempts made by
both Goa and Portugal to revive their ties in a mutually benefiting
manner and promote their cultures. Institutions like St Xaviers
College at Mapusa in North Goa along with Fundacao Oriente and
Instituto Camoes, celebrate Portuguese day on August 11 as a
dedication to celebration of Portuguese language and culture.
Lisbon, the capital city of Portugal, recently hosted an event named
Semana da Cultura Indo-Portuguese (Goa) which was a mélange of
art, music, cuisine and cinema and which provided an opportunity
for the Goa entrepreneurs to partner with Portuguese businessmen
in the field of investment (The Times of India- Goa, August 30 2012).

The historical background of the state has played a vital role in

moulding the behaviour of the locals towards other cultures. Goa is
a perfect example of a state that can see acculturation with a
positive lens. Percival Noronha, 80, a former bureaucrat who
served both under the Portuguese and Indian administrators: states
We were ruled by the Portugese for 450 years and 23 days. We
were a closed shell. The result of this is that we are different from
other Indians. While our ethos is Indian, there is no denying the
fact that our manners, our way of thinking, is western.” This is one

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possible reason why the influence of the western culture does not
completely erode the Goan customs since they overlap on several
accounts.
Such acculturation has increased the attractiveness of Goa as a
westernized destination tolerant to foreigners from the West and
attractive to domestic tourists keen to get a „foreign-western‟
experience/flavour. The natives possess a non interfering attitude
which appears comforting to the foreign tourists who otherwise
become a centre of attention, not necessarily flattering. This is
unlike the usual behaviour of the locals in other tourist
destinations, especially in the developing country destinations.
Thus an important explanation for the friendly welcome that most
tourists experience, resides in the nature of the Goan society itself,
specially, its long Portuguese association, the extensive spread of
Catholicism and the Westernization of the local population.

b) Westernization gives a unique advantage to the people of Goa

in attracting tourism both foreign and domestic.
Research suggests that (Agnieszka & Małgorzata, 2010) a tourists
selection of a destination is highly influenced by his/her own
cultural background. The similarity and compatibility in cultures
makes it easier for a tourist to feel comfortable in a new place
without being hurt or embarrassed due to cultural differences.
Goa receives its highest number of foreign tourist from UK and
Russia (Economic survey 2010-11–Directorate of Planning, statistics
& evaluation-government of Goa). Both these nations have a
culture that is termed as reserved and individualistic. For instance
(A Guide to British Culture 2009) the British are generally seen as
being quite reserved and like keeping „themselves to themselves‟,
and are only willing to help if you specifically ask for assistance.
They may not be so willing to talk to you if you ask too many
personal questions. However what might seem like a normal
question-Where are you from? may be considered nosey.
Terry Tan (1992) in „Culture Shock Britain‟ recommends “When
you get one word answers, stop asking questions, and return to the
safe ice-breaking subjects such as the weather, pets, gardens,
children and their antics and community welfare”. But an Indian is
more friendly, personal, inquisitive yet hospitable. They don‟t feel

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Tourism and Acculturation: A study of Goa AJTS, 7, 1(2012)

offended by asking or taking personal questions. Therefore, though

being a part of India, Goans have an attitude that is likeable to
foreigners, like that of non-inquisitiveness, thereby giving the
visitors more personal space which makes them comfortable.
One frequent comment (Wilson, 1999) from tourists was that the
Goan people were warmer and more welcoming of international
tourists than they had expected and it was more so than elsewhere
in India. Guidebook writers such as Turner have also noted this:
In-spite of their varying ancestry (and religious beliefs) there is
undoubtedly a Goan identity of attitude, which expresses itself in a
relaxed view of life and generally laid-back manner, which
strangers find most appealing (Turner 1994).
The Goan Philosophy of live and let live means tolerance towards
those who might be thought awkward members of stricter
societies, and at the same time the young, whether hippy or not,
who come to Goa . . . find there the exotic strangeness of Asia
accompanied by the reassuring familiarity of those aspects of Goan
life that are European in origin (Richards, 1993). Its own history
and society has been highly influenced by foreigners and therefore
their further interaction with other foreign cultures only makes it
easy for the locals to accommodate and accept tourist behaviour.
Goa has forever been promoted as a place of fun, frolic and
foreigners. The image created by promoters has given it an identity
of a western zone on the eastern lands. This image has extensively
popularized tourism and has placed Goa on the map of the world.
The Goan beaches have always been an attraction to the domestic
tourists not only for their scenic beauty but also for the foreigners
who are usually seen sun-bathing for long stretches on the beaches.
The Indian response (Wilson, 1999) to the semi-naked bodies on the
beach has been an ambivalent one. For some, the foreign tourists
have become objects of curiosity and voyeuristic interest, and there
is a well established tradition of Indian tourists visiting the beaches
to observe the activities of the hippies and photograph the western
women. Therefore it can be sad that westernization has contributed
to the growth of domestic tourism in Goa.
Goa has the highest GDP per capita amongst all the 28 states of
India. Considering that travel and tourism contribute to 13% of the

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Pinky Pawaskar and Mridula Goel ISSN 0975-3281

state‟s GDP the important role of tourism for the development of

the state is unquestionable. Goa is listed on „the top 10 destinations
for foreign tourists‟, by the Tourism Ministry of India. During the
calendar year 2010, 22,01,752 domestic and 4,41,053 foreign tourists
visited the State of which 34.94% were from U.K.
Figure 2. Nationality-wise foreign tourist arrivals during the year-
2010

Source: Economic survey 2010-11 –Directorate of Planning, statistics &

evaluation- government of Goa

The government of Goa is also keen to encash on this unique

advantage. Tourism spending as a percentage of the total state
expenditure in Goa is 0.54%, ranked 3rd after Sikkim 1.21% and
Jammu & Kashmir 0.59% (State ranking Survey 2011). Thus it is
apparent that the tourism advantage is well recognized by the
people and the Government of Goa for the considerable economic
benefits that it accrues to the state.

c) Adoption of the culture of the West is manifested easily

through experimentation and exhibits good visibility of
results.
Innovation, diffusion (Lew, 1989) is the process by which one social
group adopts practices that were originally developed by another
social group. The degree of similarity or difference between the two
groups is believed to have a bearing on the degree to which one
group will adopt the practices of another. Some researchers focus
on the characteristics of the receiver group. Of particular interest is
the receiver group's perception of the innovation in terms of

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Tourism and Acculturation: A study of Goa AJTS, 7, 1(2012)

relative advantage, compatibility, complexity, experimentation

(ability to try without adopting), and visibility of results. The
adoption process is an ongoing one in which decisions to keep or
reject the ways of the dominant culture occurs at varying intervals
and to different degrees. The phenomenon of Innovation diffusion
is very mush applicable to the context of acculturation in Goa.

As discussed earlier, Goan culture has been highly influenced by

Portuguese which has drawn the place towards a more westernized
setting. Since the people had been exposed to western culture for a
long time and they were to a great extent, accustomed to the
changes that they had imbibed that is incorporating the western
customs and habits into their everyday activities. Over the years
tourism has attracted several international tourists to Goa due to
this westernized image and they have found it to be a comfort zone
due to the similarities on several accounts.

In 1990 Urry, introduced the idea of the tourist gaze. He argued

that the tourism industry is constantly searching for new ways to
satisfy the tourist gaze by locating, and creating, new tourism
products for the tourist to experience. It is known that a
destination is promoted through the products and services it offers
to its customers.

Goan entertainment has been largely dominated by the English

language apart from the folklore which is in Konkani. The hotels
and restaurant widely flaunt English music and karaoke
entertainment with western dances giving its ambience a very
foreign and stylish atmosphere. Many hotels have been built on
Portuguese architecture and also been given Portuguese names
which is an attempt to maintain its Portuguese connections.

Food is also a cultural symbol (Edles, 2004); it is one of the cultural

traits that humans first learn from childhood, and one that
consumers change with the greatest reluctance at an older age
(Gabaccia, 1998; Cervellon, 2005). Goa offers a wide range of
cuisines which are mainly continental and more to the tastes of the
foreign tourist. Its staple food fish curry and rice, however, retains
a strong seat amongst the choice of dishes. As mentioned earlier
Goa is visited by people from many countries and catering to their
needs is necessary for building loyalty in customers. The multi-

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Pinky Pawaskar and Mridula Goel ISSN 0975-3281

cuisine nature of food throughout the place helps attract foreigners

and also lures the domestic crowd towards an international
experience. Several places have their menu cards written in
different languages like Russian and French besides of-course
English for the convenience of the tourist.
The beaches, the churches, the Carnival, the music, the cuisine, and
the townscape are subtly marketed in the Indian media as „foreign‟
experiences on Indian soil. The luxury hotels are, of-course,
luxuriously western in style, and appear in advertisements - and in
reality - as western oasis in the indigenous setting. The prolonged
stays and settlement of foreigners in Goa has only enhanced this
image and has further helped in attracting international and
domestic tourists to the state.

Conclusion

The study of tourism in Goa suggests that the process of

Acculturation, specifically translated to Westernization, has gained
a unique advantage to the state. The long rule and domination of
Goa by the Portuguese created „Westernization‟ of the natives. This
helps them to attract tourists by providing a right social setting to
add to the natural scenic beauty of this coastal haven.

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