Tourism Is All About Consumption


Stephen J. Hoch, Wharton School, University of Pennsylvania

This is the last of my three columns as President of ACR. I am looking forward
to my retirement from the Presidency. The interesting thing is, however, that ACR Presidents cannot just happily ride off into the sunset. There are additional duties to perform. First, I must serve as Past-President, then Ex-Past President, and in three years from now Ex-Past President Once Removed.

It has occurred to me that consumption behavior is a more salient aspect of touristical pursuits than it is of everyday life. I think that this is especially the case when traveling to places where you don't speak the language, don't quite understand the currency and what it buys you, and when one travels solo. I remember visiting Japan several years ago on business and I have to say that my biggest sense of accomplishment each day came from successfully figuring how to buy three meals a day without ever going back to the same restaurant. Our day to day lives are constructed so that consumption is just one small part of the overall routine, but when we travel to exotic locales that routine is no longer in place and just getting through the day involves many discrete consumption acts in very unfamiliar territory and we are true amateurs.


"It has occurred to me that consumption behavior
is a more salient aspect of touristical pursuits
than it is of everyday life."

 

I spent about 4 weeks in South India during May and June this year, partly teaching and partly traveling. I decided to keep a journal, not a very
"Steve Hoch" like thing to do but I'm glad I did it. I re-read it recently and in doing so realized that my memories are largely a series of consumption acts.
I reproduce a bit of it below.

Next morning I had a 6am flight to Chennai and so when I got back to the hotel I organized my packing. I had bought so many chachkes that it was not at all clear that I could get everything stowed into the luggage I had brought with me. The extra bag
I had packed, which I had acquired at the Bangkok flea market actually holds a lot of stuff. Let's hope it lasts all the way back to Philadelphia. Although I had bought a few heavy things, I also bought lots of fabrics that pack flat and don't break.


I made it to Chennai. A car met me at the airport and took me
to the Taj Fisherman's Cove. At first it looked good, but then it became apparent that I had booked myself into an Indian tourist trap that was hurting but hungry and knew how to really run up a guest's bill. Despite being on the "inclusive" plan, I ended up spending $550 for two nights, over $125 on car and driver and
35% on the Tamil Nadu luxury+ taxes. And I didn't even stay in the honeymoon suite.

After arriving at the hotel, I took a car down to Mahabalapuram, about 30km south. On the way, we stopped at the Tiger Cave Temple, a small site right on the beach with a 7th century temple for the god Durga carved into a big rock. The salt, wind and sand had worn away some of the carving but still was pretty impressive. I had read that Mahabalapuram is famous for stone carving. An "art school" guide showed me around and then tried to sell me some of "his" work, right. I ended up buying a carved sphere the size of a baseball, but resisted the fake set of 6 ganeshes that came in its own velvet-lined box.




"Actually all five of the temples were carved from
the same large rock, and even the ground
was part of the same rock."


 

On to the main town of Mahabalapuram with many temples carved into very large granite boulders. This small town was the seaport for the Pallava kings of Kanchipuram who first ruled in the 7th century. There are 4 main sites. Arjuna's Penance is a massive relief carved into a single rock that measures 12m high by 30m long. It has all sorts of characters carved in it and in the middle there is a large fissure crack meant to symbolize the Ganges. At the far end there is a Ganesh Ratha (temple) carved into the solid granite rock at a depth of probably 20 ft. At the entrance to the site, I had picked an old guide who looked about 60 but I think as about my age. He later told me he had 5 daughters, the oldest Maddie's age, as he was angling for a large tip. He was a Christian and so had a more whimsical attitude about all the Hindu characters than others might.

The next site was the Five Rathas each cut from one large piece of stone, the largest probably 40 ft high. The tops of these temples were in the Dravidian style, which is either a four-sided cupola or a rectangular shape with a point arch end. The guide told me that the arch-ends of the tops contained Buddhist influences. Actually all five of the temples were carved from the same large rock and even the ground was part of the same rock. Amazing since we are talking about an area of probably 20x50m and it is not exactly like the workers had pneumatic tools. This gave me a good idea of the Dravidian influences that I would see in later temples throughout Tamil Nadu. The entire temple had been buried under sand until 200 years when the British excavated it. This probably served to protect the temples from the elements because the site was in great condition.

After the temples, I visited some of the stone carving factories, basically a shack with many carvers working (chip, chip, chip all day long, the whole time I am thinking carpel tunnel syndrome). At one of the hole in the wall places, the owner told me he had 200 people working for him each and every day. I eventually bought two small pieces made from fine marble. They were intricately carved and despite their small scale, they weighed a lot. I kept thinking that one of the large multi-ton pieces would look great in the garden and I did see several large pieces being crated up and hoisted
onto a large truck. Maybe next time...

It was due to my travel arrangements with cars that I realized that the Fisherman's Cove was designed to fleece tourists out of big bucks. But today was my lucky day; I met my driver for the next 6 days, Dhanasekaran. He was assigned to me as my driver for the trip to Kanchipuram, the capital of the Pallava Empire that had also built Mahabalapura. It was about 60km inland and is considered one of the seven sacred cities in India. There are five main temples but over 200 still left for a town of about 180k. We arrived in Kanchipuram at about 9:45 am, but Hindu temples typically are open 5-12 am and 4-9 pm so I had to be focused in my visits due to transit time in the crowded town between the temples.

The first one we hit was Devarajaswami Temple, an enormous temple dedicated to Vishnu. Once I got inside, I found out that
this was the last day of a 10-day festival with several 1000 pilgrims already in the temple. There was a large tank behind one of the multi-pillared shrines and 100's of people were jumping into the water and splashing and bathing. It was very colorful and music
was blaring. I was the only white face.

We then hit four more temples. The difference between Kanchipuram and Mahabalpuram was that the temples in Kanchipuram were made of limestone, more intricately carved but not one solid piece of granite. In one of the temples, Kailasanatha, you could see remnants of some old frescos protected from the elements by virtue of being inside small alcoves in the wall surrounding the main temple. It was amazing to see the quality of the carvings given the fact that they were about 1500 years old. At one of the temples, I stood mesmerized by this elephant that had been trained to take a coin into its trunk and then touch the person on top of the head as a blessing sign. I went up and did it myself; it was cool despite the slobber.

Kanchipuram is famous for hand-embroidered silk. I had the driver take me to a place to look. In the back of the complex, they had a handloom and I got to see a demonstration. Generally, they only make 4-5 saris of the exact same design. They say it takes about 10 days to set up the first one and 25 days to complete it, 10-15 days for each one thereafter. They use cardboard punch cards to set up the "digital" design. Fascinating, painstaking work. I decide to subject myself to viewing all the different types of fabric they have, from the R's 1000 cotton to the R's 35000 elaborate wedding sari that contains up to 1kg of gold and silver thread from Rajasthan called zari. I selected about 5 different saris that I liked, then they served me the proverbial no obligation drink, in this case black, unsweetened Indian coffee. Then I move onto table clothes, shawls, and runners.

At this point the owner shows up, a confident well-spoken fellow about my age who had attended U Mass and then worked for a couple of years in Texas for Met Life of all things. His family had been in the business for 5 generations and he came back to run the business. He told me that he had about 2000 weavers working for him and that there were about 450k working in the Kanchipuram silk weaving manufacturing business. He called his industry an "unorganized business" and meant it in the technical sense. He said that he had 3 lieutenants working for him each with 6 under them and a pyramid on down the line. The key was monitoring and creating an environment that fostered loyalty. Two anecdotes: (1) he said that if one of his workers had a wife in labor and needed to go to a hospital/clinic, his car would go and pick her up and he would pay the bill though the worker would have to pay him back later; (2) he had about 3000 houses registered in his name and when a 30 year worker wanted to stop weaving he would let him stay in the house, I guess until he died. It is an interesting concept in leverage in a country where there is an abundant lack of leverage except at the top and even there, the lack of productivity tools requires massive workforces. The leverage that one could gain from one Makita screw-gun. Oh my god, the increase in productivity, but I guess it would put too many people out of
work, or would it?

I bought 5-6 pieces and bargained not too hard for a decent discount. Then we headed back to the hotel. This is where I made a decision that I think vastly improved the rest of my visit in Tamil Nadu. Although my driver did not speak much English, we had little difficulty communicating and I had told him my plans for the rest of the trip, which involved staying in central Chennai for two days and then flying to Madurai. He was entrepreneurial enough to call his boss from one of the STD/ISD phone shops and in about a 10 minute phone conversation, I had completely rearranged my trip, escaped the clutches of the Taj Fisherman's Cove and their ridiculous fees, and negotiated a good deal to drive to Madurai rather than fly. I had heard previously that there were lots of great temples to see along the way. I got back to my hotel, argued with the Taj over transport charges to some avail and arranged to check out the next morning. The only deception was that I had to request the same driver and say that I was going to the airport since Dhanasekaran's boss had a contract providing transport and touring to the Taj, where he got at most 60% of the take. Had dinner at the beachside restaurant that night after another late afternoon of body surfing where I smashed my head on the sandbar on my last ride.