Selling Difference, Minimising Antagonism
摘要
This chapter focuses on the promotion and consumption of ‘different’ national and regional histories in Russian tourism. The search for ‘difference’—different scenes, sights, and landscapes that are out of the ordinary—is a key part of the tourist experience. This chapter argues that to better understand the communication of national pasts in tourism, we need to distinguish between antagonistic difference and commodified difference. The antagonistic difference, emphasised in political analyses of post-Soviet nation-building, is downplayed in tourism. Commodified difference, in contrast, denotes a difference that is considered easily digestible and promoted by the tourism industry. Tour guides communicate national differences through stories about distant pasts and recent histories of economic progress and tolerance, and in doing so, they engage in a partial derussification of cities. Making sense of these differences, Russian tourists draw on globalised conceptions of alterity as well as established Russian imaginaries such as the nomadic culture and hospitality of ‘Asian’ Kazakhstan and the provinciality or Europeanness of Tallinn. Ultimately, memories of difference perpetuate established stereotypes and can feed into future controversies, working against tour guides’ intention to minimise antagonism.