Nobody much likes tourists. They have a reputation for being loud, rude and disruptive. Th

ey are blamed for everything from prostitution to environmental degradation. "They want to have a good time, they are not well informed and want a short 'wow' factor," says Xavier Font, professor of tourism management at Britain's Leeds Metropolitan University. "Many locals see tourists as stupid."

Yet tourism may in fact be the true salvation of humankind's cultural heritage. After all, it's the main countervailing force to internationalization—that is, the global blah of TV, T shirts, tract housing, fast-food chains, business suits, malls and brand names. Internationalization has, in practice, been a process of everyone's coming to live and act the same; the Japanese gave up their kimonos because they were considered "unmodern". But tourists are looking for something old and something different—and they'll pay for it.

The effect can be seen across the globe, rescuing traditional cities and cultures from the brink of extinction. Just five years ago the indigenous community of the Cayapas lived in little concrete houses with television sets, having moved from file banks of the Canande River in northwestern Ecuador to settle alongside the highway. They had nearly all abandoned the traditional hand-woven garb of their ancestors, and instead donned Nikes. "That's what progress meant to them," says Pedro Armend riz, a tourism and development-planning engineer based in Quito. "It meant wearing tennis shoes and jeans, and having a TV so all the women could watch their soap operas every day."

Thanks to an influx of tourists, things have recently changed for the Cayapas. With visitors coming in search of community, or ethnic, tourism—to eat, work and often even live with the indigenous people—the Cayapas are embracing the nearly forgotten culture of their ancestors. Once again, they are wearing traditional clothes, building old-style. homes and using traditional agricultural techniques. "They have become a sustainable community microbusiness, with a preservationist conscience, because they have understood that their indigenous roots are what interest tourists," says Amend riz. "It makes them value their ancestral culture."

The situation is similar throughout Latin America, where interest in cultural and ecological tourism has been on the rise in recent years. Tourism to Guatemala, for example, with its Mayan heritage, lush rain forests and lakes surrounded by volcanoes, has doubled in the past decade to nearly 2 million foreign visitors a year. Their dollars have kept young indigenous women interested in learning the specialized craft of weaving on the Mayans' backstrap looms, says Alejandrina Silva, head of the Guatemalan Tourism Ministry's Cultural Heritage Office. "Indigenous artisanry forms an important part of the Guatemalan touristic product," she says. "If this were not the case, such crafts could die off and the younger generations would have to look for new trades that would allow them to survive."

Indeed, the souvenir trade—often maligned for promoting kitsch—can almost single-handedly keep fading cultures alive. In the Tatra National Park in Zakopane, in southern Poland, the highlander tradition of making smoked sheep cheese—dying out among the younger generation—has earned a new lease on life thanks to tourists' desire for unforgettable souvenirs. Highlanders make the cheese, or oscypek, in theft huts, forming it by hand and smoking it over a fire. Visitors feel free to chat with the locals as they watch, have a taste of the cheese and a glass of fresh goat's milk; most leave some money. They also snatch up the traditional clothing, wool hats, slippers and jackets—as well as sheep and goat cheese—on sale all over the city.

Tourism is not just about preserving old cultures; it can also influence modem ones. Catering to tourist whims provides a quick education for fledgling ent

A．being loud, rude and disruptive.

B．saving humankind's cultural heritage.

C．prostitution.

D．environmental degradation.