Ethnographic tourism in Adyghea

"ETHNOGRAPHIC TOURISM IN ADYGHEA: OPPORTUNITIES AND PROSPECTS"
Interview with Zarema Tseeva

Zarema Tseeva is candidate of historical sciences, Professor of history and culture of the Circassians in faculty of Adyghe philology and culture of Adyghean State University, teacher of discipline "Ethnographic tourism" at faculty of social technologies and tourism of the ASU .

- You are teaching a disciplinary course "Ethnographic tourism" for students at faculty of social technologies and tourism of Adyghean State University. What is the main objective of this course?

Z. Ts.: The main objective of this course is to study experience of organization and work of ethnographic tourism objects both in Russia and around the world. This is a very interesting discipline, in my opinion, which gives to students an opportunity to look into such interesting areas that can be accessed even for student audience. This course involves not only lectures, but also practical classes. Students regularly carry out a virtual tour in ethnographic museums of the world: in standing museums and museums under open sky.
Imagine, without leaving auditorium, with help of modern technologies, we can visit the exhibition of the Russian ethnographic Museum, the Museum of anthropology and ethnography with name of Peter the Great, the famous Kunstkammer. We can see exhibits of these museums in the approach mode. Now there are functions when we can study these objects around. Previously, there were not such opportunities. Therefore, now those who study have great opportunities, and even, as I said, without leaving the student classroom, they can see different parts of the world. For example, we can travel around the hall of the Ethnographic Museum in Ankara, the Skansen Museum in Stockholm - the oldest ethnographic open-air museum. And this is very interesting.

- What concepts does the ethnographic tourism use?

Z. TS.: The term "Ethnographic tourism "is based on the root "Ethnography", "studies of folk", "folk description". This is a science studying cultural and household features of peoples of the world. Actually, consumer of ethnographic tourism services acquaints to certain extent with these cultural and household features in the process of consumption of these services.
Surely, we also introduce the term "ethnos". There are many definitions of this term. And I usually propose to students to understand that "ethnicity" is something at the level of self - perception. It is an involvement in certain culture, an adherence to certain tradition that is passed from generation to generation, and an involvement in some ethnic group. There is not only one language, not only a common territory, not only a common history. It's such deep sense of self-perception.
And always I usually tell students about the theory of connection of ethnicity and landscape which was formulated by the famous philosopher, russian ethnologist, archaeologist and historian Lev Gumilev. In his book "Ethnogenesis and biosphere of the Earth", he perfectly discovered this. This interests them.

- And what approach is used to create ethnographic tours? Is there any special approach?

Z.Ts.: Of course, there are common approaches. But we should always keep in mind the creators of ethnographic tours should be professionals. This is the work of a large team. This is responsible work. This area  differs from any other types of tourism activities, because it’s necessary to attract experts not only from industry of service, not only animators, but also experts in culture, customs, traditions, folklorists, historians, ethnographers. And this is its peculiarity. Yes, a well-coordinated team of different specialists should work. And artists should also take part to demonstrate all this.

- At the end of last year, the Adyghean Republican institute of humanitarian studies organized the round table on development of ethnographic tourism in Adyghea. Different interesting ideas were proposed and discussed there. In your opinion, what opportunities does Adyghea get for development of ethno-tourism on its territory?

Z.Ts.: I think Adyghea has great opportunities for development of this industry, because there are a number of favorable conditions. First, it’s polyethnic nature of the region and growing of interest in own culture among ethnic groups living in the region.
There were many very interesting ethnographic groups. These are dance groups, and singing and music groups, and those that demonstrate synthetic arts. Interest in national sports, for example, riding among the Adyghes, is reviving. And some groups show a very high level of performance. They are recognized not only in our region, but they successfully toured in Russia, they are known abroad. Therefore, they will demonstrate ethnic culture at very high level, if they are involved in this.

- During this round table, doctor of historical sciences Samir Hotko proposed to elaborate a guide through Adyghea with real ethnic names of some places and landmarks. In your opinion, is it demanded?

Z. Ts.: I think so. It’s necessary to create such guide and to distribute it to travel agencies both in Russia and abroad. Abroad, it’s necessary in the countries of residence of the Circassian Diaspora. And it has to be translated, at least in English, and preferably in Arabic and Turkish. This is for countries of compact residence of the Adyghes, our compatriots. They can be consumers of ethnographic tourism services. For them it’s a nostalgic tourism.

-At this round table, it was proposed to create an archaeological map, almost online, which will present location of graves, burial mounds and burial grounds on the territory of Adyghea. Do you think that's necessary?

Z. Ts.: This is a good idea, in principle. But I'd be careful with that. Why? Because, as one of my colleagues said, we will create a manual for "black archaeologists" who, unfortunately, work with great success on the territory of our republic. It's sad for science. These are huge risks because professionals of "black archeology" study scientific literature and don’t need such map, in large part. They are well equipped, they have georadars, quadrocopters. They explore all this on larger scale than professional archaeologists deprived of all this. But we will give help to amateurs-treasure hunters who will start digging in these places. The only thing, we can create an interactive map of already studied mounds where we can show by clicking the information that will come out, showing geographical location of  mounds, and where the artifacts extracted from these mounds were, in which museums, and what kind of objects there are, to give a brief scientific description. This, of course, can be done. But I would be careful. Better let be this information for official usage.

- At the same round table, it was announced a long-standing idea of creating an ethnic village or an ethnic park in our republic. However, there is nothing like it in Adyghea, except ethnographic complex on Rufabgo. In your opinion, where is it better to build an ethnic park in Adyghea?

Z. Ts.: I think the ethnopark should be built, first of all, in a place where tourist flow is year-round. And this is the Maikop region, the territory of the foothills and mountains.  First of all, it’s necessary to build an ethnic park there and to think that such facilities should be constructed on federal highways passing through Adyghea. In those places, for example, where vacationers pass in transit to neighboring regions - to Black sea coast of the Caucasus, to Abkhazia. Presumably, we can build an ethnic village in the area of Adygheisk. Yes, it is possible in other places, depending on need, but certainly in busy places where people go to rest. This may be seasonal. According to this principle of seasonality, the ethnic stanitsa Atamane is working. And obviously, it's justified. But in the Maikop region, I think, it will be a year-round stationary object, so it will work for all seasons.

- And how strictly do we need to adhere to culture and way of life of the Circassians, as the indigenous population of the Republic of Adyghea, in creating an ethnical park?

Z. Ts..: There is a practice of creating ethnographic parks where cultures of different peoples inhabiting in certain regions are represented. This will be interesting. But at the same time, I think it’s necessary to demonstrate culture of the Adyghes, not only because it’s a title nation, but also because there isn’t such ethnographic park showing all treasures of the Circassian culture as possible within such object today. And this culture is rich and has a great potential to demonstrate it to consumers of ethnographic tourism services. And it always causes delight, even some elements demonstrated, for example, in museum, during some holidays or festivals. This always has a great success and positive resonance.

- At the same round table, it was touched upon the theme of souvenirs in ethnic style? Do you think, does Adyghea satisfy tourists with such souvenirs today? And what souvenirs do you usually choose?

Z.Ts: I think we have a potential to develop production of souvenirs. And this is an integral part in the sphere of ethnographic tourism. This is necessary to assure manufacture of souvenirs and its sell in those places where the objects of ethnotourism are situated. Unfortunately, we don’t have them yet, but at least where there are any tourist facilities. I think they are separated from each other today. They are producers of souvenirs and places of tourist services. Certainly, it’s desirable to connect them together. And in potential, if we develop further ethnographic tourism, for example, in the region, it’s necessary to create even a farmstead of craftsmen, relatively speaking, a "city of craftsmen" or a village of craftsmen who could work there on a permanent basis and show their products. We have a lot of specialists who can make products with affordable prices and luxury. But the main thing is consumers of such products could come to us here too. And for this it’s necessary to organize a high level of service.
I also like such souvenirs. I prefer gold embroidery, fabled products. In principle, I can appreciate any souvenirs. In general, I think we are able to satisfy needs of the most demanding public. We have the potential for this, masters of highest class.

- As part of your disciplinary course, you also teach peculiarities of preparing excursions. What recommendations would you give to guides who drive tourists around Adyghea and in our capital?

Z.Ts.: The recommendations are common for guides, on the one hand. First, there are not so many objects of ethnographic tourism. But first of all, there are our national museum with its ethnographic exposition where unique items are presented and a filial of the Museum of the Orient art which also has a good exposition. Plus, there are also presented archaeological expositions which are involved, by the way, as objects of ethnographic tourism, because the ethnotourism is rarely presented in its pure form. Usually, it exists in synthesis with other types of tourism. We can have a perfect combination with ecologic tourism. We can demonstrate this connection between ethnos and landscape, that is culture appeared in this particular landscape represented only in Adyghea. Gastronomic component is a necessary part of ethnographic tours. Always in any country where there are objects of ethnotourism, there are enterprises, cafes, restaurants representing a national cuisine. We will also have a great demand for this. Everyone appreciates our cuisine. Probably, there wasn’t any guest who would be indifferent to our treats.
For guides, they are obliged, of course, to get tourists to our museums. There could also see animation programs of ethnographic sence. Our museums are ready for this. They can visit master classes of craftsmen.
But newly appearing objects of ethnotourism in the regions of Adyghea, they are, certainly, distant from Maykop. This should also be taken into account. Therefore, there should be transport accessibility, and the issue of specialized tourist transport should be resolved. And the time on road should be occupied with something. It must be a storytelling of professional guide about history and culture of the region. And the guide should be ready for any questions, even very actual. And sometimes such questions may arise. And purely from a communicative point of view, the guide should be ready in any situation that may be conflict, to resolve it quickly, so as not to spoil the overall impression of rest. There are my recommendations!

- Continuing this topic, I know the faculty of social technologies and tourism has a program of training for guides. Could you tell us about this program?

Z.Ts.: Yes, we have the guide courses, and they are destined to improve skills of working guides, they also give a basic knowledge of profession of guide, in general. What do we teach in these classes? We give material on natural attractions of the region, we present excursion on history of the region, we talk about culture of largest ethnic groups living in the region, and we provide students of courses with a variety of materials: printed, electronic, audio and video materials, references, to which they could refer in the process of preparing excursions.
Then we have a practical part. We can take students on city tours, in the Maikop region for seeing natural attractions. And an excursion in a museum is required. That is a kind of practical work. In a short time – 72 hours - we have such rich program. In addition, we still have a defense of the thesis: preparation of thematic tours to choose. The students publicly defend one tour presenting it to the commission. So, they learn to speak publicly, to answer questions. And with successful finish, they receive a certificate of listening to the courses where the program and the number of training hours are indicated.

- Summarizing the said, I would like to make an overview about prospects for development of ethnographic tourism in Adyghea.

Z.Ts. As I said, the prospects are quite good. However, it’s necessary to solve a number of problems of the tourism industry as a whole.  Yes, there are problems, and they relate not only to ethnographic tourism. This is a problem of transport accessibility, the problem of the road network, road infrastructure, because people who come from other regions or who visited countries with a high level of tourist service, will be somewhat surprised we don’t have a network of roadside cafes, car services, gas stations in places with most interesting for tourists objects. It's worth to work on. This is the first main condition. Then, of course, we still need investments, because creation of an object of ethnographic tourism needs serious investments, as public or perhaps private. Perhaps it will be some kind of joint investment. Competent business projects should be created. Economists must work. As I said, a team of specialists in different areas should be involved. And I listed only some of them. In fact, there should be more. They are experts in the field of history and ethnic culture. These are artists, in general, representatives of artistic professions, professional animators, organizers, guides.
The advertising is a serious aspect too! Unfortunately, our region has some anti-advertising in the media, as a region unfavorable for investments, and in terms of tourism attractiveness, it has a low rating. Yes, it’s necessary to change this situation, it’s necessary to actively advertise our products. We need to create it at a high quality level, and then a competitive product will attract tourists to us. And to create it, we need to work with a large team of specialists. And we need to approach to this very consciously.
 
- Thank you very much for your interview!