The making and consuming of tourism takes place within a complex social milieu, with competing actors drawing into the ?product? peoples? history, culture and lifestyles. Culture and people thus become part of the tourism product. The implications are not fully understood, though the literature ranges the arguments along a continuum with culture being described on one hand as vulnerable and fixed, waiting to be ?impacted? by tourism and on the other being seen as vibrant and perfectly well capable of dealing with globalization and modernity trends. Some of the answers are likely to focus around ideas of social identities..