Het Belgisch biertoerisme als typevoorbeeld van de hedendaagse 'globaliseringstendens'
Faculty of Arts. History
Volkskunde : tijdschrift over de cultuur van het dagelijkse leven / Centrum voor Studie en Documentatie [Schilde] - Antwerpen, 1940, currens
, p. 125-152
University of Antwerp
As well a abroad as at home, it is often claimed that Belgium or Flanders has a rich historical beer culture. Not rarely an identity characterisation is borrowed from this beer past and the motto 'the older, the better' seems to be the order of the day. Different - apparently divers - associations try to spread the beer culture by creating a well structured beer tourism. Even (popular) cultural (e.g. beer lover associations), economical (commercial beer industry and multinationals), political (government or local administrations) and even 'flemishist' parts in society have an important interest in a massive beer tourism. Tourists are being drawn in different ways by these associations within the scope of informative or recreational activities: beer happenings, parades, 'lieux de memoire', city branding, country development, etc. Momentarily, the Belgian beer tourism is sky rocketing and, apart from a passive attitude, these last few decennia tourists are expected to play a more active role in the beer culture. The different associations try to put the authentic, local, small and traditional character of the Belgian (or Flemish?) beer in the spotlights. However, when profiling 'our' beer past, they often do not hesitate to take the historical facts for a little spin. The participants of this - frankly stated - 'forged' or 'invented' beer culture aren't always aware of its artificial nature. The thread throughout this article is the remarkable conclusion that the associations are trying to propagate the local and small aspect of these 'authentic' beers through mass communication channels like the internet and grand promoting campaigns. This combination and mixture of a localisation and globalisation process can be combined into the characteristic notion of 'glocalisation'.