‘Spirit mediums’ could help unlock tourism secrets, according to study

A groundbreaking study suggests that tourism researchers can enhance their research methodology by drawing inspiration from spirit mediums. By embracing “nothingness” and delving into the mysterious and unseen “atmospheres” that surround us, researchers can develop a more holistic approach to knowledge creation.

Through a three-step process of learning, unlearning, and emerging with “double eyes,” tourism researchers can transform themselves into “mediums” and challenge the conventional Western paradigms of knowledge generation.

By immersing themselves in diverse cultures and perspectives, researchers can foster inclusivity in knowledge production and address power imbalances within the global knowledge ecosystem.

The findings of this study, published in the prestigious Annals of Tourism Research, highlight the transformative potential of long-term unlearning processes in creating new forms of knowledge.

Co-author Pilar Rojas Gaviria, an esteemed Associate Professor in Marketing at the University of Birmingham, explains, “Spirit possession, as a living cultural tradition, exemplifies the process of ‘unlearning,’ offering valuable insights into the selfless pursuit of knowledge within the realm of tourism research.”

She further elaborates, “Spirit possession does not entail complete possession of the medium but rather fosters a malleable ‘selfless’ self, enabling the medium to acquire novel ways of perceiving and knowing.”

The study highlights the need to embrace the concept of “nothingness,” which has been overlooked in Western thought. Eastern thinkers, on the other hand, courageously explore the significance of the background as the true subject, opening up exciting dimensions of understanding and knowledge.

The researchers argue that adopting diverse approaches and unconventional methods of data generation can challenge the dominance of Western methodologies, which have marginalized indigenous knowledge systems.

They propose that incorporating artistic and expressive forms such as poetry, music, games, theater, and visual arts into the training of researchers’ body and mind can enhance their understanding and contribute to the advancement of knowledge in the field of tourism.

Dr. Rojas-Gaviria emphasizes the potential of detaching from one’s ego and utilizing the concept of “nothingness” in research, stating, “Similar to spirit mediums, by tapping into phantasmagorical contexts and their atmospheres, researchers may gain valuable insights and expand the horizons of their work.”

This study also sheds light on the historical imposition of Western knowledge systems on colonized societies, disregarding and devaluing local perspectives. Recognizing the validity and diversity of knowledge traditions is seen as a crucial step in rectifying this historical injustice.

The researchers believe that their proposed approach to tourism research holds the potential to challenge biases within mainstream academic disciplines and promote the integration of marginalized knowledge systems.

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