From Counterculture to Intangible Heritage and Tourism Supply: Artistic Expressions in Ibiza, Spain

Abstract

Until the beginning of the 20th century, Ibiza was rural, developmentally lagging, and separate from the modern world. These characteristics made it attractive as a refuge for European intellectuals and artists as soon as communications with the outside world began to develop. The first significant presence of artists occurred in the 1930s, just before the Spanish Civil War. After years of war and isolation, artists returned in a larger volume and variety than before. Other regions also had artistic and countercultural communities, but Ibiza decided to use them as an element of its tourist promotions, making the hippie movement a part of its culture and history and the most internationally known element. The objective of this paper is to expose the importance of art and artists, a direct inheritance of that time, in Ibizan promotion and tourism. The authorities and entrepreneurs of the island realized the media interest they received and the importance of this media impact on developing the tourism sector. The result was that they supported artistic avant-garde and various activities derived from the hippie movement to differentiate Ibiza and make it known in Spain and abroad, creating the myth of Ibiza as an island of freedom, harmony, and nightlife (the current image of the island).

Identification of the Benefits of Countercultures in Modern Society

“…It would be difficult for the people of modern age to live in a society where social norms are based on gender discrimination; people are not concerned about environmental pollution. Therefore, counterculture is beneficial in modern society and helps to bring love and peace [22]. Women are getting equal opportunities in the modern age as well as sexual violence and domestic violence against women has decreased across the world.…”

“…Due to the passing eras, several types of uneven fortune, as well as movements, have become occurred in order to break the contemporary moral ethics as it disturbs the living style of lower-class people. During an irrefutable period of time, a counterculture always shows the aspirations, ethos, and dreams of a particular population [1]. Successful counterculture calls on social transformation which harms lower-class people and disturbs their identity.…”

Presentation and Elaboration of the Folk Intangible Cultural Heritage from the Perspective of the Landscape

“…The most important thing about intangible cultural heritage is that people can participate in the experience or interact with it. Through the experiential landscape, people are attracted to participate and interact with it spontaneously so that they can feel the cultural connotations of the Hundred-family Feast in a more comprehensive and immersive way while at the same time meeting the functions of activities required by local people in their daily lives [31]. (4) Improve the construction of service facilities, such as a comprehensive service centre, a comprehensive guidance system, sufficient parking space, etc.…”