Jamaican tourism and the politics of enjoyment

Critical approaches to tourism, united by a refusal to conceptualize tourism as mere enjoyment, illustrate how Third World tourism typically involves labor exploitation, unequal gender relations, cultural destruction, and environmental degradation. Researchers presuppose, however, that enjoyment is an innocent and self-evident psychological phenomenon underpinned by and opposed to worthier objects of inquiry such as exploitation, domination, and discrimination by virtue of their politically serious, conceptually profound, and empirically complex properties. These critical approaches, however, are not critical insofar as they tacitly assume that the phenomenon of enjoyment is just enjoyment: easily enjoyed and unrelated to the problems of tourism. The main thesis of this paper is that a thorough theoretical conceptualization of enjoyment is necessary for any analysis of tourism to be sufficiently rigorous. The psychoanalytic concepts of Jacques Lacan and the work of Slavoj Žižek offer an unparalleled theoretical vocabulary with which to investigate the subjective, material, embodied, discursive, and enacted dimensions of enjoyment in tourism. The paper elaborates what I call a politics of enjoyment using key psychoanalytic ideas that include jouissance, the pleasure principle, the Other, and fantasy to critically explicate the contradictions, antagonisms, and impasses that (de)structure Jamaica's “One Love” and “No Problem” tourism product located on a Caribbean island renowned for beach bliss and civil unrest.