At the micro-social level, host communities are in a constant struggle to reinterpret their culture as Western values and beliefs, most notably individualism and consumerism, become more pervasive. This has led to changes in language, dress, body movement, gesture and eating habits in many local communities. These processes of cultural change that impact upon the social and cultural fabric of the host society have been described by smith (2003) as acculturation (permanent cultural change) and cultural drift (temporary behavioural change that takes place at the time that tourist and local cultures are in contact)