Second, the notion of the demonstration effect tends to be defined and thus reported as adopted behaviours. Scholars have found evidence for the effects on concrete and observable conducts that are allegedly adopted from tourists and incorporated into their everyday lives, such as drinking patterns, for example (Moore, 1995). However, this notion largely ignores that the effect will not always be a new conduct as such, but it can be simply a desire to adopt such conduct. While locals may be actually willing to adopt new behaviours, extrinsic factors such as economic power, social restrictions and personal conditions can potentially prevent locals from incorporating tourists’ unfamiliar habits into their ordinary life. Furthermore, the effect of tourist demonstration may also lie in a process of reasoning that people go through in their lives without necessarily adopting a particular behaviour. Such reasoning may be incorporated into larger social processes and may thus end in observable adopted conduct or simply in a reflection itself. Therefore, the reasoning that locals go through about tourists’ demonstrated behaviours may also be the effect itself