How and why tourist attitudes change: exploring the factors behind shifting perspectives

Abstract

This study explores how interactions with locals can alter tourists' prejudices and stereotypes, and examines the factors contributing to these changes, drawing on Allport's Intergroup Contact Theory. Utilising a case study approach, qualitative in-depth interview data were collected from tour guides identified through purposeful sampling. The data were analyzed using open coding, as well as content and relational analysis, to identify themes and categories. The findings reveal that tourists' experiences, shaped by interactions with local people, cultural immersion, guidance from knowledgeable tour guides, media-driven curiosity, and tourist motivations contribute significantly to the positive transformation of prejudices and stereotypes. These results, consistent with the premises of Allport's Intergroup Contact Theory, underscore the complex relationship between tourist attitudes and local interactions. The findings offer valuable insights into the potential of tourism as a powerful tool for fostering cultural understanding and promoting positive attitudinal change. Theoretical and practical implications are discussed.