How do tourists respond to meta-stereotypes? Understanding their willingness to interact, self-presentation and the role of power

Abstract

Research into the stereotypes of tourists by locals and the impacts of these stereotypes on local behaviors is well established. However, how tourists respond to these stereotypes remains underdeveloped. This research offers a thorough understanding of the effects of meta-stereotypes on tourists by revealing whether being stereotyped affects tourist intentions to interact with locals and their self-presentation during these interactions. Two scenario-based experiments and a follow-up survey were conducted. Study 1 demonstrates that meta-stereotypes influence in different ways the willingness of tourists to interact with locals and how they present themselves to locals. Study 2 reveals that these effects are significantly moderated by the degree to which tourists hold power, with powerful tourists being more likely to behave in line with meta-stereotypes. Study 3 draws consistent conclusions with Study 1 and 2 in surveying 313 Mainland Chinese tourists. This research offers insights into tourist responses to meta-stereotypes and has implications for organizations seeking to enhance tourist-host relations.