National stereotypes in tourist guidebooks: An analysis of auto- and hetero-stereotypes in different language guidebooks about Switzerland
The purpose of this study was to explore how different language guidebooks on Switzerland vary in their representations and interpretations of the tourist destination. While the research initially aimed to investigate national stereotypes about Switzerland, the findings indicate that guidebooks frequently embody stereotypical images of the guidebooks’ ‘home cultures’, not just ones about the destination. Contrary to common theoretical understandings, the content analysis shows that the guidebook authors tend to present ‘in-groups’ (their ‘home cultures’) in a more negative light than ‘out-groups’ (i.e., the Swiss nation). The study concludes that the existing theories of (national) stereotypes are insufficiently nuanced with respect to stereotypes in guidebooks and do not sufficiently acknowledge the very complex processes involved in guidebook production and consumption.... [Show full abstract]
Keywordsguidebooks; national stereotypes; guidebook writers; ethnocentricity; auto-stereotypes; hetero-stereotypes; Sport, Leisure & Tourism
Fields of Research2003 Language Studies; 1608 Sociology; 160803 Race and Ethnic Relations; 2002 Cultural Studies; 200206 Globalisation and Culture
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CitationBender, J., Gidlow, B., & Fisher, D. (2013). National stereotypes in tourist guidebooks: An analysis of auto- and hetero-stereotypes in different language guidebooks about Switzerland. Annals of Tourism Research, 40, 331-351. doi 10.1016/j.annals.2012.08.006
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