Tourist stereotypes and servers’ attitudes: a combined theoretical approach

Abstract

Local attitudes towards tourism comprise one of the most researched topics in tourism. However, researchers still need to examine attitudes of specific local groups, acknowledge tourist stereotypes as an influential factor and test different theoretical approaches, to develop a broader understanding and explanation of attitudes. Based on an emic perspective, this study analysed servers’ stereotypes of a specific group of tourists – locally known as chilangos – and associated attitudes in a Mexican resort. By adopting a combined theoretical approach drawn from social exchange theory and integrated threat theory, this study’s results reveal that individuals who depend economically on tourism do not always have positive attitudes and that negative stereotypes on their own are not the strongest predictors of attitudes. By combining both theories’ postulations, the findings show that perceived economic benefits and personal positive contact together account for positive attitudes but that these factors are significantly counterbalanced by negative tourist stereotypes. The practical and theoretical implications of these findings are discussed.