The Tourist Stereotype Model: Positive and Negative Dimensions

Vincent Wing Sun Tung, Brian Edward Melville King, Serene Tse

Research output: Journal article publicationJournal articleAcademic researchpeer-review

25 Citations (Scopus)


This research proposes a measurement model to evaluate tourist stereotypes. Study 1 assesses the positive and negative tourist stereotypes that Hong Kong residents hold toward Chinese outbound tourists by connecting previous research on stereotypes from the Princeton Trilogy and from the stereotype content model. Six positive stereotypes were identified across two dimensions (i.e., Approachable: friendly, sincere, and good; and Competent: intelligent, industrious, and competent) as well as six inappropriate biases across two factors (i.e., Boastful: materialistic and loud; Rude: unreasonable, immoral, rude, and uncivilized). Study 2 provides further support for the measurement model by using an additional sample to investigate tourist self-stereotypes. Collectively, studies 1 and 2 contribute to the tourism literature by highlighting the dynamics involved in (self)-stereotyping that are relevant for destination management organizations (DMOs) and public policymakers involved in managing public perceptions of tourist stereotypes.

Original languageEnglish
Pages (from-to)37-51
Number of pages15
JournalJournal of Travel Research
Issue number1
Publication statusPublished - 1 Feb 2020


  • biases
  • host–tourist relations
  • preconceptions
  • resident attitudes
  • stereotypes

ASJC Scopus subject areas

  • Geography, Planning and Development
  • Transportation
  • Tourism, Leisure and Hospitality Management


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