Tourism and social representations of Sherpas from Nepal

Sherpas are Indigenous people from Nepal's Khumbu region. This study examines social representations of Sherpas in media articles since the 1950s. Using social representation theory and complexity theory, it explores how Sherpas navigate externally imposed representations while redefining themselves as cultural ambassadors, entrepreneurs, and environmental leaders. Using discourse content analysis (combining critical discourse analysis with summative content analysis), this study identifies three forms of representation acceptance: enduring, evolving and emerging. It introduces the concept of intergenerational representation entrapment, highlighting the tension between traditional roles and aspirations for socio-economic mobility. The study advocates for a nuanced understanding of Indigenous representations, arguing that tourism can be a transformative platform for empowerment and socio-economic progress beyond traditional labour roles.