Tourist stereotype content and interaction in cross-cultural service encounters: the perspective of service providers

This study examines the stereotypes held by Italian tourism service providers regarding Chinese group tourists and how these stereotypes shape cross-cultural tourism service encounters. Utilising in-depth interviews, communication records, industry news analysis, and longitudinal observations, the research identifies novel dimensions, context-specific categories, and unique attributes of tourist stereotypes from the service providers’ perspective through abductive thematic analysis. The bi-directional Stereotypes and Interactions Model illustrates that various dimensions of tourist stereotypes reciprocally influence social and service interactions between service providers and tourists, creating either virtuous or detrimental cycles. By addressing the limitations of previous studies on tourist stereotypes and service interactions, this research offers new perspectives and conceptual advancements within the framework of Intergroup Contact Theory and the Stereotype Content Model in the context of Chinese group tourism in Europe. Additionally, it provides practical recommendations and a toolkit for intervention for service providers, Chinese group tourists, and other stakeholders to facilitate favourable cross-cultural service encounters and co-create positive intergroup relations between service providers and tourists.