The influence of zero-fare tours on the host–guest understanding
Journal of Hospitality and Tourism Insights
ISSN: 2514-9792
Article publication date: 10 November 2020
Issue publication date: 2 November 2021
Abstract
Purpose
The aim of this study is to explore the host–guest relationship at a macro level, investigating the sociopsychological relationship between a destination and its markets.
Design/methodology/approach
This study adopted netnography to fulfill the research purpose. Data were collected from Sina Microblog, the predominant social media platform in China, focused on bloggers responses to a fatal conflict between a tour participant and the guide during a shopping tour.
Findings
Bloggers' attributional discussions help to understand the nature of the host–guest relations. Responses from Chinese and Hong Kong bloggers showcased criticism toward the other community and criticism of one's own community. These were reflected in three themes: concerns with the place of conflict or the identities of the perpetrators, hospitableness or discrimination and the Chinese and Hong Kong cultures.
Research limitations/implications
The major limitation is that the subject of this study (young bloggers) does not represent a complete cross section of the residents of China and Hong Kong. This study suggests a need for a broader theoretical perspective of the host–guest encounter. The study results have practical implications for destinations receiving Chinese group package tours.
Practical implications
The study results have practical implications for destinations receiving Chinese group package tours.
Originality/value
On-site interaction has been the focus of previous studies of the host–guest relationship, and off-site interactions were seldom explored. This study bridges the gap and extends the discourse on the host–guest relationship to a wider temporal (by taking a post event view) and spatial (by assessing the issue off-site) scale.
Keywords
Citation
Yan, L. and Cheng, M.T. (2021), "The influence of zero-fare tours on the host–guest understanding", Journal of Hospitality and Tourism Insights, Vol. 4 No. 5, pp. 708-721. https://doi.org/10.1108/JHTI-06-2020-0114
Publisher
:Emerald Publishing Limited
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