Exploring tourists’ social identities in a similar-others destination: the case of Chinese tourists in North Korea

Chen, Ganghua; Bie, Siqi; Zhang, Carol; Li, Zhenghuan

Abstract

Purpose: This study aims to contribute to social identity theory in tourism by exploring the reflections of Chinese tourists visiting North Korea and how they negotiate their intergroup identity in this similar-others destination.

Design/methodology/approach: Data were collected via online platforms and in-depth interviews. A qualitative approach, i.e. thematic analysis, was used to analyse the two sets of data.

Findings: Results showed that when encountering North Koreans perceived as similar others amid the social, economic and political environments in which they were embedded, Chinese tourists often categorised themselves as ordinary tourists, preferentially treated tourists and vicarious tourists based on intergroup similarities to North Koreans. They also performed intergroup comparison to boost their self-esteem at group and collective levels and developed corresponding strategies to generate distinct emotional group commitments.

Practical implications: It is recommended that destinations reinforce the friendly and unique relationship with their similar-others source markets to improve their attractiveness. Destinations should also strive to enhance the experience of tourists from their similar-others markets by arousing their positive collective-level affection, emotional resonance and nostalgic memories and avoiding negative emotions.

Originality/value: This study offers a theoretical framework analysing the features of tourists’ social identities while visiting a similar-others destination, contributing to our understanding of the interactive and contingency nature of social identity in tourism, and responding to the call for addressing the broader social contexts in which tourists’ group identity is embedded.

• Journal Article Type: Article
• Acceptance Date: May 20, 2023
• Online Publication Date: May 30, 2023
• Publication Date: 2024
• Deposit Date: Aug 21, 2023
• Publicly Available Date: Aug 23, 2023
• Journal: Tourism Review
• Print ISSN: 1660-5373
• Electronic ISSN: 1759-8451
• Publisher: Emerald
• Peer Reviewed: Peer Reviewed
• Volume: 79
• Issue: 4
• Pages: 825-839
• DOI: https://doi.org/10.1108/TR-11-2022-0593
• Keywords: social identity; social identity theory (SIT); Chinese tourists; North Korea; similar others; intergroup similarity; intergroup comparison 2
• Public URL: https://nottingham-repository.worktribe.com/output/24574307
• Publisher URL: https://www.emerald.com/insight/content/doi/10.1108/TR-11-2022-0593/full/html