I think ... I feel ... : using projective techniques to explore socio-cultural aversions towards Indigenous tourism ...

Socio-cultural aversions encompass a multitude of avoidant behaviours expressed in different forms and intensities. While there has been an increase in research on aversions that are somewhat underpinned by racism and discrimination, little research to date explores the existence of these aversions within an Indigenous tourism context. This study utilises projective techniques to explore the extent to which socio-cultural aversions may exist and how they manifest towards Indigenous tourism in Australia. Three major themes identified suggest that implicit and explicit socio-cultural aversions exist: 1) racial and stereotypical projections, 2) implicit cultural distancing and avoidance, and 3) ambivalence and indifference. Although less prevalent, non-aversive sentiments were also identified. The study makes a theoretical contribution to Consumer Culture Theory (CCT), specifically to the consumer identity, socio-historic patterning, and marketplace culture streams of research. Practically, product repositioning and marketing strategies are provided for destination managers and tourism stakeholders responsible for Indigenous tourism experiences.

Automated summary

This study uses projective techniques to investigate the existence and manifestations of socio-cultural aversions towards Indigenous tourism in Australia. The findings indicate the presence of both explicit and implicit aversions, including racial stereotypes, cultural distancing, avoidance, ambivalence, and indifference. The study contributes to Consumer Culture Theory (CCT) research on consumer identity, socio-historic patterning, and marketplace culture. Additionally, practical recommendations are provided for destination managers and tourism stakeholders regarding product repositioning and marketing strategies.