Tourists' agency versus the circle of representation

Tourism studies scholars have criticized but not overcome the passivity inherent in analyses of the reproduction of stereotypes in tourism encounters. Problematizing the category of viewers, I open the black box of the circle of representation as a self-reinforcing process, showing how tourists' (re)production of images of 'the other' is rooted in their agency. Using Q-method and film-assisted observations embedded in ethnography, I describe how Dutch tourists reflexively ignore, interpret and mold contrasting information when they reproduce mythical Maasai imagery. This reproduction often contradicts the 'performance' of their hosts and is not a post-tourist phenomenon. A typology of three tourist perspectives further underlines the non-monolithical nature of these images, and how 'the self' is central in their active reproduction.