National stereotypes in tourist guidebooks: An Analysis of Auto- and Hetero-stereotypes in Different Language Guidebooks about Switzerland

The purpose of this study was to explore how different language guidebooks on Switzerland vary in their representations and interpretations of the tourist destination. While the research initially aimed to investigate national stereotypes about Switzerland, the findings indicate that guidebooks frequently embody stereotypical images of the guidebooks’ ‘home cultures’, not just ones about the destination. Contrary to common theoretical understandings, the content analysis shows that the guidebook authors tend to present ‘in-groups’ (their ‘home cultures’) in a more negative light than ‘out-groups’ (i.e., the Swiss nation). The study concludes that the existing theories of (national) stereotypes are insufficiently nuanced with respect to stereotypes in guidebooks and do not sufficiently acknowledge the very complex processes involved in guidebook production and consumption.

► Guidebooks contain many ‘subjective’ auto- and hetero-stereotypical images.
► Switzerland is perceived “differently” in different language tourist guidebooks.
► Guidebooks accentuate intra-group similarities and intergroup differences.