The Perception of ‘The Other’ In Tourism – A Case Study on Residents of Switzerland and Their Views of Chinese Tourists

One facet through which Europeans encounter Chinese people is by assuming the role of hosts for Chinese tourists. The critical examination of Western perceptions of China is important due to its inherent connection and impact on international political and economic relations. Consequently, this study aimed to examine the Western perception and understandings of Chinese tourists, using the case of Switzerland. Based on a comprehensive set of data and by combining qualitative insights with quantitative analysis, this paper explores the dynamics of different word associations made by participants. The study was able to show that the ‘Swiss gaze’ on Chinese tourists was in general rated as positive or neutral. Still, a critical discussion of the responses points to a minimal but notable presence of underlying themes of Orientalism and othering. The results are relevant both for academia, contributing to a better understanding of the issue of the image of China abroad, as well as for the tourism sector at large, which must increasingly consider the ‘host-visitor-relationship’ and the acceptance of tourists by residents’ communities when designing and governing offers and services.