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Switzerland Then and Now

Authors:
Ajit Bhalla at University of Cambridge
Ajit Bhalla
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Abstract

The book breaks new ground by examining how medieval Switzerland has changed into today's tolerant country. It accepts tourists from different cultures despite anti-immigrant attitudes, welcomes Indian mystics as well as film producers and directors, and adopts such practices as Ayurvedic treatments and Japanese tea ceremonies. The book focuses on the growth of Asian tourism (mainly from China and India), which is discussed by destination: places and regions such as Bernese Highlands. Illustrations in the book are based on over 100-year old vintage post-cards from the author's private collection.
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... To understand the image of tourists in the eyes of residents is conducive to better serve both. For example, faced with complaints from local residents about 'loud' tourists, the Switzerland railway introduced separate trains for tourists (Bhalla, 2019). Furthermore, notice board, guide board and thought-provoking slogans could be displayed in service areas or public places to remind visitors of some precautions and civilized manners. ...
What do tourists look like to destination residents? Development of a tourist image scale from a high cultural distance perspective
Article
  • Jan 2023
  • J Retailing Consum Serv
Destination image has long been an important topic in tourism marketing research. However, tourist image has been largely ignored. The purpose of this study was to develop a scale to measure tourist image in contexts of high cultural distance, taking Chinese tourists and UK residents as an example. Following initial item production, scale refinement, exploratory factor analysis, confirmatory factor analysis, and a criterion variable test, a 12-item scale in 4 dimensions (Respect, Friendliness, Appearance, Negative impression) was validated. This study innovatively extends the measurement of tourist image from contexts of low cultural distance to high cultural distance and shows the gradual nature of tourists' image perception from limited, increasing and highest level. The findings provide insights relevant to the civic education and the public diplomacy strategies of tourist source countries and sustainable development of destination tourism supported by both tourists and local residents.
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