Understanding Urban Tourism: researching culture and experience

Although the formidable growth of urban tourism around the world is well documented, it is widely acknowledged (see Page, 1995; Ashworth, 1989) that research focusing on the culture and experience of urban tourism is rare. Indeed, there is a degree of consensus that quantitative visitor surveys tend to dominate urban tourism research. Whilst recent cultural research focusing on the embodiment and performativity of tourism is encouraging, there is still a persistent tendency to read representations, landscapes and experiences on behalf of the consumers who read them as part of their everyday lives. This paper aims to contribute to the conceptualisation and analysis of the culture of urban tourism, including both first-hand experiences, and the consumption of representations. The discussion initially draws upon Johnson (1986) in order to conceptualise the culture of urban tourism. It is argued in this paper that tourism researchers need to capture the lived realities and everyday representations of tourist destinations. The subsequent discussion draws upon phenomenologists such as Schutz (1970, 1972; Schutz and Luckmann, 1974), as well as existentialists such as Merleau-Ponty (1962). The paper advocates conversational research and participant observation to capture tourist knowledge and action, according to the frames of reference salient to tourists themselves. Examples of tourist experiences are provided, drawing upon research conducted in both Cardiff and Tangier, Morocco. Repertory grid analysis conducted in Cardiff reveals an intersubjective language of tourist knowledge at the destinations. The paper also provides examples of representations of the two destinations encountered by urban tourists in their home environment. It is concluded that tourist knowledge provides a useful focus for urban tourism research, offering insights into the experiences and decisions of urban tourists.