“I think ... I feel ...”: using projective techniques to explore socio-cultural aversions towards Indigenous tourism
通过投射技术研究澳大利亚土著旅游中存在的隐性及显性社会文化厌恶，识别出种族刻板印象、文化疏离和矛盾冷漠等主题，为旅游管理者提供产品重新定位和营销策略。
Socio-cultural aversions encompass a multitude of avoidant behaviours expressed in different forms and intensities. While there has been an increase in research on aversions that are somewhat underpinned by racism and discrimination, little research to date explores the existence of these aversions within an Indigenous tourism context. This study utilises projective techniques to explore the extent to which socio-cultural aversions may exist and how they manifest towards Indigenous tourism in Australia. Three major themes identified suggest that implicit and explicit socio-cultural aversions exist: 1) racial and stereotypical projections, 2) implicit cultural distancing and avoidance, and 3) ambivalence and indifference. Although less prevalent, non-aversive sentiments were also identified. The study makes a theoretical contribution to Consumer Culture Theory (CCT), specifically to the “consumer identity”, “socio-historic patterning”, and “marketplace culture” streams of research. Practically, product repositioning and marketing strategies are provided for destination managers and tourism stakeholders responsible for Indigenous tourism experiences.