Social representations and resident attitudes: A multiple-mixed-method approach

Resident attitudes towards tourism are well researched, but related approaches vary. Social Representations (SR), a set of ideas, values, knowledge and explanations forming the social reality of a community, are one of the most misunderstood concepts in regard. This study demonstrates a practical way to identify, characterize and understand SR through a proposed multiple-mixed-method approach, taking the case of Vietnamese residents' attitude towards Chinese inbound tourism in Vietnam. Cluster analysis, member-checking interviews and expert interviews are combined for this purpose. Findings show that attitude clusters within the study population are heavily intertwined with relevant SR of tourism from China. The method offered permits a contextual understanding of SR, providing a better comprehension of historical and socio-political factors for resident studies. It is thus hoped that the proposed method opens the door for a better understanding of the social psychology of residents, but also of other stakeholders and groups of interest.