A CULTURAL CONVERSATIONThe Native American Response to Tourist Expectations: A Case Study of the Cherokee

Sara Borzatta Master Thesis Defense 1.28.13

Supervisor: Prof. Claudio VisentinSecond Reader: Prof. Marco Meneguzzo

Faculties of Economics & Communication, University of Lugano 1

Table of Contents

2

Introduction Research Aim & Objectives Context Theoretical Framework

Methodology Data Collection Data Analysis

Results

Conclusions

Limitations & Future Research

Aim & Objectives

3

RQ: How are Native Americans responding to tourists’ expectations?

Objectives:

1. Find the portrayed image that Native Americans use to demonstrate an identity to tourists via their websites

2. Pinpoint the expectations that tourists have of reservations

3. Identify the stereotypes that tourists have of Native Americans & their origin

4. Compare opinions of authenticity from both the tourist and the Native American points of view

Context - Four Tribes

4

Cherokee

5

Southeast region near Smokey Mountains Divided into three tribes (Trail of Tears) Mountain and woodland lifestyle

Blackfeet

6

Northern Montana Plains Indians Region Nomadic life on the prairie

Tourism Offer• Stereotypical “Indian”

© blackfeetcountry.com© blackfeetcountry.com

© blackfeetcountry.com

©DiscoverNavajo.com©southwestguidebooks.com

Navajo

7

Southwest Indians from the Four Corners Pueblo/Desert Lifestyle Tourism Offer• Anasazi Dwellings

© quileuteoceanside.com© Fanpop 2009

Quileute

8

Pacific Northwest Indians from Washington Coastal, rainy lifestyle Tourism Offer• Twilight Film Gear

© QuileuteNation.org

Theoretical Framework

9

• Cohen-Hattab & Kerber, 2004

• D. McCannell• Timothy J. & Boyd

W., 2003

• Lew & Van Otten, 1998

• E. Bird, 1999• D. Baldridge, 2001

• A. Bunten, 2008• R. Grunewald

2002

• J. Campisi, 1991• J. Clifford, 1988• A. Stronza, 2008

Methodology - Data Collection

2 Methods2 Methods

1. Content Analysiswebsites

1. Content Analysiswebsites

4 Word frequency Categories

4 Word frequency Categories

2. Case Study(Sept.6-8, 2012)

Tourist Survey48

Village Tourist Survey

27

Interviews with Natives

11

To Find: Indian’s portrayed ImageTo Find: Indian’s portrayed Image

To Find: Stereotypes, Expectations, &

Authenticity Opinions

To Find: Stereotypes, Expectations, &

Authenticity Opinions

10

Methodology - Data Analysis

Content AnalysisWebsites

Content AnalysisWebsites

Scanned websites common reoccurring words

Created categories accordingly

Recreational, Cultural, Nature, Gaming

Counted keywords for each category

Cherokee Case StudyCherokee Case Study

Surveys had Multiple Choice and Open- ended questions

Categorized open –ended questions according to frequent responses

Interviews transcribed and relevant data extracted

11

Results - Content AnalysisObjective 1: Find the portrayed image that Native Americans use to represent an identity to tourists via websites

12

Results - Case Study: Tourist Survey 1Objective 2: Pinpoint the expectations that tourists have of Native American reservations

13

Results - Case Study: Tourist Survey 1Objective 3:Identify the stereotypes that tourists have of Native Americans and where stereotypes come from

14

Results - Case Study: Tourist Survey 2 + Interviews

Objective 4: Compare opinions of authenticity from both the tourist and the Native American points of view

Cherokee Interviews

Majority claimed Oconaluftee Indian Village is

completely authentic

Some said it was rather authentic

A few explained that aspects outside the Village are

not authentic, such as: gift shops, tipis and fly-fishing

contests

Vs.

15

Results- Research QuestionRQ: How are Native Americans responding to tourists’ expectations?

16

Conclusions Indians create an image in their promotional tools , creating a marketable

identity = formula for selling culture.

Tribes use popular stereotypes to attract tourists, therefore stereotypes serve a negative/positive purpose.

Tourists ultimately seek the authentic; Natives are attempting to provide this through staged authenticity.

Assimilation into American business and culture does not negate the Indian identity of a tribe, both American and Indian can be part of one identity.

17

Limitations & Future Research Usefulness of Research:

Could help Tribes in marketing/management strategies with a better understanding of tourists

Limitations: Short research time period and not during highest season Only four tribes discussed Field research only on one reservation

Future Research? Casinos and identity Use TripAdvisor comments and other UGC to see tourist opinions Changing stereotypes overtime, predictions of future change in tourism on

reservations

18

19

THANK YOU FOR YOUR ATTENTION