Overcoming Prejudice Through Hospitality: A Socio-Psychological Model Based on Balkan Tourists in Austrian Hotels
Overcoming Prejudice Through Hospitality: A Socio-Psychological Model Based on Balkan Tourists in Austrian Hotels

Author(s): Aleksandra Vujko, Drago Cvijanović
Subject(s): Social Sciences
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: Balkan; Prejudice; Guests; Hotels; Tourism
Summary/Abstract: To define sustainable behavior in hotels—particularly regarding the reduction of prejudice toward tourists from the Balkans—a socio-psychological model provides a valuable framework. This model considers the interplay between individual attitudes, social context, and direct interpersonal contact. This study investigates the hypothesis that interactions between tourists and tourism employees can evolve into meaningful social contact, acting as a mechanism for reducing even deeply ingrained biases. Conducted over two years (2022–2024) in seven Austrian hotels, the study involved 479 tourists from Serbia and Bosnia and Herzegovina and 117 hotel employees. A longitudinal mixed-method approach was applied. Employee attitudes were assessed in two phases: prior to tourist arrival using the Thurstone Attitude Scale, and after departure using the Bogardus Social Distance Scale. Exploratory Factor Analysis of pre-contact data revealed six key prejudice dimensions—Antagonism, Animosity, Conflict, Arrogance, Indecency, and Criminogenicity. Post-contact results showed a measurable reduction in social distance, supporting the idea that structured contact over time facilitates attitude change. These findings reinforce the role of tourism as a catalyst for intercultural understanding and socially sustainable behavior in hospitality.

• Details
• Contents