Feeling superior? National identity and humour in British castles

ABSTRACT

This study explores how humour in tourism can communicate facets of national identity. In particular, the paper focuses on the presentation by guides of two English and two Scottish castles. Drawing on multiple sources, including an analysis of promotional materials, the text of the guide’s narratives, on-site observation, and TripAdvisor comments from tourists, it was revealed that the guides repeatedly jokes to create clear boundaries between being English and Scottish. The guides’ command of nuances in language was a pivotal skill underpinning the humour. Through employing interactive jokes, the guides engaged the tourists’ attention and drew attention to the contrasts between English and Scottish characteristics. The research not only captures how the role of tourism-linked humour can function to interpret the distinctiveness of a destination, but also suggests further possible implications of humour in heritage tourism contexts.

KEYWORDS:

• Humour
• interaction
• superiority
• heritage tourism
• national identity

Notes on contributors

Carol X. Zhang is a Senior Lecturer in Marketing at Portsmouth Business School, UK. Carol has research interests predicated on a philosophical perspective investigating the socio-political aspects of tourism. Her research interests include identity, tourist behaviour and destination marketing.

Philip Pearce is Foundation Professor of Tourism at James Cook University Queensland, Australia, and has long standing interests in tourist behaviour and experience.

Disclosure statement

No potential conflict of interest was reported by the authors.

ORCID

Philip Pearce http://orcid.org/0000-0003-3829-4449