‘Southern hospitality' in Charleston, South Carolina: the diverse meanings of a regional form of hospitality in a growing tourism destination

ABSTRACT

‘Southern hospitality' is a central pillar of tourism and culture in the southern U.S. Traditionally associated with a rural, southern style of politeness, it is unclear how this regional form of hospitality is influenced by externally-driven growth. Also, some perceive it as a romanticized myth built upon racial injustice. This study explored the meanings of southern hospitality in Charleston, South Carolina, a rapidly growing city that has become a popular tourism destination partly due to its reputation for southern hospitality. An initial research phase asked 730 U.S. travellers via survey to define southern hospitality. It was found to be associated with host kindness and food/beverage, and respondents who had visited Charleston were more likely to hold positive views towards it. A second research phase involved asking about southern hospitality in oral history interviews with 55 Charleston residents. Five underlying themes were revealed – kindness and openness, a (possibly disappearing) way of life, food and beverage, the hospitality and tourism sector, and veneer and façade. Overall, southern hospitality was seen as a genuine cultural attribute present in both the private and commercial spheres, and as a mostly positive trait that also contained some problematic elements. Theoretical and practical implications are discussed.

KEYWORDS:

• Southern hospitality
• hospitality
• tourist gaze
• authenticity
• Charleston
• Southern United States

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Notes on contributors

Daniel A. Guttentag

Daniel Guttentag, Ph.D., is an Assistant Professor of Hospitality and Tourism Management in the School of Business at the College of Charleston (USA), where he also serves as Director of the Office of Tourism Analysis. His research primarily explores the impacts of technology innovations on tourism, often with consideration towards issues of community sustainability.

Blake C. Scott

Blake Scott, Ph.D., is an Assistant Professor of International Studies at the College of Charleston (USA). His research often focuses on topics associated with the history of tourism, and he is interested in the diverse cultures and ecologies that make up the Caribbean world.

Robert E. Pitts

Robert Pitts, Ph.D., is a Professor of Marketing in the School of Business at the College of Charleston (USA), where he also previously served as Dean. Prior to joining the College of Charleston, he served as Dean of the College of Business Administration at Creighton University (USA), and as Professor and Chair in the Department of Marketing at DePaul University (USA). His research frequently examines marketing and consumer behavior topics associated with tourism.

Wayne W. Smith

Wayne Smith, Ph.D., is a Professor of Hospitality and Tourism Management at Ryerson University (Canada). He previously served as a Professor and Chair of Hospitality and Tourism Management at the College of Charleston (USA). His recent research has examined topics including consumer behavior related to festivals, and the intersections between politics and tourism.