Testing Activities in Tourist-Residents Social Contact. Measures for more Socially Sustainable Tourism

The actual types of activities which foster social contact between the tourist-resident and their impact on tourists' or residents' perceptions have received less attention. This study addresses this critical topic by assessing tourists’ impression on the locals through examination of a tourist-resident social contact axis proposed by the authors from a selection of frequent tourist activities. The goal is to evaluate the nature and frequency of tourists’ activities and their impact on their 'image' through five contact scenarios as constructs of social contact. An empirical survey-based study in Kashan, and data from the questionnaire and semi-structured interviews from 165 travelers, we assumed that travelers' experience is heavily influenced by sociocultural practices of wayfinding, eating, shopping, and contact with locals. The results indicate a strong tendency among travelers to communicate directly with the locals on all constructs of their travel behavior. There is also a mutual reflection on behavior and manner.