Ageism in tourism: an intergroup contact theory approach

ABSTRACT The diversity of tourists in terms of age poses challenges for the tourism industry; tourist experience may be hindered by stereotypes and prejudices directed at older people. This study introduces the concept of ageism in tourism and empirically tests it by relying on intergroup contact theory. Specifically, the antecedents of ageism in tourism are explored by investigating the impact of contact quality on ageism and addressing the mediating roles of metastereotypes and aging anxiety, and the moderating role of gender. This study is based on a survey using a self-administered questionnaire with 530 responses. Data were collected from young people aged 18–35. Based on SEM modeling, our results confirm the direct link between contact quality and ageism in tourism and find evidence for the mediating role of metastereotypes. The moderating role of gender is identified in the relationship between aging anxiety and ageism suggesting that men and women have different coping strategies when facing aging anxiety. To reduce ageism in the tourism industry, intervention efforts are needed. Based on our findings, we propose a combination of educational and intergenerational contact interventions.