Does Stupidity in Tourism Have a Scientific Explanation?

Can poor behavior from tourists be explained by science? Using previous research on wisdom and stupidity, two researchers say that bad decisions can not only be studied and understood, but even prevented prior to a traveler’s next adventure.

It’s no secret that travelers tend to act with fewer inhibitions as they travel around the world. Is there a scientific explanation why people leave their common sense at home when they visit a new city? A paper published in October 2020 in the peer-reviewed Tourism Recreation Research aims to answer the ultimate question about “Stupidity in Tourism.”

Stupidity in Tourism Closely Researched During COVID-19 Pandemic

The paper, written by Stephen Pratt of the University of the South Pacific in Fiji and Denis Tolkach of James Cook University in Australia, sets out to understand why travelers make poor decisions as tourists. Analyzing behavior through two theories of wisdom and stupidity, the researchers agree that traveler choices are made in four quadrants: loss and benefit to themselves, and loss and benefit to others.

“Various disciplines have called upon further exploration of stupidity. The issue is pertinent to tourism as well,” the two write in their article abstract. “Stupidity in tourism may occur due to the lack of sound judgment by those involved in tourism, and it can negatively impact tourists themselves, other people, animals, organizations, or destinations.”

The two argue that because travel is often a “hedonistic and liminal experience,” travelers themselves seek instant gratification at all costs – even when it is detrimental to themselves or others. In addition, travelers may not have a complete understanding of the local community norms and rules, or decide to disregard them entirely. As a result, tourists may decide to make decisions they wouldn’t normally make at home because of the lack of social constraints.

“Tourists, on the other hand, may not be aware of the commonly accepted rules of the host country. Alternatively, tourists might not want to follow these rules while on vacation,” the researchers write. “Some tourists are more likely to exhibit unethical and deviant behavior during travel than at home…as they indulge in a hedonic activity with fewer social constraints that are present in a place of usual residence.”

The research has specific context viewed the lens of the COVID-19 pandemic. Although health officials pleaded with tourists to stay home, airports saw a significant increase in travelers leading up to and beyond the Christmas holiday weekend. In a subsequent article published to The Conversation, the two professors note that stupidity in travel is less about a person’s intelligence and more about their emotional state.

“We may be tempted to think a stupid person has certain demographic or psychological characteristics,” the two write at The Conversation. “However, anyone can behave stupidly, especially in unfamiliar environments — like holidays — where it is difficult to judge the right course of action.”

Stupidity in Tourism Can be Combated

Although the researchers provide several examples of stupidity in tourism in action, they note that it can be prevented. By participating in “smart tourism” through familiarization of local cultures and following warning signs, travelers can make responsible decisions as they travel. This includes following health recommendations, such as wearing a face covering and reconsidering which trips are “essential” in a pandemic.

“Education of tourists on how to behave during travels has some effect,” Pratt and Tolkach write on The Conversation. “But more importantly, tourists need to be self-aware. They need to consider what is likely to happen as a result of their behavior, how likely is it that things will go wrong, and whether they would do this at home.”