The (In)Dependent Traveller: a Rough Guide to the Discourse of I Independence in Alternative Guidebooks

The independent travel sector has mushroomed in recent years, but has attracted little academic attention. This study explores what it means to be an independent traveller through discourse analysis of alternative guidebooks. The results suggest that guidebooks construct independence by reifying inaccessibility, interpreting value, and constructing inauthenticity. This promulgates a powerful myth of the independent traveller as someone who defies inaccessibility, hunts for bargains, and avoids inauthenticity. Crucially, each of these practices also acts to engender an implicit relation of dependency between the book and the consumer that is found to contradict, but ultimately not threaten, the whole notion of independence that the consumption experience itself is predicated on, orientated around, and indeed valorised by.


Robert Caruana and Andrew Crane (2005) ,"The (In)Dependent Traveller: a Rough Guide to the Discourse of I Independence in Alternative Guidebooks", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 582-583.


Robert Caruana, University of Nottingham
Andrew Crane, University of Nottingham


E - European Advances in Consumer Research Volume 7 | 2005

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