Host Gaze under Asymmetric Power Relations in Rural Tourism
Since its inception,the theory of the gaze has been intertwined with the scrutiny and discipline of power,which is equally applicable to the tourist gaze.This study examines the power dynamics between tourists and hosts within the tourism industry,where tourists typically assume the role of dominant power-holders.However,the ability of hosts to gaze back at tourists introduces a complex interplay of power.Using W village in Xiong'an New Area as a case study,this paper reveals these dynamics and their transformation process.It identifies four strategies employed by hosts to counterbalance the power of tourists and protect their interests:subtle resistance,overt resistance,cooperation,and passive agreement.This study proposes a novel theoretical framework in which the gazes of tourists and hosts mutually influence each other.The tourist gaze compels hosts to perform a staged life,while the host gaze prompts tourists to behave within the confines set by hosts.The process by which hosts manage to constrain tourists and influence their gaze behavior includes the following:1)tourist gaze is relatively unconstrained,leading tourists to lose control over their physical management and deviate from their usual environment and order,resulting in abnormal behavior;2)concurrently with the tourist gaze,hosts employ linguistic and behavioral gazing;3)to prevent tourists from engaging in behavior that significantly harms their interests,hosts provide"disciplinary training"based on their gaze.This effort is supported by governmental regulations and online public opinion,which encourage tourists to regulate their behavior;4)after standardizing tourist behavior,the interests of hosts are safeguarded,achieving a balanced interaction between tourists and hosts.Compared with previous studies,this paper connects tourist gaze with host gaze,exploring how the gaze of tourists influences host decision-making in a context of power asymmetry,and how hosts can subtly influence tourist behavior even from a less visible position of power.The gaze is characterized by inequality,with the gazing subject typically holding a discursive advantage over the object of the gaze.Nevertheless,this study demonstrates that hosts,despite being at a discursive disadvantage,can still influence the dominant tourist gaze,thereby impacting tourist behavior.Moreover,the host gaze not only constructs an image of tourists but also actively changes tourist behavior,fostering greater harmony between hosts and guests.
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