Unveiling India: A study of representation and bias in digital and traditional travel literature

Abstract

This study examines the evolving representation of India in travel literature, focusing on biases in guidebooks and blogs. It explores how travel writing shapes perceptions of India within global tourism. By comparing printed guidebooks and online travel blogs, it highlights differences in language and content between digital and traditional travel writing. Additionally, it analyses historical representations of India in Murray’s Handbook from 1892 and its influence on subsequent travel literature, identifying thematic shifts and changing perspectives from the colonial period to the present.

The theoretical approach for this study was qualitative content analysis utilising semiotics, with nine data sources analysed from 1892 onwards, chosen through purposive selection for their popularity, relevance, and accessibility. Adjectives and descriptive words were identified and classified into coding schemes based on sentiment – positive, negative, or neutral – and themes – cultural, geographical, socio-economic, historical, and touristic.

Results reveal a shift from the cultural focus in traditional guidebooks (41%) to personal and experiential themes in modern travel blogs (57%). Thematic analysis shows cultural themes as most prevalent (45.3%), followed by geographical (19.9%), socio-economic (14.3%), touristic (14%), and historical themes (6.5%). Sentiment analysis indicates a predominantly positive tone (48.5%), particularly in cultural and geographical themes, with 26.7% negative and 24.8% neutral. A key distinction between travel blogs and traditional literature lies in their language and tone. Travel blogs use personal, emotive, and informal language, emphasising storytelling and anecdotes, while traditional literature is more formal and neutral.

This research highlights the dual impact of modern travel literature. While offering diverse perspectives, it often perpetuates stereotypes, such as insensitive portrayals of cultural sites like the Khajuraho temples. These skewed representations distort cultural understanding, influencing tourists' perceptions and overshadowing important local aspects. This can negatively affect local economies, cultural preservation, and community relations. The study points out representation gaps and biases, encouraging more research into prejudices in travel literature. It argues for ethical and inclusive writing methods to encourage thoughtful and respectful tourism, as well as policy implications for encouraging truthful depictions and linking tourism with sustainable and ethical norms.