'Southern hospitality' in Charleston, South Carolina: the diverse meanings of a regional form of hospitality in a growing tourism destination.

'Southern hospitality' is a central pillar of tourism and culture in the southern U.S. Traditionally associated with a rural, southern style of politeness, it is unclear how this regional form of hospitality is influenced by externally-driven growth. Also, some perceive it as a romanticized myth built upon racial injustice. This study explored the meanings of southern hospitality in Charleston, South Carolina, a rapidly growing city that has become a popular tourism destination partly due to its reputation for southern hospitality. An initial research phase asked 730 U.S. travellers via survey to define southern hospitality. It was found to be associated with host kindness and food/beverage, and respondents who had visited Charleston were more likely to hold positive views towards it. A second research phase involved asking about southern hospitality in oral history interviews with 55 Charleston residents. Five underlying themes were revealed – kindness and openness, a (possibly disappearing) way of life, food and beverage, the hospitality and tourism sector, and veneer and façade. Overall, southern hospitality was seen as a genuine cultural attribute present in both the private and commercial spheres, and as a mostly positive trait that also contained some problematic elements. Theoretical and practical implications are discussed. [ABSTRACT FROM AUTHOR]