Sense of humour and its effects on Great Britain's destination image

Although tourism research has extensively explored destination attributes, the role of humour, particularly in shaping destination images, remains largely overlooked. This study addresses this gap by investigating the British sense of humour (BSOH) and its influence on perceptions of Britishness, national character, and identity. Taking a cross-cultural communication perspective, and drawing on insights from sociology, psychology, and anthropology, the research examines how humour contributes to Great Britain’s destination image and appeal. Using a qualitative methodology, 82 international tourists were interviewed across London, Edinburgh, and Cardiff. Through Constructive–Contemporary Grounded Theory analysis, the study reveals that BSOH significantly shapes tourists’ experiences, perceptions, and mediated stereotypes, influencing how British culture and identity are imagined. The findings challenge the dominance of physical attributes in destination image research, highlighting humour as a vital cultural and experiential factor in tourism perception.