ABSTRACT
The argument about how the social context affects behavior has been an important research question generator in the axis of social psychology. The interaction of individuals and groups create an extensive network of relations, and various common identities and realities may be formed in this pattern.
Social representation theory, developed by Serge Moscovici in 1961, refers to the values and figuration of images created by social groups. According to this theory, some collective sense-making processes function in the interaction of individuals and groups, and people hold a view about the social world they live in by building a common sense during this process. Tourism, as a social phenomenon, gives room for individual and social interactions, and creates a productive interrelation field for social research by bringing various tourist groups and host communities together.
This chapter attempts to respond to questions about what social representation theory is, how representations are formed, and the standing of SR theory in the context of tourism.
