LAUSR

Abstract This study analyzes the relationship between news information and the occupational stigma (OS) experienced by tour guides using the Stereotype Content Model (SCM) and Behaviors from Intergroup Affect and Stereotypes (BIAS) maps. Three experiments were conducted to test the research hypotheses. The empirical results indicated that in competence news information, positive valence news information can significantly reduce the public's perception of tour guide occupational stigma (TGOS). Furthermore, the competence stereotype plays a partially mediating role in the influence of the competence news information valence on TGOS perception. Moreover, contrary to news information from commercial organizations and personal web media, that coming from the government reduces—rather than promotes—the public's perception of occupational competence and warmth, leading to more severe TGOS. This study fills the research gap regarding stigma in tourism and offers suggestions to solve problems related to OS in other industries.