LAUSR

Purpose This study aims to contribute to social identity theory in tourism by exploring the reflections of Chinese tourists visiting North Korea and how they negotiate their intergroup identity in this similar-others destination. Design/methodology/approach Data were collected via online platforms and in-depth interviews. A qualitative approach, i.e. thematic analysis, was used to analyse the two sets of data. Findings Results showed that when encountering North Koreans perceived as similar others amid the social, economic and political environments in which they were embedded, Chinese tourists often categorised themselves as ordinary tourists, preferentially treated tourists and vicarious tourists based on intergroup similarities to North Koreans. They also performed intergroup comparison to boost their self-esteem at group and collective levels and developed corresponding strategies to generate distinct emotional group commitments. Practical implications It is recommended that destinations reinforce the friendly and unique relationship with their similar-others source markets to improve their attractiveness. Destinations should also strive to enhance the experience of tourists from their similar-others markets by arousing their positive collective-level affection, emotional resonance and nostalgic memories and avoiding negative emotions. Originality/value This study offers a theoretical framework analysing the features of tourists’ social identities while visiting a similar-others destination, contributing to our understanding of the interactive and contingency nature of social identity in tourism, and responding to the call for addressing the broader social contexts in which tourists’ group identity is embedded.