Beyond the gaze: “I-Thou” relationships in sightseeing bus tourism

This study, grounded in Martin Buber’s dialogical philosophy, investigates the potential for authentic “I-Thou” relationships in tourism. For this purpose, we take the case of sightseeing bus tours, which are often perceived as inherently disconnected experiences. Utilizing a mixed-method approach, including interviews with local stakeholders and an open-ended questionnaire for residents, the findings reveal that even seemingly inauthentic tourist experiences, like bus tours, can facilitate meaningful connections. Through a Buberian lens, the research suggests that mutuality, openness, connectedness, and authenticity form “I-Thou” relationships in tourism. The study offers theoretical contributions for future research in terms of a more positive outlook on tourist experiences and discusses practical implications of the findings.