View metadata, citation and similar papers at core.ac.uk brought to you by CORE provided by Heriot Watt Pure Heriot-Watt University Heriot-Watt University Research Gateway Hospitality codes and social exchange theory: the Pashtunwali and tourism in Afghanistan Coulson, Andrea; Maclaren, Andrew; McKenzie, Stewart; O'Gorman, Kevin D Published in: Tourism Management DOI: 10.1016/j.tourman.2014.03.019 Publication date: 2014 Link to publication in Heriot-Watt Research Gateway Citation for published version (APA): Coulson, A., Maclaren, A., McKenzie, S., & O'Gorman, K. D. (2014). Hospitality codes and social exchange theory: the Pashtunwali and tourism in Afghanistan. Tourism Management, 45, 134–141. 10.1016/j.tourman.2014.03.019 Hospitality Codes and Social Exchange Theory: The Pashtunwali and Tourism in Afghanistan Dr Andrea B Coulsona Andrew C MacLarenb Stewart McKenzieC Professor Kevin D O'Gormanb* aStrathclyde Business School, University of Strathclyde, Glasgow bSchool of Management and Languages, Heriot-Watt University, Edinburgh CFranklin Templeton Investment, 5 Morrison St, Edinburgh *Corresponding Author
[email protected] 1 Hospitality Codes and Social Exchange Theory: The Pashtunwali and Tourism in Afghanistan Abstract The Afghan people are shrouded in rumor, myth and superstition. Drawing upon insights from military personnel, intelligence operatives, journalists and others, this study uses Social Exchange Theory (SET) to frame our understanding of their underpinning cultural code, the Pashtunwali. The study contributes both theoretically and empirically: The nature of the Pashtunwali highlights that SET cannot adequately frame some cultural exchange practices and a hybrid framework for negotiated and reciprocal exchange is presented. Furthermore, contextually, this is the first study that explores a code of hospitality through a social exchange lens to explore potential tourism development.