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Purpose

This paper aims to look at the question of inclusivity and argue that the term reflects a majority culture “including” a minority culture – whether it desires to be included or not.

Design/methodology/approach

This paper provides a discussion on tourism as a multi-cultural industry.

Findings

This paper offers a new sociological framework.

Practical implications

This paper is of value in a time when minorities are questioning their role in society and provides insights into those who believe that they may be serving society when in fact the opposite might be the case.

Originality/value

This paper creates a new sociological framework

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