Western tourists’ adjustment to cultural expectations in Africa

ABSTRACT

Despite the theoretical and practical value of understanding how tourists adjust to the cultural expectations of destinations, there is little empirical focus on the subject. Based on cultural adaptation theory and data obtained from interviews with 39 Western tourists, this study explores the strategies used by Western tourists to adjust to cultural expectations in Africa. The findings indicate that Western tourists’ cultural awareness of Africa prior to their trip included awareness of dress code, mannerisms/gestures, and social interactions. Regarding their cultural expectations, it was found that the Western tourists expected to encounter hospitality, culture shock, and outdated culture. The findings further revealed that four cultural adjustment strategies including demonstration of cultural sensitivity, imitation of culture, use of local guides, and avoidance of culturally sensitive sites were used by the Western tourists interviewed. Theoretically, this study extends cultural adaptation theory by highlighting the various shades of cultural adjustment strategies amongst tourists. Practically, African destinations should design marketing messages that highlight positive cultural expectations and some cultural adjustment strategies to enable tourists to have smooth cultural transitions.

KEYWORDS:

• Africa
• cultural sustainability
• cultural tourism
• destination marketing
• social interaction
• stereotype

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Notes on contributors

Issahaku Adam

Prof Issahaku Adam is a Professor of Tourism Management at the Department of Hospitality and Tourism Management of the University of Cape Coast, Ghana. His research interests include inclusive leisure, sustainable tourism, tourist behaviour and experience, crisis management in tourism, and gendered entrepreneurial pathways in tourism.