East Meets West: Tourist Interest in Hybrid Culture at Postcolonial Destinations

This study allows a better understanding of the multifaceted and richly blended nature of tangible and intangible cultural appeal co-created from both indigenous and Western cultural traditions that tourists seek in postcolonial destinations. It showcases an example of how two dominant cultures coexist and co-create a unique symbiotic hybrid culture that tourists like. It also draws upon Goossens’s hedonic tourism motivational model by linking cultural travel motivation, destination constraints, cultural interest, and hedonic responses. It further explores the moderating effect of past travel experience on the mediating role of cultural interest. The findings suggest that postcolonial cultural interest depends on tourists’ origin, while the effects of destination constraints on cultural interest and the effect of cultural travel motives on cultural satisfaction are contingent on past travel experience.