International Festivals: Reverse Acculturation Or the Peddling of Ethnicity

Every year thousands of people attend International festivals. Why do individuals attend these international festivals? Research efforts have concentrated on understanding the acculturation of immigrants, yet there is a paucity of research on “reverse acculturation.” We investigate “reverse acculturation” within the context of international festivals. Utilizing data from 650 surveys, we find there are gender differences with regards to the motivations to attending these festivals. Further, we find that the need to “experience the other” is one of the primary motivations for participating in these festivals. We suggest that reverse acculturation might explain the motivation for continuance participation in these festivals.


L Wakiuru Wamwara-Mbugua (2008) ,"International Festivals: Reverse Acculturation Or the Peddling of Ethnicity", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 972-972.


L Wakiuru Wamwara-Mbugua, Wright State University


NA - Advances in Consumer Research Volume 35 | 2008

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