Rethinking Westernization in Destination: Tourists' Perception of a Touristic City

Abstract

The impacts of westernization are increasing globally in the tourism entrepreneurship practices. Understanding it contributes to the growth and sustainability of the business even in local touristic cities. This paper aims to judge tourists' perception of westernization about one of the most important touristic cities - Pokhara, Nepal. Purposive sampling was used to collect responses from 248 tourists in Pokhara, which included both open and closed-ended questionnaires. In order to understand the perception of tourists and check the determinants about the prevalence of westernization among tourists, the cross-sectional descriptive study has been used, and Logit Regression Model is applied. The study reveals that 78.22% of the respondents find westernization has influenced tourism entrepreneurship up to a certain extent in Pokhara. Similarly, a majority (89.11%) of tourists reveal that they expect and enjoy local culture than their own culture in tourism destinations, where 95.56% of the tourists suggest preserving the local culture for the sustainability of tourism business in Pokhara. Results from the Ordered Logistic model show that westernization, problems faced in destination, the similarity of destination as per their expectation and level of tourists' existence at destination play significant roles in their preferences to visit touristic destinations. This study indicates that the first two reduce tourists' preferences while the latter two stimulate their preferences to visit Pokhara, Nepal. Therefore, entrepreneurs in Pokhara should identify, conserve, encourage, and maintain local socio-cultural traditions to have long-term tourism prosperity and development.