Transcultural Tourism: the Role of Cultural Metaphors in Enhancing Destination Image

This study introduces transcultural tourism as an alternative to traditional cultural tourism. Transculture is a term that refers to transcendence of the borders of traditional cultures. The study examines how cultural metaphors are used to influence consumer mental models in a way that creates transcultural perspectives and enhances destination image. The study context is the Pilsen Mexican community where phenomenological interviews are conducted with Latino artists (cultural workers) and American tourists. Observations and photographs are also used as research methods. Findings from the study demonstrate three thematic dimensions that explain the concept of mental model transcendence as how cultural metaphors enhance the destination image. These are: 1) an awareness of a transcultural identity 2) an awakening to a sense of self, and 3) an inspiration of universal ideals