From West to East: British sojourners’ acculturation in China

Purpose The previous literature has often focussed on Asian migrants’ acculturation to western cultures with data collected in the western contexts. The purpose of this paper is to explore western consumers’ acculturation to East Asian cultures and their consumption behaviour, which fulfils the research scarcity in this area. Design/methodology/approach This study was conducted via carrying out in-depth interviews with 18 British sojourners in...