ABSTRACT
New Moral Tourism is preoccupied with ‘culture’. Cultural diversity is deemed to have been diminished by modernity and its handmaiden, Mass Tourism. This chapter looks at the way a conception of culture generated in more developed countries colours the way western New Moral Tourists interpret their leisure travel experiences. Put simply, there is a distinct disillusionment with modernity in the west that is superimposed upon countries yet to benefit from the modern.
