When cultures collide: the double-edged effect of cultural mixing on tourist preference

Cultural mixing is increasingly prevalent in historical and cultural districts, raising critical concerns for sustainable destination management. Drawing on social constructionism theory, this study examines its double-edged impact on tourist preference through perceived authenticity and perceived cultural transforming creation, and the moderating effect of regulatory focus. A field study and two scenario-based experiments reveal that cultural mixing in historical and cultural districts simultaneously reduces tourist preference by undermining perceived authenticity and enhances preference by strengthening perceived cultural transforming creation. These opposing indirect effects are contingent on regulatory focus: the negative indirect effect via perceived authenticity is stronger among prevention-focused tourists, whereas the positive indirect effect via perceived cultural transforming creation is amplified among promotion-focused tourists. These findings offer insights into balancing cultural preservation with sustainable tourism development.