Beyond hosts and guests: translating the concept of cultural misconception

Purpose – The purpose of this paper is to examine the concept of cultural misconceptions through the lens of actor‐network theory (ANT). Design/methodology/approach – The article discusses how cultural misconceptions may be encompassed at the tourist destination. Rather than seeing cultural misconceptions as clashes between incommensurable cultures or as conflicts between opposing strategies, a third approach is introduced in which cultural misconceptions are studied as effects of the socio‐material workings within the destination network. This is elucidated through a fieldwork presentation showing how a wide range of human and nonhuman actors point to and enact cultural and strategic differences. Findings – Misconceptions may be seen as created through the ongoing doings and workings of the destination network and its actors. Misconceptions are enacted through objects, places, performances and discourses as they are assembled and translated, constantly constructing and challenging opinions of what should be part of the destination network. Originality/value – The article encourages an understanding of cultural misconceptions as products of the work of the heterogeneous destination. This approach elucidates the intricate relations between cultural practices, human action and material culture at the tourist destination.