Travelling to the Motherland: relating acculturation to diaspora tourism experiences

While India may attract international tourists with its mystique, different considerations come into play among Indian diaspora as potential travellers. Individuals' levels of acculturation to their host country will arguably influence the extent to which ethnocultural elements form part of lei...

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Bibliographic Details
Published in:Anatolia : an international journal of tourism and hospitality research 2020-04, Vol.31 (2), p.197-210
Main Authors: du Preez, Elizabeth Ann, Govender, Lynette Kumarivani
Format: Article
Language:English
Subjects:
acculturation
Diaspora tourism
ethnocultural identity
tourist experiences
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Summary:While India may attract international tourists with its mystique, different considerations come into play among Indian diaspora as potential travellers. Individuals' levels of acculturation to their host country will arguably influence the extent to which ethnocultural elements form part of leisure travel motivations and desired experiences. With a long history of forced and free emigration, South Africa is used a case study to test these relationships through quantitative methodology. Results indicate that significant differences occur between three sub-groups. Levels of acculturation can potentially indicate the likelihood of sub-groups to engage with home country culture; give direction in experience design for the different markets; and identify complimentary diasporic tourism products. Recommendations for future research are presented.
ISSN:1303-2917
2156-6909
DOI:10.1080/13032917.2020.1747220