African diaspora tourism - How motivations shape experiences

Felix Elvis Otoo, Seongseop (Sam) Kim, Brian King

Research output: Journal article publicationJournal articleAcademic researchpeer-review

3 Citations (Scopus)


Diaspora tourism offers potential benefits for emerging African destinations that are rarely associated from traditional mass tourism - preserving historic sites, creating a sense of place and increasing awareness of the dark history of slavery, particularly amongst upcoming generations. Noting the importance of managing diaspora tourism effectively, this in-depth empirical investigation identifies whether the motives of diaspora tourists explain their evaluations of Ghana as a destination, satisfaction, place attachment, and future travel intentions. The study concludes that four of the five motivational dimensions have a significant influence on evaluations of the diaspora homeland destination, with escape being the exception. The study contributes to knowledge by providing a comprehensive analysis of the dynamics of diaspora tourism.

Original languageEnglish
Article number100565
JournalJournal of Destination Marketing and Management
Publication statusPublished - Jun 2021


  • Ancestry
  • Attachment
  • Diaspora
  • Heritage
  • Homeland
  • Motivation
  • Root
  • Sense of place
  • Slavery

ASJC Scopus subject areas

  • Business and International Management
  • Tourism, Leisure and Hospitality Management
  • Strategy and Management
  • Marketing

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