Diaspora based tourism marketing conceptual paper

A conceptual analysis of the potential of harnessing the diaspora to improve tourism traffic in Zimbabwe

Bibliographic Data

ID22110773
AuthorsRudo Zengeya (Manicaland State University of Applied Sciences, corresponding author), Patrick Walter Mamimine (Chinhoyi University of Technology), Molline Chiedza Mwando (Chinhoyi University of Technology)
Year2023
Volume9
Issue1
Publication date2023-12-31
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueCogent Social Sciences (JOURNAL)
Journal identifiersISSN: 2331-1886 • E-ISSN: 2331-1886
PublisherInforma UK Limited (PUBLISHER • GB)
DOI10.1080/23311886.2023.2164994
OpenAlexW4319862405
LanguageEN
Citations received3
References cited43

While the subject of harnessing the diaspora for economic benefits in general has been extensively covered, very little has been done to interrogate the potential of harnessing diaspora for tourism marketing through diaspora-based tourism marketing (DBTM). The potential of harnessing the diaspora as tourism marketers to improve tourism traffic factors to a tourism destination has remained untapped and unpacked by most developing countries. As a result, the significance of DBTM in galvanizing socioeconomic factors to a destination remains untapped in most developing countries, Zimbabwe being a case in particular. In the meantime, evidence from the emerging pockets of research in developed countries illuminate the centrality of DBTM in stimulating tourism travel to a destination among other benefits. Noteworthy is that the significance of DBTM in galvanizing socioeconomic factors to a destination may never be appreciated unless its potential and benefits are clearly understood and unpacked. This conceptual analysis paper explores the potential of harnessing the diaspora for tourism marketing. The conceptual analysis paper also maps out what has been achieved within the diaspora and tourism marketing industry. Specifically, using content analysis, the conceptual analysis paper explores DBTM potential and highlights the knowledge gap concerning DBTM

Business · Conceptual framework · Conceptual model · Diaspora · Political science · Social science · Socioeconomic status · Sociology · The Conceptual Framework · Tourism · Tourism geography · Computer Science · Diaspora, migration, transnational identity · Diverse Aspects of Tourism Research · Migration, Ethnicity, and Economy · Marketing