Abstract:
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.
