Diaspora based tourism marketing conceptual paper: A conceptual analysis of the potential of harnessing the diaspora to improve tourism traffic in Zimbabwe

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.