Abstract:
In most developing nations, Zimbabwe in particular, the value of dia
spora-based tourist marketing (DBTM) in igniting socio-economic aspects toward
a destination remains underutilized. The theoretical framework for diaspora-based
tourist marketing (DBTM), which serves as the foundation upon which DBTM study is
formed, is highlighted in this paper. In this paper, a theoretical framework consist
ing of four theoretical perspectives, namely General Systems Theory (GST), Social
Exchange Theory (SET), Stakeholder Theory (ST), and Expectancy Theory (VIE), has
been adopted in order to develop a DBTM framework that harnesses the diaspora to
improve tourism traffic. Using content analysis, the theoretical analysis paper
explores related theories that enrich the appreciation of DBTM’s potential and in the
process identify an overarching theory or theories in relation to DBTM. Theoretical framework contributions will aid in guiding the study that will shed light on the
advantages of using the diaspora as destination marketers and the improvement of
tourism traffic to Zimbabwe. The theoretical framework results will also be incor
porated into the development of a DBTM framework that will harness the diaspora
to improve tourism traffic to Zimbabwe.
