An Exploration of the Relationships between Nostalgia, Involvement, and Behavioral Intention in Diaspora Tourism

Yanfang Zeng and Rui Xu
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Yanfang Zeng: College of Tourism, Fujian Normal University, Fuzhou 350117, China
Rui Xu: School of Computer Science and Mathematics, Fujian University of Technology, Fuzhou 350118, China

Sustainability, 2021, vol. 13, issue 21, 1-16

Abstract: Diaspora tourism has become a significant market niche under globalization, but diaspora tourism to China has been less studied. This paper explores the relationships between nostalgia, involvement, and behavioral intention in diaspora tourism of the Chinese diaspora. By investigating 303 overseas Chinese, we use quantitative methodologies to measure the nostalgia of the Chinese diaspora and identify three segments of Chinese diasporic tourists based on their nostalgia: extremely nostalgic, nostalgic, and moderately nostalgic. Demographic features of each segment and attitude toward home-return travel are depicted. The findings suggest that the level of nostalgia has influences on the perception of home-return travel for the diaspora. For the strongly nostalgic groups, home-return travel is an important way to build and express their identity. For the moderately nostalgic group, home-return travel is regarded as a pleasure-driven activity. This study extends the theoretical understanding of diaspora nostalgia and also has practical implications for the marketing and construction of destinations.

Keywords: nostalgia; involvement; home-return travel; diaspora; overseas Chinese (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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