Diaspora Chinese tourism: Cultural connectedness and the existing academic insights

Tourism scholars and practitioners tend to regard diaspora tourism as a homogeneous market, with needs that can be met through general types of products. Adopting a literature review approach, this article has conducted a review of the extensive research on the diaspora, immigration, and root-seeking tourism to China. The conceptual framework provides a holistic perspective for researchers and destination managers to study diaspora tourism. This shows that the demand dimension of diaspora tourists is related to the structure of diaspora communities. Place attachment (sense of nostalgia), transnationalism, cultural (re)connectivity, hybrid self-identity (re)constructions and the nation-state power metrics of China for overseas Chinese, are as identified as factors that determine motivation for “returning home”. Further research is suggested to conduct a comprehensive analysis of the typology of diaspora tourism that may need to be considered in order to meet the needs of diaspora tourists in future planning and strategy formulation.