Proceedings of The 7th World Conference on Social Sciences
Year: 2024
DOI:
[PDF]
Passing The Flame: Place Branding, Destination Marketing, And Ancestral Tourism
Prof. Dr. Stephanie Longo
ABSTRACT:
Ancestral tourism focuses on travel to the location from where a traveler’s family originally came before settling in the traveler’s native country. Various countries with large emigrant populations are beginning to turn their attention to this growing industry. Ancestral tourists cannot be defined as a resident or tourist but, rather, as something in between. This dissertation will address the industry, how ancestral tourism is an untapped market, and what efforts can effectively attract this specific group of travelers. By introducing the concept of ancestral homeland marketing, this study seeks to assist places wishing to brand and market themselves as an ancestral homeland destination with their own efforts to increase tourism, thus allowing them to reap the economic benefits of additional visitors to their unique destinations.
keywords: Place branding, place marketing, ancestral travel, ancestral tourism, ancestral homeland marketing, destination marketing, social identity theory