Developing a typology of diaspora tourists : return travel by Chinese immigrants in North America

This paper examines the role played by tourism in affecting cultural identity and place attachment among members of the North American Chinese diaspora who travel to China. Previous literature portrays diaspora tourists as homogeneous and suggests that home return travel engenders broadly similar impacts on the individual. This study reveals diasporic communities are quite diverse and complex. Five types of diaspora tourist are identified, each having distinct travel motives, experiences, migration backgrounds, cultural identities and place attachments. The consequences of diaspora tourism particularly in terms of place attachment and cultural identity are further discussed, as home return travel induces positive, neutral and negative reactions.School of Hotel and Tourism Managemen