Journeys of research, emotions and belonging : an exploratory analysis of the motivations and experience of ancestral tourists

Ancestral tourism and amateur genealogy are popular phenomena, driving members of diasporas to reconnect with their ancestral roots and discover family histories. Tourism researchers have not yet paid much attention to Scandinavian countries as ancestral destinations. After waves of emigration, there are now millions of individuals with Scandinavian roots in countries like the United States. We explore the demand-side of American ancestral tourism to Sweden. Our findings stem from nine interviews with Swedish-Americans who have been ancestral tourists in Sweden. Ancestral tourists live highly emotional experiences dependent on factors occurring prior to and during travels and involving many sites and stakeholders beyond the control of the destination. Our study reveals the importance for ancestral tourists of establishing a network of allies through genealogy research for their experience in Sweden to be positive. The accumulation of family memories and of information gained through genealogy research makes ancestral travels to Sweden a highly personal endeavor, rather than an elusive reconnection to a distant heritage. Yet reconnecting with the ancestral homeland and establishing a sense of belonging to its society also matters to these tourists, though cultural stereotypes influence this experience. We conclude with recommendations for destination development and future research.