Embedded and Exposed: Exploring the Lived Experiences of African American Tourists

The United States is experiencing a shift in racial demographics. Recent projections suggest that minority groups will make up nearly 50% of the population by 2023. Such increases have made the topics of race, ethnicity, and culture an appealing area of study for researchers and tourism professionals alike. Existing explanations of differences in African American travel suggest that decisions are made due to marginality (generally economic) or ethnicity (subcultural values). Because travel preferences may be a byproduct of learned behaviors passed down through generations, it is imperative to understand both current and historical aspects of leisure behavior. The stories of 12 African American tourists provided information which suggests that marginality, ethnicity, and issues related to discrimination impact their attitudes and behaviors regarding tourism choice. Capturing the voices of African American travelers offers a more inclusive understanding of their travel experiences, while at the same time offering explanations between the relationship between race and tourism.M.S