Back to Black - African American Tourism
Author: Hayleigh Redman
3 Commentries
Back to Black - African American Tourism
The aim of this discussion is to analyse the travel choices and motivations of the African American tourist. The African American market is one of the top three fastest growing markets in the travel industry which generates roughly $40 billion per year (Sylvester 2008). There is "a growing number of inquiries and growing amount of business from the African American community" (Sylvester 2008).
Tourists have a heterogeneous nature when it comes to their motivations (Cohen, 1972; Plog, 1974; and Dann, 1977), an individual tourist doesn't have one single motivation but in fact multiple ones. These motivations can be based on the tourist personality, what they enjoy visiting and the type of activity they will be participating in.
The majority of African American tourists look for specific criteria when they plan to travel. The main one being the ancestral history of African American people, in particular the slave trade which has many emotional ties to African Americans. Bruner (1996), records that African Americans become 'very emotional' when they return back to their ancestral homeland.
Ethnicity is also a factor for tourists' motivations to travel. The common form is for individuals to get an understanding of different cultures and way of life (Harron & Weiler, 1992; Smith, 1989; Van den Berghe & Keyes, 1984). King notes "the other and less frequent use of the term ethnic tourism is where it applies to travel movements whose primary motivation is ethnic reunion" (1994:173-4). Specialised 'ethnic reunion' markets are a big economic pull for many regions which can supply a unique experience to its consumers (Davidoff et al 1995). Many high street travel agencies do not cater for specific African American tours; therefore there is a need for specialised agencies. These agencies cater for the needs of African Americans, which are different to the mass tourists.
Discrimination is a huge influencing factor to consider when discussing race and tourism, as the outcome can be unpredictable, whilst on holiday safety and security is of the upmost importance, tourists are less likely to travel to areas which pose a threat to their safety. Before black people were socially accepted in society, discrimination and racism was a reason for them not to travel.
This history of African American travel agents began in the early 50's with the first travel agents opening in America. In 2000 African Americans made up 12.8% of the US population (US Department of Commerce 2001) however only 3.6% if these were business owners (Brimmer 1998). These statistics represent that few African Americans participate in business ownership; those that do have to work harder than most to survive. The reasons for this can include lack of available credit (Hisrich and Brush 1986), racial discrimination (Delaney 1998 and Kanter 1977) and racially segregated markets (Cummings 1997).
Primary research for this paper is a content analysis of 5 African American travel websites. It is clear from these websites that the most popular destinations for African American tourists seem to be Brazil and the Caribbean, followed by the USA, Italy, Paris, Mexico, Africa and London.
Brazil was advertised as a destination on all of the websites which were analysed, this is due to the fact that Brazil has the largest population of Africans in the world outside of Africa, this means that any visiting African Americans will feel safe and secure here and they are less likely to face any discrimination. Also Brazil imported African slaves to work in the country, this emphasises the point that ethnic reunion is a key pull factor for many tourists. African Americans can reunite with many areas related to the slave trade and their countries of origin. The other destinations mentioned are part of the westernised world; they are more cosmopolitan in nature and form (Dann 1993), their culture will be socially accepted and most countries off ties to their heritage. This is one incentive why African American's travel to more westernised countries, there is less chance of personal conflict.
A common theme advertised on the websites was African American tours, the majority focusing on returning back to the homeland (Africa), these tours are well organised with the majority being from an African American background. These tours allow for large amounts of African Americans to be in the same place, here they will feel socially accepted within the group and safe and secure. All factors which are important for travelling African Americans.
Although there is a limited amount of literature on this topic, some key conclusions were drawn from this; emotional ties with ethnic background and the history of ancestors is a major influence for African Americans to travel, the websites have developed and diversified to reflect the changing needs of the African American market (shown by the choice of destinations advertised, not only historically relevant but also predominately westernised areas). The advantage that these companies have over others is that they are internet based; they are attracting a wider market audience thus ensuring their survival. As long as these websites continue to adapt to the growing African American market their success will continue to grow.
References
Hisrich, R. and C. Brush 1986 . Characteristics of the Minority Entrepreneur. Journal of Small Business
Management (October):1-8.
King, B. (1994)What is ethnic tourism? An Australian perspective. Tourism Management 15 (3), 173-6.
Plog, S. C. (1974). Why destination areas rise and fall in popularity. Cornell Hotel and Restaurant Administration Quarterly, February (pp. 55-58).
The aim of this discussion is to analyse the travel choices and motivations of the African American tourist. The African American market is one of the top three fastest growing markets in the travel industry which generates roughly $40 billion per year (Sylvester 2008). There is "a growing number of inquiries and growing amount of business from the African American community" (Sylvester 2008).
Tourists have a heterogeneous nature when it comes to their motivations (Cohen, 1972; Plog, 1974; and Dann, 1977), an individual tourist doesn't have one single motivation but in fact multiple ones. These motivations can be based on the tourist personality, what they enjoy visiting and the type of activity they will be participating in.
The majority of African American tourists look for specific criteria when they plan to travel. The main one being the ancestral history of African American people, in particular the slave trade which has many emotional ties to African Americans. Bruner (1996), records that African Americans become 'very emotional' when they return back to their ancestral homeland.
Ethnicity is also a factor for tourists' motivations to travel. The common form is for individuals to get an understanding of different cultures and way of life (Harron & Weiler, 1992; Smith, 1989; Van den Berghe & Keyes, 1984). King notes "the other and less frequent use of the term ethnic tourism is where it applies to travel movements whose primary motivation is ethnic reunion" (1994:173-4). Specialised 'ethnic reunion' markets are a big economic pull for many regions which can supply a unique experience to its consumers (Davidoff et al 1995). Many high street travel agencies do not cater for specific African American tours; therefore there is a need for specialised agencies. These agencies cater for the needs of African Americans, which are different to the mass tourists.
Discrimination is a huge influencing factor to consider when discussing race and tourism, as the outcome can be unpredictable, whilst on holiday safety and security is of the upmost importance, tourists are less likely to travel to areas which pose a threat to their safety. Before black people were socially accepted in society, discrimination and racism was a reason for them not to travel.
This history of African American travel agents began in the early 50's with the first travel agents opening in America. In 2000 African Americans made up 12.8% of the US population (US Department of Commerce 2001) however only 3.6% if these were business owners (Brimmer 1998). These statistics represent that few African Americans participate in business ownership; those that do have to work harder than most to survive. The reasons for this can include lack of available credit (Hisrich and Brush 1986), racial discrimination (Delaney 1998 and Kanter 1977) and racially segregated markets (Cummings 1997).
Primary research for this paper is a content analysis of 5 African American travel websites. It is clear from these websites that the most popular destinations for African American tourists seem to be Brazil and the Caribbean, followed by the USA, Italy, Paris, Mexico, Africa and London.
Brazil was advertised as a destination on all of the websites which were analysed, this is due to the fact that Brazil has the largest population of Africans in the world outside of Africa, this means that any visiting African Americans will feel safe and secure here and they are less likely to face any discrimination. Also Brazil imported African slaves to work in the country, this emphasises the point that ethnic reunion is a key pull factor for many tourists. African Americans can reunite with many areas related to the slave trade and their countries of origin. The other destinations mentioned are part of the westernised world; they are more cosmopolitan in nature and form (Dann 1993), their culture will be socially accepted and most countries off ties to their heritage. This is one incentive why African American's travel to more westernised countries, there is less chance of personal conflict.
A common theme advertised on the websites was African American tours, the majority focusing on returning back to the homeland (Africa), these tours are well organised with the majority being from an African American background. These tours allow for large amounts of African Americans to be in the same place, here they will feel socially accepted within the group and safe and secure. All factors which are important for travelling African Americans.
Although there is a limited amount of literature on this topic, some key conclusions were drawn from this; emotional ties with ethnic background and the history of ancestors is a major influence for African Americans to travel, the websites have developed and diversified to reflect the changing needs of the African American market (shown by the choice of destinations advertised, not only historically relevant but also predominately westernised areas). The advantage that these companies have over others is that they are internet based; they are attracting a wider market audience thus ensuring their survival. As long as these websites continue to adapt to the growing African American market their success will continue to grow.
References
Hisrich, R. and C. Brush 1986 . Characteristics of the Minority Entrepreneur. Journal of Small Business
Management (October):1-8.
King, B. (1994)What is ethnic tourism? An Australian perspective. Tourism Management 15 (3), 173-6.
Plog, S. C. (1974). Why destination areas rise and fall in popularity. Cornell Hotel and Restaurant Administration Quarterly, February (pp. 55-58).