Diaspora journeys: how tourism reshapes ethnic identity for commonwealth of independent states tourists?

Abstract

This study applies the experience economy theory to examine empirically the relationships among diaspora tourism experiences, satisfaction, attitudes toward the homeland, place attachment, ethnic identity, and revisit intention. An analysis of Korean diaspora tourists' experiences across four areas was conducted: entertainment, aesthetics, education, and escapism. Escapism had no significant impact, indicating a preference for immersive, heritage-based engagement. In addition, participants from Central Asia demonstrated stronger multidimensional experiences and emotional connectedness compared to other cultural groups, which was further highlighted in the fuzzy-set Qualitative Comparative Analysis (fsQCA) results. This study contributes to advancing theoretical knowledge in diaspora tourism research and provides practical implications for designing culturally sensitive tourism programs that reflect the diversity of diaspora groups.