The Diaspora Market and Homeland Representations: Implications for Niche Marketing

Abstract

This study seeks to unveil important information related to Indian diaspora tourists and examines promotional representations of India by the travel trade in the US. Key motivations of visits to India include the desire to strengthen family and friendly connections, to be in touch with themselves, and to feel a sense of belonging. For the most part, perceived images of India are congruent with the most frequently observed themes in the promotional representations. Representative dissonance to a moderate extent is also noted. The results of the study offer important implications for the travel trade and the homeland government on how to appeal to this niche market.