Understanding Racial Capitalism using the Photovoice method: Black tourism in France

ABSTRACT

This project applies the Photovoice method, an established qualitative approach, to discover new insights for market and enterprise development based on racial identity. Examining the interests and motivations of Black consumers and practices of companies which capitalise on Black identity, we reveal viable markets concerning ‘Black Paris’ tour experiences and educational services. This market is distinct from the long-standing mainstream tourism market in France, which is ‘colorblind’ by tradition. Practicing Racial Capitalism, Black tour professionals cater to traditionally underserved consumers by highlighting and disseminating information concerning the obscured histories and rich cultural contributions of Black people to culture and society. The Photovoice technique allowed for documentation and critical examination of race-themed tourism services and customer experiences, indicating new opportunities for market development and related social and policy change.

KEYWORDS:

• Racial Capitalism
• Black Capitalism
• Photovoice method
• photographic research
• Black tourism
• Black Paris tours

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Notes on contributors

Judy Foster Davis

Dr. Judy Foster Davis is a Professor of Marketing and Integrated Marketing Communications (IMC) at Eastern Michigan University. Her research interests include IMC strategies, ethics and policies; histories concerning multicultural marketing; and the roles and experiences of marketing professionals of colour. A graduate of Howard University and Michigan State University, she is author of Pioneering African-American Women in the Advertising Business: Biographies of MAD Black WOMEN.

Talé A. Mitchell

Dr. Talé A. Mitchell is an Assistant Professor of Advertising at James Madison University. Her research interest meets at the intersections of consumer behaviour, marketing strategies, and media influence and portrayal in the marketplace; traditional and digital. Dr. Mitchell also investigates branded entertainment as it relates to consumer behaviour, persuasion, effectiveness, and emotions.