Ethnic-based motives and experiences at former slave sites

ABSTRACT

This paper examines the relationship between motivation, experience, and post-purchase intentions of five ethnic tourist segments at Trans-Atlantic Slave Trade attractions. Multi-group invariance test on 783 tourists revealed that relaxation motivation influenced the emotional experience of all ethnicities except Blacks in the diaspora whose emotional experience was influenced by social motives. Educational motivation influenced the educational experience of all segments except Black Africans though it impacted their aesthetic experience. Emotional experience influenced the behavioural intention of Blacks in the diaspora, Caucasian Americans, and Europeans while educational experience influenced that of Black Europeans and Africans. Implications of the findings are discussed.

KEYWORDS:

• Ghana
• emotional experience
• heritage dissonance
• post-purchase behavioural intention
• Trans-Atlantic Slave Trade

Disclosure statement

No potential conflict of interest was reported by the authors.