Destination Marketing Organisations: The Need for a Child-Centred Approach to Diaspora Tourism

Figures & data

Table 1. Demographic information.

Gender	Male	58.9%
	Female	37.5%
	Prefer not to say	3.6%
Age	18–24	26.8%
	25–35	23.2%
	35–44	25%
	45–54	10.7%
	55–64	10.7%
	65–74	1.8%
	Prefer not to say	1.8%
You were born in (country of origin)	The country of origin of your parents (but left home with your parents when you were under 18, and now live overseas)	48.2%
	In a country different from the country of origin of your parents	51.8%
Diaspora	First generation of the diaspora	55.4%
	Second generation of the diaspora	30.4%
	Third generation onward of the diaspora	14.3%
Occupation	Professional	67.9%
	Student	17.9%
	Self-employed	7.1%
	Unemployed	3.6%
	Prefer not to say	3.6%
Sector of occupation	You work in the tourism industry/education or related sector (hospitality, leisure, and events)
	Yes	44.6%
	No	55.4%

Source: The authors

Table 2. Correlation table.

	To what extent are/were your parents proud of their roots?	To what extent are you proud of your roots?	How frequently did your parents speak to you in their mother tongue?	How fluent are you in the language of the country of origin of your parents?	How frequently did your parents cook /eat food from the country of origin?	How frequently do you cook/eat food from the country of origin?	How frequently did your parents listen music/watch programmes from the country of origin?	How frequently do you listen music/watch programme from the country of origin?
To what extent are/were your parents proud of their roots?		.363	.327	.097	.335	.094	.283	.006
To what extent are you proud of your roots?	.363		.307	.368	.432	.418	.461	.380
How frequently did your parents speak to you in their mother tongue?	.327	.307		.780	.477	.278	.573	.434
How fluent are you in the language of the country of origin of your parents?	.097	.368	.780		.394	.376	.503	.512
How frequently did your parents cook /eat food from the country of origin?	,335	.432	.477	.394		.452	.697	.350
How frequently do you cook/eat food from the country of origin?	−094	.418	.278	.376	.452		.466	.660
How frequently did your parents listen music/watch programmes from the country of origin?	.283	.461	.573	.503	.697	.466		.540
How frequently do you listen music/watch programme from the country of origin?	.964	.004	.001	.000	.008	.000	.000
Source: The authors
Range of correlation coefficient	Strength of association
Greater than .80	Very strong
.61 to .80	Moderate to strong
.41 to .60	Weak to moderate
.21 to .40	Weak
.00 to .20	Non-existent to very weak

Source: Silver et al. (2013)

Table 3. Correlation table.

	To what extent do you understand the impacts the diaspora can have on the tourism industry of the country of origin?	You receive information from tourism officials?	You share your point of view about festivals and events in your community with tourism officials
To what extent do you understand the impacts the diaspora can have on the tourism industry of the country of origin?		.208	.112
You receive information from tourism officials?	.208		.653
You share your point of view about festivals and events in your community with tourism officials	.112	.653
Source: The authors
Range of correlation coefficient	Strength of association
Greater than .80	Very strong
.61 to .80	Moderate to strong
.41 to .60	Weak to moderate
.21 to .40	Weak
.00 to .20	Non-existent to very weak

Source: Silver et al. (2013)

Table 4. Correlation table.

	As a child, how frequently did you attend events about the country of origin (of your parents) at your country of residence?	You keep up to date with news relating to events about the country of origin (of your parents) happening in your country of residence	You receive information from tourism officials
As a child, how frequently did you attend events about the country of origin (of your parents) at your country of residence?		.174	.103
You keep up to date with news relating to events about the country of origin (of your parents) happening in your country of residence	.174		.446
You receive information from tourism officials	.103	.446
Source: The authors
Range of correlation coefficient	Strength of association
Greater than .80	Very strong
.61 to .80	Moderate to strong
.41 to .60	Weak to moderate
.21 to .40	Weak
.00 to .20	Non-existent to very weak

Source: Silver et al. (2013)

Figure 1. Framework for Kid-Friendly Digital Communication Evaluation. Source: Zaman et al. (2020).

Figure 2. Marketing campaign focusing on children. Source: Lead author.

Silver, L., Stevens, R., Wrenn, B., & Loudon, D. (2013). The essentials of marketing research. Routledge.

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Zaman, M., Dauxert, T., & Michael, N. (2020). Kid-friendly digital communication for hotels and service adaptation: Empirical evidence from family hotels. In H. Séraphin, & V. Gowreesunkar (Eds.), Children in hospitality and tourism. Marketing and managing experiences (pp. 121–134). De Gruyter.

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