Locals’ perspectives on the role of tourism in the preservation of a diaspora language: the case of Veneto in Mexico

ABSTRACT

In recent years, there has been growing research interest in the role of tourism for the preservation and revitalization of minority languages. However, scant attention has been given to the diaspora language, a different type of minority language spoken by people dispersed from their place of origin. The present study aims to address this gap by exploring through 17 semistructured interviews, the perspectives of local people from the Italian community of Chipilo in Mexico regarding the potential use of tourism for the maintenance of Veneto. Findings reveal that tourism is relevant for preserving the diaspora language due to its potential to strengthen local pride and sense of identity through promoting the language to tourists and fostering cultural bonds between the community and its historic homeland.

KEYWORDS:

• minority languages
• diaspora languages
• intangible cultural heritage
• sustainable tourism
• Chipilo

Disclosure statement

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

Additional information

Notes on contributors

Fernando Rey Castillo-Villar

Fernando Rey Castillo-Villar is a professor in the Graduate Department of Management and Marketing in UPAEP University. He earned his P.h.D. from Tecnologico de Monterrey in 2017. His research interests focus on branding, destination marketing, consumer culture and heritage tourism. He has published in journals such as Journal of Retailing & Consumer Services, Journal of Consumer Marketing, International Journal of Culture, Tourism & Hospitality Research and Journal of Place Management.

Georgina Merlo-Simoni

Georgina Merlo-Simoni is a master student at the Graduate Business School in UPAEP University. Her research interests are sustainable tourism, hospitality and service marketing.