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Title: Diaspora’s intuitive role as cultural ambassador : toward a new cultural sustainability perspective
Authors: Davari, D 
Jang, S
Issue Date: 2024
Source: Journal of sustainable tourism, 2024, v. 32, no. 7, p. 1332-1349
Abstract: A major motivation for international travel is to experience cross-cultural interactions. Such interactions may occur outside the typical travel milieus. They can even take place prior to the actual travel to impact travel intentions. This paper focuses on cross-cultural encounters between the members of a community and the diaspora from a potential host destination who live among them. The research investigates the willingness of individuals in the community to travel to the diaspora members’ home country for the first time after having established relationships with them. Affect control theory and relational exchange theory are incorporated into a structural equation model to examine these relationships – focusing on natives of India living in the United States. The study identifies individual warmth and trust formed between the Indian diaspora and their American acquaintances as highly significant factors that could impact the latter’s travel intentions – that is, the willingness of Americans who have not visited India to consider traveling there to further experience the Indian culture. The study provides insights into sustaining the diaspora communities’ cultural identities and underscores their intuitive role as cultural ambassadors outside their countries of origin.
Keywords: Cross-cultural interaction
Cultural ambassadorship
Cultural sustainability
Diaspora
International travel
Publisher: Routledge
Journal: Journal of sustainable tourism 
ISSN: 0966-9582
EISSN: 1747-7646
DOI: 10.1080/09669582.2023.2225802
Rights: © 2023 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group
This is an open access article distributed under the terms of the Creative Commons attribution-nonCommercial-noDerivatives license (http://creativecommons.org/licenses/by-nc-nd/4.0/), which permits non-commercial re-use, distribution, and reproduction in any medium, provided the original work is properly cited, and is not altered, transformed, or built upon in any way. The terms on which this article has been published allow the posting of the accepted manuscript in a repository by the author(s) or with their consent.
The following publication Davari, D., & Jang, S. (Shawn). (2023). Diaspora’s intuitive role as cultural ambassador: toward a new cultural sustainability perspective. Journal of Sustainable Tourism, 32(7), 1332–1349 is available at https://doi.org/10.1080/09669582.2023.2225802.
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