Marketing and Diaspora Tourism: Visual Online Learning Materials as Tools to Attract the Haitian Diaspora ‘New Generation’

Abstract

This book chapter examines the proposition that the education of the Haitian diaspora ‘new generation’ at a pre-visit stage using Visual Online Learning Materials could be effective in challenging the negative perception of the destination, and ultimately turned this diaspora into potential tourists. From a destination management point of view this chapter offers an alternative to existing promotional material used by the Destination Marketing Organisation (DMO) to improve the general perceptions of the destination. From an academic point of view, this book chapter contributes to academic research in tourism by adding the fact that Gamification can be a very efficient experiential marketing tool to attract (diaspora) tourists if using subtle and implicit marketing elements. Last but not least the chapter highlights the fact that diaspora as tourists is highly beneficial for a destination but could as investors could be damageable for the sustainability of the destination if poorly managed.