Can Nostalgic Advertisements Promote Travel Intention and WOM Among Egyptian Diaspora? Testing Multiple Moderators

Document Type : Original Article

Authors

1 Tourism studies department, Faculty of Tourism and Hotels, Alexandria University

2 Faculty of Tourism and Hotels, Alexandria University

Abstract

Diaspora tourism is a significant emerging market that is understudied in the tourism literature, regarding the large population of diaspora all over the world. The present study explores the influence of nostalgic ads on the diaspora's intention to travel to their home country and their WOM. This relation was investigated using a quantitative method. Data from the Egyptian diaspora was collected through an online questionnaire and analyzed using PLS-SEM v.3.2.8. Results of the present study confirmed the positive relationship between nostalgic ads and both the intentions to travel &WOM. The moderation testing revealed a moderation effect of place attachment, homeland experience, and generation on both the intention to travel and WOM. Perceived disappointment risk moderated the relation between nostalgic ads and the intention to travel but had no moderating influence on the relation between nostalgic ads and WOM, conversely, social connectedness had no moderating effect on the relation between nostalgic ads and neither intention to travel and WOM. The present study extends the theoretical understanding of the tourism diaspora in Egypt and the present practical implications for the marketing and management of nostalgic destinations.

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