Towards a theoretical framework for diaspora-ased tourism marketing (DBTM) in Zimbabwe: A review of the general systems theory, social exchange theory, stakeholder theory and expectancy theory in relation to DBTM

Abstract

AbstractIn most developing nations, Zimbabwe in particular, the value of diaspora-based tourist marketing (DBTM) in igniting socio-economic aspects toward a destination remains underutilized. The theoretical framework for diaspora-based tourist marketing (DBTM), which serves as the foundation upon which DBTM study is formed, is highlighted in this paper. In this paper, a theoretical framework consisting of four theoretical perspectives, namely General Systems Theory (GST), Social Exchange Theory (SET), Stakeholder Theory (ST), and Expectancy Theory (VIE), has been adopted in order to develop a DBTM framework that harnesses the diaspora to improve tourism traffic. Using content analysis, the theoretical analysis paper explores related theories that enrich the appreciation of DBTM’s potential and in the process identify an overarching theory or theories in relation to DBTM. Theoretical framework contributions will aid in guiding the study that will shed light on the advantages of using the diaspora as destination marketers and the improvement of tourism traffic to Zimbabwe. The theoretical framework results will also be incorporated into the development of a DBTM framework that will harness the diaspora to improve tourism traffic to Zimbabwe.

Keywords

• diaspora-based tourism marketing (DBTM)
• General Systems Theory (GST)
• Social Exchange Theory (SET)
• Stakeholder Theory (ST)
• Expectancy Theory (VIE) and tourism traffic