Consumers Tripping Over Their Roots

This research introduces the concept of ancestral tourism within the greater realm of cultural tourism. Ancestral tourism refers to those experiences when consumers seek a sense of self by returning to the lands of their ancestors. A conceptual model for the phenomenon is proposed that draws from the aging, authenticity and experiential consumption literatures. Participant observation, interviews and survey data collected from consumers of British and Irish descent on a tour to their ancestral land provide support for the proposed relationships between age, perceptions of authenticity, cultural and overall tour satisfaction and tangible and intangible consumption of ancestral experiences.


Dale Russell (2007) ,"Consumers Tripping Over Their Roots", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 387-390.


Dale Russell, INSEAD, France


NA - Advances in Consumer Research Volume 34 | 2007

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