Understanding and measuring roots tourism: an evaluation framework

Roots tourism is a rapidly evolving form of travel centered on emotional, familial, and ancestral connections to places of origin. The field lacks consistent measurement tools and a cohesive conceptual framework despite growing academic and industry interest. This study addresses these gaps by synthesizing findings from 24 quantitative studies and proposing a multidimensional model to evaluate roots tourism motivations. Drawing on the endowment effect and place attachment theories, the research identifies four core drivers – nostalgia, identity, cultural enrichment, and convenience – and maps them across relational levels: self, family, ancestors, and ethnicity. A novel typology, offers a foundation for segmentation, measurement, and destination strategy. Correlational analysis reveals that emotional variables significantly influence revisit intentions, while the role of event participation is context-dependent. This study contributes theoretically and practically to the emerging field of roots tourism by offering a structured tool for future research and destination management.