How roots tourism shapes diaspora children's hometown attachment: the role of cultural identity and satisfaction

This study investigates how roots tourism experiences influence cultural identity, satisfaction and place attachment among diaspora children returning to their ancestral hometowns, with a specific focus on overseas Chinese children. A quantitative design was adopted. All constructs were measured using a 7-point Likert scale with reflective indicators. Data were collected via pre- and post-trip questionnaires. A paired-samples t-test (n = 150) confirmed the changes of children's hometown attachment, and structural equation modelling (n = 212) was employed to examine the relationships among the constructs. Results show that authentic experiences significantly enhance hometown attachment. Cultural identity mediates the relationship between authentic experiences and both satisfaction and the four dimensions of place attachment (place identity, place dependence, affective attachment and social bonding). Satisfaction also mediates the effects of authentic experiences on these four dimensions. The findings highlight cultural identity as a catalyst for emotional connections to ancestral hometowns and underscore the value of culturally immersive tourism programmes. This study advances the theoretical understanding of diaspora children's authentic experiences and the richness and complexity of place attachment in roots tourism, while offering practical insights for tourism practitioners and policymakers.