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"The past is certainly a distant land and getting there is a difficult and imperfect undertaking" (Brown, Hirschman & Maclaran (2006). This paper explores motivations behind how consumers reach that "distant land." Over 1,000 respondents of a variety of ethnic groups show very different stories and diaspora timelines, but personal identity and connection with place are always top ranked motivations for interest in ancestors. How might groups, who may suffer from a lack of identity, fit into these findings when 'personal identity' is the number one reason why consumers engage in genealogy and legacy tourism? Whether a group is well defined (e.g., descended from Norwegian ancestors) or not well defined, results are remarkably similar.

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This document was originally published by Clute Institute in International Business & Economics Research Journal. Copyright restrictions may apply.

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