Nostalgia, Identity and Tourism: Bollywood in the Indian Diaspora

Abstract

In today's global world of movement our personal identities are changing. So, ‘where is my “home”?’ and ‘what is my “identity”?’ have become essential questions in one's life. In recent times, more and more diasporic communities visit their homelands, perhaps to reroot their identities. This study explored the influence of Bollywood movies in the Indian diaspora's identity construction and notions of home and tourism behaviour to India. Findings revealed that the Indian diaspora's imagination of India is strongly informed by Bollywood movies. Yet, different generations of the Indian diaspora have different reasons for travelling to India. The first generation's nostalgia arises from watching Bollywood movies, and as a result, creates a motivation to travel to India. The second generation's main to travel behaviour to India is to experience the new ‘modern’ country, portrayed in the affluent surroundings of contemporary Bollywood movies. And, for those first generations, who have never seen India before, Bollywood movies enable them to romanticise their homeland and create an urge to visit India. Thus, Bollywood movies have immense importance in the Indian diaspora's identity construction, promote diaspora tourism and constitute a huge opportunity for economic development.