A Service of Leibniz-Informationszentrum econstor Wirtschaft Leibniz Information Centre Make Your Publications Visible. zbw for Economics Sinclair-Maragh, Gaunette; Simpson, Shaniel Bernard Article — Published Version Heritage tourism and ethnic identity: A deductive thematic analysis of Jamaican Maroons Journal of Tourism, Heritage & Services Marketing Suggested Citation: Sinclair-Maragh, Gaunette; Simpson, Shaniel Bernard (2021) : Heritage tourism and ethnic identity: A deductive thematic analysis of Jamaican Maroons, Journal of Tourism, Heritage & Services Marketing, ISSN 2529-1947, International Hellenic University, Thessaloniki, Vol. 7, Iss. 1, pp. 64-75, http://dx.doi.org/10.5281/zenodo.4521331 , https://www.jthsm.gr/?page_id=5317 This Version is available at: http://hdl.handle.net/10419/230516 Standard-Nutzungsbedingungen: Terms of use: Die Dokumente auf EconStor dürfen zu eigenen wissenschaftlichen Documents in EconStor may be saved and copied for your Zwecken und zum Privatgebrauch gespeichert und kopiert werden. personal and scholarly purposes. 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Methods: Qualitative research using in-depth interviews was used to collect relevant data. The findings were analyzed using the deductive thematic analysis approach and discussed within the theoretical framework of ethnic identity. Results: A major deduction of the study is that there are factors that either hinder or promote the Maroon’s identity and traditions. The study concludes that the Maroon’s ethnic identity can be promoted through ethnic tourism which is a form of heritage tourism. This form of tourism facilitates the showcasing of their traditions which is consequently passed on to the younger generation for posterity. Implications: The findings will be very resourceful to the Maroon communities in Jamaica and across the Caribbean, especially in terms of best practices in preserving their heritage and ethnic identity. It will also inform government and other tourism stakeholders as to their role in providing the necessary resources to enable the preservation of the Maroon’s ethnic identity and traditions. Keywords: heritage tourism; ethnic identity; ethnic tourism; Jamaican Maroons; African culture, deductive thematic analysis JEL Classification: C44, L83, Z39 Biographical note: Gaunette Sinclair-Maragh ([email protected]) is Associate Professor, Dean at College of Business and Management, and Head of the School of Advanced Management, University of Technology, Jamaica. Shaniel Bernard Simpson ([email protected]) is Assistant Professor at the Howard Feiertag Department of Hospitality and Tourism Management, Virginia Polytechnic Institute and State University, USA. Corresponding author: Gaunette Sinclair-Maragh ([email protected]) This authentic experience is encapsulated in the terminology, 1 INTRODUCTION ethnic tourism which according to Yang and Wall (2009) can encourage economic and cultural development. Ethnic Tourism is classified among the largest industries in the tourism requires the demonstration of ethnic identity, which world (HruBcova et al., 2016) and by nature facilitates travel is the display of an individual’s “sense of belonging to an around the globe for the purpose of business, leisure, sports ethnic group and the part of one’s thinking, perceptions, and for persons to enjoy the natural environment as well as feelings, and Behavior that is due to ethnic group interact with local communities. The latter travel motivator is membership” (Rotheram & Phinney, 1987, p. 13). This form becoming a prominent reason for travel. People are seeking of special interest tourism can encourage economic and engagement and experience with local cultures (Hawkes & cultural development (Yang & Wall, 2009). Ethnic tourism is Kwortnik, 2006). This is to oBtain cultural knowledge and incorporated into heritage tourism (Neilson, 2016) as the insights and to share in the meanings of the cultural practices latter allows for the transmission of traditions from the past and significances (Gibson & Connell, 2003). It is also found to the present (Timothy and Boyd, 2003). that the most experienced travelers are desirous of Supporting the view that ethnic identity is the cornerstone of experiencing different cultures (Pearce & Lee, 2005) and that ethnic tourism, Vergun and Grishin (2020) argues that a cultural reasons are important for the purposeful cultural group’s ethnicity encourages the development of a new tourists (McKercher & Du Cros, 2003; Pirnar et al., 2019). tourist product that allows visitors to appreciate the C Copyrigh t © 200 © 2021 Authors. Published by International Hellenic University Some rights reserved. ISSN: 2529-1947. UDC: 658.8+338.48+339.1+640(05) Except otherwise noted, this work is licensed under https://creativecommons.org/licenses/by-nc-nd/4.0 http://doi.org/10.5281/zenodo.4521331 Published online: 15 February 2021 www.jthsm.grpyright © 200 HERITAGE TOURISM AND ETHNIC IDENTITY: A DEDUCTIVE THEMATIC ANALYSIS OF JAMAICAN MAROONS 65 uniqueness of ethnic communities. There are, however, American populations and not necessarily applied to the indications of the decline in ethnic identity, some of which historical context of Afro-centric immigrants in the are external influences (Henderson, 2003; MacCannell, CariBBean. 1984). For example, some indigenous and local communities have lost or are on the verge of losing their ethnic identity as well as traditions due to a lack of sustained initiatives to 2 LITERATURE REVIEW preserve their culture. As indicated by Lumsden, Percy and McKenzie (2013), the Maroons in Jamaica is one such ethnic In exploring the role tourism can play in promoting the community whose culture and traditions are not being retention, identity and traditions of the Maroons in Jamaica sustained, especially among the younger generation. The within the context of ethnic tourism, the literature was Maroon community is one of Jamaica’s most prized ethnic reviewed to ascertain information on ethnic tourism, the possessions which according to Campbell (1988) was theory of ethnic identity, a historical review of the Jamaican established by slaves brought in from the African continent Maroons, factors that hinder and promote their ethnic identity and who later fled the reign of the Europeans. The Maroon’s as well as the role of tourism in promoting and retaining unique cultural resource developed from their resistance to ethnic identity and traditions. enslavement, resettlement history and ties to Africa (Taylor, 2016). From these experiences, they shape their own ‘social 2.1 Preamble of ethnic tourism organization patterns of culture, kinship, and defense’ (bilby, Ethnic tourism is “tourism marketed to the puBlic taking into 2005). consideration the “quaint customs of indigenous and often It is Believed that the Maroons in the CariBBean are hoping exotic people” (Smith, 1977, p. 2). It is an effective tool to that tourism can save their culture (Jamaica OBserver, 2012). strengthen the identity of ethnic communities By offering Nonetheless, Kearn (2015) finds that the Jamaican culture opportunities to display local culture, revitalize customs, was virtually erased in the tourism industry’s effort to vernacular and ethnic pride (boissevain, 1996). This form of promote the “authentic” Jamaican culture, particularly tourism displays indigenous communities and their cultural through its online materials. Overall, it is construed that artifacts such as music, costume, and dance as the primary tourism can construct and reconstruct culture as its offerings tourist attraction (Hiwasaki, 2000). Through this exchange, are based on connections to the host culture (Taylor et al., there are usually three groups of people involved consistently 2014; Fotiadis et al, 2019; Vassiliadis et al, 2013)). Tourism in ethnic tourism: the tourist, the “touree” and the middleman is also a conduit for ethnic communities to share their identity (Mavragani et al., 2019). The “touree” is usually a member while simultaneously advancing the economy (Neilson, from the community acting in the role of the culture display; 2015). In particular, Yan and Wall (2016) declare that ethnic while