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Many people remember and feel nostalgic towards places from their past, be it their hometown, alma mater, or childhood home (Oxfeld & Long, 2004). This desire to return to and reconnect with the past often inspires people to travel (Pearce, 2012). One such case is people of migrant ancestry traveling back to their homeland, which is known as “diaspora tourism”(Coles & Timothy, 2004). While it's difficult to estimate the size of the diaspora tourism market, within the past decade, more than four million people migrated permanently to foreign countries every year, and the number of international migrants worldwide reached 244 million in 2015 (OECD., 2017; United Nations, 2016). As traveling becomes more convenient and affordable, transnational migration and diaspora tourism will continue to grow. Compared to other international tourists, diaspora tourists tend to have a stronger attachment to the destination, as …