In the summer of 2020, as racial and social justice protests spread across the country, many Destination Marketing Organizations (DMOs) responded with digital statements of solidarity. Instagram grids turned black, hashtags appeared overnight, and messages of support for Black communities filled tourism feeds. Yet, new research from the University of Illinois, published in the Journal of Travel Research, reveals an important truth: Black travelers often viewed these gestures as vague, performative, and lacking meaningful follow-through.
The study-"Online Allies? Exploring Black travelers' perceptions of DMO social advocacy statements" by Dr. Charis Tucker-found that Black travelers placed significantly higher trust in DMOs that moved beyond symbolic posts and instead demonstrated sustained, community-centered action.
Online Allies: How Black travelers view DMO social advocacy statements – College of Applied Health Sciences