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Black travelers want authentic engagement, not checkboxes

  • Written by Alana Dillette, Assistant Professor. L. Robert Payne School of Hospitality and Tourism Management, Tourism RESET, San Diego State University
Black travelers want authentic engagement, not checkboxesBlack travelers want to see the travel industry embrace their full identities.AzmanL/ Getty

After the murder of George Floyd in 2020, when travel brands – including Delta Air Lines, Hilton and Enterprise – pronounced their support for diversity and the Black Lives Matter movement, our research group was motivated to conduct a study that...

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