This study examines what role, impact and relationship social media platforms have on second and third generation Chilean diaspora that are living in Sweden when traveling back to Chile. The study uses thematic analysis and 25 qualitative semi-structured interviews with second and third generation Chilean diaspora members, whose age is between 25 and 50 and who has traveled to Chile or are planning to travel there. Through the 25 interviews and the thematic analysis, three themes were identified which were push and pull factors, feelings when traveling back, and travel influenced by social media.  The findings from the study, showed that both second and third generation Chilean diaspora have been motivated by and through social media platforms to visit Chile. It has been found that the priorities of second- and third- generation Chilean diaspora while traveling back to the homeland are different. As social media allows individuals to stay in touch with relatives and friends, it can affect their decision to travel to Chile again. By watching their relatives via video calls, their willingness to go to the country can be greater, which means that the term Visiting friends and relatives (VFR) has a strong connection with diaspora tourism, and this has had a huge impact on the second-generation diaspora. For the third-generation diaspora, their priority to travel to Chile has been a mix of both VFR and exploring the country more. The findings from the study even indicate that UGCs (User Generated Contents) such as pictures or videos that are shared on Instagram, Facebook or YouTube introduces new destinations in Chile, which persuaded both generations of the Chilean diaspora to visit Chile. But this will persuade most of those third-generation participants that have for example did not visit their homeland but want to do it to get more knowledge about their roots, or those who always traveled to the same city but want to explore more.

The impact of social media in tourism industry is significant. This study examines the role, impact, and relationship of social media platforms among second generation Iranian Swedish in Stockholm as a segment of tourism market when travelling to Iran. In addition, the purpose of this study is to explore if social media has a motivational role for diaspora tourism on second generation of immigrants’ trip to their origin country. The study uses content analysis and online questionnaire to collect data of 22 second generation Iranian diaspora who have traveled to Iran at least once during their lifetime. Three themes were identified from the collected qualitative answers based on the objectives of the research: Iranian diaspora motivations to visit homeland, feelings, and traveler experience by social media. Findings demonstrate the social media platforms are working as a motivation-pull factor influencing second generation immigrants to visit Iran, in much the same as other pull factors do. Also, the results show the User Generated Contents (UGC) such as travelers generated reliable travel information and introduction of new destinations can persuade second generation of diaspora immigrants to go back to their origin country for another visit. Finally, the findings of this research have revealed that two outcomes of trip to Iran by second generation of Iranian immigrants are Visiting Friends and Relatives (VFR) and visiting tourism attractions. Such outcomes can highly affect the diaspora members’ decisions in planning their travel to their origin country.

“Här kommer våra svenskar!” är en turismvetenskaplig studie som undersöker hur andra generationens invandrare från det forna Jugoslavien beskriver sina motiv till diasporaresor samt hur diasporaresorna påverkar andra generationens invandrare från det forna Jugoslavien identitetsupplevelser. Studien har hållit en kvalitativ ansats där nio informanter intervjuades om deras erfarenheter av diasporaturism. Den tidigare forskning om diasporaturism har legat till grund för vår studie. Majoriteten av den tidigare forskningen om diasporaturism fokuserar på första generationens invandrare. Forskning om andra generationens invandrare i allmänhet och andra generationens invandrare från det forna Jugoslavien i synnerhet är bristfällig. Denna studie påvisar att det finns indikationer på att diasporaturism har en påverkan på identitetsupplevelsen hos andra generationens invandrare från det forna Jugoslavien. Utöver att studiens informanter bekräftar den tidigare forskningens resonemang om diasporaturisters resemotiv kan studien även presentera ett outforskat bakomliggande resemotiv hos informanterna vilka är intressanta implikationer för den framtida forskningen. / “Här kommer våra svenskar!” is an tourism study that studies how second generation immigrants from former Yugoslavia describe their motives for diaspora tourism as well as how diaspora tourism effects the individuals perception of identity. This study has used a qualitative methodological approach where the empirical data was collected through nine interviews with second generation immigrants from former Yugoslavia concerning their experiences of diaspora tourism. This study shows that there is some indication that diaspora tourism has an effect on second generation immigrants from former Yugoslavias perception of identity. In addition to confirming previous diaspora tourism studies travel motives, this study also puts forward a previously unexplored underlying travel motive which has interesting implication for future tourism studies.