Black travel through the lens of legitimacy

This study analyzes the representation of Black travel in Black print media across three major eras in US history: Jim Crow, Civil Rights, and Black Lives Matter. Covers, articles, and advertisements in The Crisis, The Negro Motorist Green Book, and Ebony magazine are analyzed through the lenses of critical race theory, which reveals the theme of Engaging in Institutions and Systems, and legitimacy theory, which conversely illuminates strategies Black travelers use to Disrupt Institutions and Systems. The findings broaden the scope of both theories, and recommend that destination leaders authentically engage this market by acknowledging the rich history of the Black traveler, diversifying advisory councils, and engaging with Black community leaders and tourism entrepreneurs.