Understanding Racial Capitalism using the Photovoice method: Black tourism in France

This project applies the Photovoice method, an established qualitative approach, to discover new insights for market and enterprise development based on racial identity. Examining the interests and motivations of Black consumers and practices of companies which capitalise on Black identity, we reveal viable markets concerning 'Black Paris' tour experiences and educational services. This market is distinct from the long-standing mainstream tourism market in France, which is 'colorblind' by tradition. Practicing Racial Capitalism, Black tour professionals cater to traditionally underserved consumers by highlighting and disseminating information concerning the obscured histories and rich cultural contributions of Black people to culture and society. The Photovoice technique allowed for documentation and critical examination of race-themed tourism services and customer experiences, indicating new opportunities for market development and related social and policy change.