ANCHORING CULTURAL PRESERVATION IN ANOTHER LAND: ETHIOPIAN DIASPORAS IN SOUTH AFRICA

The study aims to investigate the motivational factors and efforts made by diasporas and their descendants to maintain and preserve their heritage, customs, and traditions despite being far from their homelands. The study employed the quantitative research design and collected data from Ethiopian diaspora members who reside in Johannesburg using non-probability convenience sampling. Findings showed that the diasporas seek to keep their cultural identity alive, creating a "home away from home" through cultural events that reflect their culture. However, the study found that cultural preservations in host countries have challenges, such as a lack of awareness of where the cultural events are held and highlights the need for support to enhance cultural preservation by migrants. The study contributes to the literature on anchoring cultural preservation as diasporas. Policymakers, governments, and managers must establish targeted policies and strategies to support the integration of migrants into host societies while promoting multiculturalism, inclusiveness, resilience, and sustainable communities, thus contributing to sustainable development goal 11 and bridging the gap of missed opportunities from diaspora tourism. The study provides future research directions.