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Experiences, Motivations, Perceptions, and Attitudes Regarding Ethnic Minority Village Tourism

Author

Listed:
  • Xiang Li

    (College of Tourism, Huaqiao University, Quanzhou 362021, China)

  • Chaowu Xie

    (College of Tourism, Huaqiao University, Quanzhou 362021, China)

  • Alastair M. Morrison

    (Department of Marketing, Events and Tourism, Business School, University of Greenwich, London SE10 9SL, UK)

  • Thi Hong Hai Nguyen

    (Department of Marketing, Events and Tourism, Business School, University of Greenwich, London SE10 9SL, UK)

Abstract

Ethnic minority villages are a vital part of tourism in certain destinations, often attracting many domestic and international visitors to experience unique local cultures and authentic lifestyles. However, much of the relevant literature has not examined tourist motivations, perceptions, and attitudes regarding ethnic minority village tourism. This exploratory qualitative research analyzed user-generated blogs uploaded by people sharing their ethnic minority village experiences in Guizhou Province, China. ROST Content Mining6 software was employed to identify motivations, perceptions, and attitudes toward minority village tourism. The findings indicated that tourist experience included natural aesthetic, cultural aesthetic, service and interaction, and entertainment. The main motivation was to experience unique cultural activities. The strongest perceptions were of the local villagers, Miao and Dong family life, and tourism services and environments. Tourist attitudes were mostly positive. Suggestions for better satisfying tourist needs and improving experiences were derived from the data.

Suggested Citation

  • Xiang Li & Chaowu Xie & Alastair M. Morrison & Thi Hong Hai Nguyen, 2021. "Experiences, Motivations, Perceptions, and Attitudes Regarding Ethnic Minority Village Tourism," Sustainability, MDPI, vol. 13(4), pages 1-18, February.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:4:p:2364-:d:503904
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    References listed on IDEAS

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    1. Weiwei Zhou & Li-Yu Chen & Rung-Jiun Chou, 2021. "Important Factors Affecting Rural Tourists’ Aesthetic Experience: A Case Study of Zoumatang Village in Ningbo," Sustainability, MDPI, vol. 13(14), pages 1-24, July.
    2. Xiaopiao Yang & Yuluan Zhao & Jia Zhao & Chao Shi & Bailu Deng, 2022. "Tourists’ Perceived Attitudes toward the Famous Terraced Agricultural Cultural Heritage Landscape in China," Agriculture, MDPI, vol. 12(9), pages 1-13, September.
    3. Jinyu Fan & Bohong Zheng & Boyang Zhang & Zongsheng Huang & Junyou Liu, 2023. "Research on the Revitalization Path of Ethnic Villages Based on the Inheritance of Spatial Cultural Genes—Taking Tujia Village of Feng Xiang Xi in Guizhou Province as a Case Study," Sustainability, MDPI, vol. 15(2), pages 1-14, January.

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