Ethnic Tourism Potential in Xishuangbanna, Yunnan Province, People’s Republic of China

Abstract

This qualitative research studies ethnic tourism potential and activities in Xishuangbanna, Yunnan Province, People’s Republic of China. Data is gathered by in-depth interview, and fieldwork participant observation. The target group comprises 17 participants, including Xishuangbanna tourism operators, tour guides, and visitors. Data is analyzed by content analysis. Xishuangbanna ethnic tourism potential is assessed by the ability to attract tourists by unique traditional cultural resources of 13 different ethnic groups: Dai, Akha, Lisu, Hani, Bai, Lahu, Hui, Zhuang, Yao, Miao, Han, Blang, and Jinuo, in decreasing order of population. Each group has a distinct history, housing style, cultural tradition, religious belief, and ritual. Tourism activities include: 1) ethnic group cultural performances by the Dai and Jinuo; 2) ethnic festivals; 3) Religious ceremonies; 4) Dai ethnic food; 5) celebrating the Dai lifestyle; 6) visiting ethnic cultural centers. Each activity highlights the diversity and unique customs of Xishuangbanna's ethnic groups, enhancing regional appeal as an ethnic tourism destination.