Tourism and sociocultural identity discourses in ethnic minority communities: a study of she ethnic townships in Zhejiang Province, China

This research delves into the evolving sociocultural identity discourses within ethnic communities, particularly in the context of tourism revitalization. We used a qualitative case study approach to conduct 25 interviews in the Fengyang and Dailing She ethnic townships in Cangnan County, Wenzhou City, Zhejiang Province, China. An in-depth iterative analysis of these interviews revealed three key findings: The symbolic significance of She ethnic townships, accentuated by tourism, necessitates the identity-building processes of She community members; the paradox of cultural essentialism and the ethnic-cultural commodification propels the evolution of She sociocultural identity; and empowering She people in community engagement can help sustain She sociocultural identity. These insights enrich the understanding of sociocultural dynamics in ethnic communities, highlighting the challenges and opportunities presented by commercializing cultural attractions through tourism and emphasizing the need for a balanced approach in preserving and leveraging ethnic minority cultural resources in tourism-based cultural industries.