Attractiveness measurement of bai kuyao ethnic tourism attractors from the perspective of tourist perception

Abstract

Named after the men donning white pants, Bai kuyao, a subgroup of the Yao ethnic community, preserves a substantial portion of its original ethnic heritage. The utilization of these ethnic traditions within the realm of tourism development has emerged as a pivotal concern. This study, initiated from the vantage point of tourists' perceptions, established an evaluative framework for assessing the attractiveness of Bai kuyao ethnic tourism. The framework was constructed through expert interviews and literature analysis. Utilizing the fuzzy analytic hierarchy process and IPA analysis techniques, the ethnic tourism appeal of Bai kuyao was quantified. The analysis of data disclosed that Bai kuyao's clothing culture, folk traditions, architectural heritage, and experiential activities hold considerable allure for tourists. However, tourists' overall satisfaction with their tourism experiences remains relatively low. The findings of this research offer valuable insights, serving as recommendations for the development and sustainable progression of tourism initiatives in Bai kuyao.