Mengjia Zhang, Asst. Prof. Dr. Thanasit Chantaree, Asst. Prof. Dr. .Kittisan Sriruksa, Dr. Arunee Sriruksa


This study investigates the dynamics of authenticity, cultural significance, and modern influences shaping the tourist experience in Guangxi, with a specific focus on the historical roots of Yao costumes. The research employs a mixed-methods approach, combining qualitative and quantitative analyses to explore the perceptions of tourists. Perceptions of authenticity indicate a strong preference for local engagement and a positive reception of historical elements, emphasizing their role in enriching the tourist experience. The cultural significance of Yao costumes is prominently recognized, providing insights into the preservation of cultural heritage. Modern influences, particularly infrastructure development, are well-received, though concerns arise regarding cultural commodification. T-test results demonstrate the effectiveness of a cultural education program in positively influencing perceptions of authenticity for historical elements and Yao costumes. The Experimental Group consistently exhibits higher mean scores, highlighting the program's impact on enhancing cultural understanding among tourists. The findings suggest recommendations for tourism management, emphasizing the importance of preserving authenticity through local engagement while addressing concerns related to cultural commodification. The study contributes both academically and practically, offering insights for sustainable tourism development in Guangxi that integrates traditional and modern elements

Keyword : Tourism, Authenticity, Cultural significance, Historical elements, Yao costumes, Tourist experience, Modern influences, Cultural education

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March 08, 2024
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