ABSTRACT
Tourists are one of the critical stakeholders in ethnic tourism and their perspectives are central to examining ethnic tourism. The cultural exoticism of ethnic groups is the primary attraction for tourists in ethnic tourism. The conflict between tourists' quests for authenticity and the commodification of ethnic cultures is a critical characteristic of ethnic tourism. The visitation rate of museums in China is generally low because many Chinese tourists prefer entertaining activities offered by folk villages to static exhibitions at museums. Counterfeit ethnic souvenirs are a major factor in the local tourism market. Chinese tourists typically stated that the future of Banna's tourism depended on government policies, and that it was the government's job to regulate the local tourism market and promote ethnic tourism development. Tourists provided substantial feedback and insightful suggestions for future tourism development, which can be used to identify issues in ethnic tourism and to provide solutions and planning directions for future development.
