ABSTRACT
Ethnic neighborhood tourism (ENT) has the potential to not only alter the identity of the ethnic landscape but to also influence the distribution of power and economic benefits from tourism between ethnic groups. Such unequal distribution may foster divergent attitudes toward tourism between minority residents whose culture is at the center of ENT and those of the majority population whose cultural heritage is being overshadowed. With this in mind, this study compared the relationship between Japanese and Brazilian residents’ perceived empowerment from tourism and their attitudes toward tourism development in the ENT destination of Oizumi, Japan. Results revealed that even though the Brazilians perceived themselves to be more psychologically and socially empowered from ENT, the perceptions of empowerment among the Japanese were slightly better predictors of support for tourism and Japanese residents’ perceptions of tourism’s contributions within the community. The findings suggest the importance of sociocultural determinants of resident attitudes especially among those who do not perceive economic benefits from tourism. The study also indicates the appropriateness of combining social exchange theory with more holistic theories to capture the complexities influencing resident attitudes toward tourism.
