Let’s listen: the voices of ethnic villagers in identifying host-tourist interaction issues in the Central Highlands, Vietnam

Host-tourist interaction is a core attraction of ethnic tourism. Yet both parties may confront challenges in such interactions because of different cultural backgrounds. This study aims to investigate host-tourist interaction issues in Vietnam’s Central Highlands by adopting a qualitative approach wherein 31 semi-structured interviews were conducted with villagers. Results find that villagers interacted with domestic tourists mostly in private houses, tourist attractions and facilities, and on tours. In such settings, the content of interactions varied from low to high intensity. Derived from the Coordinated Management of Meaning (CMM) theory [Pearce, W. B., & Cronen, V. E. (1980). Communication action and meaning. Praeger], verbal (language) and non-verbal behaviour and cultural patterns were the greatest interaction difficulties. While interaction difficulties occurred across different settings, higher intensity interactions resulted in more positive outcomes. This study enriches the existing knowledge on interaction between ethnic hosts and domestic tourists in the intra-national context. The interpretive theoretical and methodological utility of CMM provided insight into interaction difficulties, and opportunities to facilitate positive interactions in ethnic tourism development. Further implications for villagers, tourists, local policymakers, and tour operators were suggested to build long-term sustainability of the host-tourist relationship in the Central Highlands.