The influence of host-tourist interaction on visitor perception of long-term ethnic tourism outcomes: Considering a complexity of physical settings

Despite extensive research into the influences of host-tourist interaction on tourist experiences, limited research investigates the interaction between ethnic hosts and domestic tourists. Cultural distance exists between two parties in the ethnic tourism context, which is characterized by “exotic” culture, leading to interaction difficulties. This study examines the relationship between physical settings, content, and difficulties based on the Coordinated Management of Meaning theory, and interaction quality. Subsequently, the host-tourist interaction influences tourist perceptions of ethnic tourism outcomes. A survey was conducted among domestic tourists visiting Vietnam's Central Highlands (N = 438). Using both formative and reflective constructs, the results highlight the complexity of how four physical settings (private houses, tours, tourist attraction facilities, and public spaces) influence the content of interaction, difficulties, and interaction quality when considering the distinct nature of each setting. Further, interaction quality was found to positively influence tourists' attitudes, behaviours, and perceptions of long-term ethnic tourism outcomes.