Ethnic Minority Women and Tourism Development in Vietnam: Revisiting Social Capital and Cultural Construction

Vietnam has a diversity of ethnic minorities that participate in tourism enterprises. Despite genderbias, women play significant roles in this process. Using a case study approach, our aim was to examinesocial capital and cultural construction that occurs when ethnic women perform tourism-relatedwork. Onsite observation, followed by in-depth interviews and document analysis were conducted ata farmstay and a community-based tourism development in rural Vietnam. Social capital consistedof bonding that emerged during the start-up phase and with individuals who acted independently,whereas bridging was evidenced through relationships between government and people. Acquisitionof social capital is crucial if impoverished individuals want to improve their status in life. However,upward mobility must be balanced against ethnic/cultural identity and tourism revenue, especiallyduring the post-COVID-19 era. This research contributes to the scant literature on empowering marginalizedindividuals and groups who work at rural tourism destinations across Asia Pacific.