Tourism and indigenous leisure consumption: A Q approach

This paper reorients research on the impacts of indigenous tourism from a focus on production to consumption, exploring a new phenomenon of the modern leisure consumption boom among indigenous hosts. Through a mixed-methods approach combining ethnography and Q method, the study uncovers shared consumption patterns and distinct consumption logics between indigenous people and tourists. Two key findings are highlighted. First, the leisure consumption of indigenous people, impacted by tourism, can be categorized into four types, with social interaction central. Second, indigenous hosts' leisure consumption is driven by a consumption desire rooted in reciprocity and a reflective engagement with modern consumer culture. This study explores subjectivity to offer a new understanding of the tourism demonstration effect.