Serious tourists: a proposition for sustainable indigenous tourism

This article proposes serious tourist as an approach that has the potential to assist in the development of sustainable indigenous tourism. Many indigenous places have reformed their economies by introducing tourism with ethnic culture as the core attraction. However, many have experienced adverse consequences, resulting in threats to the sustainability of indigenous communities. The main debates over sustainable indigenous tourism involve tensions and disputes regarding culturally appropriate development and economic gains. A serious tourist approach can contribute to the achievement of these dual goals of sustainable development. Visitors with a serious approach towards indigenous tourism will more likely express economic support for indigenous culture by spending on culture-related products and services. Likewise, serious travellers will reveal their respect and support for indigenous culture by seeking authentic experiences and donating to cultural conservation. These propositions regarding serious travellers are assessed and confirmed in the context of an indigenous destination in Taiwan.