(Re)shaping the Tourists’ Imagined Identity of Mosuo towards Sustainable Ethnic Tourism Development in Southwest China

Ethnic tourism development has emerged as a vital strategy in ethnic regions to drive local economic growth and improve the quality of life. However, numerous ethnic areas have undergone transformation to accommodate tourism and commercial advancement, with little regard for the conservation of their cultural values. Therefore, the aim of this study is to enhance the cultural tourism attributes and construct place identities from the tourists’ perspective. By conducting fieldwork in Zhaishi village of Yongning Township and Lige village near Lugu Lake, encompassing semi-structured interviews with professionals and questionnaires for tourists, we explore the relationship between the “imagined” and “perceived” identity from the tourists’ perspective and the constructed identity from the authorities’ perspective in two Mosuo villages in China. The findings suggest that the local government should focus on the (re)shaping of tourists’ imagined identity and perceived identities. The results of this study provide policy recommendations for the future development of tourism in the Mosuo region, thereby enriching the perspective of ethnic tourism research.