Ethnic Identity and Its Representation in Media within the Context of Community-Based Tourism

Abstract

This article reviews the representation and identity of ethnic groups in the media within the context of community-based tourism, focusing on the role of the media both as a “mirror” and a “creator” of representations. These roles influence public perception and shape tourism-oriented identities. Previous studies revealed that, in the past, ethnic groups were often portrayed as marginalized, backward, and underdeveloped in mainstream media. However, within the context of community-based tourism, the identities of ethnic groups have been re-presented as cultural commodities, valued for their uniqueness and novelty to meet the expectations of the tourism market. This has led to the formation of tourism-oriented identities that blend traditional culture with representations designed for consumption, resulting from negotiations between ethnic communities, media producers, tourists, and state policies. The article suggests that developing sustainable approaches to representing ethnic groups in the media should focus on promoting participatory media, enabling communities to define and control their own identities. It also recommends building community capacity to produce content through digital platforms to reduce reliance on external media and to foster genuine cross-cultural understanding. Empowering communities to determine their own representations is thus seen as the key to the long-term development of community-based tourism.