Living with Colours and Pride: Tourism, Ethnicity, and Gender in Yunnan, China

The current research attempts to understand how gender relationship, livelihood, social structure, and identity evolve within tourism development. Data were collected on the sites from participant observations, in-depth interviews, and focus groups over the course of 12 research field trips from 1995 to 2019. This research provides evidence that family-based, small tourism business appears to survive well in volatile times. When family members establish their own network as equal decision makers, they tend to work together in tourism and help each other, leading to gender equality and interdependence in the relationship. They were also found to have expanded into other income streams and contributed to the career advancement of other members in the family or even the wider community. Gender gaps appear to be reduced, with ethnic woman often conducting better business than their male counterparts. Additionally, ethnic women have the opportunity to explore the potentials of their own capacity. They come into contact with the outside world and gain better social capital, along with expanding choices, and social recognition. They work hard as the hostess with dedication, warm heartedness, and local knowledge, winning respect and trust from the tourists. When ethnic women make an income directly from tourism, no matter how small it is, they have made a great step away from the previous patriarchal dominance. Tourism provides more choices for life with gender equality.