Stakeholder negotiations of distinctiveness and belonging in community-based tourism: A multiple stakeholder approach

This study investigates how stakeholder negotiations of distinctiveness and belonging manifest through experiential co-creation in community-based tourism. It aims to understand how stakeholders engage in identity work to balance cultural preservation with market appeal in rural destinations. Drawing on Optimal Distinctiveness Theory, the research adopts a mixed-methods approach, incorporating ethnographic fieldwork and focus group discussions. The study focuses on stakeholder engagement in crafting tourism experiences that are both locally authentic and globally marketable. The findings identify five experiential dimensions, health, heritage, gastronomy, mobility, and sustainability, through which tourism experiences are co-created. Key stakeholder practices include translating tacit knowledge into communicable narratives, embedding tourists in the production process, and leveraging cultural symbols to convey local identity. This study extends Optimal Distinctiveness Theory into the domain of rural and community-based tourism, offering novel insights into how co-creation processes support both cultural resilience and economic viability. It contributes to the literature by articulating strategic approaches for fostering culturally embedded, distinctive, and sustainable tourism offerings.