ABSTRACT Community‐based tourism is central to Vietnam's rural development, particularly in ethnic minority regions. However, local responses vary significantly due to diverse cultures and lived experiences. This study applies Q‐methodology to investigate Cham perceptions of CBT by using a 40‐statement Q‐set administered to 35 participants. Findings revealed three discourses: a cultural preservationist stance resisting the commodification of heritage; a critical discourse of exclusion and distrust toward governance; and a pragmatic youth perspective seeking livelihood opportunities. Framed by cultural political economy and socio‐ecological systems, the study treats CBT not as a neutral policy tool, but a contested arena where identity, participation, and development priorities are negotiated. The findings suggest CBT policy should move beyond uniform models by strengthening decision authority and feedback channels, addressing structural inequalities, and supporting culturally legitimate forms of innovation.
Tuyen et al. (2026) studied this question.