Visitors' perceptions of authenticity at cultural attractions in Hainan, China

The island of Hainan is a peripheral province of China with a rapidly expanding tourism industry. In addition to its tropical climate and sea–sun–sand–sex attractions, Hainan possesses substantial ethnic minorities who have become involved in the tourism industry, particularly through the development of folk villages. These folk villages are purpose‐built tourism attractions, akin to small theme parks, in which the theme is ethnicity and in which aspects of local culture are shared with visitors for a price. This paper examines and compares the characteristics and experiences of visitors, mainly of Chinese mainland origin, to three such villages. Emphasis is placed upon the extent to which they are satisfied with their experiences and believe them to be authentic.