Tourism potential assessment and product–market nexus in developing ethnic minority destinations

This research note evaluates the suppliers’ perceived tourism potential of destination attributes and discusses the product and market portfolio identification issues in ethnic minority destinations at their infancy development stages. Findings from a field study in Congjiang County, China, show the emphasis on different values between the public and private suppliers – cultural values for the former and product values for the latter – may confuse market identification and targeting. Thus, this study suggests a market portfolio that bridges such differences and contributes to fulfilling immediate needs and long-term needs for sustainable ethnic cultural resource management and the residents’ well-being.