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

Optimal distinctiveness theory for tourist experience study

Optimal Distinctiveness Theory, introduced by Brewer (1991), offers a valuable framework for examining identity-related tensions in tourism. The theory proposes that individuals and groups are motivated by two opposing social needs: the need for assimilation, which reflects the desire to belong to a larger group, and the need for differentiation, which fulfils the desire to express uniqueness. This balance of inclusion and distinction informs how identities are constructed, performed, and negotiated in various social settings. While Optimal Distinctiveness Theory has been widely employed in social psychology, organisational behaviour, and consumer research (Vignoles et al., 2000; Voronov et al., 2013), its potential for unpacking the social and experiential dimensions of tourism remains underdeveloped.

In tourism, experiences are increasingly framed as co-created interactions between tourists and hosts rather than as standardised commodities (Binkhorst and Den Dekker, 2009; Kastenholz et al., 2017; Pongsakornrungsilp and Pongsakornrungsilp, 2023; Vargo &Lusch, 2016). These co-created experiences often involve shared meaning-making, emotional investment, and embodied participation, rather than passive consumption. However, much of the existing literature on co-creation tends to focus on service innovation (e.g. Carvalho and Alves, 2023; Cerdan Chiscano and Darcy, 2021) or value enhancement (e.g. Fan et al., 2025; Yang et al., 2023) from the visitor’s perspective, with limited attention to how co-creation functions as a mode of identity negotiation for host communities or local stakeholders (Doan et al., 2023; Li et al., 2024).

Optimal Distinctiveness Theory provides theoretical leverage in this area by enabling a closer examination of how destinations construct experiences that balance distinctiveness with broader appeal. Tourists are known to seek experiences that are novel yet relatable, unique yet not alienating (Cheng et al., 2012; Su and Zhang, 2020). In this light, the principle of optimal distinctiveness helps explain how destinations can simultaneously satisfy tourists’ need for new experiences and their desire to feel connected to local people, stories, and rituals. Yet the production of such experiences involves not only tourists’ perceptions but also strategic, cultural, and emotional labour by local stakeholders.

Existing research in niche tourism fields such as wine, coffee, and tea tourism has demonstrated how destinations often blend local specificity with global consumer trends to create memorable experiences (Anbalagan and Lovelock, 2014). Voronov et al. (2013), for instance, show how wine tourism in Ontario leveraged regional authenticity while aligning with cosmopolitan lifestyle branding. Similarly, Su et al. (2019) discuss how integrating tea production with tourism can support sustainable livelihoods, though their analysis stops short of theorising how these integrated experiences shape and reflect local identity work.

Despite a growing interest in cultural differentiation, tourism literature still tends to treat distinctiveness as a branding strategy rather than a socially constructed outcome of stakeholder interaction. Studies that do address cultural or community-based tourism often focus on the preservation of heritage (Jolliffe, 2007), economic impacts (Shen and Chou, 2022), or governance models (Vrontis et al., 2022), with limited attention to how distinctiveness is negotiated through everyday practices of storytelling, ritual, and product design. Tea tourism, in particular, remains under-theorised in this regard. Although existing studies have documented its potential to revitalise rural economies and preserve cultural landscapes (Davari et al., 2024; Lin and Wen, 2018; Mondal and Samaddar, 2021), they rarely interrogate the lived processes through which stakeholders decide how tea, culture, and tourism intersect in co-created experiences.

Additionally, the role of tacit knowledge in shaping tourist experiences is often overlooked. As Nonaka (1994) suggests, communities often possess rich, experiential knowledge that is difficult to articulate but vital to cultural continuity and identity. In tourism contexts, translating this tacit knowledge into forms that resonate with, such as guided narratives, rituals, or embodied, requires deliberate acts of interpretation and mediation. Yet, little research has examined how these acts of knowledge translation contribute to identity formation or differentiation strategies in rural tourism.

Furthermore, studies applying Optimal Distinctiveness Theory in tourism remain limited in scope. Where it has been used, the focus is often on understanding tourist motivations, brand perception, or destination loyalty (Liang and Lai, 2023; Vignoles et al., 2000), rather than exploring how host communities themselves navigate the pressures of distinctiveness and conformity. This is especially true in the context of tea tourism, where experiential co-creation is closely linked to cultural knowledge, traditional practices, and environmental stewardship, but where theoretical engagement with identity tensions remains sparse.

In recent years, tourism research has increasingly acknowledged the importance of differentiation in destination development, particularly in the context of place branding and cultural tourism (Su et al., 2019). Some studies called for the importance of inclusive destination branding co-creation, with local resident participation (Bowen and Sotomayor, 2022; Wassler et al., 2021) and mechanism to encourage and promote their participation (Amani, 2025), yet these studies have not examined how such differentiation, including brand identity elements like cultural identity, and sustainability (Bowen and Sotomayor, 2022; Hanna et al., 2021) is operationalised through the co-creation of experiences by local stakeholders. While co-creation has gained conceptual traction as a participatory model of tourism development (Chandler and Lusch, 2015), most empirical applications remain focused on enhancing visitor satisfaction (e.g., Sugathan & Ranjan, 2019) or service innovation (e.g., Ma et al., 2017), rather than interrogating the identity dynamics embedded in these interactions.

Taken together, these strands of literature suggest an emerging but fragmented understanding of how distinctiveness is constructed in tourism. There remains a need for more integrative research that considers co-creation not only as a tool for economic development or visitor engagement, but as a process of collective identity articulation shaped by both local knowledge and global tourism imaginaries.

Community-based tourism and Stakeholder engagement

Community-based tourism is a growing segment within sustainable tourism, emphasizing unique cultural, sensory, and educational experiences rooted in local ways of life. It offers a pathway for rural communities to diversify their economies, preserve cultural heritage, and promote environmental stewardship (Shen and Chou, 2022). Unlike mass tourism, community-based tourism targets niche markets interested in authentic experiences and deeper cultural immersion, often involving direct engagement with local communities, participation in traditional practices, and involvement in everyday rural life (Lin and Wen, 2018).

While the potential of community-based tourism is well-documented, its success depends on the active engagement and collaboration of multiple stakeholders, including local residents, community leaders, government agencies, and private sector actors (Baral and Saini, 2025). According to Vrontis et al. (2022), stakeholder engagement is critical for ensuring that tourism development aligns with the values and aspirations of host communities while contributing to long-term sustainability. In community-based tourism, the creation of compelling and culturally rich experiences relies on the capacity of stakeholders to co-develop and maintain inclusive, participatory approaches to tourism planning and delivery (Su et al., 2019).

Stakeholder engagement in community-based tourism can take various forms, ranging from formal partnerships to more informal grassroots collaborations. Models of community-based tourism that emphasize local ownership, participatory governance, and shared benefits are particularly effective in empowering communities and enhancing destination authenticity (Goodwin and Santilli, 2009). In these models, community members are not only the primary beneficiaries of tourism but also shape the tourist experience itself. This ensures that tourism remains grounded in local knowledge systems and values while fostering economic resilience. Su et al. (2019) highlight that such initiatives have enhanced community cohesion and created income-generating opportunities, particularly for women and marginalized groups.

However, stakeholder engagement in community-based tourism is not without its challenges. One of the most significant issues is balancing the competing interests of diverse stakeholder groups (Elgammal, 2022; Getz and Timur, 2012; Hassan, 2021). Government agencies may focus on infrastructure development or revenue generation, while local communities often prioritize cultural preservation and environmental protection (Hall, 2008). Private sector actors may seek to maximise profitability, which can sometimes conflict with community goals of equity and sustainability. Achieving a balance among these interests requires transparent governance, mechanisms for conflict resolution, and sustained trust-building efforts.

Another major challenge in community-based tourism is the need for capacity building (Zielinski et al., 2021) and knowledge transfer (De Bernardi et al., 2021). Many community members may lack formal training in areas such as marketing, customer service, tourism operations, or environmental management (Doan et al., 2022). Capacity-building initiatives, such as training programs, peer-learning, and mentorship schemes, are essential for empowering local actors to actively shape and benefit from tourism development. Additionally, knowledge transfer between stakeholders, such as from NGOs, government, or more experienced community-based tourism destinations, can foster innovation and improve local readiness (Wang et al., 2025).

Marketing and branding also play a critical role in the success of community-based tourism, and stakeholder collaboration is essential in this regard. Effective community-based tourism destinations often leverage their cultural and natural assets to create distinctive brand identities that appeal to values-driven and experience-seeking travelers (Mtapuri et al., 2022). Such branding efforts require alignment among stakeholders to ensure the narrative remains authentic, inclusive, and reflective of the community’s identity and aspirations.

The development and success of community-based tourism depends heavily on inclusive stakeholder engagement (Tasci et al., 2014) that supports co-created experiences, promotes community agency, and embeds sustainability into practice. By involving a wide range of local and external stakeholders in the planning, implementation, and governance of tourism initiatives (Pham et al., 2025), community-based tourism can create meaningful, place-based experiences while advancing broader development goals (e.g., Suriyankietkaew et al., 2025)

In response to the fragmented understanding of how tourism distinctiveness is collectively shaped by diverse stakeholders, and the recognised importance of their engagement in community-based tourism development, this study investigates how negotiations of distinctiveness and belonging manifest through experiential co-creation in a rural community-based tourism setting.

Study 1: Ethnographic study

Study 2: Focus group discussions

Data analysis

Data from both the ethnographic study and the focus group discussions were analysed using thematic analysis, a widely accepted approach in qualitative research that enables the identification of patterns and themes across data sets (Braun and Clarke, 2006). The analysis followed a six-step process: data familiarisation, generating initial codes, searching for themes, reviewing themes, defining and naming themes, and producing the final report. This iterative process ensured that the themes were grounded in the data and reflected the experiences and perspectives of the participants.

The application of Optimal Distinctiveness Theory in the data analysis provided a structured lens through which to understand the dynamics of stakeholder engagement in tea tourism. Specifically, Optimal Distinctiveness Theory guided the identification and interpretation of themes related to how stakeholders balance the dual motives of differentiation and assimilation in creating tourist experiences. For example, some stakeholders emphasised the importance of preserving traditional tea production practices to maintain cultural authenticity, while others advocated for integrating modern innovations to attract a broader range of tourists.

Themes were categorised into key areas representing stakeholder engagement and the co-creation of tea-added values. For instance, the analysis revealed that stakeholders often collaborated to design tourist experiences that blended local traditions with contemporary expectations, thereby achieving optimal distinctiveness (Brewer, 1991; Vignoles et al., 2000). The data also highlighted tensions between the desire to maintain local identity and the need to appeal to external markets, a challenge that Optimal Distinctiveness Theory helped frame and interpret.

Comparative analysis between the findings from the ethnographic study and the focus group discussions was conducted to identify convergences and divergences. This comparative approach strengthened the robustness of the study by cross-validating the findings and ensuring that the themes identified were consistent across different data sources (Yin, 2018). Divergences were closely examined, providing opportunities to explore alternative explanations and deepen the analysis.

Ensuring research quality and rigor

To ensure the reliability and validity of the findings, several strategies were employed. Triangulation was a core strategy, combining multiple data sources and methods to enhance the credibility of the findings (Flick, 2018). Prolonged engagement in the field ensured that researchers developed a deep understanding of the local context and minimized the risk of misinterpretation. Additionally, peer debriefing sessions were conducted with colleagues and local experts to review and refine the emerging themes, adding another layer of rigor to the analysis.

The study also adhered to ethical research standards. Informed consent was obtained from all participants, and confidentiality was maintained throughout the research process. Reflexivity was an integral part of the research, with researchers maintaining reflective journals to document their observations, biases, and evolving interpretations. This helped to ensure transparency and critical self-awareness throughout the study (Yin, 2018).

The integration of ethnographic research and focus group discussions, combined with the application of Optimal Distinctiveness Theory, provides a robust methodological framework for exploring stakeholder engagement in tea tourism. By adopting this approach, the study offers rich, contextually grounded insights into how stakeholders co-create and diversify tourist experiences through tea-added values in La Bang Commune.

Study 1. Stakeholders’ perceptions of tea values

The findings from the ethnographic study in La Bang Commune reveal diverse stakeholder perceptions regarding the multiple values of tea and matcha in the context of tourism. These values are categorised into five primary themes: health benefits, cultural and experiential value, culinary and sensory value, practical travel benefits, and environmental and ethical considerations (see Table 1). Each of these categories reflects distinct contributions to tourist experiences while also highlighting how stakeholders seek to balance local traditions with tourist expectations, in line with Optimal Distinctiveness Theory (Brewer, 1991; Vignoles et al., 2000).

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Table 1.

Values of tea and matcha to tourists (Appendices).

Category	Benefit
Health benefits	Antioxidant properties	Both green and black teas are rich in antioxidants such as catechins and flavonoids. These compounds help combat oxidative stress and may reduce the risk of chronic diseases.
		Epigallocatechin gallate (EGCG) is a particularly potent antioxidant found in matcha, linked to various health benefits.
	Metabolism and energy boost	The caffeine content in tea and matcha provides a natural energy boost. Matcha, in particular, offers a more sustained energy release due to its combination with L-theanine, which can improve focus and concentration without the jitters associated with coffee.
	Stress reduction and relaxation	L-theanine in matcha and green tea promotes relaxation and reduces stress without causing drowsiness. This can be particularly beneficial for tourists looking to unwind and enjoy their travels.
	Immune system support	Tea contains various compounds that can support the immune system, helping travellers stay healthy. Polyphenols and antimicrobial properties in tea may aid in fighting off infections.
	Hydration	Drinking tea can contribute to hydration, which is crucial for tourists, especially in warm climates or during physical activities like hiking or sightseeing.
Cultural and experiential	Cultural immersion	Participating in tea ceremonies or visiting tea plantations can provide tourists with a deeper understanding of local traditions and cultures. This enriches the travel experience and fosters a greater appreciation for the destination.
	Mindfulness and meditation	Tea and matcha ceremonies often emphasize mindfulness and meditation. These practices can help tourists relax, reduce travel-related stress, and enhance their overall well-being.
	Social interaction	Sharing tea is a common social activity in many cultures. It can facilitate social interaction and connection with locals and other travellers, making the experience more enjoyable and memorable.
Culinary and sensory	Gastronomic exploration	Tasting different varieties of tea and matcha allows tourists to explore diverse flavours and aromas, contributing to a richer culinary experience. Pairing tea with local cuisine can also enhance the dining experience.
	Artisanal appreciation	Learning about the craftsmanship involved in tea production, from cultivation to brewing, can foster an appreciation for artisanal skills and traditional practices.
Practical travel benefits	Compact and portable	Tea and matcha are easy to carry and prepare, making them convenient options for travellers. They can be enjoyed hot or cold, depending on the climate and personal preference.
	Natural remedy	Many travellers use tea for its potential medicinal properties, such as soothing digestive issues or providing relief from minor ailments like headaches or colds.
Environmental and ethical	Sustainable tourism	Visiting organic or sustainably managed tea plantations supports eco-friendly practices and sustainable tourism. This can appeal to environmentally conscious travellers.
	Ethical consumption	Tourists can choose to support fair-trade tea producers, contributing to the livelihoods of farmers and communities involved in tea cultivation.

Health benefits as a key driver of tourist interest

Cultural and experiential value: Deepening connection through traditions

Culinary and sensory appeal: Gastronomic exploration

Practical travel benefits: Convenience and natural remedies

Environmental and ethical considerations

Study 2. optimising tea values for tea tourism competitiveness

The findings from Study two illustrate how stakeholders in La Bang Commune perceive the value of tea and how they engage with these values to diversify tourist experiences and enhance competitiveness. The thematic analysis identified three key themes: (1) Sharing knowledge of tea values in developing tourist experiences, (2) Involving tourists in the tea production process, and (3) Emphasising the cultural significance of tea. These themes highlight the opportunities and challenges stakeholders face in leveraging tea values to create authentic, engaging, and competitive tea tourism experiences.

Theme 1: “We do it, but we do not know why” — Sharing knowledge of tea values in developing tourist experiences

A recurring theme in stakeholders’ narratives is their ambivalence toward their role as knowledge sharers. While most are highly skilled in traditional tea cultivation and production, many lack the ability, or confidence, to effectively communicate the broader historical, cultural, and scientific values of tea to tourists. This knowledge gap limits the potential of tea tourism, as tourists increasingly seek meaningful, informative experiences rather than passive consumption.

Stakeholders commonly expressed that although they engage in daily tea-related activities, they struggle to explain the unique aspects of their practices to visitors. One farmer explained:

“We harvest tea every day, but when tourists ask about the history or what makes our tea special, we often don’t have much to tell them.”

This lack of knowledge transfer can hinder tourist engagement and reduce the perceived authenticity and value of the experience. Effective communication about the cultural, historical, and environmental significance of tea has the potential to enhance tourists’ understanding and appreciation. However, stakeholders consistently noted the need for training to help bridge this gap.

“We need training to better understand the scientific values of our tea and how to communicate the unique aspects of our tea to tourists.

In some cases, tourists themselves displayed more curiosity about the production process than the hosts anticipated, prompting a recognition among stakeholders that they must better equip themselves with the knowledge to meet these expectations.

One local tea producer explained how sharing stories of traditional practices could elevate the experience:

“Sharing knowledge is crucial. We have high-quality tea with indigenous tea plants. We use organic methods and hand-harvest our tea, which gives it a unique flavour. If we can explain why our tea is special, tourists will appreciate it more.

The findings align with the literature on experiential tourism, where storytelling and knowledge sharing are recognized as key elements for creating memorable and meaningful tourist experiences (Mossberg, 2008) and enhancing their perceived value of the experience (Piriyakul and Piriyakul, 2024). By addressing these gaps through targeted training and capacity building, stakeholders can create richer experiences that align with contemporary tourist preferences for educational and cultural engagement.

Theme 2: “It’s not just drinking tea” — Letting tourists Be part of the production process

The second theme underscores the importance of involving tourists in the hands-on aspects of tea production. Stakeholders expressed that those interactive experiences, such as picking tea leaves, participating in the drying process, and learning traditional brewing methods, can transform tourists’ visits from passive observation to active involvement.

This participatory approach offers multiple benefits. It deepens tourists’ appreciation for the labour and craftsmanship behind tea production, strengthens their emotional connection to the destination, and increases the likelihood that they will share their experiences with others. One tour operator highlighted the appeal of such activities:

“Tourists will love to pick tea leaves themselves; it gives them a sense of connection to the land.

Despite recognising the potential of such experiences, stakeholders also noted logistical challenges. Questions about organizing these activities, such as which farms to include, who would lead the tours, and how to set pricing, remained unresolved. These challenges point to the need for coordinated efforts among farmers, tour operators, and local authorities.

Engaging tourists in the tea production process also provides an opportunity to showcase the differences in tea varieties and production techniques. One farmer explained:

“When visitors participate in the drying process, they gain a new respect for the effort that goes into making tea. They will understand why different tea packs look and taste different.

Beyond the technical aspects of production, stakeholders emphasized the importance of integrating cultural elements into these activities. For example, tourists could enjoy homemade matcha-flavoured candies while listening to traditional folk music performed by local ethnic minorities. One tea grower remarked:

“Hands-on activities help tourists remember their visit and share their experiences with others. We also have traditional Tay and Nung cultural performances that can entertain tourists while they visit us.

This theme aligns with the growing popularity of participatory tourism, where tourists seek to engage in local practices and learn new skills during their travels (Binkhorst and Den Dekker, 2009; Gelbman, 2021). By allowing tourists to co-create their experiences, tea tourism in La Bang can position itself as an immersive, culturally rich activity that stands out in a competitive market.

Theme 3: “Tea is our culture” — Telling the stories of how our tea is unique

The third theme highlights the cultural significance of tea and the critical role of storytelling in conveying this to tourists. For many stakeholders, tea is more than a crop or beverage, it is an integral part of their cultural identity and heritage. Sharing the unique stories associated with local tea varieties and traditional practices was seen as a powerful way to differentiate La Bang from other tea-producing regions.

One farmer articulated the importance of these stories:

“Our tea has a long history that tourists find fascinating when we share it with them. We have some old tea plants that are interesting to visit and hear about. Tourists can trek to the forest, sit under the tea trees, taste our best tea, and listen to our story. That will be special.

The narratives shared by stakeholders often emphasised the connection between tea and social rituals. For instance, one farmer explained how different types of tea are associated with specific social occasions:

“Pink tea is sweet and gentle, perfect for women’s gatherings, while black tea is stronger and often enjoyed by men at the end of the workday.

These cultural stories help bring depth and context to the tea tourism experience, transforming it into a meaningful journey rather than a simple tasting session. Stakeholders also shared how traditional uses of tea, such as boiling tea leaves for baths or using them in remedies for newborn care, offer additional opportunities to showcase the local culture.

“Tourists love hearing about the traditional rituals and ceremonies associated with our tea. It’s not just a drink; it’s part of our cultural identity.

Integrating storytelling into the tourist experience allows stakeholders to preserve and promote their heritage while creating a competitive advantage. This finding aligns with the concept of cultural tourism, where tourists are motivated by the desire to learn about and experience local traditions (Richards, 2018). By combining storytelling with other experiential elements, La Bang Commune can offer a holistic, multi-sensory experience that appeals to diverse tourist segments.

Theoretical implications

This study contributes to the growing body of literature on tea tourism by adopting Optimal Distinctiveness Theory (Brewer, 1991) as a conceptual framework to understand how tea-related experiences balance the need for distinctiveness and belonging. Optimal Distinctiveness Theory posits that individuals seek a balance between being similar to others and maintaining a sense of uniqueness. In addressing the research gap concerning the limited attention to how tourism distinctiveness is shaped and negotiated through daily practices such as storytelling and product design, this theory provides a useful lens for analysing how tourism destinations, like La Bang Commune, strive to differentiate themselves while aligning with broader tourist expectations for authentic and engaging experiences.

In the context of community-based tea tourism, the findings reveal how stakeholders attempt to position La Bang as a unique destination through storytelling, participatory experiences, and knowledge-sharing while ensuring that the tourist experience remains relatable and accessible. This also highlights the tension facing destinations in preserving local cultural identity and sustainability in value co-creation (Escobar-Farfán et al., 2024). For instance, the emphasis on involving tourists in hands-on tea production, such as picking and drying tea leaves, reflects an effort to balance uniqueness through distinct cultural practices with familiarity in interactive tourist activities commonly seen in experiential tourism. This finding supports prior research indicating that tourist engagement in local production processes enhances perceptions of authenticity (Binkhorst and Den Dekker, 2009; Sims, 2009).

Additionally, this study expands existing knowledge on rural tourism by highlighting the role of tea values as a cultural and economic resource. Unlike previous research on tea tourism that focuses primarily on the economic impact (Chen et al., 2021), this study emphasises the socio-cultural dimensions of tea tourism, particularly the transmission of indigenous knowledge and the preservation of cultural identity. The findings suggest that tea tourism is not just an economic strategy but also a medium for cultural preservation and community development. This aligns with research on cultural tourism, which highlights the importance of local narratives and traditions in creating meaningful tourist experiences (Richards, 2018).

The theme of “We do it, but we do not know why” highlights an important theoretical implication regarding the knowledge gaps that exist between stakeholders and tourists. This gap reflects the challenges of informal, experience-based knowledge transfer in rural tourism settings. Although the stakeholders possess rich tacit knowledge about tea production, they often lack the tools to translate this into compelling narratives for tourists. This finding reinforces Nonaka’s (1994) theory of tacit and explicit knowledge, suggesting that formal training and capacity-building initiatives could help convert stakeholders’ tacit knowledge into explicit knowledge that enhances tourist experiences.

Moreover, this study contributes to research on co-creation in tourism. Co-creation has been recognized as a key element in experiential tourism, where tourists actively participate in the creation of their experiences (Kastenholz et al., 2017). By involving tourists in the tea production process, La Bang’s stakeholders enable a co-creative experience that fosters deeper emotional connections and higher satisfaction. This study builds on existing research by showing that co-creation in tea tourism not only enriches the tourist experience but also enhances the perceived value of the destination. Furthermore, this study extends the theoretical boundaries of tourist co-creation by acknowledging and advocating for the foundational role of local stakeholders in the bottom-up co-creation process of a destination. Drawing on Leal et al.’s (2022) suggestion that local stakeholders become brand ambassadors when deeply engaged in place-branding strategies, thereby fostering a sense of ownership over their place brand, this study argues that such stakeholders establish the authentic social infrastructure necessary for tourists to engage and perceive value. In this study, therefore, tourist co-creation is not an isolated interaction between travellers and the destination, but a secondary layer of value creation that relies on the local community’s primary co-creation of the destination brand.

This study advances theoretical understanding in three key areas: applying Optimal Distinctiveness Theory to rural tourism, expanding the conceptualisation of community-based tea tourism beyond its economic value to include socio-cultural dimensions, and highlighting the importance of knowledge transfer and co-creation in optimising tourist experiences.

Practical implications

This study offers several practical implications for policymakers, local authorities, and tourism operators seeking to develop competitive tea tourism at La Bang Commune and similar rural destinations. One of the key findings is the significant knowledge gap among stakeholders regarding the cultural, historical, and scientific aspects of tea. While stakeholders possess deep experiential knowledge of tea cultivation, they often struggle to communicate this effectively to tourists. Training programs focused on knowledge transfer, storytelling, and communication skills are essential to bridge this gap. Local authorities and tourism associations could collaborate with universities and research institutions to design workshops that help stakeholders articulate the unique values of their tea in ways that resonate with tourists.

Storytelling is a particularly powerful tool for enhancing tourist experiences. By integrating personal anecdotes, cultural history, and traditional rituals into the tourist narrative, stakeholders can create memorable experiences that differentiate La Bang from other tea-producing regions. Guided storytelling tours that combine trekking to ancient tea trees with tea-tasting sessions could become a flagship attraction for the commune.

Given the lack of empirical insights into how brand differentiation is operationalised through local stakeholders’ engagement, the findings also emphasize the growing demand for interactive, hands-on experiences. Tourism operators should develop structured participatory activities that allow tourists to engage in various stages of tea production. Activities such as tea-picking, drying, and brewing workshops could be formalised into tourist packages. However, stakeholders must address key logistical challenges, such as coordinating activities across multiple farms, ensuring safety standards, and maintaining the quality of the tourist experience. Establishing a cooperative model could facilitate collaboration among tea producers, ensuring that participatory activities are well-organized and meet the expectations of both international and domestic tourists.

Tea tourism in La Bang also has the potential to serve as a platform for preserving and promoting the cultural heritage of the Tay and Nung ethnic communities. The theme “Tea is our culture” underscores the importance of integrating cultural elements such as traditional music, dance, and rituals into the tourist experience. Tourism planners should work with local cultural groups to develop performances and workshops that showcase traditional practices related to tea.

Additionally, product diversification can further enhance the tourist experience. Developing wellness products that use traditional tea-based remedies, such as herbal baths or beauty treatments, could tap into the growing wellness tourism market. Collaborations with local artisans to produce tea-related souvenirs, such as handcrafted tea sets or herbal teas, can also create new revenue streams for the community.

Effective marketing and branding are crucial for positioning La Bang as a competitive tea tourism destination. The findings suggest that emphasising the uniqueness of La Bang’s indigenous tea varieties, organic farming methods, and cultural heritage could form the basis of a strong brand identity. Social media campaigns featuring visually appealing content, such as videos of tea-picking activities, scenic landscapes, and cultural performances, can help attract a wider audience. Tourism operators should also consider partnering with influencers and travel bloggers to promote La Bang as a hidden gem for experiential tourism. Creating a dedicated website and mobile app with information on tea tours, cultural activities, and local accommodation options could further enhance the destination’s visibility and accessibility.

Limitations

Despite its contributions, this study has several limitations that must be acknowledged. The study is context-specific, focusing on La Bang Commune in northern Vietnam. While the findings offer valuable insights into tea tourism in this particular setting, they may not be directly applicable to other regions with different cultural, economic, and environmental contexts. Future research could explore similar themes in other tea-producing regions to assess the broader applicability of the findings.

The study primarily focuses on local tea producers and tourism operators. While their perspectives are critical, the exclusion of other key stakeholders, such as tourists, government officials, and external tour operators, limits the comprehensiveness of the findings. Including these groups in future research could provide a more holistic understanding of tea tourism development. For example, tourists’ perspectives on the authenticity and quality of their experiences would offer valuable insights for improving tourism offerings.