“…Various data collection methods were used, including participative observation, writing field notes, maintaining a diary, taking photographs, accessing secondary documents, having conversations, semi-structure interview, as well as a more formal survey. As Deery, Jago, and Fredline (2012) maintain "… a new research agenda based on 'layers' of social impact understanding through the use of ethnography is required" (p.64), a call reinforced by Huang, Der Veen, and Zhang (2014) in the case of Chinese tourism research. As a result, the study provides a practical microethnographic study to fill such a gap.…”