“…The "ethno-tourism"concept is focused on the culture, ethnicity, forms of cultural existence of the local community, which are unique to tourists and may differ from their culture (Yang and Wall, 2009;Vengesayi et al, 2009). Additionally, the connection between tourism, multiculturalism, and creativity (Rugkhapan, 2023), the impact of ethnic minority endorsers on social media to tourists' perception of authenticity (Dong et al, 2023), ethnic minority groups livelihood (Le et al, 2023) and aspirations of women in poverty who are working in tourism in Vietnam (DeJaeghere et al, 2022) were analyzed in some relevant research studies. De Lima (2016) characterized ethnocultural and ecological tourism as a cultural and economic expression of ethnic development.…”