Abstract
Adopting a mixed method of ethnographic fieldwork approach and critical discourse analysis, we explored the implicit power relations between a private company and local residents in Chongdu Valley, China. Three themes—destination image, development outcomes, and institutions and regulations—were identified within the discourses of the two groups and then examined for their intertextuality and congruence/incongruence. The findings suggested that in spite of congruence on destination image and overall development outcomes, the two groups held conflicting values, theories, and attitudes, and thus divergent discourses toward a range of tourism development issues. We concluded with a series of suggestions on how the power structure of Chongdu Valley should be changed to mitigate the relationship between the community and the private company, and comments regarding the effectiveness of discourse analysis as a research tool in uncovering implicit power relations at the community level.
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