Abstract
Vietnam has a diversity of ethnic minorities that participate in tourism enterprises. Despite gender bias, women play significant roles in this process. Using a case study approach, our aim was to examine social capital and cultural construction that occurs when ethnic women perform tourism-related work. Onsite observation, followed by in-depth interviews and document analysis were conducted at a farmstay and a community-based tourism development in rural Vietnam. Social capital consisted of bonding that emerged during the start-up phase and with individuals who acted independently, whereas bridging was evidenced through relationships between government and people. Acquisition of social capital is crucial if impoverished individuals want to improve their status in life. However, upward mobility must be balanced against ethnic/cultural identity and tourism revenue, especially during the post-COVID-19 era. This research contributes to the scant literature on empowering marginalized individuals and groups who work at rural tourism destinations across Asia Pacific.
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