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This study aims to examine the intergenerational transmission of ethnic culture among the Yao minority in China, focusing on how rapid societal changes and modernization impact cultural identity maintenance. The research seeks to understand the perspectives of different generations of Yao individuals regarding their traditional culture, external influences and ethnic identity. The study aims to identify factors that facilitate or hinder cultural transmission, assess the effectiveness of current cultural preservation efforts and uncover potential strategies for maintaining ethnic identity in a rapidly changing society. Additionally, the research investigates the role of traditional elements, such as ethnic clothing, in connecting younger generations to their cultural heritage.

This study employed a qualitative approach using grounded theory methodology to explore the intergenerational transmission of Yao ethnic culture in China. In-depth, semi-structured interviews were conducted with 30 Yao individuals representing different generations. Participants were purposively selected from two Yao villages in southern China. Data collection also included researcher observations and memos. Interviews were conducted in Chinese, translated to English and analyzed using NVivo12 software. The analysis followed the grounded theory approach of open, axial and selective coding. Triangulation was achieved through discussions with participants' peers and family members. Ethical considerations included obtaining informed consent, ensuring participant anonymity and securing institutional review board approval.

The study revealed three distinct generational attitudes towards Yao culture: rejection among older generations, semi-openness in middle-aged groups and initiated closeness in younger generations. Despite government policies supporting population growth, ethnic identity is not effectively transmitted across generations. Economic disparities between Yao communities and external society significantly influence cultural preservation, with younger generations prioritizing economic opportunities over traditional practices. However, traditional Yao clothing emerged as a potential link between younger individuals and their cultural heritage, offering a promising avenue for cultural preservation. The research also highlighted the impact of education, technology and media on shaping attitudes towards traditional culture and external influences across different age groups.

This study provides insights into the cultural transmission within the Yao minority in China, a previously understudied ethnic group. It uniquely examines the interplay between economic development, government policies and intergenerational attitudes in shaping ethnic identity maintenance. The research reveals an unexpected potential for traditional clothing to serve as a bridge between younger generations and their cultural heritage, offering a fresh perspective on cultural preservation strategies. By identifying distinct generational attitudes towards cultural identity, this study contributes valuable knowledge to the fields of ethnic studies, cultural anthropology and social psychology, while also informing policymaking for minority cultural preservation in rapidly modernizing societies.

Ethnic food is a pivotal polysemic artifact, yet commonly studied based on experience. This leaves an eclipse in understanding its overall significance and implications. The purpose of this paper is to explore the interactions of experience, intimacy and embodiment from the lens of alternative tourism and Asia as a destination image.

The authors conducted four focus group that include Asians who take experiential learning trips and spiritual journeys across Asia-Pacific.

Alternative tourists promote the growth of ethnic foodies who value impact which they determine as quality food-scape, longitudinal caring interactions with and the constant assurance of consuming food which are safe and healthy to their physical, emotional and spiritual well-being.

Although our research does not employ any quantitative technique and devoid of inferential analysis, the rich qualitative data offer insights for further work that benefit ethnic food industry.

Industry and policy makers are encouraged to generate contextual solutions for management of the ethnic food industry. Ethnic food consumption may flourish if the industry leads its growth through a post-modernist approach.

A broad perspective in growing the frontiers of ethnic food tourism beyond the landscape of an economic or consumerism-dominated approach would benefit the cross-mobility of quality talents and skills as this fosters cross-cultural literacy.

The authors develop the Ethnic Foodies Perspective-Ethnic Food Destination Image Matrix as a pathway to further motivate knowledge cross-fertilization in ethnic food tourism studies and leverage on the transdisciplinary science, innovation, socio- and sensuous geographic arena. A constellation of ethnic food innovation should link the economic side of exotic differentiation and heritage with food processing, safety and traceability.