LAUSR

Abstract Ethnic culture is the special attraction of indigenous tourism, and exotic culture plays different roles in tourists' experiences, reflecting distinctive meanings and values. This study examines the complexity and hierarchical nature of tourists’ experiences at indigenous sites and deconstructs experience patterns using a means-end chain approach. Fifty-eight in-depth interviews were conducted and used to construct hierarchical value maps. Three sets of indigenous tourism experiences are identified: enjoying nature and a simple lifestyle, participating in indigenous activities, and experiencing ethnic culture. Two value-led gains are derived: happiness and enrichment. An experience spectrum is proposed from self-oriented, through self and others, to others-oriented, reflecting different orientations of pursuits that are expressed through experiencing indigenous tourism in various ways.