Existing research on ethnic minority tourism often focuses on authenticity versus commercialization or heritage preservation but lacks an interdisciplinary analysis of cultural adaptation in community-based contexts amid globalization. This study employs a comparative case study approach, integrating cultural adaptation and social identity theories, to examine cases from Vietnam (Sa Pa), China (Lijiang) and Thailand (Mae Kampong). Findings reveal varying degrees of commercialization leading to staged authenticity, with community involvement being key to effective identity preservation and mitigation of cultural erosion. The study contributes to interdisciplinary cultural studies by offering insights into identity negotiation in tourism spaces and proposing policy frameworks for sustainable community-based tourism that balance cultural integrity with economic development. In addition, the study highlights the educational mediation of cultural identity, emphasizing how heritage education, intergenerational learning and community training contribute to sustaining cultural values within community-based tourism. In conclusion, the study shows that community participation and heritage education are vital in balancing cultural identity preservation with sustainable tourism development.
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