Rural Tourism Sustainable Management and Destination Marketing Efforts: Key Factors from Communities’ Perspective

Rural tourism is seen as a potential sector in promoting country to the world and at the same time generates incomes to local communities. However, due to the lucrative economic benefits, tourism destination’s sustainability and quality of services is often being ignored. Thus, this study highlights...

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Main Authors: Chee-Hua, Chin, Lo, May-Chiun, Ramayah, T.
Format: E-Article
Language:English
Published: Canadian Center of Science and Education 2016
Subjects:
Online Access:http://ir.unimas.my/id/eprint/12863/1/Rural%20Tourism%20Sustainable%20Management%20and%20Destination%20Marketing%20Efforts%20%28abstract%29.pdf
http://ir.unimas.my/id/eprint/12863/
http://dx.doi.org/10.5539/jsd.v9n4p179
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Institution: Universiti Malaysia Sarawak
Language: English
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spelling my.unimas.ir.128632016-09-21T17:22:18Z http://ir.unimas.my/id/eprint/12863/ Rural Tourism Sustainable Management and Destination Marketing Efforts: Key Factors from Communities’ Perspective Chee-Hua, Chin Lo, May-Chiun Ramayah, T. HC Economic History and Conditions HM Sociology Rural tourism is seen as a potential sector in promoting country to the world and at the same time generates incomes to local communities. However, due to the lucrative economic benefits, tourism destination’s sustainability and quality of services is often being ignored. Thus, this study highlights the importance of sustainable management and destination marketing efforts in rural tourism destinations with identified significant contributively factors from local communities’ perspective. A total of 168 respondents comprising of local communities from Kampung Telaga Air and Kampung Semadang, Kuching, Sarawak took part voluntarily in this study. To assess the developed model, SmartPLS 2.0 (M3) is applied based on path modelling and bootstrapping. Interestingly, the findings revealed that local communities believed factors like climate change, carrying capacity of a destination, and environmental education are significantly affect both tourism destination sustainable management and destination marketing efforts. Furthermore, community support is also found to be important too for tourism destination marketing efforts. Surprisingly, community support was found no relations with destination sustainable management from local communities’ point of view. This study further discussed on the implications of the findings, limitations, and direction for future research. Canadian Center of Science and Education 2016 E-Article PeerReviewed text en http://ir.unimas.my/id/eprint/12863/1/Rural%20Tourism%20Sustainable%20Management%20and%20Destination%20Marketing%20Efforts%20%28abstract%29.pdf Chee-Hua, Chin and Lo, May-Chiun and Ramayah, T. (2016) Rural Tourism Sustainable Management and Destination Marketing Efforts: Key Factors from Communities’ Perspective. Journal of Sustainable Development, 9 (4). pp. 179-197. ISSN 1913-9071 http://dx.doi.org/10.5539/jsd.v9n4p179 doi:10.5539/jsd.v9n4p179
institution Universiti Malaysia Sarawak
building Centre for Academic Information Services (CAIS)
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaysia Sarawak
content_source UNIMAS Institutional Repository
url_provider http://ir.unimas.my/
language English
topic HC Economic History and Conditions
HM Sociology
spellingShingle HC Economic History and Conditions
HM Sociology
Chee-Hua, Chin
Lo, May-Chiun
Ramayah, T.
Rural Tourism Sustainable Management and Destination Marketing Efforts: Key Factors from Communities’ Perspective
description Rural tourism is seen as a potential sector in promoting country to the world and at the same time generates incomes to local communities. However, due to the lucrative economic benefits, tourism destination’s sustainability and quality of services is often being ignored. Thus, this study highlights the importance of sustainable management and destination marketing efforts in rural tourism destinations with identified significant contributively factors from local communities’ perspective. A total of 168 respondents comprising of local communities from Kampung Telaga Air and Kampung Semadang, Kuching, Sarawak took part voluntarily in this study. To assess the developed model, SmartPLS 2.0 (M3) is applied based on path modelling and bootstrapping. Interestingly, the findings revealed that local communities believed factors like climate change, carrying capacity of a destination, and environmental education are significantly affect both tourism destination sustainable management and destination marketing efforts. Furthermore, community support is also found to be important too for tourism destination marketing efforts. Surprisingly, community support was found no relations with destination sustainable management from local communities’ point of view. This study further discussed on the implications of the findings, limitations, and direction for future research.
format E-Article
author Chee-Hua, Chin
Lo, May-Chiun
Ramayah, T.
author_facet Chee-Hua, Chin
Lo, May-Chiun
Ramayah, T.
author_sort Chee-Hua, Chin
title Rural Tourism Sustainable Management and Destination Marketing Efforts: Key Factors from Communities’ Perspective
title_short Rural Tourism Sustainable Management and Destination Marketing Efforts: Key Factors from Communities’ Perspective
title_full Rural Tourism Sustainable Management and Destination Marketing Efforts: Key Factors from Communities’ Perspective
title_fullStr Rural Tourism Sustainable Management and Destination Marketing Efforts: Key Factors from Communities’ Perspective
title_full_unstemmed Rural Tourism Sustainable Management and Destination Marketing Efforts: Key Factors from Communities’ Perspective
title_sort rural tourism sustainable management and destination marketing efforts: key factors from communities’ perspective
publisher Canadian Center of Science and Education
publishDate 2016
url http://ir.unimas.my/id/eprint/12863/1/Rural%20Tourism%20Sustainable%20Management%20and%20Destination%20Marketing%20Efforts%20%28abstract%29.pdf
http://ir.unimas.my/id/eprint/12863/
http://dx.doi.org/10.5539/jsd.v9n4p179
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