The Role of Local Community’s Perspective in Positioning of Rural Tourism Destinations

Falak, Shaista (2018) The Role of Local Community’s Perspective in Positioning of Rural Tourism Destinations. PhD thesis, Universiti Malaysia Sarawak (UNIMAS).

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Abstract

Tourism in rural destinations should only be considered successful if it is according to the local communities’ perspective and they have some measure of control over tourism development. The traditional way of positioning a tourism product is mainly focused on two factors, product attributes (as perceived by the strategy planners) and consumer expectations, while the role and perspective of local community are often ignored. Nature, cultural heritage, local knowledge and authentic rural experience and hospitality are amongst the main touristic attractions that are directly related to the local community. Hence to design and develop a destination image and position strategy, tourism planners can leverage on local communities knowledge of their place and locality. This study explores the relationship between local community’s perspectives and their perceived positioning of rural tourism destinations. A quantitative survey was conducted to obtain the data from the local communities in selected research communities in Sarawak, Malaysia. Twenty-five hypothesized relationships were tested and thirteen hypotheses were supported. This study have revealed various findings regarding positioning a rural destination and residents perspective about tourism in their place. It shows the various reasons that drive local community to support and share their natural and cultural assets with tourists. This can further help government and tourism officials to understand and address key factors to improve local community overall attitude behind their perceived positioning on a particular attribute. Further government can allocate funds for the capacity building of the local community to feel confident and prepare them to face the day-to-day challenges coming with tourism developments. Moreover, the findings imply the importance of residents’ perspective and suggest that a successful destination branding is not achievable without the proper inclusion of its local residents, their motivation v to support and develop tourism, overall knowledge about local products and attractions, attachment to their community and also the local infrastructure. Considering local communities’ perspective would help to promote the uniqueness of each community in implementing the positioning strategies, otherwise it will lose its uniqueness that can be the unique selling propositions for a particular destination.

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