Rural tourism destination competitivenes of Kubah National Park in Sarawak: tourists'perspective

Law, Fung- Yee and Lo, May-Chiun (2016) Rural tourism destination competitivenes of Kubah National Park in Sarawak: tourists'perspective. Asian Academy of Management Journal, 21 (1). pp. 127-148. ISSN 2180-4192


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Official URL: aamj2016.21.supp.1.6


This paper argues that tourism initiatives introduced in Malaysia's rural setting lack of adequate attentions on tourists' perceptions when designing a competitive paradigm for their development and management. This paper proposes a competitive model to evaluate important factors that link to destination competitiveness. The elements of destination competitiveness investigated in this study include natural resources, range of activities, accessibility of destination and local communities. SmartPLS 2.0 (M3) is applied in this study to analyse the data collected based on path modelling and then bootstrapping. A total of 103 questionnaires collected back from Kubah National Park by using convenience sampling technique. Based on the result, natural resources, range of activities and accessibility have a significant influence on destination competitiveness. However, local communities were found not significantly influence on destination competitiveness. The results of this study are believed to contribute to tourism authorities in choosing the right tourism development paradigms in specific rural areas.

Item Type: Article
Uncontrolled Keywords: destination competitiveness, rural tourism destination, tourists' perspective, Kubah National Park, unimas, university, universiti, Borneo, Malaysia, Sarawak, Kuching, Samarahan, ipta, education, research, Universiti Malaysia Sarawak
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Academic Faculties, Institutes and Centres > Institute of Social Informatics and Technological Innovations
Depositing User: Karen Kornalius
Date Deposited: 26 Jan 2017 00:53
Last Modified: 16 Feb 2017 08:48

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