REVEALING THE COMPETITIVENESS OF RURAL TOURISM: EXPLORING TANGIBLE AND INTANGIBLE RESOURCES IN SARAWAK (MALAYSIA) AND HENAN PROVINCE (CHINA)

Chee Hua, Chin and Wei-Chiang, Chan and Ming, Li and Chee Ling, Chin (2025) REVEALING THE COMPETITIVENESS OF RURAL TOURISM: EXPLORING TANGIBLE AND INTANGIBLE RESOURCES IN SARAWAK (MALAYSIA) AND HENAN PROVINCE (CHINA). Geojournal of Tourism and Geosites, 58 (1). pp. 18-31. ISSN 2065-1198

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Abstract

Tourism activities significantly impact a country’s economy, environment, community, and visitors. In the Malaysian context, rural communities have adopted rural tourism as an alternative source of income. The competitiveness of a tourism destination is crucial for the long-term profitability of rural tourism destinations. The tourism experience is a critical factor for tourists when choosing a destination. Therefore, it is essential to focus not only on attractions but also on a destination’s infrastructure, image, and hospitality. However, current literature lacks a single study that examines the impact of both tangible and intangible resources on the competitiveness of rural tourism destinations, using mobile technology as a moderating variable with a multi-group analysis approach. Thus, the present study aims to investigate the tangible and intangible tourism assets that determine the competitiveness of rural tourism destinations, with the moderating effects of mobile technology use. The results were then compared between Sarawak, Malaysia, and Henan province, China, to provide a better understanding of rural tourism destination competitiveness in the Asia region. A total of 525 datasets were collected (233 from Sarawak and 292 from Henan) for analysis in the current study. A partial least squares multi-group analysis (PLS-MGA) was employed to compare Sarawak and Henan. The results revealed a strong and positive correlation between rural tourism destination competitiveness and factors such as destination appeal, destination image, and service quality. Furthermore, it was found that mobile technology use moderated the relationship between destination image and rural tourism destination competitiveness. Theoretically, the findings contribute to existing literature and the theory of competitiveness by offering additional insights into destination competitiveness. The results also serve as an important reference for scholars interested in extending research on destination competitiveness, particularly in the field of rural tourism. Practically, tourism practitioners in Sarawak, Malaysia, and Henan province, China, can use the findings as a reference for decision-making, especially in policy-making and marketing strategies. ICT developers can also refer to this study when designing mobile technologies, with a focus on better integrating mobile technology into tourism infrastructure. Finally, both the limitations of the study and suggestions for future research are discussed.

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