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Greenhouse gas emissions from the aviation sector contribute significantly to global warming. Air transportation contributed 4% to 9% of total CO2 emissions in Malaysia. Several approach have been done by aviation industries in Malaysia to reduce carbon emissions from airlines, but still unsuccessful to implement carbon offset program. This study investigated experience, understanding of carbon offsets and the information passengers have concerning environmental issues and the ability to evaluate and understand impact on society and the environment among Malaysian airlines passengers. A descriptive statistics is reported as data collected from 407 Malaysian airlines passengers. The result shows only 1.5% of passengers experienced bought carbon offset schemes in past flight, more than 83% are knowledgeable with environment knowledge and more than 75.7% enlightened with understanding of carbon offsets. The finding obtained will help in providing insightful understanding about Malaysian airlines passengers’ acceptance on carbon offsets and willingness to contribute with carbon offsetting.

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This study aims to assess the possibility of adapting evidence-based policies in the daily operations of tour operators in Semporna, Sabah, Malaysia. This intervention is important, as on-site investigations reveal that operators are operating their businesses with little reference to the ecotourism policy guidelines. Design/methodology/approach This study adopted a full qualitative approach. In-depth interviews were conducted on tour operators in Semporna, while text mining was used to elicit data from the Malaysian National Ecotourism Plan. Thematic analysis was used to analyse the data from the primary sources. Findings Gaps were evident between best practices guidelines from the National Ecotourism Plan and the day-today practices of tour operators in Semporna, Sabah. This was due to the limitations of the National Ecotourism Plan and the limitations of the operators in identifying and adhering to best practices; the impracticality of best practices in site-specific scenarios; and the benefit of adapting evidence-based practices (ECP) in Semporna, Sabah. Practical implications The implications of this study include a plan to bring forth a non-parochial and innovative approach in rural tourism policymaking process and to advocate evidence-based intervention through the inclusion and participation of stakeholders. Originality/value This study contributes towards the requisite of evidence-based intervention for rural tourism policies to meet site-specific needs.

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