Positioning Rural Tourism: Perspectives from the Local Communities

Lo, May‐Chiun; Mohamad, Abang Azlan; Songan, Peter; Yeo, Alvin W.

doi:10.7763/ijtef.2012.v3.173

Cited by 25 publications

(24 citation statements)

References 27 publications

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“…In fact, it makes sense also, as it can be achieved more easily than the other products and without any investment and training, and helps to compensate for the lack of the others in the short term. Friendliness of local people was also described an important complementary factor in rural tourism from the local communities' perspectives in different cultures (LO et al, 2012) and host-guest relations have been reported to significantly increase the quality of rural experience (KASTENHOLZ et al, 2018). Previous studies where positioning rural tourism were investigated suggested that among the different dimensions of rural areas, visitors should look for culture associated with localness which plays an important role in rural tourism destination.…”

Section: Resultsmentioning

confidence: 99%

Rural tourism marketing: Lavender tourism in Turkey

et al. 2019

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This study aimed to comprehend rural tourism marketing through the visitors' eyes and discuss its sustainability. What makes rural tourism marketing more sophisticated and complex is that it is a service marketing, associated with agricultural activities, natural conditions and rural areas, and the main providers have no experience in rural tourism or service marketing. The study investigated perception of visitors in a small village, Kuyucak, in the Southwest part of Turkey, where rural tourism based on lavender production has recently developed. Results of the analysis of 175 questionnaires completed by visitors online showed that more than half of the respondents had heard and got information about the village via social media. Although, the main purpose of their visit was stated as nature/rural experience and recreation/holiday, the primary motivation of the majority was taking and sharing photos via social media tools. Appearance of lavender and previous social media sharing are very important determinants in the decision-making and expectations of visitors. Results of the factor analysis showed that two components composed of the variables regarding pre-visit perception and the physical conditions of the village together explain sixty-five per cent of the overall satisfaction. The most important component in decision making of visitors was found their perception before visiting, which means that what they expected to see was more important than what they actually saw, which was represented by visitors' satisfaction. Making visitors experience their pre-visit perception will contribute to the sustainability of rural tourism activities benefiting the area. RESUMO:Este estudo teve como objetivo compreender o marketing do turismo rural através dos olhos dos visitantes e discutir sua sustentabilidade. O que torna o marketing do turismo rural mais sofisticado e complexo é que ele é um marketing de serviços, associado a atividades agrícolas, condições naturais e áreas rurais, e os principais provedores não têm experiência em turismo rural ou marketing de serviços. O estudo investigado a percepção de visitantes em uma pequena aldeia, Kuyucak, no sudoeste da Turquia, onde o turismo rural baseado na produção de lavanda se desenvolveu recentemente. Os resultados da análise de 175 questionários preenchidos pelos visitantes online mostraram que mais da metade dos entrevistados ouviram e receberam informações sobre o vilarejo pelas mídias sociais, e embora o objetivo principal de sua visita tenha sido declarado como natureza experiência rural e recreação feriado, a principal motivação da maioria foi tirar e compartilhar fotos através de ferramentas de mídia social. O surgimento da lavanda e o compartilhamento prévio de mídias sociais são determinantes muito importantes na tomada de decisões e expectativas dos visitantes. Os resultados da análise fatorial mostram que dois componentes compostos pelas variáveis relativas à percepção pré-visita e às condições físicas da aldeia, juntos, explicam 65% da satisfação geral. O que...

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Section: Resultsmentioning

confidence: 99%

Rural tourism marketing: Lavender tourism in Turkey

et al. 2019

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“…In Sarawak, the Dayak homestay programme is mostly based on cultural immersion, handicraft making, local cuisine and nature, with the unique and major attracting factor being the longhouse lifestyle itself. In fact, the programme is considered to be a community based entrepreneurship initiative (Agarwal et al, 2003), although as argued by Mascardo (2008), it is associated with social impacts and greater opportunities for local communities to be involved apart from acting as an agent for social-cultural and economic development, especially on rural community development (Ibrahim & Razzaq, 2009;Lo et al, 2012). On the contrary, Mascardo (2008) also argues that community-based tourism is not, however, universally hailed as a positive option for the development of rural regions.…”

Section: Literature Reviewmentioning

confidence: 99%

“…Certainly, within the perspective of homestay businesses, a number of scholars have studied the small rural tourism industry in Malaysia and discussed the potential of the homestay programme (Hamzah, 2008;Ibrahim & Razzaq, 2009;Lo et al, 2012;Razzaq et al, 2011). Nevertheless, most of these studies focused on the community participation, including the economic, social and environmental impacts derived from the activity.…”

Section: Introductionmentioning

confidence: 99%

Dayak Homestay Entrepreneurs Innovation Characteristics

Entebang¹,

Keling²

2017

ojtmr

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The aim of this study was to identify innovative characteristics of the Dayak homestay entrepreneurs in Sarawak and to examine to what extent such characteristics influence their business performance. A quantitative analysis was employed, with a total of 108 active members of various Dayak homestay operators participating in the survey. Respondents were identified through a list provided by the Ministry of Tourism, Sarawak via the Sarawak Tourism Board. Results obtained from the study were validated using an exploratory factor analysis (EFA) and a confirmatory factor analysis (CFA). This study has revealed a series of innovation characteristics, namely: products, participants and principals applied by these entrepreneurs. The findings indicated that innovation constructs were strongly correlated with Dayak homestay business performance. Given the rapidly changing environment of the industry, the findings suggested that innovation characteristics are important within the Dayak homestay business perspective. However, the population of the study has disallowed the findings to be generalized. Future studies may use a larger representation of the sector or may consider a longitudinal approach.

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“…As such, digital marketing can bypass the physical barriers of transmitting information transmission to the intended market, a feature particularly important for rural tourism destinations. In Malaysia, ICT in general, and telecentres in particular, have helped to advance tourism at rural destinations (Lo, Mohamad, Songan, & Yeo, 2012). More recently, the Sarawak statement government has, via the setting up of the Digital Sarawak Centre of Excellence (DSCOE), led an initiative towards the digital transformation of the state economy.…”

Section: Introductionmentioning

confidence: 99%

Barriers to digital marketing adoption at remote rural tourism destinations in Sarawak: an exploratory study

Cheuk¹,

Atang²,

Lo³

et al. 2018

IJET

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Rural tourism has been shown to benefit local communities from the economic perspective. Digital marketing allows marketing information to be transmitted directly to potential visitors without the need for an intermediary, in a low-cost but effective way. Rural tourism destinations in Sarawak now have an opportunity to benefit from the Sarawak state government's initiative, the Digital Sarawak Centre of Excellence, in terms of digital content creation and website maintenance. However, the current level of adoption is zero to minimal in rural tourism destinations. This study examines the barriers towards digital marketing adoption from the perspective of rural tourism providers. Fieldwork was performed at two sites, Ba'kelalan and Long Lamai, in July 2016 and February 2017 respectively. In-depth interviews were conducted with a total of 19 respondents. The study revealed that tourism providers currently depended on word-ofmouth recommendations or direct contact for bookings, but were willing to adopt digital marketing with the assistance of knowledgeable parties. However, certain physical, logistical and social constraints may have a detrimental effect on the community's readiness level to entertain tourists on a larger scale and may further impede the overall progress of digital marketing adoption, at both the individual and destination levels.

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Positioning Rural Tourism: Perspectives from the Local Communities

Cited by 25 publications

References 27 publications

Rural tourism marketing: Lavender tourism in Turkey

Rural tourism marketing: Lavender tourism in Turkey

Dayak Homestay Entrepreneurs Innovation Characteristics

Barriers to digital marketing adoption at remote rural tourism destinations in Sarawak: an exploratory study

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