Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Empirical research on the competitiveness of rural tourism destinations: a practical plan for rural tourism industry post-COVID-19

Empirical research on the competitiveness of rural tourism destinations: a practical plan for... Following COVID-19, the emphasis on tourism development has shifted to rural tourism and eco-destinations for preventive practice of the three Cs – confined spaces, close contact and crowded spaces. Given the potential growth of rural tourism destinations, to the best of the authors’ knowledge, this study is conceivably the first to provide empirical evidence for rural tourism development post-COVID-19, and this study aims to examine the relationship between the potential development of rural tourism destination competitiveness alongside the inherited, created and supporting resources as perceived by domestic tourists.Design/methodology/approachThis study sampled 172 respondents who were all domestic tourists in Malaysia. A partial least square (PLS)-structural equation modeling approach was used to evaluate the developed model, with PLS estimation and hypothesis testing performed using WarpPLS software.FindingsInterestingly, the findings indicate that rural tourism destinations in Sarawak derive competitive advantage from factors that are closely associated with urban destinations (i.e. created and supporting resources), whereas rural-related factors (i.e. inherited resources) are not perceived as a contributor to their competitive advantage.Practical implicationsThe findings will assist tourism planners in constructing a deployable rural tourism destination competency index to develop policies and programmes that address specific tourism or rural development objectives in Malaysia and beyond.Originality/valueThe value of present study lies in its examination of the tourists’ perspectives on the factors that provides addition to rural competitive advantage, with an emphasis on a relatively new and contentious post-COVID-19 topic, namely, rural tourism destinations. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Consumer Behavior in Tourism and Hospitality Emerald Publishing

Empirical research on the competitiveness of rural tourism destinations: a practical plan for rural tourism industry post-COVID-19

Chin, Chee Hua
Consumer Behavior in Tourism and Hospitality , Volume 17 (2): 21 – Jul 27, 2022
Download PDF
21 pages

Loading next page...
 
/lp/emerald-publishing/empirical-research-on-the-competitiveness-of-rural-tourism-g5d9jlJlNq

References (97)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
2752-6666
eISSN
2752-6674
DOI
10.1108/cbth-07-2021-0169
Publisher site
See Article on Publisher Site

Abstract

Following COVID-19, the emphasis on tourism development has shifted to rural tourism and eco-destinations for preventive practice of the three Cs – confined spaces, close contact and crowded spaces. Given the potential growth of rural tourism destinations, to the best of the authors’ knowledge, this study is conceivably the first to provide empirical evidence for rural tourism development post-COVID-19, and this study aims to examine the relationship between the potential development of rural tourism destination competitiveness alongside the inherited, created and supporting resources as perceived by domestic tourists.Design/methodology/approachThis study sampled 172 respondents who were all domestic tourists in Malaysia. A partial least square (PLS)-structural equation modeling approach was used to evaluate the developed model, with PLS estimation and hypothesis testing performed using WarpPLS software.FindingsInterestingly, the findings indicate that rural tourism destinations in Sarawak derive competitive advantage from factors that are closely associated with urban destinations (i.e. created and supporting resources), whereas rural-related factors (i.e. inherited resources) are not perceived as a contributor to their competitive advantage.Practical implicationsThe findings will assist tourism planners in constructing a deployable rural tourism destination competency index to develop policies and programmes that address specific tourism or rural development objectives in Malaysia and beyond.Originality/valueThe value of present study lies in its examination of the tourists’ perspectives on the factors that provides addition to rural competitive advantage, with an emphasis on a relatively new and contentious post-COVID-19 topic, namely, rural tourism destinations.

Journal

Consumer Behavior in Tourism and Hospitality – Emerald Publishing

Published: Jul 27, 2022

Keywords: Inherited resources; Created resources; Supporting resources; Destination competitiveness; Rural tourism; Malaysia

There are no references for this article.