Fung, Yee Law and May, Chiun Lo
(2016)
Rural Tourism Destination Competitivenes
Of Kubah National Park In Sarawak: Tourists'
Perspective.
Asian Academy of Management Journal (AAMJ), 21 (1).
pp. 1-22.
ISSN 1394-2603
Abstract
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 signifcant influence on destination competitiveness. However, local
communities were found not signifcantly influence on destination competitiveness. The
results of this study are believed to contribute to tourism authorities in choosing the right
tourism development paradigms in specifc rural areas.
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