UNIVERSITI KUALA LUMPUR BUSINESS SCHOOL

RESEARCH METHODOLOGY ASSIGNMENT

PBP 60413

GROUP ASSIGNMENT

JOURNAL REVIEW:

“HARMONIZING RURAL TOURISM AND RURAL COMMUNITIES IN MALAYSIA”

PROGRAMME:
MBA

PREPARED BY:

1. Ag Ahmad Bin Matdaud (62362220019)

2. Ayad Mohammed Al- Tahami (62361220015)
3. Abdullah Mohammed Al-Tahami (62361220016)
4. Mohammed Usama (62361220002)

PREPARED FOR:
AP DR. ILHAM SENTOSA ANWAR MALIK
INTRODUCTION
Rural tourism seen as increasingly economically important to Malaysia with its unique offering
from heterogenous society especially on providing new destination and experience as well as an
untapped source of local cultures and heritages. Hence, the importance of local communities was
stressed not to be ignored because they are more aware of their own natural resources, cultural
or heritages and local economy activities.
The journal was authored by three people each from different universities on 2014. They
conducted a study about the impact of tourism on social, economics, environment and cultural
towards local communities’ attitude in Malaysian rural tourism industry. The study was
conducted on 184 respondents from 34 rural tourism sites in Malaysia and their findings
suggested local communities were mostly concerned on cultural and social impacts of the rural
tourism.
As suggested by authors, this study should help on the decision making to all players involved.

RESEARCH FRAMEWORK

SOCIAL IMPACT
(IV)
DESTINATION
ENVIRONMENT
(MV)
ECONOMICS
IMPACT (IV)

REPOSITIONING LOCAL
(MV) COMMUNITIES’
ATTITUDE (DV)
ENVIRONMENTAL
IMPACT (IV)

COMMUNITIES’
VALUE (MV)

CULTURAL
IMPACT (IV)

Figure 1. Reseach Framework

1
Figure 1 is a research framework based on this journal with 4 independent variables (IV), 3
Mediating Variable (MV) and 1 dependent variable (DV) indentified

MEASUREMENTS

Variable Items
Social Impact (IV) 1. Social Impact 1
2. Social Impact 2
3. Social Impact 3
4. Social Impact 4
Economics Impact (IV) 1. Economics Impact 1
2. Economics Impact 2
3. Economics Impact 3
4. Economics Impact 4
5. Economics Impact 5
Environmental Impact (IV) 1. Environmental Impact 1
2. Environmental Impact 2
3. Environmental Impact 3
Cultural Impact (IV) 1. Cultural Impact 1
2. Cultural Impact 2
3. Cultural Impact 3
4. Cultural Impact 4
Destination Environment (MV) 1. Destination Environment 1
2. Destination Environment 2
3. Destination Environment 3
4. Destination Environment 4
Repositioning (MV) 1. Attitude Service 3
2. Attitude Service 4
3. Attitude Service 5
4. Attitude Service 6
5. Nat_Ameneties 1
6. Nat_Ameneties 2
7. Recreational Entertainment 3
8. Recreational Entertainment 4
9. Recreational Entertainment 5
10. Recreational Entertainment 6
Communities’ value (MV) 1. Value 1
2. Value 2
3. Value 3
4. Value 4
5. Value 5
6. Value 6
7. Value 7

Table 1. Variables and items

2
THEORY REVIEW
The main theory used for this proposal is a pull and push motivation theory highlighted by
Alexander Preko, Frederick Doe and Samuel Ato Dadzie in their journal titled “The future of youth
tourism in Ghana: motives, satisfaction and behavioural intentions” published on 2018. They
cited push factors as socio-psychological needs that influence a tourist’s decision to tour ( Jang
et al., 2009), while the pull factors are regarded as those features that attract a tourist to a
specific destination once the decision to tour has been concluded (Baniya and Paudel, 2016;
Khuong and Ha, 2014; Pearce and Lee, 2005)
FINDINGS
The findings found that local communities were mostly concerned on the cultural and social
impacts of tourism on their values and repositioning of the destination. This was revealed on the
result of hypothesis testing which found four of the twelve hypotheses were significant.
On supporting this findings, the measurement model used was consider satisfactory with
evidence of adequate reliability, convergent validity, and discriminant validity on confirmatory
factor analysis (CFA) and result on Global fit measure (GoF) also validate the PLS path modelling
provides adequate support.
Above finding showed local communities underlined on the importance of social and cultural
impact were significant on their values and repositioning of the destination but not on
destination environment. Locales were happy meeting tourist but concerned of higher
delinquency rates in the communities and tourists could lead to crowding and congestion in the
destination. They also worried that tourism might cause changes in their traditions and culture
and believe that it is very important to achieve a balance between tourism development and
culture conservation.
The hypothesis testing also found all social, economics, environmental and and cultural not
caused any significant impacts on destination environment. This could be because the local
communities not too worried that the tourism would resulted in excessive depletion of resources
and the current damages that occurred on these places are not worrying to the them.
The finding also showed economics and environmental impacts were not significant on local
communities attitudes toward all communities’ value, repositioning and destination
environment. Lack of concern on economics could be because their income still can be generated
through other activities and past tourism projects not contributed enough income to them.

CONCLUSSIONS AND RECOMMENDATIONS

This journal had showed the importance of colaboration between three main stakeholders which
comprise of communities, industry players and tourists in the development of rural industry in
Malaysia. Eventhough local communities would celebrated tourist to come to their village or
3
destination, their concerned on social impact such as overcrowding, noisiness or communication
barrier must be addressed. Their concern on preserving traditional culture and heritage cannot
be ignored and must be respected which was actually presenting a unique selling proposition in
drawing more tourists. While economics and environmental not a main concern among the local
communities, these two impacts could not be ignored in the long term because with rural tourism
gaining traction it may become more significant in the future when they find it likely to bring
more advantages than disadvantages (Brida, Osti, & Faccioli, 2011) and rural tourism sites in
Malaysia become more intense compare to previous study (Pizam, 1978) which could lead
concern on environmental issue.
Further studies should be conducted either a follow up of current impacts on other or more
destination sites, or other impacts on local communities. Other impacts could be study are local
politic, modernization, health and religion.

REFERENCES
1. May Chiun Lo, Thurasamy Ramayah, Alvin Wee Yeo (2016). Harmonizing Rural Tourism and
Rural Communities in Malaysia, Journal of Sustainable Development, Vol. 9, No. 4 (2016), 27-
43. DOI:10.5539/jsd.v9n4p27
2. Essays, UK. (November 2018). Push And Pull Factor In Tourism Tourism Essay. Retrieved from
https://www.ukessays.com/essays/tourism/push-and-pull-factor-in-tourism-tourism-
essay.php?vref=1