Why and how to integrate the appreciative inquiry approach in tourism research: a new paradigm in the digital era of rural tourism

Roslizawati Che Aziz, . and Velan Kunjuraman, . and Raja Norliana Raja Omar, . (2021) Why and how to integrate the appreciative inquiry approach in tourism research: a new paradigm in the digital era of rural tourism. In: Ecotourism and rural community development. UMK Press, Kelantan, Malaysia, pp. 65-83. ISBN 9789672912422

Appreciative Inquiry (AI) has been developed to gain and build enduring relationships between communities and the tourism industry based on the simple assumption that every organisation or community has aspects that work well and that these strengths can be the starting point for creating positive change. The AI approach can also be used to facilitate positive developments within an organisation and that AI could be employed in the tourism industry. Previous studies believed that the task of tourism development in rural areas, conservation of environment and livelihood improvement is only possible through the joint effort of a range of stakeholders which includes the government, tourism entrepreneurs, non-profit organisations, and local people. It is important for tourism practitioners to extend AI into the field of tourism towards creating a focus on the strengths of the system instead of using deficit-based thinking. For that purpose, this paper intends to provide much scope to extend the literature by considering methods to apply the Appreciative Inquiry approach to tourism research. The usage of Al as a research methodology in tourism study is to provide an alternative approach to view the field of tourism by focusing on the strengths of a system instead of focusing on the weaknesses of the community.

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Abstract

Appreciative Inquiry (AI) has been developed to gain and build enduring relationships between communities and the tourism industry based on the simple assumption that every organisation or community has aspects that work well and that these strengths can be the starting point for creating positive change. The AI approach can also be used to facilitate positive developments within an organisation and that AI could be employed in the tourism industry. Previous studies believed that the task of tourism development in rural areas, conservation of environment and livelihood improvement is only possible through the joint effort of a range of stakeholders which includes the government, tourism entrepreneurs, non-profit organisations, and local people. It is important for tourism practitioners to extend AI into the field of tourism towards creating a focus on the strengths of the system instead of using deficit-based thinking. For that purpose, this paper intends to provide much scope to extend the literature by considering methods to apply the Appreciative Inquiry approach to tourism research. The usage of Al as a research methodology in tourism study is to provide an alternative approach to view the field of tourism by focusing on the strengths of a system instead of focusing on the weaknesses of the community.

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Item Type:	Book Section
Additional Information:	Available at Perpustakaan Sultan Abdul Samad, Universiti Putra Malaysia, 43000 UPM Serdang, Malaysia. G155 M3E19 2021 Call Number
AGROVOC Term:	tourism
AGROVOC Term:	participatory research
AGROVOC Term:	research
AGROVOC Term:	digital agriculture
AGROVOC Term:	data collection
AGROVOC Term:	methodology
AGROVOC Term:	stakeholders
AGROVOC Term:	scientists
AGROVOC Term:	innovation
Geographical Term:	Malaysia
Depositing User:	Ms. Azariah Hashim
Date Deposited:	23 Sep 2025 06:57
Last Modified:	23 Sep 2025 06:57
URI:	http://webagris.upm.edu.my/id/eprint/2361

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