The initial development of rural tourism destination image from residents perceptions

Kichin Sherrymina, . and Norazirah Ayob, . and Kasuma Jati, . The initial development of rural tourism destination image from residents perceptions. pp. 288-306. ISSN 2672-7226

Past studies have shown that the formation of a destination image was usually perceived by tourists rather than local residents themselves. Hence this paper aims to address the gap by demonstrating that the initial formation of cognitive and affective images of a rural tourism destination should be first investigated from its local residents perceptions not the tourists. In order to attain this goal a model of destination images that place importance of the initial phase of destination image formation as perceived by its local residents was developed. A qualitative research was carried out using a sample of 100 local residents in Kampung Buntal Sarawak Malaysia employing a sentence completion method one of the projective techniques that are rarely used in mainstream destination image studies. The data were analysed using descriptive statistics and content analysis. Results indicated that the three main cognitive images of Kampung Buntal were natural environment/touristic attractions local people and ambience and local infrastructure. The three main positive-affective images of Kampung Buntal were pleasant arousing and relaxing. Using this empirical finding tourism developers or marketers could gain better insights on the right destination images that could capture the real essence of a rural destination during promotion and marketing.

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Abstract

Past studies have shown that the formation of a destination image was usually perceived by tourists rather than local residents themselves. Hence this paper aims to address the gap by demonstrating that the initial formation of cognitive and affective images of a rural tourism destination should be first investigated from its local residents perceptions not the tourists. In order to attain this goal a model of destination images that place importance of the initial phase of destination image formation as perceived by its local residents was developed. A qualitative research was carried out using a sample of 100 local residents in Kampung Buntal Sarawak Malaysia employing a sentence completion method one of the projective techniques that are rarely used in mainstream destination image studies. The data were analysed using descriptive statistics and content analysis. Results indicated that the three main cognitive images of Kampung Buntal were natural environment/touristic attractions local people and ambience and local infrastructure. The three main positive-affective images of Kampung Buntal were pleasant arousing and relaxing. Using this empirical finding tourism developers or marketers could gain better insights on the right destination images that could capture the real essence of a rural destination during promotion and marketing.

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Item Type:	Article
AGROVOC Term:	Tourism
AGROVOC Term:	Sampling
AGROVOC Term:	Statistical analysis
AGROVOC Term:	Environmental conditions
AGROVOC Term:	Infrastructure
AGROVOC Term:	Perception
AGROVOC Term:	Market promotion
Depositing User:	Mr. AFANDI ABDUL MALEK
Last Modified:	24 Apr 2025 00:55
URI:	http://webagris.upm.edu.my/id/eprint/9989

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