The Potentials of Appreciative Inquiry Approach within the Tourism Development in Rural Areas

The aim of this study is to use the Appreciative Inquiry (AI) approach as a research method to look into the growth of rural tourism. AI is becoming increasingly relevant because it can provide a constructive and strength-based approach to rural community growth. It can be viewed as an alternative tourism research tool for rural tourism community growth. At the Sungai Sedim Natural Forest (SSNF) in Kedah, Malaysia, a qualitative research approach is used by conducting focus group discussions with the local population and youth groups. Because of its future characteristics and contributions to many residents, SSNF was chosen as the research site. Natural resources, eco-tourism items, the Tree Top Walk, and historical assets have all been listed as significant strengths in SSNF as a result of the report. Furthermore, the expansion of this product is expected to improve SSNF’s branding and reputation as Malaysia’s best eco-tourism tourist attraction.

Author (s) Details

Roslizawati Che Aziz
Faculty of Hospitality, Tourism and Wellness, Universiti Malaysia Kelantan, Malaysia.

Nik Alif Amri Nik Hashim
Faculty of Hospitality, Tourism and Wellness, Universiti Malaysia Kelantan, Malaysia.

Zaimatul Awang
Faculty of Hospitality, Tourism and Wellness, Universiti Malaysia Kelantan, Malaysia.

Fauzan Hafiz Muhammad Safri
Faculty of Hospitality, Tourism and Wellness, Universiti Malaysia Kelantan, Malaysia.

Aikal Liyani Mohd Rasdi
Faculty of Hospitality, Tourism and Wellness, Universiti Malaysia Kelantan, Malaysia.

Eni Noreni Mohamad Zain
Faculty of Entrepreneurship and Business, Universiti Malaysia Kelantan, Malaysia.

Raja Norliana Raja Omar
Faculty of Hospitality, Tourism and Wellness, Universiti Malaysia Kelantan, Malaysia.

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