Perception of Tour Operators on the Rural Tourism Products: To sell or not to sell?

Mohd Salehuddin Mohd Zahari, Mohd Hafiz Hanafiah, Siti Noor Afiqah Akbar, Nur Adilah Md Zain


This study reports the empirical investigation of Malaysian tour operator's behaviour in promoting rural tourism products. The tour operator’s perception of rural tourism products and how they translate their perception into behaviour was tapped using a quantitative approach. The sample population was among the selected Malaysian tour operators selling inbound and domestic rural tourism packages. The findings revealed that rural tourism cultural, natural and historical products positively influence tour operators’ action behaviour. This promising indicator highlighted the varying consequences and implications not only for the individual tour operators but tourism organisations—tour operators and travel agencies—tourism policy makers and government authorities. Understanding the tour operator’s perceptions of the importance of rural tourism products is crucial in helping the government to collaborate with them in promoting Malaysian rural tourism products to the international market.

Keywords: Rural tourism, cultural, natural, historical, tour operator, action behaviour

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The Journal of Rural and Community Development is supported by SSHRC.