Service Quality, Satisfaction and Revisit Intention to Rural Tourism Destination in Sarawak: The Moderating Impact of Local Communities’ Attitude
| dc.contributor.author | Law Fung Yee | |
| dc.date.accessioned | 2026-10-13T06:47:36Z | |
| dc.date.issued | 2018 | |
| dc.description | Due to the changing tourist expectations and strong competition from urban tourism, there is a necessity for entrepreneurs of rural tourism to fulfil customers’ needs especially in service quality so that they can survive in tough environment. This study is an attempt to evaluate repeat visiting determinants through satisfaction on the different dimensions of service qualities such as accessibility, accommodation quality, destination’s resources and attractions and outdoor activities. Local communities’ attitudes toward tourists will be used as moderator to evaluate the constructs. In order to access the research model developed, SmartPLS 3.0 (v.3.2.6) is applied in this study used to analyse the data collected based on pathmodelling and then bootstrapping analysis. Besides, a total of 255 questionnaires collected back from Sarawak rural tourism destinations, which are Bario Kelabit Highland, Annah Rais Bidayuh Longhouse and Telaga Air Malay Village by using convenient sampling technique. Unsurprisingly, based on the results, accommodations, destination resources and attractors, outdoor activities and accessibility have significantly influence tourists’ satisfaction. Furthermore, local communities’ attitudes also moderated the relationship between outdoor activities with tourist’s satisfaction. However, local communities’ attitudes are not moderated the relationship between accommodations, destination resources and attractors, accessibility and tourist’s satisfaction. On the basis of obtained empirical results from this study, it is suggested that some improvements should be made to Sarawak rural tourism destinations for them to become more competitive rural tourism destinations. | |
| dc.identifier.uri | https://scholarhub.unimas.my/handle/123456789/2979 | |
| dc.language.iso | English | |
| dc.publisher | UNIVERSITI MALAYSIA SARAWAK | |
| dc.relation.ispartofseries | Institute of Social Informatics and Technological Innovations | |
| dc.subject | Service quality, satisfaction, intention to revisit, local communities’ attitude, rural tourism, Sarawak | |
| dc.title | Service Quality, Satisfaction and Revisit Intention to Rural Tourism Destination in Sarawak: The Moderating Impact of Local Communities’ Attitude | |
| dc.type | Masters |