Helping and Tolerance Behaviour Among Malaysian Residents in Rural Tourism: The Mediating Role of Resident-Tourist Interaction Quality

Community participation is the key point of rural Eco-tourism's connotative development, and the community is key stakeholder of rural Eco-tourism.This paper explores and researches the selection and application of rural ecological tourism community and participation mode, draws on the successful cases of domestic and foreign relevant experience, and makes implementable analysis with the starting point of domestic tourism market and its related interests.With the ongoing global economic integration process, the third service industry economy, dominated by tourism as a pillar industry, has also made rapid development.At present, in our country's domestic tourism market, rural tourism has become one of the themes of the new century, and the rural economic development in the new period.With the constant improvement of rural Eco-tourism industry pattern system, it not only drives all-round development of rural economy in our country, but more importantly put forward a new idea, a new road for the sustainable development of tourism industry in China.This paper selects some domestic cases of rural ecological tourism community, combines these classic cases for comparison and analysis, and finds out the suitable community participation model with local characteristics for our country's tourism development.

Rural tourism is an activity that can provide farmers with a second income, which is often required due to the small size of some farms. Examples of rural tourism are allowing the public to visit the farm or providing social benefits such as educational experience services where visitors experience farm operations, creating income opportunities for farmers and also teaching about food production and rural life. Professor Yasuo Ohe, based in the Department of Agribusiness Management, Tokyo University of Agriculture, Japan, leads a team of researchers committed to expanding understanding about the economics and mechanics of rural tourism. The team has adopted a microeconomic approach to community-based rural tourism and entrepreneurship and Ohe has proposed a theoretical framework supported by quantitative empirical evidence. The goal is to advance the progress of the theoretical and empirical aspects of rural tourism studies. In one study, Ohe and the team are performing theoretical and empirical evaluations of the efficiency of educational dairy farms that provide educational tourism. Ohe has published a book entitled ‘Community-based Rural Tourism and Entrepreneurship’ which is helping advance the field and considers how to make rural tourism practices sustainable. Next, he will explore hospitality issues in rural tourism, with a view to contributing to building rural hospitality in rural tourism both conceptually and empirically. Ohe also plans to work on evidence-supported rural community-based tourism and the social impacts, looking at the rice harvest in paddy fields.

Based on the literature on rural cultural tourism in China National Knowledge Infrastructure (CNKI) from 1992 to 2019, this paper uses bibliometric analysis method and citation analysis software CiteSpace to draw the knowledge map of rural cultural tourism in China, and describes and analyzes the research status and hotspots. The results show that the overall research results of rural cultural tourism show a steady growth; Research institutions are mostly distributed in tourism colleges and universities, and there is a cooperative relationship between more institutions; the core keywords of rural cultural tourism research at this stage are rural tourism, rural culture and tourism development. In terms of research content, it involves macro-analysis of rural cultural tourism policy and micro-study of specific regional rural cultural tourism. The research methods include qualitative and quantitative research and multidisciplinary cross-study, which enriches the research compatibility of rural culture and cultural tourism. In the future, we should strengthen the integration and development of rural cultural tourism research, broaden the research content of rural cultural tourism, and pay attention to the innovation of research methods of rural cultural tourism, so as to promote the development of rural cultural tourism.

Rural tourism, increasingly recognized as a driver of economic growth in rural areas, acts as a catalyst for local development and sustainability. The purpose of this study is to explore the dynamic interplay between rural tourism supply chains and the sustainable development goals (SDGs), and also gain a deeper understanding of Rural tourism's components important from the prospect of India, its supply chain, and stakeholders in the supply process and potential of rural tourism in its contribution to SDG. By fostering economic growth, preserving cultural heritage, and promoting responsible supply chains, rural tourism can be a catalyst for sustainable development, bringing us closer to achieving the global goals of prosperity, social equity, and environmental sustainability. The study advocates for a holistic approach to rural tourism development that prioritizes sustainability, inclusivity, and social responsibility to maximize its positive impact on the SDGs.

Recently urban areas have been advanced in the aspects of convenience, traffic, and cultural environments, but they have faced various problems including environmental issues, traffic congestion, and increasing stress. In contrast, rural areas are in charge of various functions, conservations of natural environments and traditional cultures. Rural life style may be beneficial to urbanites. As urbanites are increasingly interested in leisure activities, such as experiences of tradition cultures and education, safe foods and rural tourism are gaining attention as alternative ways of satisfying their desires. In other words, the rural tourism not only provides urbanites with leisure spaces by playing a role in relations between urban and rural areas, but also acts as a nonfarm income to the rural residents. With the changes of time, the number of current rural experience tourism on a nationwide is increasing and competition among locations is getting intensive. Particularly, despite various rural tourism villages in operation, there is not a standard in the dice for experience cost and accommodation costs. Accordingly, the aim of the study was to estimate urbanites' willingness to pay(WTP) for rural experience tourism and to provide basic data for qualitative growth and revitalization with regard to the tours. The estimated WTP for rural experience tourism was found to be 5,600won for experience, 5,600won for food, 42,000won for accommodation, and 13,000won for purchasing farm products, respectively. This trend could be similarly found (there were slight differences in food cost) on all analyses, such as the research of the current situations of rural tourism villages in Gyeongnam province, the pilot survey and the estimation depending on whether or not urbanites experienced the tours. In other words, the WTP for urban hands-on experience tours estimated by this study is considered highly significant in terms with possibility of its application in the sites. It is concluded that the urbanites' WTP for rural experience tourism obtained by this study will contribute to the setup of standard index of rural tourism, the qualitative development of rural hands-on experiences, and the raise of nonfarm income.

The subject of the research is the peculiarities of the functioning of tourism business enterprises in the context of rural development. The purpose of the article is to analyze the resource potential, conditions of organization and foreign experience of rural green tourism enterprises, assessment of the effectiveness of tourism and agricultural activities in rural areas. The methodological basis of the article is the methods and approaches of economic, institutional and sustainable development theory. In particular, systematic and holistic approaches, methods of analysis and synthesis, structural modeling were used; monographic; abstract-logical. The results of the article. It is determined that socio-economic resources of rural green tourism enterprises are understood as labor resources, accommodation facilities, separate utility rooms, machines and equipment or devices, production and technological processes (wine, food, oil and fat, fruit and vegetable canning, etc.), certain productions and activities growing flowers, medicinal herbs, farm animals, picking fruits and berries, mushrooms, honey production, fish farming, etc.) as sightseeing sites or tourist attractions. It is established that the tendency to increase the influence of tourism and resorts on the dynamics of economic and social development of the region is maintained by increasing domestic and foreign tourist flows, as well as increasing revenues from tourism to the local budget. It is substantiated that the assessment of economic efficiency of rural green tourism enterprises should be carried out on the basis of the volume of services provided by them, the costs of their implementation and profits. Field of application of results. The obtained results can be used in the process of further scientific study of an important problem – improving the efficiency of the market of tourist services and rural green tourism enterprises. Conclusions. It is established that rural green tourism enterprises in the leading countries of the world have developed significantly, and their number is 10.0-50.0 times higher than the number of domestic ones. Thus, rural green tourism is a mass activity, employment and income of rural residents. Therefore, in European countries, it is seen as an alternative to agriculture, where the number of employees is constantly declining due to automation and digitalization, and its support has become a state program. It also provides recreation for almost 1/3 of all tourists. Therefore, it is important to implement the most effective areas of experience in rural tourism in Ukraine. This is the organization of thematic annual advertising campaigns for rural recreation with state and regional support; indirect state support in the form of non-taxation; development of pilot projects for the development of rural green tourism for individual rural areas; combining rural green tourism with gastronomic, cognitive, etc. types of tourism; strengthening the greening of rural green tourism.

Jiangxi features rich tourism resources in rural areas and favorable eco-environment, and it’s worth in-depth exploration how to develop rural tourism while protecting the beautiful rural environment in Jiangxi. Therefore, the new perspective of developing rural low-carbon tourism in Jiangxi was proposed in the paper to revisit rural tourism. Starting with the ecological concerns for rural tourism in Jiangxi, the paper probes into the necessity of rural low-carbon tourism development in the province and the path of rural low-carbon tourism development in the province on the basis of analyzing the principles to follow in developing the tourism, in anticipation of serving as reference for the theories and practices of sustainable development of rural low-carbon tourism in Jiangxi Province.

With the development of the Internet and the strong support of national policies, network technology has been widely used in all fields, and the way of information release is not only faster but also more extensive. With the strong support of the state, network technology has been widely used in all areas of society, and the number of Internet users is also increasing, and rural homestay tourism is a new force in the development of rural tourism. Rural homestay tourism plays a unique role in rural employment increase, active industry, active environment, active culture, and other aspects, so more measures should be taken to promote the development of rural homestay tourism. Therefore, by combining the above two points, rural homestay tourism also needs to carry out practical changes. The combination of Internet and rural tourism marketing is a new marketing mode, which opens up a new way for rural tourism product marketing innovation. Due to the huge market demand and various policy support at the national level, the homestay industry has become a breakthrough point for local activation. The author conducted a survey on the situation of “Internet +” rural tourism, guided and analyzed the results, found out the problems existing in the Internet marketing of rural tourism products, and put forward the strategies to deal with the Internet marketing of rural tourism products.

Rural culture is the essence of rural tourism[1]. As a critical material carrier for the inheritance and preservation of rural culture, public cultural spaces have emerged in recent years as a new driving force for the development of rural cultural tourism. Against the backdrop of China’s rural cultural tourism development, this study explores the construction of rural public cultural spaces centered on traditional culture, aiming to investigate new mechanisms for their development in the new era. To this end, the study takes Moganshan, China as a case study and employs a literature review, ArcGIS spatial analysis, and questionnaire surveys. By integrating historical literature, spatial distribution data of cultural heritage, and analyses of various groups’ perspectives on constructing rural public cultural spaces, it systematically examines three critical issues in current practices: an insufficient exploration of indigenous traditional culture[2], unreasonable planning and utilization[3], and an imperfect mechanism for public participation[4]. The findings indicate that rural areas in China possess abundant and distinctive conventional cultures, which are vividly reflected in cultural heritage distributed across different regions. Moreover, in the new era, diverse groups have shown great attention to rural culture—not only endorsing the construction of public cultural spaces centered on traditional rural history and culture but also asserting that innovative public cultural spaces can promote the development of rural cultural tourism. Based on these outcomes, the study proposes three new models for constructing rural public cultural spaces: recreational cultural space, cultural heritage space, and cultural creative space, thereby offering fresh perspectives for advancing rural cultural tourism.

Rural tourism is an integral part of rural culture. Rural tourism creates its strong foundation based on the characteristics of the region where the tourism activities take place. The development of rural tourism can contribute to both socio-economic development and environmental benefits for the people within rural areas. It has significant contribution in society, fostering business growth, income generating potential and ensuring a better livelihood for rural inhabitants. One of the most important strategies to solve the problems and challenges of rural areas is rural tourism development. In recent decades, rural tourism has been considered as an approach for the economic development of sensitive places, especially in remote areas where unbound natural beauty has been observed. In today’s world significance of rural tourism gaining propriety in order to improve the quality of tourist comfort, protect, manage, secure & promote the great natural and cultural heritage in rural areas. It is tried to use the tourism development strategy to solve rural challenges such as poverty, migration, improving income, diversifying jobs, reducing pressure on nature, improving the quality of life, improving the level of technology, improving environmental and physical conditions ,population stability, improving public services, and socioeconomic stability. The present study attempts to analyse the socio-economic condition of rural people and tribes also and future prospect of rural tourism in Birbhum District, West Bengal, India. This is an effort towards promoting Rural tourism and to preserve the culture and heritage of rural West Bengal. Santiniketan is a unique place of tourist attraction as it was the home of Nobel Laureate Rabindranath Tagore for a major part of his life. It is situated in a predominantly tribal belt in one of the backward districts of West Bengal. Tribals are a primitive and underdeveloped community of the society. This .paper discusses the rural livelihood & tribal villages and their cultural heritage. This paper also highlights the future prospect of rural sustainable tourism based on santals villages Ballavpur Danga. Socio- economic infrastructural developments of tribal (santal) people have been analysed in this work. Keywords: socio economic development, rural livelihood, tribal villages, rural tourism, Santal tribe

The purpose of the article is to identify and characterize three main areas of domestic research on rural and green agricultural tourism in Ukraine, to analyze the current achievements of Ukrainian scientists and identify promising issues, and to formulate priorities for further research in this area. The study is based on the methods of historiographical research, in particular historiographical analysis and synthesis, to critically review the Ukrainian scientific literature. For the first time, three main areas of research on rural and green agrarian tourism in scientific articles by domestic scientists have been analyzed and systematized. The first direction is focused on the problems and prospects of rural and green agrarian tourism. In this area, the most common problem is insufficient state support and lack of control over the development of this industry. At the same time, most researchers propose to solve domestic problems of rural and green agrarian tourism, guided by the experience of foreign countries. The second area of research is represented by studies on the terms and concepts of different types of tourism in Ukrainian villages. In some scientific articles, a noticeable phenomenon is the small amount of scientific literature used, which makes it impossible to carry out an incomplete terminological analysis. Among the numerous terminological discussions of domestic researchers, it is worth noting the attempts to define the fundamental concepts and classify different types of tourism in rural areas, to explore the links and correlations between the terms «rural tourism», «agrotourism», «green tourism» and «ecotourism». The third area of current domestic research is aimed at studying regional levels of rural and green agricultural tourism development. Researchers are trying to understand which aspects of these types of tourism work effectively in specific regions of Ukraine due to their unique characteristics. This study is important and relevant in the context of assessing the current state of research on rural and green agricultural tourism in Ukraine. The originality of this study lies in its comprehensive approach to the analysis of modern scientific articles in the field of rural and green agricultural tourism in Ukraine and in the conclusions and recommendations that may be important for the further development of this field. The study is of practical value for the scientific community, representatives of the tourism business and public authorities, as it can contribute to understanding the needs and further development of rural and green agricultural tourism in Ukraine.

Purpose The purpose of this paper is to share information on how the advantages of tourism are both a result and a determinant of the quality of life in rural areas. Consequently, it is one of the main factors for sustainable development in the social context. Design/methodology/approach Quantitative and qualitative research was undertaken of 36 villages that have been developing rural tourism for at least 20 years in Poland. In-depth interviews were conducted with destination management organizations (DMO) leaders and members of the local communities. Direct observation was used to gain an understanding of the realities in the field. Round table discussions with managers of rural tourism and members of the communities helped to perform the cost-benefit analysis of the development of rural tourism. This study was conducted between the years 2009 and 2014. Findings This study monitored patterns and changes in residents' quality of life and measured their perceptions of rural tourism. The findings showed that negligence and errors during the planning stage results in a negative opinion of tourism, leading to unfavorable effects on future development, causing intolerable material, financial and social costs. Three types of factors influencing tourism were identified: social and technical infrastructure, ecology and lifestyle. These findings are important for local policymakers and rural tourism business. Research limitations/implications Readers need to remember that only clearly determined population was considered in the research and specific sampling settings; reference to other settings may have produced different results. The extent to which the findings can be generalized certainly requires further investigation. Practical implications The development of rural tourism is considered a viable means to attract tourists to a destination and to enhance residents' overall quality of life. However, the perception of tourism's influence on the overall quality of life depended on internal marketing and proper communication. This study yielded interesting conclusions that have practical implications for DMO and tourism leaders who continually evaluate rural tourism initiatives. Social implications The experience of 20 years in the Polish modern agrotourism industry represent a set of observations concerning both the improvement within the quality of life of rural residents, as well as the danger of social conflict, depending on the management tools and practices applied at rural tourist destinations. Negligence and errors during the planning stage may result in a negative opinion of tourism, leading to unfavorable effects on future development of tourism and causing intolerable material, financial and social costs. Originality/value Although this study referred to communities living in Polish villages, the findings show that detailed planning and the DMO's communication efforts resulted in positive opinions from local residents with regard to tourism, and helped to avoid high material, financial and social costs. The case studies from Poland offer a universal benchmark in managing rural tourism destinations and show the challenges that needed to be addressed for the development of sustainable rural tourist destinations.

The article is devoted to the study of prospects for the development of legislation on rural green tourism. The urgency of the work is conditioned upon the urgent need for special legislation that would reflect the specific features of rural green tourism and would effectively develop this area to reduce unemployment, overcome poverty, increase incomes of the rural population by intensifying non-agricultural activities. The purpose of the study is to identify possible areas of development of legislation on rural green tourism on the basis of scientific and theoretical analysis of current and future regulations in this area and developments in legal science. The methodological basis of the study was the dialectical method of scientific knowledge, general scientific (formal-logical, method of analysis) and special-legal methods (formal-legal, comparative-legal). As a result of this study, proposals were developed to improve the terminology of legislation in the field of rural tourism. Namely, the necessity of replacing the term “rural green tourism” with the term “rural hospitality” in normative legal acts is justified, the use of the category “rural tourism” exclusively in the sense of one of the types of tourism, the specific feature of which is implementation in rural areas. To increase the effectiveness of legal regulation of rural hospitality, a proposal was made to form special legislation – the Law of Ukraine “On Rural Hospitality in Ukraine”. It has been proved that personal farms are the most potentially attractive subjects for the development of rural hospitality in Ukraine. For the practical implementation of this potential, changes are proposed to Part 1 of Art. 1 of the Law of Ukraine “On Personal Peasant Economy” on enabling private farms to use their property to provide rural hospitality services. It is proposed that to clearly distinguish between rural hospitality and rural tourism, the latter should be regulated by the Law of Ukraine “On Tourism” and other regulations in the field of tourism, adopted to implement the provisions of this law. The obtained conclusions can be used in formulating changes to the current legislation of Ukraine, will be useful when working on research on the specific features of the legal regulation of relations in the field of rural hospitality

Many scientists work on the research of various aspects of the rural tourism functioning, but despite this, in the scientific field still remains the problem of uncertainty and ambiguous interpretation of the definitions in rural tourism, which is primarily due to the multidimensional nature of this type of activity and the lack of understanding of its essence. Therefore, the objective of this article is to study and generalize the terms and concepts that occur in the conceptual field of rural tourism. Different approaches are applied to determining the essence of rural tourism not only in Ukraine but also abroad. The most common of them is the definition of rural tourism as one being implemented within rural areas. But, in our opinion, this approach is controversial and cannot claim to be the most objective, as in the practices of dif ferent countries there is diversity not only in the types and forms of rural tourism, but also in relation to the territorial size of rural administrative units, their definition by population etc. And the peculiarity of rural tourism is not only in its implementation in the countryside, but also in the specifics of tourist services that are provided. The article analyzes the definition of the “rural tourism” concept proposed by different authors, specifies the use of the terms “rural tourism” and “rural green tourism” in the scientific field, describes the foreign approaches to the definition of rural tourism. The relationship between the concepts of “rural tourism”, “agro-tourism” and “ecotourism”, which is often debatable, is also defined. It can be argued that rural, agro- and ecotourism have different contents and imply different goals of activity. But in the field of science there is a commonplace approach to understand rural tourism as a kind of synthesis of three varieties - eco-tourism (green), agro-tourism (farmer) and rural tourism. At the same time, the concept of “rural tourism” in its contents is much broader than the concept of “agro-tourism”, which acts as one of its most common organizational forms, and to a certain level correlates with the notion of “ecological tourism”, although they are not identical. The article proposes a generalization of the essence, specific features and functions of rural tourism, based on modern research in this direction and the asser tion that the main service of rural tourism is not just providing tourists with temporary residence in the country farmstead, but provision of a comprehensive service for tourists, as well as taking into account its role as an instrument for ensuring sustainable socio-economic development of rural areas

Rural tourism strategies in underdeveloped countries have gained significant popularity in recent years. However, the repetitive and irrational construction of tourist destinations contributes to the homogeneity of the tourism environment. Low quality in the rural landscape and tourism services could affect the attraction of tourist spots. Collaboration between rural areas and service-based tourism is essential for the development of tourist-oriented villages. This review paper aims to thoroughly analyze the relationship between rural landscapes and tourism services within tourist-oriented villages in China. It further explores how the synergistic development of these two sectors can enhance rural tourism and addresses the sustainability challenges these villages face. After analyzing the data by integrated review, it is evident that the “wisdom product” concept, which integrates a high-quality rural landscape with tourism services through cultural branding, can improve the attractiveness of tourist-oriented villages and achieve sustainable growth. By grasping this concept, rural areas can experience a revival, enabling local governments, villagers, and tourism service providers to actively participate in the long-term planning, management, and development of tourist-oriented villages, crucial for the enduring success of rural tourism initiatives in China.