Improvement in Rural Tourism Marketing to Increase the Economy of Malaysia

GROUP MEMBERS

NORAIN NAJIHAH BINTI ABDUL RAHMAN

62215222360

SITI ZUMRATUL A’SHIKIN BINTI ZOLKPHLI

62215222126

NOR ADILAH HANIM BINTI SHAFI

62215222154

TENGKU MUHAMMAD FAYED BIN TENGKU MOHAMMAD FIRMAN

62215222114

LOGO UNIKL

UNIVERSITI KUALA LUMPUR (BUSINESS SCHOOL)

BACHELOR OF BUSINESS ADMINISTRATION (HONS) IN MANAGEMENT & ENTREPRENEURSHIP

BUSINESS RESEARCH METHODS EIB20503

GROUP ASSIGNMENT

TOPIC : RURAL TOURISM

GROUP : IB10

LECTURER :

ILHAM SENTOSA BIN ANWAR MALIK

SUBMISSION DATE : 7^th JANUARY 2023

Rural tourism which is an activity that involves the non urban areas. Several tourists have visited Soria which is the north central of Spain. Soria is a Spanish province in the autonomous region of Castile y León, located northwest of Madrid and south of La Rioja. It is well-known for its architectural heritage and religious sites, as well as for its stunning natural reserves, mountains, rivers, and lakes.

THEORIES

(Thomas Nail,2009 The first of its kind, Theory of the Image presents a fresh and systematic approach to aesthetics and art from the standpoint of movement. The image has been perceived in many different ways throughout history, but it has rarely been recognised to be, first and foremost, in motion. The first history of the mobility of the image in the Western art tradition, from prehistory to the present, is provided by Theory of the Image, in addition to the first aesthetics of motion.

METHODOLOGY

framework

In this research, quantitative data is used in order to quantify a problem or address the aspects of a research question. The question we use can be counted or compared on a numeric scale. In one of the questions, we provide on the google form there is a scale where we ask our 14 respondents questions which is on a scale of 1-5, either the expectation worth it or not when they visit the rural tourism area that they’ve chosen. All this data is gathered using a questionnaire that we created using Google Forms. The method for collection we use is observational data which we give our respondents an open-ended survey to collect information.

Research Hypothesis

Therefore, the goal of this study was to collect information from our respondents about the factors that most influence tourist behavior in Soria, Spain. Line et al. (2018) emphasis the importance of motivations in tourist behavior. It discusses the significance of motivation, with a focus on motivation and sustainability programmed. The following theories are proposed as a result of the role of environmental, cultural, and social factors in visitor decision-making.

Descriptive Data Methodology Graph Chart

table 1 data analysis respondent

Table 1 showed the data of those who responded to our questionnaire. This table also includes a data analysis that represents demographic information. We have approximately 110 responders who have completed all of the surveys.

Methodology Graph Chart

SmartPLS results on the tested

and validated research framework

FINDING

The primary goal of this chapter is to provide the contributions from the preliminary exploratory investigation, the pilot study, and a detailed analysis of the data acquired in the quantitative explanatory stage using questionnaire designs. It explicitly presents essential survey response analysis results, respondents and demographic profiles, data screening and preliminary analysis, measures of validity and reliability, path analysis, and thorough hypotheses testing outcomes. Each model's description of the variance proportions was measured in this study. Figures from SmartPLs, explain the figures and numbers which the factor is loading for loyalty which was L1 was 0.978 and L2 was 0.970. Furthermore, for values which were V1 was 0.976, V2 was 0.973 and V3 was 0.980. Last but not least, the factor loading of satisfaction was L1 which was 0.966, L2 was 0.958, V1 was 0.969, V2 was 0.966 and V3 was 0.974. As a results, conclusively we are confident that the conducted factor analysis is very appropriate for our data.

CONCLUSION

Upon exploring the situation from multiple perspectives, it is clear that the tourism industry in Malaysia is vital to economic progression. It is a valuable source of income for the nation's GDP. In recent decades, this type of tourism has grown in popularity, providing a viable alternative to traditional tourism in Spain. Travelers are looking for experiences other than the beach. Visitors want new experiences as well as a more personalized and customizable vacation. They are also looking into different types of lodging and expressing an increasing desire to stay connected to the outside world. This is proven by the data collected on the questionnaire where 78.6% frequent engaging in rural tourism.