STIMULATING SDGS IN RURAL TOURISM DEVELOPMENT- THE MEDIATION EFFECT OF MOTIVATION, OPPORTUNITY AND ABILITY IN THE RELATIONSHIP OF PERCEPTION FOR TOURISM DEVELOPMENT AND COMMUNITY PARTICIPATION
DOI:
https://doi.org/10.21837/pm.v22i34.1572Keywords:
Community Participation, MOA Model, Perception of Tourism Development, Rural Tourism, Sustainable Development Goals (SDGs)Abstract
Tourism is increasingly becoming a strategic tool for rural areas worldwide to achieve sustainability and stimulate economic growth. This research explores the application of the motivation, opportunity, and ability (MOA) model in rural tourism development in Kampung Kuala Juru, a fishing village in Bukit Tengah, Seberang Prai, Penang, to promote sustainability and economic opportunities for the B40 communities. A mixed-methods approach was utilised, including the distribution of 100 questionnaires to the local community to assess the impact of the MOA model on their participation in rural tourism development. Interviews with key informants were conducted to corroborate the findings. The research revealed that motivation and opportunity do not mediate the relationship between the community’s perception of tourism development and their participation; however, ability does. This indicates that the community in Kampung Kuala Juru is more likely to participate irrespective of their motivation or opportunities. Furthermore, the results from the mixed methods suggest that tourism products and activities in Kampung Kuala Juru have the potential to enhance rural tourism development with the support of local residents and relevant tourism stakeholders, thereby contributing to the achievement of the Sustainable Development Goals (SDGs) and creating economic opportunities for the B40 community in the study area.
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