APPRECIATIVE INQUIRY APPROACH AND TOURISM DEVELOPMENT IN RURAL AREAS

Abstract

The study attempts to examine the way in which rural tourism is developed using the Appreciative Inquiry (AI) approach as a research tool. AI is an increasingly important area as it was able to offer a positive and strength-based approach to the rural community development. It can be seen as an alternative tourism research tool for community development as far as rural tourism is concerned. The qualitative approach was applied by conducting focus group discussions with the local communities and youth groups at Sungai Sedim Amenity Forest (SSAF) in Kedah, Malaysia. SSAF was chosen as the research setting due to its characteristics and future contributions to a host of residents. Nature resources, eco-tourism products, Tree Top Walk and historical assets have been identified as the major strengths at SSAF. One of the most interesting dreams that came-out from this study is the development of a biodiversity rich national park or a so-called “Mini Zoo” as well as the “Extreme Theme Park”. The participants believe that with the development of these products, it will enhance the image and branding of the SSAF as the best eco-tourism destination in Malaysia.