Chapter 2 & 3: Literature Review & Methodology

Literature Review

Theory of Planned Behaviour

Theory of Reasoned Action, also known as the theory of planned behavior. It was developed by Icek Ajzen in 1991 in an attempt to predict human behavior. It was developed to predict an individual's intention to engage in a behavior at a specific time and place. The theory was intended to explain all behaviors that people can exert self-control over. The Theory of Planned Behaviour assumes that identifying intentions can predict and explain human behavior.

H1: Recognized social impact of Malaysia’s rural tourism development to the living standard of the local community.

Positive impact:

• Meeting new people

• Learning about different cultures

• Local communities can improve their skills and social status

Negative impact:

• Over-tourism

• Increase in crime areas

H2: Recognized economic impacts of Malaysia’s rural tourism development to the living standard of the local community.

Positive impact:

• Job creation

• Increased employment opportunities

• Increase in Gross Domestic Product (GDP)

Negative impact:

• Additional taxes

• Development raises real estates prices and cost of goods

H3: Recognized environmental sustainability of Malaysia’s rural tourism development to the living standard of the local community.

Positive impact:

• Improve of the community's ecological environment

• Better protection of nature

Negative impact

• Triggered in air quality

• Pollution

• Noise and traffic congestion

Methodology

Method that used for the research was quantitative. A questionnaire survey was carried out among people surrounding us using social media platforms. A total of 125 valid questionnaires were obtained.

In this research, the gathered data are analyzed using partial least squares structural equation modeling (PLS-SEM) methods. We are using applications such as SmartPLS and SPSS to translate the raw data that we collected from the survey for more presentable results.

Variable Items:

• Social impacts

• Economic impacts

• Environmental sustainability

Dependent Variable:

• Local tourism community