Introduction

The tourism and hospitality industries have suffered a significant negative impact directly from the economy's downfall. Due to this pandemic, Malaysia's government imposed a Movement Control Order (MCO) to keep the panic at bay for an extended period, leading to a huge impact on Malaysia's economy and hospitality industry. Furthermore, the World Tourism Organization (UNWTO) reports that the number of tourists arriving around the world decreased significantly which gives an impact towards tourism industry and in rural tourism. 

Sustainable tourism for rural areas enhances rural living, maintains culture, protects the environment, and creates new employment and revenue possibilities. Conservation of the environment, economic efficiency, and cultural sensitivity are all significant issues in the development of sustainable rural tourism. Due to COVID-19, we believe that alternative tourism will emerge as a viable alternative to mass tourism. This is a worry for the National Tourism Organization, as well as for investors, employees, and other parties involved in the industry. Our belief is that "alternative tourism" can aid in the optimization of our tourist resources and the protection of tourism stakeholders throughout the post-COVID-19 rehabilitation period.