Recommendation & Conclusion

From the study, it can be concluded that all variables are found to be important to tourism destinations in rural area except for destination appeal. Based on the SmartPLS, it is noted that service quality has given a high impact on the rural tourism destination. It is suggested that it is essential for all players in the rural tourism business to collaborate with beneficial parties to increase the number of individuals who visit rural areas. Strategic planning and activities for the growth of rural tourism should be developed and implemented by rural tourism industry players. In addition, the tourist ministry should provide all essential help and government aid to individuals interested in the re-establishment of this rural tourism industry. Other than that, local tourism operators are accountable for implementing marketing efforts in their respective tourist location.  As an outcome, rural tourism destinations would be able to flourish, which would substantially benefit their respective communities.