Research Framework

 

Hypothesis 1 (H1): Destination appeal is significantly contributed to the marketing efforts of rural toursim destination. 

Hypothesis 2 (H2): Tourism infrastructure is significantly contributed to the marketing efforts of a rural tourism destination.

Hypothesis 3 (H3): Service quality is significantly contributed to the marketing efforts of a rural tourism destination. 

Hypothesis 4 (H4): Destination image is significantly contributed to the marketing efforts of a rural tourism destination.

Variable (s)	Item (s)	Measurement Item (s)
Destination Appeal  (DA)	DA_01 DA_02 DA_03 DA_04   DA_05   DA_06 DA_07	In order to attract tourists, a location needs to have stunning natural features. A tourist destination should be abundant in natural resources. A tourism destination should provide attractive natural scenery. It is important for a vacation spot to offer a wide variety of cultural activities and experiences. A touristic destination should have unique heritage attractions. A tourist destination should offer high-quality handicrafts. Outdoor adventurous activities should be available at a travel destination.
Tourism Infrastructure (TI)	TI_01 TI_02 TI_03 TI_04 TI_05 TI_06	A tourism destination should have access to local transportation system to support tourism facilities. A tourism destination's accommodations should be high quality. A tourism destination's infrastructure should be adequate to meet the needs of visitors. A tourism destination should have a functioning telecommunication system. The tourist attractions are conveniently located. A tourism destination should have access to electricity.
Service Quality (SQ)	SQ_01 SQ_02 SQ_03   SQ_04 SQ_05	Service providers should be courteous and welcoming. The service providers should respond quickly. The service providers should be well-versed in the products and services on offer.  The service providers need to maintain a level of professionalism. Service providers should constantly be eager to help.
Destination Image (DI)	DI_01 DI_02 DI_03  DI_04 DI_05 DI_06	A safe and hygienic travel destination is essential. A tourist destination should be a relaxing and restful place to visit. Visitors to a tourism destination should be able to explore a variety of interesting places. A tourist destination should provide a pleasant environment. A tourist destination should provide an exciting experience. A tourist destination should provide a relaxing environment.
Destination Marketing Initiatives (DMI)	DMI_01   DMI_02  DMI_03   DMI_04 DMI_05	A travel destination should have a positive image in the global community. A travel destination should be committed to the continuous improvement and development of a high-quality destination. A travel destination should have a positive image in the global community. A travel destination should be committed to providing a safe and secure environment. A travel destination should provide tourists with an enjoyable vacation experience.