Title: Relationship quality and economic sustainability in Sarawak rural tourism destinations: local communities' perspectives

Authors: Sook Fun Fong; May Chiun Lo; Abang Azlan

Addresses: Henley Business School, University of Reading Malaysia, 79200 Iskandar Puteri, Johor, Malaysia ' Faculty of Economics and Business, Universiti Malaysia Sarawak, 94300 Kota Samarahan, Sarawak, Malaysia ' Faculty of Economics and Business, Universiti Malaysia Sarawak, 94300 Kota Samarahan, Sarawak, Malaysia

Abstract: Rural tourism, which involves tourism stakeholders, is recognised as a complex issue in the tourism industry. Differing perceptions and needs among tourism stakeholders lead to conflicts and community resentment, and in turn influences the economic sustainability within communities. This study aims to investigate the relationship between local communities' relationship trust, commitment, and relationship satisfaction on economic sustainability. One hundred and eighty four local communities from Bario Highlands, Rumah Patrick Homestay, and Rumah Benjamin Angki Homestay participated voluntarily. The findings revealed that relationship trust, commitment, and satisfaction significantly influence economic sustainability. Thus, this study contributes to Sarawak Tourism and United Nations' Sustainable Development Goals 16.

Keywords: relationship quality; relationship trust; relationship commitment; relationship satisfaction; economic sustainability; sustainable rural tourism development.

DOI: 10.1504/IJLTM.2025.146078

International Journal of Leisure and Tourism Marketing, 2025 Vol.8 No.3, pp.166 - 184

Received: 05 Jul 2024
Accepted: 23 Oct 2024
Published online: 06 May 2025 *

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