**5. Methodology**

This study is the first to empirically test the relationship-based approach of rural destination brand development, and the consideration for the inclusion of multiple stakeholders' voices in terms of how they see themselves in connection to the development of the tourism destination brand. Therefore, the research paradigm is structured around interpretivism [64]; the method is qualitative in nature [65]; and reflective account of 'the researchers in the tourism research' ([66], p. 260).

#### **5.1 The context**

Bario a rural tourism destination in Sarawak (Borneo) in Malaysia has been preselected from an extensive panel of researchers at the national level following a long-term research grant scheme (LRGS) of RM9 million (or US\$3 million as of 2011) from the Ministry of Education Malaysia. Bario is one of the 10 rural destinations in the list ([67], p.8). The choice of Bario over other pre-selected rural destinations is because of its unique remote destination. Bario is not easily accessible; the means of transportation is limited to tourists compared to other rural tourism destinations in Malaysia with similar offerings such as Taman Negara, Royal Belum Park and Kota Kinabalu Park which are easily accessible to tourists by roads [68].

#### **5.2 The pilot study**

The primary data collection method for this study was the in-depth interview method; this was supplemented by participant observation and documentary evidence. A pilot study was first conducted in July 2013 by the first author with ten participants. This is consistent with Ghauri and Gronhaug [69], and Yin [70] that a pilot study or pretesting is a good approach of preparing the actual data collection, before refining the interview questions.

#### **5.3 Participants**

The participants were chosen based on the relationship-based approach to comprise of all levels and categories of stakeholders. For the study criteria as participants, the following procedures were followed. A total number of 55 participants were approached for this study and 48 were included for analysis. These participants included the tourists who were in Bario, specifically the selection criteria of having spent a considerable amount of time engaging with Bario community. All participants were informed with a request letter for participation in advance before the actual interviews were conducted. A semi-structured interview protocol was developed that focuses on the main question: 'How can a destination brand framework for rural tourism be developed using the relationship-based approach? To provide answers to the main research question, this study provides the following specific research questions: (a) What are the tourism destinations' appeals in developing a destination brand for rural tourism? (b) What are the destinations' branding strategies involved in destination brand building for rural tourism? And

*Developing a Rural Tourism Destination Brand Framework from the Perspective… DOI: http://dx.doi.org/10.5772/intechopen.93839*

(c) what are the roles of tourism destination stakeholders in developing a destination brand for rural tourism?

The in-depth interviews were conducted in five different locations namely, Bario, Miri, Kuching, Shah Alam and Putra Jaya: Prime Minister's Department - Performance Management and Delivery Unit (PEMANDU) in Malaysia from April to September 2014. The in-depth interview sessions lasted an average of 60 minutes and were digitally recorded [71]. Transcription was undertaken immediately after the conclusion of the interview [72], so that the data collected from the participants would still be fresh in the researcher's mind [73]. In addition to the in-depth interviews, participant observation was carried out in Bario for a total of 30 days. As a result, 50 pages of field notes were generated as a narrative account to record all the events, places visited and activities in Bario. In order to enhance the validity and reliability of participant observation, this study adopted the seven steps suggested for participant observation by Cresswell [74], pp.134-135. This study also followed the recommendation of Tilstone [75] that the participant observation should address the context (i.e. date, time, length of observation, and activities or events) and content (i.e. stakeholders' involvement in local events) of the phenomenon being studied. In addition, documentary evidence such as brochures and printed materials in relation to Bario were also used to complement the data obtained from both in-depth interviews and participant observation. Scott [76]'s four criteria for assessing the quality of documentary evidence (authenticity, credibility, representativeness and meaning) were used as a guide to assure validity and reliability of the collected materials.

#### **5.4 Data analysis**

destination success within the Mournes, Northern Ireland [35]. Based on the different explanations from literature sources presented in this section, the methodology section reveals research approach, data collection methods and analytic techniques

This study is the first to empirically test the relationship-based approach of rural destination brand development, and the consideration for the inclusion of multiple stakeholders' voices in terms of how they see themselves in connection to the development of the tourism destination brand. Therefore, the research paradigm is structured around interpretivism [64]; the method is qualitative in nature [65]; and reflective account of 'the researchers in the tourism research' ([66], p. 260).

Bario a rural tourism destination in Sarawak (Borneo) in Malaysia has been preselected from an extensive panel of researchers at the national level following a long-term research grant scheme (LRGS) of RM9 million (or US\$3 million as of 2011) from the Ministry of Education Malaysia. Bario is one of the 10 rural destinations in the list ([67], p.8). The choice of Bario over other pre-selected rural destinations is because of its unique remote destination. Bario is not easily accessible; the means of transportation is limited to tourists compared to other rural tourism destinations in Malaysia with similar offerings such as Taman Negara, Royal Belum Park and Kota Kinabalu Park which are easily accessible to tourists by roads [68].

The primary data collection method for this study was the in-depth interview method; this was supplemented by participant observation and documentary evidence. A pilot study was first conducted in July 2013 by the first author with ten participants. This is consistent with Ghauri and Gronhaug [69], and Yin [70] that a pilot study or pretesting is a good approach of preparing the actual data collection,

The participants were chosen based on the relationship-based approach to comprise of all levels and categories of stakeholders. For the study criteria as participants, the following procedures were followed. A total number of 55 participants were approached for this study and 48 were included for analysis. These participants included the tourists who were in Bario, specifically the selection criteria of having spent a considerable amount of time engaging with Bario community. All participants were informed with a request letter for participation in advance before the actual interviews were conducted. A semi-structured interview protocol was developed that focuses on the main question: 'How can a destination brand framework for rural tourism be developed using the relationship-based approach? To provide answers to the main research question, this study provides the following specific research questions: (a) What are the tourism destinations' appeals in developing a destination brand for rural tourism? (b) What are the destinations' branding strategies involved in destination brand building for rural tourism? And

adopted in this study.

*Tourism*

**5. Methodology**

**5.1 The context**

**5.2 The pilot study**

**5.3 Participants**

**282**

before refining the interview questions.

Thematic analysis was adopted to analyse the data collected from the in-depth interviews. Thematic analysis was deemed fit because it is a qualitative analytic method that involves identifying themes by systematically reading the data very carefully and then re-reading the data several times [77]. The themes emerged from the study's findings. This study also used the six stages of thematic analysis as recommended by Braun and Clarke [78] which sees the researcher: (1) familiarising with the data; (2) developing the initial codes (or open codes); (3) searching for the relevant themes; (4) reviewing themes that have emerged; (5) defining, labelling or naming the codes; and (6) producing a report of the findings. This analytic method specifically identified codes and themes that provide answers to the main questions. Finally, content analysis was used to analyse the field notes from the participant observation and documentary evidence as supplementary data to the in-depth interviews. Content analysis is widely used in tourism research [79].

#### **6. Findings and discussion**

This section presents the findings based on the triangulation of data sources (indepth interviews, participant observation and documentary evidence) used in this study. The case study presents an in-depth investigation into Bario as a unique study context of a rural tourist destination in Malaysia. The main aim of this study is to develop a destination brand framework for rural tourism destinations using the relationship-based approach. The number of participants is presented in **Table 3** and the main findings from the research questions are presented in three sections. For the purpose of anonymity, participant code number (PCN) representing identification of each of the participant were used.


*Source: Developed for this study.*

*Legend: STB, Sarawak Tourism Board; DoI – Department of Immigration; MOT – Ministry of Tourism. MTTF, Miri Tourism Task Force; PEMANDU- Performance Management and Delivery Unit.*

#### **Table 3.**

*Participants' profile.*

The 48 participants interviewed came from eight different countries or five continents of (Europe, North America, Asia, Oceania (Australia and New Zealand), and Africa) as shown in **Table 3** and they are in the age range of 20 to 68. The number of days spent by these tourists was important because their experiences would have been enriched to provide relevant responses to the in-depth interview questions. This view is consistent with Prayag and Ryan [73] that this was important in order to capture the essence of the place and "where visitors' experiences were complete". The following section presents findings on research question one.

*… If you have been to Bario it is remote; the jungle is also unique - that would be another area where people would also be interested to go and visit … the food … for example, is Bario rice is a form of highland specie you don't see … anywhere else in*

conference

Communal relationship with people

b. Educated community

Hard factors Historical and archaeological sites – megaliths and stone monuments

b. Sense of belonging

b. World challenge organisation c. "Bario Revival" book Destination accessibility Accessibility by smaller aircraft and logging road on 4WD

viewed as adventure tourism and unique

a. Name changing ceremony (IRAU in Kelabit)

b. Annual Bario revival anniversary and conference

a. eBario knowledge fair or developmental

b. Traditional wedding ceremony

Destination image a. Traditional longhouses as tourist product

*Developing a Rural Tourism Destination Brand Framework from the Perspective…*

Destination awareness and identity a. Food festival and cultural events

Soft factors a. Relationship building experience

The image of Bario seems to be of a unique destination due to its location, nature, traditional farming and food attractions. The positive perception of a rural tourism destination is important in order to draw the attention of would**-**be visitors. This view is shared by Anholt [80] that destination image is very crucial for the travel and tourism industry, and this accounts for the rationale why great importance has been attached to destination branding. The participants' views on destination image are consistent with the literature on the attributes that determine the perceived destination image such as trekking, scenery, weather condition, hotel and self-catering accommodation, relaxation and gastronomy [12]. In Bario, there is no hotel facility but alternatively, there are traditional Bario (Kelabit) longhouses where visitors could stay with multiple family members. These longhouses are unique to rural destinations; more specifically, these longhouses are found in very few rural tourism destinations and Bario prides itself with significant numbers of longhouses. This traditional system of accommodation is a niche product in Bario's tourism and hospitality services. By living in the longhouses, it provides the visitors an opportunity to learn quickly about the culture and lifestyle of the host. This is

This section addresses research question two. The aim was to identify the desti-

nation branding strategies in developing a destination brand for rural tourism.

*the country.(PCN38).*

**Main themes Findings**

*DOI: http://dx.doi.org/10.5772/intechopen.93839*

Characteristics of rural tourism

Community-based tourism and Cultural events (CBTCEs)

and exhibitions (L-MICE)

*Tourism destination appeals.*

*Source: Authors.*

**Table 4.**

**285**

Local meetings, incentives, conventions

destinations

followed by findings from research question two.

**8. Rural destination branding strategies**

### **7. Tourism destination appeals**

Thus far, this section has reported findings that seek to answer the first research question that reads: 'What are the destination appeals in developing a destination brand for rural tourism?' The objective was to identify tourism destination attractions. Findings indicate there are eight rural tourism destination appeals as presented in **Table 4**. These constructs contribute to the existing literature on the tourism destination appeals which are conceptualised in developing a destination brand framework for rural tourism using the relationship-based approach.

The following are the extracts from the participants' opinions on the tourism destination appeals. When asked if Bario is a rural tourism destination, comments from respondents illustrating this point include a statement from a key informant from the Ministry of Tourism in Sarawak:

*Basically, if you look at the image of Bario, the geographic location itself is already rural. … in Bario most people will agree that it is still rural because you have difficulty in getting there, you stay in old Kelabit longhouses, there is no road and you don't have 24 hours of electricity supply and water supply; so the characteristics of Bario itself is already rural. (PCN34).*

Moreover, a director from PEMANDU in the Prime Minister's Department in Malaysia echoed:

**Main themes Findings** Characteristics of rural tourism destinations Communal relationship with people Destination image a. Traditional longhouses as tourist product b. Educated community Destination awareness and identity a. Food festival and cultural events b. World challenge organisation c. "Bario Revival" book Destination accessibility Accessibility by smaller aircraft and logging road on 4WD viewed as adventure tourism and unique Hard factors Historical and archaeological sites – megaliths and stone monuments Soft factors a. Relationship building experience b. Sense of belonging Community-based tourism and Cultural events (CBTCEs) a. Name changing ceremony (IRAU in Kelabit) b. Traditional wedding ceremony Local meetings, incentives, conventions and exhibitions (L-MICE) a. eBario knowledge fair or developmental conference b. Annual Bario revival anniversary and conference *Source: Authors.*

*Developing a Rural Tourism Destination Brand Framework from the Perspective… DOI: http://dx.doi.org/10.5772/intechopen.93839*

#### **Table 4.**

The 48 participants interviewed came from eight different countries or five continents of (Europe, North America, Asia, Oceania (Australia and New Zealand), and Africa) as shown in **Table 3** and they are in the age range of 20 to 68. The number of days spent by these tourists was important because their experiences would have been enriched to provide relevant responses to the in-depth interview questions. This view is consistent with Prayag and Ryan [73] that this was important in order to capture the essence of the place and "where visitors' experiences were complete". The following section presents findings on research question one.

*Legend: STB, Sarawak Tourism Board; DoI – Department of Immigration; MOT – Ministry of Tourism. MTTF, Miri*

*Tourism Task Force; PEMANDU- Performance Management and Delivery Unit.*

**Participants No. of participants**

Local residents, Kelabits in diaspora and tourism entrepreneurs in Bario 17 Local tourist 1 International tourists 14 Government agencies – STB, PEMANDU, DoI, MOT, & MTTF 6 Non-government organisations (NGOs) and volunteers 5 Branding and marketing experts 2 Academic researcher 1 Airline Company (sole rural air services provider to Bario) 1 Mechanised rice farming investor in Bario 1 Total number of participants 48

Thus far, this section has reported findings that seek to answer the first research question that reads: 'What are the destination appeals in developing a destination brand for rural tourism?' The objective was to identify tourism destination attractions. Findings indicate there are eight rural tourism destination appeals as presented in **Table 4**. These constructs contribute to the existing literature on the tourism destination appeals which are conceptualised in developing a destination brand framework for rural tourism using the relationship-based approach.

The following are the extracts from the participants' opinions on the tourism destination appeals. When asked if Bario is a rural tourism destination, comments from respondents illustrating this point include a statement from a key informant

*Basically, if you look at the image of Bario, the geographic location itself is already rural. … in Bario most people will agree that it is still rural because you have difficulty in getting there, you stay in old Kelabit longhouses, there is no road and you don't have 24 hours of electricity supply and water supply; so the characteristics*

Moreover, a director from PEMANDU in the Prime Minister's Department in

**7. Tourism destination appeals**

*Source: Developed for this study.*

**Table 3.**

*Tourism*

*Participants' profile.*

from the Ministry of Tourism in Sarawak:

*of Bario itself is already rural. (PCN34).*

Malaysia echoed:

**284**

*Tourism destination appeals.*

*… If you have been to Bario it is remote; the jungle is also unique - that would be another area where people would also be interested to go and visit … the food … for example, is Bario rice is a form of highland specie you don't see … anywhere else in the country.(PCN38).*

The image of Bario seems to be of a unique destination due to its location, nature, traditional farming and food attractions. The positive perception of a rural tourism destination is important in order to draw the attention of would**-**be visitors. This view is shared by Anholt [80] that destination image is very crucial for the travel and tourism industry, and this accounts for the rationale why great importance has been attached to destination branding. The participants' views on destination image are consistent with the literature on the attributes that determine the perceived destination image such as trekking, scenery, weather condition, hotel and self-catering accommodation, relaxation and gastronomy [12]. In Bario, there is no hotel facility but alternatively, there are traditional Bario (Kelabit) longhouses where visitors could stay with multiple family members. These longhouses are unique to rural destinations; more specifically, these longhouses are found in very few rural tourism destinations and Bario prides itself with significant numbers of longhouses. This traditional system of accommodation is a niche product in Bario's tourism and hospitality services. By living in the longhouses, it provides the visitors an opportunity to learn quickly about the culture and lifestyle of the host. This is followed by findings from research question two.

#### **8. Rural destination branding strategies**

This section addresses research question two. The aim was to identify the destination branding strategies in developing a destination brand for rural tourism.

Findings show that there are eleven destination branding strategies for rural tourism destinations uncovered with the potential contributions in developing a destination branding framework as shown in **Table 5**.

development of a destination logo and tagline because they remind the visitors about the destination. These findings are in line with the existing literature on destination branding strategies and critical success factors (CSFs) of developing a destination brand [34, 80]. Furthermore, a tourist from Austria commented:

*Developing a Rural Tourism Destination Brand Framework from the Perspective…*

*I think it would also be good to have brochures about Bario to take along and show people all over the place is a beautiful place to visit, the attractions, the culture, megaliths, the paddy rice fields, the hospitable people in Bario, homestay, the longhouses, everything must be featured in the brochure something they can hold that*

Brochures have been used in many destinations to promote tourism [81]. In the case of Bario brochures have not been used to really promote tourism and develop its destination brand. It is also being suggested that the heart of Borneo and East Asia Growth area (EAGA) strategy should be used. This is because EAGA is an international collaboration of four countries namely Brunei, Indonesia, Malaysia and Philippines (BIMP). Findings also indicate that Bario should be developed gradually and not overdeveloped in order to maintain its basic characteristics and preserve the tourist attractions. The establishment of a tourist and visitors information centre (TVIC) is suggested so that it would be a one stop centre where the visitors would have information on different tourism activities available and where to visit. Importantly, findings from research question three is presented in the following section.

This section addresses research question three. This study has uncovered eight constructs and potential contributions to tourism destination stakeholders' roles. These contributions to the existing literature on the destination stakeholders' roles are conceptualised in developing a destination brand framework for rural tourism

Findings in this study also support extant literature on the issue of leadership in tourism destination which has always been an interesting subject and viewed by researchers and practitioners alike across different disciplines as very complex. The participants'statements in relation to the sources of community leadership initiative in relationship building are presented in the following sections. According to a local

*I think in Bario there are one or two community associations so they could appoint representatives or leaders among them who will be saddled with the responsibility of*

Comments from other participants on who should spearhead the responsibility and become a bridge builder [82] among the stakeholders include that of a tourist

*I think the local community should initiate it [leadership] if they want Bario to be branded through the local leaders in collaboration with other stakeholders …*

Findings show that the leadership initiative to promote relationship building should be initiated from the local community because the local people know more about their community and how they want tourism to be promoted in Bario. In the

*is tangible to take along. (PCN32).*

*DOI: http://dx.doi.org/10.5772/intechopen.93839*

**9. Tourism destination stakeholders' roles**

resident, retiree and farmer in Bario said:

from Germany:

**287**

*(PCN20).*

using the relationship-based approach as presented in **Table 6**.

*meeting with other stakeholders in Bario. (PCN4).*

Extracts from the participants' opinions on the destination branding strategies include that of a tourist from the United States of America:

*It has to start with the relationship building among the … Bario people … they should work with the local authority and the state to promote … and ensure that the destination image of Bario and its attractions are well communicated … (PCN24).*

The destination branding strategies of tourism destinations are diverse and come from different segments of the tourism destination. Findings show that relationship building, local community involvement and communication of the brand are key success factors mentioned by the participants. Other strategies include the


*Developing a Rural Tourism Destination Brand Framework from the Perspective… DOI: http://dx.doi.org/10.5772/intechopen.93839*

development of a destination logo and tagline because they remind the visitors about the destination. These findings are in line with the existing literature on destination branding strategies and critical success factors (CSFs) of developing a destination brand [34, 80]. Furthermore, a tourist from Austria commented:

*I think it would also be good to have brochures about Bario to take along and show people all over the place is a beautiful place to visit, the attractions, the culture, megaliths, the paddy rice fields, the hospitable people in Bario, homestay, the longhouses, everything must be featured in the brochure something they can hold that is tangible to take along. (PCN32).*

Brochures have been used in many destinations to promote tourism [81]. In the case of Bario brochures have not been used to really promote tourism and develop its destination brand. It is also being suggested that the heart of Borneo and East Asia Growth area (EAGA) strategy should be used. This is because EAGA is an international collaboration of four countries namely Brunei, Indonesia, Malaysia and Philippines (BIMP). Findings also indicate that Bario should be developed gradually and not overdeveloped in order to maintain its basic characteristics and preserve the tourist attractions. The establishment of a tourist and visitors information centre (TVIC) is suggested so that it would be a one stop centre where the visitors would have information on different tourism activities available and where to visit. Importantly, findings from research question three is presented in the following section.
