**9. Tourism destination stakeholders' roles**

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

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 resident, retiree and farmer in Bario said:

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

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

*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 … (PCN20).*

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

Findings show that there are eleven destination branding strategies for rural tourism destinations uncovered with the potential contributions in developing a desti-

Extracts from the participants' opinions on the destination branding strategies

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

> a. Value added activities and experience b. Destination authenticity (real, untouched)

accessibility experience

b. Geographic location and unique destination

a. Promoting jungle and pristine experience

b. Premium destination – less is more, no mass tourism

b. Provision of infrastructures and superstructures c. Destination brand management and sustainability

b. Lack of local leadership to drive the brand vision

a. Strong leadership and relationship building with

b. Partnering with marketing and destination branding

c. Geographic location and accessibility

stakeholders and non-stakeholders

b. Food, farming and forest (FFF) strategy c. Develop a community protocol d. Stakeholders' relationship building

a. Tourist willingness to pay (WTP) more b. Extending tourist length of days and nights

e. Leadership of Rurum Kelabits Sarawak (RKS)

b. Preservation of traditional farming occupation c. Human capital and capacity development d. Agriculture and non-tourism investment

*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).*

Rationales for rural tourism destination brand a. Building high-end tourism destination

Challenges of developing a destination brand a. Lack of destination branding experts and

Critical success factors (CSFs) a. Heart of Borneo project BIMP-EAGA

Destination brand benefits a. Promotion of sustainable tourism

manpower

experts

Implementation and monitoring of CSFs a. Promoting premium or mass tourism destination

Destination management and monitoring a. Management of risks and crisis to protect brand values.

Strategic stages of destination brand building a. Strong local leadership

nation branding framework as shown in **Table 5**.

**Main themes Findings**

Understanding branding and description of

Managing the challenges of destination brand

Destination brand influence and tourist

destination of choice

*Rural destination branding strategies.*

*Source: Authors.*

**Table 5.**

**286**

building

*Tourism*

rural tourism destination brand

Roles of tourism attractions in rural destination brand development

include that of a tourist from the United States of America:


population of most of the local residents in Bario. Besides that, there should be gradual and balanced development, but that avoids major transformation of Bario. Based on events in some tourism destinations such as Pankor Island, Langkawi Island, Cameroon Highland and Tioman Island where "it seems that tourists, as a force of change, have introduced ultramodern culture to the villagers" ([83], p.170), these destinations are in Malaysia where major economic transformations through tourism have dislocated the ecosystem. Additionally, documentary evidence was used to supplement findings from this study as presented in the follow-

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

The documentary evidence was grouped into three categories that include brochures, books and press releases, and archaeological research reports. **Table 7** presents a comparison of findings uncovered from the three categories of documentary evidence in order to identify the extent to which these findings from

These findings include: (1) industry innovators award; (2) slow food praesidium award for Bario rice; and (3) intelligent community's award. These three findings were not uncovered in the in-depth interviews which basically could be regarded as part of destination image, destination awareness and identity of Bario. On top of this, participant observation was adopted to supplement findings from both

> **Findings uncovered from documentary evidence**

cultural festival

conference

Bario rice

Hard factors Megaliths and stone monuments sites

tourism through Bario food and

developmental conferencing

a. Bario revival anniversary

b Industry innovators award

Slow food praesidium award for

Intelligent community award

Tourism destination event Promote local food culture and

Tourism destination event Local MICE events or

Destination image Educated community

b. Destination awareness and

documentary evidence corroborate findings from in-depth interviews.

in-depth interviews and documentary evidence as follows.

**Categories Findings uncovered from**

The Bario Revival a. Tourism destination event b. Destination image

Slow Food Italy a. Destination image

*Comparison of findings from In-depth interviews with documentary evidence.*

identity

identity

a. Destination image b. Destination awareness and

**in-depth interviews**

ing section.

**Documentary evidence**

Books and press releases

Archaeological research reports

**Table 7.**

**289**

*Source: Developed for this study.*

Brochures Brochures on

food and cultural festival

Bario knowledge fair downloaded

from e-Bario website

Education Excellence Awards

World Teleport Association – press release

Cultured Rainforest Project

(CRP)

**10. Findings from documentary evidence**

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

#### **Table 6.**

*Destination stakeholders' roles.*

case of Bario, findings also suggest that there is a need to educate and involve the younger generation in destination branding activities so that they can revive and preserve the culture which is one of the main tourism attractions in Bario. The empowerment for the younger generation is necessary because of the ageing

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

population of most of the local residents in Bario. Besides that, there should be gradual and balanced development, but that avoids major transformation of Bario. Based on events in some tourism destinations such as Pankor Island, Langkawi Island, Cameroon Highland and Tioman Island where "it seems that tourists, as a force of change, have introduced ultramodern culture to the villagers" ([83], p.170), these destinations are in Malaysia where major economic transformations through tourism have dislocated the ecosystem. Additionally, documentary evidence was used to supplement findings from this study as presented in the following section.
