**11. Findings from participant observation**

**Table 8** presents a comparison of these findings from in-depth interviews and participant observation. Based on the analysis of findings in this section and comparison with the in-depth interviews, it was discovered that most of the findings

from participant observation support findings uncovered in the in-depth

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

This section summarises **Table 4** and its relevant to **Figure 1**. Based on the analyses of the data, eight main themes of destination appeals or attractions have been identified that would help brand a rural destination namely: characteristics of rural tourism destinations; destination image; destination awareness and identity. Others include destination accessibility; hard factors attractions; soft factors attractions; community-based tourism and cultural events (CBTCEs); and (h) local meetings, incentives, conventions and exhibitions (L-MICE). These findings are important because within this study, relationship building experience, staging of food and cultural festivals which include the name changing ceremony and the traditional wedding are unique tourism attractions. Similarly, the locally organised MICE that has featured the eBario Knowledge fair and the annual anniversary of Bario revival are destination appeals that would enhance the destination brand

interviews.

**Figure 1.**

**291**

*Destination brand framework for rural tourism: A relationship-based approach.*

**11.1 Rural tourism destination appeals**

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

