Abstract
The aim of the study is for investigating the factors affecting Malaysian SME rural tourism consumers’ e-marketplace behavior during the COVID-19 pandemic in Malaysia. This is to measure the influence of product factor, price factor, time saving factor on consumers’ rural tourism behavior during the COVID-19 pandemic. This pandemic help in starting to reshape tourism world as more consumers have begun loyalty and retention through online mechanism in greater numbers considering the restricted circumstances. Although some SME rural tourism destination and attraction found it hard and difficult to adapt to the e-marketplace ecosystem, product, price and time saving factors as digital sustainability domain has highlighted as a strategic direction which translated on the predictors of rural tourism business in Malaysia. An advanced quantitative analysis using 1st order confirmatory factor analysis (CFA) of structural equation modeling (SEM) has configured detail pathway on the manufacturing process of the digitainability of rural tourism model. This research has come out with an integrated model that promotes local ecosystems through digitainability rural tourism which accelerate the region’s recovery agenda. In conclusion, a business continuity model for Malaysian rural tourism enterpreneurs has been developed using structural equation modeling (SEM) approach, and a multiplier effect for rural economic development will be configured using the the Digitainability of SME’s rural tourism.
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Sharin, F.H., Shamsudin, M.F., Sentosa, I. (2023). Defender or Attacker? An Approach to Dynamic Sustainability in the Dynamic Business Climate of Rural Tourism. In: Hassan, A., Rahman, N.A.A. (eds) Technology Application in Aviation, Tourism and Hospitality. Springer, Singapore. https://doi.org/10.1007/978-981-19-6619-4_10
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