Community-based hospitality and heritage tourism development in Kuala Muda district, Kedah, Malaysia

Abstract

This study was conducted with the main aim to record the development of community-based hospitality and heritage tourism in Kuala Muda District, Kedah, Malaysia. For the purpose of data collection, questionnaire sampling was applied. The questionnaire sampling involved 674 respondents, who represented the entire community in the Kuala Muda district as well as representatives from agencies directly related to the tourism industry in the area. The data were analysed using SPSS software, which included factor analysis, factor loading and composite reliability (CR), along with a demographic analysis of the respondents, a reliability assessment (Cronbach’s alpha value) and an evaluation of community readiness data presented as frequencies and percentages based on the Likert scale. The results of the study reveal that the development of community-based hospitality and heritage tourism in the area is at a good level that is able to support the sustainable development of heritage tourism sites.