Rural tourism: development, management & sustainability

Abstract

The study investigates the potential of herbal tourism as a developing niche tourism industry in Sabah's rural areas. It lists the various recreational activities that Dai-C Recreation offers and analyses the difficulties in fostering and promoting herbal tourism in rural areas. Fieldwork and interview data revealed that the abundance of local herbs, the aesthetic landscape, the dense green forest environment and the pristine atmosphere of Dai-C Recreation are the main drivers of herbal tourism. According to the results, Dai-C Recreation Centre has a great potential to be developed into a unique herbal tourism destination. Additionally, the site offers herbal tourismrelated activities such as herbal garden walk, making herbal drink, tea and soaps, cooking herbal dishes, as well as an education and interpretation centre that highlights the medicinal and health benefits of local herbs and plants. Herbal tourism offers rural community with various economic opportunities, including employment and income generation, in addition to serving as a tourist attraction. Therefore, support from local government agencies and tourism promotion boards is crucial in ensuring sustainability of herbal tourism.