Journal 2 - Self-efficacy And Sustainable Rural Tourism Development: Local Communities’ Perspectives from Kuching, Sarawak

Research Framework

Based on the research framework model that has been retrieved from this journal, there are two types of variables that are dependent and independent. The dependent variable is the self-efficacy of the locals in Kuching, Sarawak. The independent variables are social sustainability, cultural sustainability, economic sustainability, and environmental sustainability.  Self-efficacy is positively related to all four of the independent variables.

Items of Variables

The dependent variable would be the self-efficacy of the locals in Kuching, Sarawak. According to Bandura(1977), self-efficacy or self-confidence (Kanter, 2006) is a construct grounded in the social cognitive theory that views an individual’s cognitive judgment of his or her capability to accomplish a task successfully (as cited in Fong, Lo, Songan & Nair (2016). In order to obtain the highest self-efficacy or self-confidence rate from potential tourists, rural tourism agencies and sectors will have to play a role to ensure that every aspect of rural tourism in that area is preserved and protected to attract more attention. 

As for the independent variables, one of them is social sustainability. According to Social Life, a UK based social enterprise specializing in place-based innovation, social sustainability is a preparation for making economically effective places that promote prosperity, by understanding what individuals require from the places they live and work. Hutchins and Sutherland (2008) also stated that equity, health, education, housing, security, and population are important indicators of social sustainability (as cited in Fong, Lo, Songan & Nair., 2016). The second independent variable is cultural sustainability. One of the most famous aspects of tourism is in the cultural identity of the location. Historical landmarks, languages, and traditional norms must be preserved due to its tremendous value towards tourism attractions especially for foreigners who might be keen on learning the cultural history behind them. In this study, cultural sustainability ensures that the community identity (e.g. cultural heritage) and traditional behavior (e.g. values) are maintained and preserved (Fong, Lo, Songan & Nair., 2016).

Moreover, another independent variable is economic sustainability. In order for the rural tourism agencies and departments to run successfully, economic factors have to be put into play. According to (Roberts & Tribe, 2008), economic sustainability is defined as an organization’s ability to make a profit and to ensure that resources are managed efficiently to benefit economic systems at local and national levels (as cited in Fong, Lo, Songan & Nair (2016). Hall (2011) also mentioned that economic sustainability acts as the means of generating prosperity at different levels of society and identifying the cost-effectiveness of economic activities so these can be maintained in the long term (as cited in Fong, Lo, Songan & Nair (2016). The final independent variable would be environmental sustainability. What also attracts tourists to visit a rural tourism destination is by the cleanliness of the environment. Tourism agencies and departments have to take this variable into account and also keep themselves updated on the current situation of their rural tourism development in terms of its flora and fauna. According to the World Travel and Tourism Council, World Tourism Organization, and Earth Council (1995), environmental sustainability is known as ecological sustainability and is concerned with the conservation and maintenance of an area’s environment, biological diversity, and biological resources. (as cited in Fong, Lo, Songan & Nair (2016). Fons et al. (2011) also revealed that the special added value of the landscape or environment enables a particular destination to achieve a competitive advantage (as cited in Fong, Lo, Songan & Nair (2016).

Theory: Social Cognitive Theory

The theory was founded by Albert Bandura and was published in the year 1977. According to Bandura (1977), the social cognitive theory is a view of an individual's cognitive judgment of his or her capability to accomplish a task successfully (as cited in Fong, Lo, Songan & Nair (2016). The theory suggests that it takes into consideration a person's past encounters, which figure into whether a small or big effect of change or activity will happen.  These past encounters impact demand and hope all of which shape whether an individual will lock into a particular behavior and the reasons why an individual locks into that behavior.