The Potentials of Appreciative Inquiry Approach within the Tourism Development in Rural Areas

This study aims to examine the development of rural tourism by applying the Appreciative Inquiry (AI) approach as a research tool. AI is an increasingly important field as it can offer a positive and strength-based approach to the development of rural communities. It can be seen as an alternative tourism research tool for community development in relation to rural tourism. A qualitative research approach is implemented by holding focus group discussions with the local community and youth groups at the Sungai Sedim Natural Forest (SSNF) in Kedah, Malaysia. SSNF was chosen as the research location because of its future characteristics and contributions to several residents. From the study result, natural resources, eco-tourism products, Tree Top Walk and historical assets have been identified as an important strength in SSNF. Furthermore, it is believed that the expansion of this product, would enhance the branding and image of SSNF as the best eco-tourism tourist attraction in Malaysia.