S.W.O.T + APPRECIATIVE INQUIRY - S.O.A.R ANALYSIS A NEW MODEL FOR THE STRATEGIC SUSTAINABLE TOURISM DEVELOPMENT AND SPECIAL INTEREST TOURISM

Abstract

This study has explored the prospect and future development of rural tourism at SSAF using the AI approach and it is the first of its kind to conduct a field test using the AI approach in tourism development besides the integration of social exchange theory. The objectives of the study were to explore the strengths, potential, impacts, and perceptions of tourism stakeholders (local communities, local authorities, tourism operators, and visitors) towards sustainable rural tourism development at SSAF. This case study has made some contributions to theoretical and conceptual understanding of AI approach and SET in tourism field.