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Journals / Advances in Hospitality and Tourism Research (AHTR) / 2026 / Volume: 14 Issue: 3

Helping and Tolerance Behaviour Among Malaysian Residents in Rural Tourism: The Mediating Role of Resident-Tourist Interaction Quality

Hasnizam Shaari(Universiti Utara Malaysia)0000-0003-1977-392X
Norzieiriani Ahmad(Universiti Utara Malaysia)0000-0003-0784-8840
Shahrin Saad(Universiti Utara Malaysia)0000-0002-6849-468X
Yaty Sulaiman(Universiti Utara Malaysia)0000-0002-3187-526X
Selvan Perumal(Universiti Utara Malaysia)0000-0002-6953-5471
Johan Afendi Ibrahim(Universiti Utara Malaysia)0000-0003-0395-3934
Pensri Jaroenwanit(Khon Kaen University)0000-0003-4552-0934
Muhammad Alif Aiman Azman(GA Island Sdn Bhd)
Pages
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Publication Date
2026-09-01
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

The findings revealed that cultural and social impacts are significantly related to helping behaviour, while only perceived social impact affects tolerance behaviour.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:Rural tourism is a key driver of social, economic, cultural, and environmental growth within the nation.
📊
Key Findings & Data:This study employed a quantitative approach involving 380 residents from eight different rural areas in the northern and eastern regions of Malaysia.
💡
Conclusion & Impact:The findings revealed that cultural and social impacts are significantly related to helping behaviour, while only perceived social impact affects tolerance behaviour.
🔬Design:Research Article
📍Scope:Comprehensive Sample
⚙️Variables:Rural tourism · resident's supportive behaviour · tolerance behavior

Abstract

Rural tourism is a key driver of social, economic, cultural, and environmental growth within the nation. This study examines residents’ attitudes toward rural tourism (economic, cultural, and social impacts) and how these attitudes influence supportive behaviours such as helping and tolerance. It also investigates the mediating role of resident-tourist interaction quality on the relationship between attitude toward rural tourism and supportive behaviours. This study employed a quantitative approach involving 380 residents from eight different rural areas in the northern and eastern regions of Malaysia. The findings revealed that cultural and social impacts are significantly related to helping behaviour, while only perceived social impact affects tolerance behaviour. Perceived social impact significantly influences the quality of interaction between residents and tourists. Further analysis also revealed that the quality of these interactions has a notable effect on helping behaviour. The mediation analysis revealed that the quality of resident-tourist interactions serves as a bridge between perceived social impact and helping behaviour. This study expands the knowledge on the multidimensionality of attitudes toward rural tourism by investigating both active resident engagement (helping) and passive resident engagement (tolerance). The study further concludes that residents' perceptions of rural tourism impacts are context-specific to the local area.

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Cite This Article

Shaari, H., Ahmad, N., Saad, S., Sulaiman, Y., Perumal, S., Ibrahim, J. A., Jaroenwanit, P., Azman, M. A. A. (2026). Helping and Tolerance Behaviour Among Malaysian Residents in Rural Tourism: The Mediating Role of Resident-Tourist Interaction Quality. Advances in Hospitality and Tourism Research (AHTR), Volume: 14 Issue: 3. https://doi.org/10.30519/ahtr.1629677

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