Findings

Findings

The outcomes of our data analysis, including demographic characteristics and SmartPLS results, are presented in this section. The study's target audience was Malaysian citizens who already had a monthly income. A Google Form link was circulated to several web platforms to reach the desired audience. For demographic data, we collected their gender, age, education, occupation, citizenship which all of them are Malaysian, race, and the number of visits to rural tourism destinations. Conducting an online survey has a variety of issues and limits, such as people failing to notice the link supplied, but the most convenient was responder safety and security concerns, therefore this mode of data collection was deemed more appropriate and efficient in this study. Students who were at least 18 years old and had completed the survey were eligible to participate. As a result, 70 people responded to the online survey.