Exploring the critical success factors of developing a brand for rural tourism destination

The main aim of this study is to explore the critical success factors (CSFs) of developing a destination brand for rural tourism. A review of the extant literature shows that there is an extensive research carried out by academics and practitioners in developing a successful destination brand. However, despite the increased interest in the place and destination branding studies, there still exists a lack of empirical study exploring specifically the CSFs of destination brand building from the perspective of rural tourism. This study attempts to bridge the existing gaps in the literature. To do so, a qualitative single case study (SCS) was adopted. Likewise, this study applied triangulation of data sources which included participant observation, documentary evidence and in-depth interview was conducted among the destination stakeholders in Bario a rural tourism destination in Sarawak, east Malaysia. Findings from this study indicate specific CSFs from the context of rural tourism destination. These CSFs are mainly depended on: (a) the host community and other stakeholders’ participation; (b) provision of quality tourism services; and (c) human capital development of tourism operators. Theoretical and managerial implications are also discussed. © 2015 American Scientific Publishers. All rights reserved.