RESIDENT SATISFACTION IN RURAL TOURISM: PRIORITISING SOCIAL AND ECONOMIC BENEFITS IN GOPENG, MALAYSIA

Abstract

This study investigates the effects of social, economic, and environmental dimensions of rural tourism development on resident satisfaction in Gopeng, Perak, Malaysia. Drawing on Social Exchange Theory, the research adopts a quantitative, cross-sectional, explanatory design to test hypotheses derived from prior literature. Data were collected via purposive sampling from 58 residents living near the popular eco-adventure site of Gua Tempurung. Measurement items were adapted from validated tourism impact scales and rated on a five-point Likert scale. Descriptive statistics, correlation analysis, and multiple regression were conducted using SPSS Version 29. Results indicate that social and economic effects are significant and positive predictors of resident satisfaction, with economic factors showing the strongest influence. Social benefits such as enhanced community pride and cultural preservation also contributed substantially to satisfaction. In contrast, environmental effects were not statistically significant, suggesting that, at this stage of development, perceived social and economic gains outweigh environmental considerations in shaping resident attitudes. The overall model explains 74.6% of the variance in satisfaction, indicating substantial explanatory power. The study contributes to theory by refining Social Exchange Theory applications in rural tourism, demonstrating the differential weighting of benefit dimensions in resident evaluations. Practically, the findings highlight the need for policymakers and tourism operators to sustain and equitably distribute economic and social benefits while proactively managing environmental resources to ensure long-term sustainability. Limitations include the cross-sectional design, reliance on self-reported data, and a single-destination sample, suggesting directions for comparative and longitudinal future research.