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

Hasnizam Shaari; Norzieiriani Ahmad; Shahrin Saad; Yaty Sulaiman; Selvan Perumal; Johan Afendi Ibrahim; Pensri Jaroenwanit; Muhammad Alif Aiman Azman

doi:10.30519/ahtr.1629677

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

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.

Keywords

Supporting Institution

Ministry of Higher Education Malaysia (FRGS/1/2020/SS01/UUM/02/32)

Project Number

This research was supported by the Ministry of Higher Education (MOHE) of Malaysia through Fundamental Research Grant Scheme (FRGS/1/2020/SS01/UUM/02/32) with SO code : 14880.

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Details

Primary Language

English

Subjects

Tourism (Other)

Journal Section

Research Article

Authors

Hasnizam Shaari ^*
0000-0003-1977-392X
Malaysia

Norzieiriani Ahmad
0000-0003-0784-8840
Malaysia

Shahrin Saad
0000-0002-6849-468X
Malaysia

Yaty Sulaiman
0000-0002-3187-526X
Malaysia

Selvan Perumal
0000-0002-6953-5471
Malaysia

Johan Afendi Ibrahim
0000-0003-0395-3934
Malaysia

Pensri Jaroenwanit
0000-0003-4552-0934
Thailand

Muhammad Alif Aiman Azman
Malaysia

Early Pub Date

December 9, 2025

Publication Date

September 1, 2026

Submission Date

January 31, 2025

Acceptance Date

October 30, 2025

Published in Issue

Year 2026 Volume: 14 Number: 3

DOI

https://doi.org/10.30519/ahtr.1629677

IZ

https://izlik.org/JA59JF36JL

Cite

RIS / Bibtex

APA

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), 14(3), 429-458. https://doi.org/10.30519/ahtr.1629677

AMA

1.Shaari H, Ahmad N, Saad S, et al. 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). 2026;14(3):429-458. doi:10.30519/ahtr.1629677

Chicago

Shaari, Hasnizam, Norzieiriani Ahmad, Shahrin Saad, et al. 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) 14 (3): 429-58. https://doi.org/10.30519/ahtr.1629677.

EndNote

Shaari H, Ahmad N, Saad S, Sulaiman Y, Perumal S, Ibrahim JA, Jaroenwanit P, Azman MAA (September 1, 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) 14 3 429–458.

IEEE

[1]H. Shaari et al., “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), vol. 14, no. 3, pp. 429–458, Sept. 2026, doi: 10.30519/ahtr.1629677.

ISNAD

Shaari, Hasnizam - Ahmad, Norzieiriani - Saad, Shahrin - Sulaiman, Yaty - Perumal, Selvan - Ibrahim, Johan Afendi - Jaroenwanit, Pensri - Azman, Muhammad Alif Aiman. “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) 14/3 (September 1, 2026): 429-458. https://doi.org/10.30519/ahtr.1629677.

JAMA

1.Shaari H, Ahmad N, Saad S, Sulaiman Y, Perumal S, Ibrahim JA, Jaroenwanit P, Azman MAA. 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). 2026;14:429–458.

MLA

Shaari, Hasnizam, et al. “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), vol. 14, no. 3, Sept. 2026, pp. 429-58, doi:10.30519/ahtr.1629677.

Vancouver

1.Hasnizam Shaari, Norzieiriani Ahmad, Shahrin Saad, Yaty Sulaiman, Selvan Perumal, Johan Afendi Ibrahim, Pensri Jaroenwanit, Muhammad Alif Aiman Azman. 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). 2026 Sep. 1;14(3):429-58. doi:10.30519/ahtr.1629677