Responsible Rural Tourism in Asia Book Launch and Chapter Presentation in conjunction with World Tourism Day 2020 with the theme, “Tourism and Rural Development”

26 SEPTEMBER 2020 via ZOOM 9 A.M. (GMT +8)

The rural tourism sector has become a key driver for social and economic growth and a major source of income for developing and low-income countries in many parts of Asia. Rural tourism is progressively viewed as a solution, increasing the economic viability of marginalised areas, stimulating social regeneration and improving the living conditions of rural communities. Responsible rural tourism promotes conservation of the natural environment, protects the authenticity of culture, and offers socioeconomic opportunities and benefits for local communities. This event which is in conjunction with the World Tourism Day 2020, is also to launch the newly published book by Channel View Publications, "Responsible Rural Tourism in Asia". The book encompasses case studies from a range of Asian countries and examines both successful and failed attempts in developing responsible rural tourism, and the learning that we can adopt and adapt for future responsible rural tourism in the region. This book will be of interest to students, researchers, stakeholders and policymakers in tourism.

Usual price: £109.95 / US$149.95 / €134.95 | 75% discount available until 30th September 2020. To use this discount, visit our site www.channelviewpublications.com and search for the book using the box at the top of the page. Add the book to your basket and use the code RRTA75 at the checkout to get 75% off the list price. This discount is for individual use and for hardcover order only.


9.00 am : Opening Remarks: Ms. Sarah Williams, Head of Production and Commissioning Editor, Channel View Publications Ltd/Multilingual Matters
9.05 am : Welcome Remarks: Dato' Sri Hajah Nancy Shukri, Minister of Tourism, Arts and Culture, Malaysia [TO CONFIRM]
9.15 am : Responsible Tourism in Asia Book Project Introduction: Prof. Ghazali Musa, former University of Malaya, Malaysia
9.20 am : Conceptualising Rural Tourism in ASIA: Prof. Vikneswaran Nair, University of The Bahamas, The Bahamas
9.30 am : Responsible Rural Tourism in BHUTAN: Aligning Gross National Happiness with the Cape Town Principles: Dr. Sarah Schiffling, Liverpool John Moores University, UK
9.40 am : Crown Cave, Guilin, CHINA: A Chinese Perspective on Responsible Rural Tourism & ‘MlupBaitong’: A Pioneer in Responsible Rural Tourism in CAMBODIA: Prof. Trevor H.B. Sofield, Sun-Yat Sen University, China
9.50 am : Responsible Rural Tourism in JAPAN’s Tea Villages: Prof. Lee Jolliffe, University of New Brunswick, Canada
10.00 am : Community Garden Experience During the Off-Peak Tourism Rainy Season at Hoi An Heritage Town, VIETNAM: Dr. Thu Thi Trinh, Vietnam Academy of Social Sciences, Vietnam
10.10 am : Responsible Rural Tourism Initiatives and Local Community Development in Kerala, INDIA: Anu Treesa George, Victoria University, Australia
10.20 am : Linking Responsible Rural Tourism to Agritourism in the PHILIPPINES: A Case Study of Costales Nature Farms: Assist. Professor Charmielyn C. Sy, University of the Philippines
10.30 am : Is Community Based Tourism a Tool for the Sustainability of the Local Community and the Local Economy? The Case of Coruh Valley, TURKEY: Dr. Sıla Karacaoğlu, Şeyh Edebali University, Turkey
10.40 am : Community Characteristics, Social Cohesion and the Success of Community-Based Tourism: Case Studies of VIETNAM: Dr. Tramy Ngo, Griffith University, Australia & Nguyen Thi Huyen, International Labour Organisation (ILO)
10.50 am : Conversations with the Local Champions of Miso Walai Homestay in Kinabatangan, MALAYSIA: Responsible Tourism in Practice: Prof. Amran Hamzah, Universiti Teknologi Malaysia
11.00 am : Can Tourism be a Success story? Stakeholders’ Management and Narratives of Rural Tourism. Reflexive Analysis of a Tourism Project in TIMOR LESTE: Dr. Frederic Bouchon, Institut Paul Bocuse, France
11.10 am : Constructs of Responsible Rural Tourism Governance for Belum-Temengor Forest Reserve, MALAYSIA: Dr. Gan Joo-Ee, Monash University, Malaysia
11.20 am : Quest for an Essentially Asian Form of Rural Tourism: Prof. Amran Hamzah, Universiti Teknologi Malaysia
11.30 am : Closing Remark: Prof. Vikneswaran Nair, University of The Bahamas, The Bahamas



Vikneswaran Nair is a Professor in Sustainable Tourism and the Dean of Graduate Studies and Research at University of The Bahamas (UB). Prior to joining UB in 2017, he was at Taylor’s University, Malaysia, for 19 years as a full Professor of Sustainable Tourism, Programme Leader for the Responsible Rural Tourism Network; Research Fellow of the Centre for Research and Innovation in Tourism (CRiT) and the founding Director of the Centre for Research and Development at the University. A consultant with many national and international projects, his exceptional research achievements and publications, have earned him many international and national awards. His research specialization is in Sustainable and Responsible Tourism, Rural Tourism, Ecotourism Management, Environmental Management, Community-based Tourism and Green Tourism.

Ghazali Musa is a medical doctor (MBBS, Malaya) and has a PhD in tour¬ism from Otago University (New Zealand). He practiced medicine for five years in Malaysia and Singapore before embarking in tourism academia. His main research interests are mountaineering tourism, scuba diving tourism and health tourism. Ghazali is currently a full professor in tourism management (since 2012) and the Head of Business Strategy and Policy Department, Faculty of Business and Accountancy, University Malaya (Malaysia). He has produced over 100 publications which include 10 books, 30 book chapters and 50 refereed journal articles. He is on the editorial boards of several international tourism journals.

Amran Hamzah is a Professor in Tourism Planning and Director of the Centre for Innovative Planning and Development (CIPD) at Universiti Teknologi Malaysia. He is an academic practitioner who specializes in tourism policy planning and the interface between tourism and conservation. Besides his academic duties, he has been active as a tourism consultant, having led more than 70 consultancy projects for international agencies such as APEC, the ASEAN Secretariat, IUCN and UNESCO as well as national agencies, notably the Ministry of Tourism, Arts and Culture Malaysia (MOTAC) and Tourism Malaysia. Amran was the lead consultant for the National Ecotourism Plan (2016–2025) and the National Tourism Policy (2020–2030) which were commissioned by MOTAC.


Sarah Schiffling is a Senior Lecturer in Supply Chain Management at Liverpool John Moores University, UK, and an International Research Fellow with the HUMLOG Institute in Helsinki, Finland. She holds a PhD from Heriot-Watt University, UK, focusing on complexity in humanitarian logistics. Her research interests include humanitarian logistics, coopetition, and supply chain management in developing nations. She is particularly interested in the interactions of supply chains with communities.

Chris Phelan is a Senior Lecturer in Business and Management at Edge Hill University, UK. He completed his PhD at the University of Central Lancashire, UK, which considered the entrepreneurial and managerial competencies associated with farm diversification and agritourism. His ongoing research continues to consider the contribution of entrepreneurs and small business owners to local economic development, particularly the role of competencies and skills development within regional entrepreneurial ecosystems.

Karma Pema Loday is an Assistant Professor in Management Studies at the Royal Institute of Management, Simtokha, Bhutan. He has been working at the institute since October 1996. Currently, he is the Head of the Department of Finance and Business. He has worked extensively as an organizational development consultant for various government and corporate organizations. His interests in research and consultancy are in the areas of entrepreneurship, organizational development and change management.

Trevor H.B. Sofield is retired Foundation Professor of Tourism, University of Tasmania; and Visiting Professor, Chinese University of Hong Kong, Sun Yat Sen University, China, and University of Girona, Spain. He is internationally active in research, consultancies and teaching, with 400+ publications in tourism policy, planning and development across a range of areas at national, regional and local levels. Interests are eclectic and include community-based tourism, ecotourism, heritage tourism, protected area management, wildlife tourism, politics and governance, value chain analysis, tourism education, and indigenous tourism, with Asia and the South Pacific as the main geographical regions of focus.

Fung Mei Sarah Li has degrees from the Chinese University of Hong Kong, University of Surrey, England and Australia. Recently retired from full-time teaching, she continues to be active in undertaking tourism research and consultancies in China, East Asia and the South Pacific and as a visiting professor with the University of Girona, Spain. Her academic record across three continents finds expression in her ability to bridge Asian and western values in areas such as policy and planning for tourism development and poverty alleviation, cultural tourism, the geography of tourism and value chain analysis.

Lee Jolliffe is Professor (Retired) at the University of New Brunswick, Saint John, Canada and a Visiting Professor at Asia Ritsumeikan University, Japan. She is the editor of Tea and Tourism: Tourists, Traditions and Transformations (2007) published with Channel View Publications and has investigated tea tourism in Japan, China, Thailand, Sri Lanka, Taiwan and South Korea.

Moe Nakashima is Internship Co-ordinator with Kyoto Obobu Tea Farms in Wazuka, Japan. She is a graduate of Kochi University, Japan. During her undergraduate studies in agriculture she spent a term at the University of New Brunswick, Saint John, Canada studying tea tourism with Professor Lee Jolliffe.

Thu Thi Trinh is Director of Center for Economic Studies, Research Institute of Central Region, Vietnam Academy of Social Sciences (VASS). She gained her PhD in Tourism Management from The University of Waikato, New Zealand. Her research interests lie in museums, culture and heritage as tourist attractions. Her research papers have been published in Tourism Management, Journal of Travel Research, Current Issues in Tourism and Journal of Vacation Marketing. She is the Vietnam country representative of Asia Pacific CHRIE and was Vice Dean of Research of Danang College of Economics-Planning and Principal of Pegasus International College.

Anu Treesa George is a PhD candidate at the Research Institute of Sustainable Industries and Liveable Cities at Victoria University, Australia. Her research interest is in responsible tourism, hospitality and events industries, green growth strategies and community well-being. Her research focuses on mitigating the sustainability challenges by developing a practical framework which combines the green growth concepts with responsible tourism to enhance the sustainable practices in tourism industry.

Terry DeLacy is a Professor in Sustainable Tourism in the Research Institute of Sustainable Industries and Liveable Cities, Victoria University, Australia. Previously DeLacy was Director of the Australian National Sustainable Tourism Cooperative Research Centre and Professor of Environmental Policy at the University of Queensland. His research interests are in natural resources and sustainable tourism, most recently focusing on transformation of the tourism sector into the emerging green economy.

Min Jiang is a senior research fellow at the School of Geography, the University of Melbourne, and a higher degree research supervisor at Research Institute of Sustainable Industries and Liveable Cities, Victoria University. Her current research examines the interactions between infrastructure construction and market-oriented water governance mechanisms in the context of China’s water law and policy reform. Holding a PhD in Environmental Law, Dr Jiang conducts inter¬disciplinary, policy-oriented research across water governance, climate change adaptation, and destination green growth, with a focus on the Asia Pacific region. Dr Jiang is the sole author of the book Towards Tradable Water Rights: Water Law and Policy Reform in China (Springer, 2018).

Miguela M. Mena is a Professor and former Dean of the University of the Philippines Asian Institute of Tourism. She obtained her PhD in Tourism Management at The Hong Kong Polytechnic University School of Hotel and Tourism Management, Master of Statistics and Bachelor of Science in Statistics at the University of the Philippines School of Statistics, and Diploma for Tourism Management (Highest Distinction) from Institute of Tourism and Hotel Management in Salzburg, Austria.

Charmielyn C. Sy. is an Assistant Professor at the University of the Philippines Asian Institute of Tourism. She obtained her Master of Arts in Philippine Studies at the University of the Philippines Asian Center and her Bachelor of Science in Tourism at the University of the Philippines Asian Institute of Tourism. She is also the Managing Director of Pacific Voyage Travel and Tours, Inc. and a certified ASEAN Master Trainer.

Sıla Karacaoğlu, PhD is an Assistant Professor in the Bilecik Şeyh Edebali University, Faculty of Applied Sciences, department of Tour Guiding. She received her PhD degree from the Mersin University in Tourism Management in 2017. In her doctoral dissertation, she investigates ‘Community Perceptions, Attitudes and Support for Community Based Tourism: The Case of Misi Village’. Her research interests are tourism marketing, sustainable tourism and its types, special interest tourism and cultural heritage.

Medet Yolal, PhD is Professor of Marketing in Faculty of Tourism at Anadolu University, Turkey, where he mainly teaches issues related to destination management and marketing, tourism marketing and consumer behaviour. He has authored or co-authored several articles, book chapters and conference papers on hospitality marketing, consumer behaviour, management of small and medium sized enterprises in tourism, and event management. His research interests mainly focus on tourism marketing, consumer behaviour, tourist experience, event management, tourism development and quality of life research in tourism.

Tramy Ngo has a PhD in Tourism Management from Griffith University, Australia, and is currently a researcher of Griffith Institute for Tourism, Griffith University. Her research interests include sustainable tourism, tourism impact assessment, indigenous tourism and cross-cultural studies. She has extensive working experience in tourism research, consultation and tourism higher education. Her works have been published in a number of journals, including Journal of Sustainable Tourism and Current Issues in Tourism.

Nguyen Thi Huyen works for the International Labour Organisation (ILO) Viet Nam as a specialist in pro-poor tourism value chain, managing tourism programmes and supporting the formalization of informal economy. Before joining ILO Viet Nam, she worked for different INGOs specialised in improving livelihoods for vulnerable groups. She is also a co-founder of the Viet Nam Community-based Tourism Network. She received her Master’s degree in Development Studies from Graduate Institute of International and Development Studies, Geneva, Switzerland. She has published articles and books from her consultation works, including ‘The guide for facilitators in community-based tourism development’.

Frederic Bouchon has a background in geography. The theme of his PhD was on the Metropolisation of Kuala Lumpur and its relationship with Tourism. He developed an international expertise before joining Taylor’s University, Malaysia in 2006 until 2018. Frederic is a founding member of the ASEAN Tourism Research Association (ATRA), a network commit¬ted to the development of Tourism research in the region. His research focuses on Urban Tourism, Tourism Stakeholders, and Destination Planning. Frederic has been involved in Consultancy projects in Malaysia (MICE), Vietnam (Tourism Planning), Timor Leste (Rural Tourism), and for the ASEAN (Road Mobility Tourism).

Joo-Ee Gan is the Director of Undergraduate Studies at the School of Business, Monash University Malaysia. Her research is socio-legal in nature. Focusing on employment in the hotel sector and sustainable practices in the hotel and tourism industry, her studies evaluate the impact of legal measures. Her research on governance examines tourism as a vehicle for protecting the environment and advancing the socioeconomic well-being of local communities, particularly the indigenous people. Prior to joining academia, Joo-Ee was a solicitor specializing in corporate matters. She was also a legal editor of the Hong Kong Law Report & Digests. She is an accredited mediator of the Malaysian Bar Council and is on the Panel of the Malaysian Mediation Centre.


Our heartfelt appreciation goes to all the chapter authors and co-authors for their contribution to this book and for their patience in making the required changes to complete their task. We would also like to thank all institutions and organizations that supported the authors in completing their chapters. Thank you to the serial reviewers who provided us invaluable feedback to improve each chapter so that it meets the goal of the book.

Special thanks are also rendered to University of The Bahamas for providing the support in getting this book completed. We would also like to extend our gratitude to Mrs. Sumangala Pillai of Malaysia for editing and proofreading the chapter manuscripts, despite the tight timeline to complete the task.

This book would also not be possible without the initial work done to develop responsible rural tourism via the Ministry of Higher Education of Malaysia’s Long Term Research Grant Scheme 2011 [LRGS grant no: JPT.S (BPKI)2000/09/01/015Jld.4(67)] that was led by Taylor’s University, Malaysia from 2011–2015.

Last but not least, we would like to thank the team from Channel View Publications, led by Ms. Sarah Williams, for managing the whole process of publication so efficiently.

Professor Vikneswaran Nair, University of The Bahamas | Professor Ghazali Musa, University of Malaya | Professor Amran Hamzah, Universiti Teknologi Malaysia


This book is refreshingly about a discipline of gradualism over abrupt change, and the chapters offer practical solutions over lofty theories. This book is as much about opposing Western biocentrism as it is about doing sustainable tourism the 'Asian way', with a humble focus on respect for nature, diversity and harmony... Dr. Catheryn Khoo-Lattimore, Griffith University, Australia
With more attention now being paid to rural areas, this is a timely volume. The chapters emphasise the importance of rural tourism in highlighting and benefitting destinations. The book will certainly contribute to academic discussions and will be useful for proponents of rural tourism... Dr. Lawal M. Marafa, The Chinese University of Hong Kong, Hong Kong
Usual price: £109.95 / US$149.95 / €134.95 | 75% discount available until 30th September 2020. To use this discount, visit our site www.channelviewpublications.com and search for the book using the box at the top of the page. Add the book to your basket and use the code RRTA75 at the checkout to get 75% off the list price. This discount is for individual use only.
Belum-Temengor Forest Reserve. Image Source: Going Places, Malaysia Airlines
Chambok community-based homestay. Image Source: Picuki.com
Costales Nature Farms, Philippines. Image Source: Lonely Travelogue
Hoi Ann, Vietnam. Image Source: Asia Web Direct
Kerala Backwaters. Image Source: Horizon Guides
Jigme Dorji National Park, Bhutan. Image Source: Bhutan Tour and Travel
Royal Manas National Park, Bhutan: Image Source: UNESCO World Heritage Site
Miso Walai Homestay, Sabah, Malaysia. Image Source: Amran Hamzah
MlupBaitong, Cambodia. Image Source: Arne Bergh
Trashigang-Eastern-Bhutan. Image Source: Bhutan Peaceful Tours & Treks.