Exploring Host Community Perception of Panchor Town for Tourist Destination based on Social Exchange Theory Mazni Saad1, Nur Nabilah Abdullah2, Siti Nur Hidayah Rosman3 1 Department of Tourism, 2 Department of English Department of English, Kulliyyah of Languages and Management, Kulliyyah of Languages and Management, International Islamic University Malaysia, Edu Hub Pagoh, KM1, Jalan Panchor, Pagoh 84600 Muar, Johor, Malaysia
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[email protected] Tel: 60178787543 Abstract This paper explores the significance of a rural region, the village of Panchor, as a potential nature tourism site located in Johor district of Muar, Malaysia. The study's objectives were (1) evaluating local community funding, and (2) evaluating the participation of local government. Three overlapping topics were explored based on qualitative interpretation of an interview and open-ended answers in the questionnaire: (1) group connection, (2) economic benefits, and (3) environmental attitude. The findings revealed that river-based tourism could improve the socio-economic status and the sustainability of rural areas. It also addressed the consequences and limitations of the study in this report. Keywords: Community Attachment; Economic Gains; Environmental Attitude; River-based Tourism eISSN: 2398-4295 © 2020. The Authors. Published for AMER ABRA cE-Bs by e-International Publishing House, Ltd., UK. This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/). Peer–review under responsibility of AMER (Association of Malaysian Environment-Behaviour Researchers), ABRA (Association of Behavioural Researchers on Asians / Africans / Arabians) and cE-Bs (Centre for Environment-Behaviour Studies), Faculty of Architecture, Planning & Surveying, Universiti Teknologi MARA, Malaysia.