3.7.4. Environmental
In today’s community, food safety and environmental friendliness are the most common reason used as an
important motive in influencing tourist to visit a destination (Widyasari & Haryanto, 2010). However, mass tourism
affects the natural resources of a community. Consequently, local community seems reticent and discontent with the
tourism development projects (Mason & Cheyne, 2000). Thus, local communities’ involvement and relationship
quality is crucial if rural tourism is to be sustainable.