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Perceptions of forested watershed protection initiatives in highland tourism area: the case of Cameron Highlands

The theory of planned behaviour (TPB) is applied in the context of forested watershed protection initiatives in highland tourism area of Cameron Highlands. Public’ perceptions on protection initiatives, i.e the management of fertilisers and pesticides in agricultural activity, voluntarily engagement...

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Main Authors: Empidi, Arlixcya Vinnisa, Emang, Diana
Format: Conference or Workshop Item
Language:English
Published: Faculty of Agriculture and Food Sciences, Universiti Putra Malaysia Bintulu Sarawak Campus 2019
Online Access:http://psasir.upm.edu.my/id/eprint/76493/1/ICOSSH2019-24.pdf
http://psasir.upm.edu.my/id/eprint/76493/
http://spel3.upm.edu.my/max/dokumen/ICSSH2019_e_proceeding_ICOSSH_2019_UPMKB_(with_eISBN).pdf
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spelling my.upm.eprints.764932020-02-04T08:43:14Z http://psasir.upm.edu.my/id/eprint/76493/ Perceptions of forested watershed protection initiatives in highland tourism area: the case of Cameron Highlands Empidi, Arlixcya Vinnisa Emang, Diana The theory of planned behaviour (TPB) is applied in the context of forested watershed protection initiatives in highland tourism area of Cameron Highlands. Public’ perceptions on protection initiatives, i.e the management of fertilisers and pesticides in agricultural activity, voluntarily engagement in combating forest encroachment, and participating in conservation campaign are investigated using the face-to-face interview with respondents from five regions in Cameron Highlands (n = 143). The protection initiatives for forested watershed are predicted from the basis of (i) attitude, (ii) subjective norm, and (iii) perceived behavioural control. The effects of demographic characteristics and publics’ perception on protection encroached forested watershed area are also analysed. TPB comprises of measurement for the direct effects, where the subjective norms is found to have significant explanatory factor when analysed using Pearson correlation models. Other measurements including, the attitude and control factors have smaller but mutually equal effects on the respondents’ intention to protect the forested watershed area after being encroached from intensive agriculture and other farming activities. Considering both direct and indirect effects via attitude, subjective norms, and perceived behavioural control, the influence of government is perceived stronger in encouraging public to be involved in sustainable agriculture –oriented programme, in order to protect forested watershed in Cameron Highlands. Meanwhile, the engagement in awareness campaign regarding the management of fertilisers and pesticides in agricultural activity is also perceived important though seen as the only minor part of the initiatives. The findings show that the policy makers should implemented the protection initiatives based on the publics’ attitude, subjective norms, and perceived behavioural control. This is especially vital to conserve and protect the aesthetic of Cameron Highlands as a favourable highland tourism destination. Faculty of Agriculture and Food Sciences, Universiti Putra Malaysia Bintulu Sarawak Campus 2019 Conference or Workshop Item PeerReviewed text en http://psasir.upm.edu.my/id/eprint/76493/1/ICOSSH2019-24.pdf Empidi, Arlixcya Vinnisa and Emang, Diana (2019) Perceptions of forested watershed protection initiatives in highland tourism area: the case of Cameron Highlands. In: International Conference on Social Sciences and Humanities 2019 (ICOSSH2019), 8-9 Oct. 2019, Parkcity Everly Hotel, Bintulu, Sarawak, Malaysia. (p. 443). http://spel3.upm.edu.my/max/dokumen/ICSSH2019_e_proceeding_ICOSSH_2019_UPMKB_(with_eISBN).pdf
institution Universiti Putra Malaysia
building UPM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Putra Malaysia
content_source UPM Institutional Repository
url_provider http://psasir.upm.edu.my/
language English
description The theory of planned behaviour (TPB) is applied in the context of forested watershed protection initiatives in highland tourism area of Cameron Highlands. Public’ perceptions on protection initiatives, i.e the management of fertilisers and pesticides in agricultural activity, voluntarily engagement in combating forest encroachment, and participating in conservation campaign are investigated using the face-to-face interview with respondents from five regions in Cameron Highlands (n = 143). The protection initiatives for forested watershed are predicted from the basis of (i) attitude, (ii) subjective norm, and (iii) perceived behavioural control. The effects of demographic characteristics and publics’ perception on protection encroached forested watershed area are also analysed. TPB comprises of measurement for the direct effects, where the subjective norms is found to have significant explanatory factor when analysed using Pearson correlation models. Other measurements including, the attitude and control factors have smaller but mutually equal effects on the respondents’ intention to protect the forested watershed area after being encroached from intensive agriculture and other farming activities. Considering both direct and indirect effects via attitude, subjective norms, and perceived behavioural control, the influence of government is perceived stronger in encouraging public to be involved in sustainable agriculture –oriented programme, in order to protect forested watershed in Cameron Highlands. Meanwhile, the engagement in awareness campaign regarding the management of fertilisers and pesticides in agricultural activity is also perceived important though seen as the only minor part of the initiatives. The findings show that the policy makers should implemented the protection initiatives based on the publics’ attitude, subjective norms, and perceived behavioural control. This is especially vital to conserve and protect the aesthetic of Cameron Highlands as a favourable highland tourism destination.
format Conference or Workshop Item
author Empidi, Arlixcya Vinnisa
Emang, Diana
spellingShingle Empidi, Arlixcya Vinnisa
Emang, Diana
Perceptions of forested watershed protection initiatives in highland tourism area: the case of Cameron Highlands
author_facet Empidi, Arlixcya Vinnisa
Emang, Diana
author_sort Empidi, Arlixcya Vinnisa
title Perceptions of forested watershed protection initiatives in highland tourism area: the case of Cameron Highlands
title_short Perceptions of forested watershed protection initiatives in highland tourism area: the case of Cameron Highlands
title_full Perceptions of forested watershed protection initiatives in highland tourism area: the case of Cameron Highlands
title_fullStr Perceptions of forested watershed protection initiatives in highland tourism area: the case of Cameron Highlands
title_full_unstemmed Perceptions of forested watershed protection initiatives in highland tourism area: the case of Cameron Highlands
title_sort perceptions of forested watershed protection initiatives in highland tourism area: the case of cameron highlands
publisher Faculty of Agriculture and Food Sciences, Universiti Putra Malaysia Bintulu Sarawak Campus
publishDate 2019
url http://psasir.upm.edu.my/id/eprint/76493/1/ICOSSH2019-24.pdf
http://psasir.upm.edu.my/id/eprint/76493/
http://spel3.upm.edu.my/max/dokumen/ICSSH2019_e_proceeding_ICOSSH_2019_UPMKB_(with_eISBN).pdf
_version_ 1662756531026788352
score 13.211869

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