The rising trend of tourists selecting agrotourism as a tourist destination has become an intriguing study issue. Seremban is a well-known tourist attraction that is popular among visitors. As a result, Seremban has been selected as the study site. However, river pollution may have an influence on Seremban’s natural environment and agrotourism potential. Furthermore, inadequate infrastructure, such as unauthorized parking, exacerbated the inhabitants’ problems. A growing number of young people leave Seremban to pursue employment or further education in other cities, with no desire to work as farmers. The labor scarcity has also made it difficult for farmers to grow their farms. Consequently, the study aims to examine how factors such as the natural environment, tourist infrastructure, perceived social advantages, and perceived barriers influence the attitudes of Seremban residents towards agrotourism, with a focus on its potential for driving economic growth. This study adopts quantitative research methods, employing descriptive and causal research designs. Primary data collection is conducted through questionnaires, supplemented by secondary data. Non-probability quota sampling is utilized due to the absence of a specific sampling frame, with a sample size of 385 respondents determined using G*Power software. Constructs are developed based on previous research, and the questionnaire comprises Likert-scale items to gauge attitudes and perceptions. A pilot study assesses the instrument’s reliability. Data analysis is performed using SPSS software, encompassing multiple linear regression and Pearson correlation analyses in addition to descriptive statistics. The findings provide valuable insights into the factors driving residents’ perceptions of agrotourism in Seremban, emphasizing the importance of the natural environment, tourism infrastructure, perceived social benefits, and perceived barriers in shaping attitudes. Additionally, the study highlights the resilience of residents’ positive attitudes toward agrotourism, despite potential challenges and barriers identified. Overall, these results offer implications for policymakers and stakeholders involved in tourism development in the region.

Abdollahzadeh, G., & Sharifzadeh, A. (2014). Rural residents’ perceptions toward tourism development: A study from Iran. International Journal of Tourism Research, 16(2), 126–136. https://doi.org/10.1002/jtr.1906

Adeleke, B. O. (2015). Assessment of residents’ attitude towards ecotourism in KwaZulu-Natal protected areas. International Journal of Culture, Tourism and Hospitality Research, 9(3), 316–328. https://doi.org/10.1108/ijcthr-12-2014-0102

Albu, R. G., & Cimpean, R. (2017). Opinions on the main elements to be considered in tourism potential assessment models. Bulletin of the Transilvania University of Brasov. Series V: Economic Sciences, 69–78.

Allport, G. W. (1933). Attitudes. In: Handbook of Social Psychology. Winchester, MA, Clark university Press.

Andereck, K., & Mcgehee, N. G. (2008). The attitudes of community residents towards tourism. In: Tourism, Recreation and Sustainability: Linking Culture and the Environment, 2nd ed. CABI Publishing. pp. 236–259.

Andereck, K. L., & Nyaupane, G. P. (2011). Exploring the nature of tourism and quality of life perceptions among residents. Journal of Travel research, 50(3), 248–260. https://doi.org/10.1177/0047287510362918

Ap, J. (1992). Development of a tourism impact scale in the host resident context. In: Proceedings of the 1992 NRPA Leisure Research Symposium held in conjunction with the 1992 National Congress for Recreation and Parks; 15–18 October 1992; Cincinnati, Ohio.

Augoustinos, M., & Walker, I. (1995). Social Cognition: An Integrated Introduction. London: Sage.

Barbieri, C. (2013). Assessing the sustainability of Agri-tourism in the US: a comparison between Agri-tourism and other farm entrepreneurial ventures. Journal of Sustainable Tourism, 21(2), 252–270. https://doi.org/10.1080/09669582.2012.685174

Barbieri, C., & Mshenga, P. M. (2008). The role of the firm and owner characteristics on the performance of Agri-tourism farms. Sociologia Ruralis, 48(2), 166–183. https://doi.org/10.1111/j.1467-9523.2008.00450.x

Barkauska, V., Barkauskiene, K., & Jasinskas, E. (2015). Analysis of macroenvironmental factors influencing the development of rural tourism: Lithuanian case. Social and Behavioral Sciences, 213, 167–172. https://doi.org/10.1016/j.sbspro.2015.11.421

Bernado, D., Valentin, L., & Leatherman, J. (2004). Agri-tourism: if we build it, will they come? Available online: http://atoz.ebsco.com.ez.sun.ac.za/customization/tab/653?tabID=6264 (accessed on 14 March 2024).

Bogardus, E. S. (1931). Fundamentals of social psychology, 2nd ed. New York: Century.

Busby, G., & Rendle, S. (2000). The transition from tourism in farms to farm tourism. Tourism Management, 21, 635–642.

Bwana, M. A., Olima, W. H. A., Andika, D., et al. (2015). Agri-tourism: Potential socio-economic impacts in Kisumu County. IOSR Journal of Humanities and Social Science, 20(3), 78–88.

Chave, E. J. (1928). A new type of scale for measuring attitude. Religious Education, 23, 364–369.

Chin, C. H. (2022). Empirical research on the competitiveness of rural tourism destinations: A practical plan for rural tourism industry post-COVID-19. Consumer behavior in tourism and hospitality, 17(2), 211–231. https://doi.org/10.1108/cbth-07-2021-0169

Choi, H. C., & Murray, I. (2010). Resident attitude toward sustainable community tourism. Journal of Sustainable Tourism, 18(4), 575–594. https://doi.org/10.1080/09669580903524852

Choong, H. X., Goh, K. L., Koo, S. L., et al. (2018). Factors affecting residents’ attitude towards agrotourism: A case study in Cameron Highlands [PhD thesis]. UTAR.

Chuang, S. T. (2010). Rural tourism: Perspectives from Social Exchange Theory. Social Behaviour and Personality, 38(10), 1313–1322. https://doi.org/10.2224/sbp.2010.38.10.1313

Cook, K., Molm, L. D., & Yamagishi, T. (1993). Exchange relations and exchange networks: recent development. In: Berger, J., & Zelditch, M. (editors). Theoretical Research Program. CA: Stanford University Press.

Crawford, D. W., & Godbey, G. (1987). Reconceptualizing barriers to family leisure. Leisure sciences, 9(2), 119–127. https://doi.org/10.1080/01490408709512151

Cunningham, J., & Gardner, E. M. (2007). Power, effect and sample size using GPower: practical issues for researchers and members of research ethics committees. Evidence-Based Midwifery, 5(4), 132–136.

Danish, & Wang, Z. (2018). Dynamic relationship between tourism, economic growth, and environmental quality. Journal of Sustainable Tourism, 26(11), 1928–1943. https://doi.org/10.1080/09669582.2018.1526293

De Lucia, C., Pazienza, P., & Balena, P. (2021). How does ICT influence residents’ attitudes towards tourism as a driver of development? A generalised ordered logistic regression analysis: ICT for tourism as driver of development in lagging behind regions. International Journal of Tourism Research, 23(6), 1126–1150. https://doi.org/10.1002/jtr.2473

Deepthi, P. V., & Davy, J. (2017). Farmers’ perception towards development of Agri-tourism in Kerala. International Journal of Agriculture, 128, 446–454.

Demirezen, B. (2020). Agro Tourism in Turkey. International Journal of Health Management and Tourism, 5(1), 64–75. https://doi.org/10.31201/ijhmt.696185

Dogra, R., & Gupta, A. (2012). Barriers to community participation in tourism development: empirical evidence from a rural destination. South Asian Journal of Tourism and Heritage, 5(1), 129–141.

Draugalis, J. R., & Plaza, C. M. (2009). Best practices for survey research reports revisited: implications of target population, probability sampling, and response rate. American Journal of Pharmaceutical Education, 73(8), 142. https://doi.org/10.5688/aj7308142

Du, J., Zhao, B., & Feng, Y. (2024). Spatial distribution and influencing factors of rural tourism: A case study of Henan Province. Heliyon, 10(7), e29039. https://doi.org/10.1016/j.heliyon.2024.e29039

Dwyer, L., & Kim, C. (2003). Destination competitiveness: determinants and indicators. Current issues in tourism, 6(5),369–414. https://doi.org/10.1080/13683500308667962

Echtner, C. M., & Ritchie, J. R. B. (2003). The Meaning and Measurement of Destination Image. Journal of Tourism Studies, 14(1), 37–48.

Flanigan, S., Blackstock, K., & Hunter, C. (2014). Agritourism from the perspective of providers and visitors: a typology-based study. Tourism Management, 40, 394–405. https://doi.org/10.1016/j.tourman.2013.07.004

Eshun, G. (2014). The nexus of Agrotourism and Marketing: A case study of poultry farms in Kumasi Metropolis, Ghana. African Journal of Hospitality, Tourism and Leisure, 3(2), 1–12.

Flannelly, K. J., & Jankowski, K. R. B. (2014). Research designs and making causal inferences from healthcare studies. Journal of Health Care Chaplaincy, 20, 25–38. https://doi.org/10.1080/08854726.2014.871909

Gallarza, M. G., Saura, I. G., & Garcia, H. C. (2002). Destination image: Towards a conceptual framework. Annals of Tourism Research, 29(1), 56–78.

Gavurova, B., Belas, J., Valášková, K., et al. (2021). Relations between infrastructure innovations and tourism spending in developed countries: A macroeconomic perspective. Technological and Economic Development of Economy,27(5), 1072–1094. https://doi.org/10.3846/tede.2021.15361

Getz, D. (1994). Impacts of tourism on residents’ leisure: concepts, and a longitudinal case study of Spey Valley, Scotland. Journal of Tourism Studies, 4(2), 33–44.

Gilbert, D., & Hudson, S. (2005). Small tourism accommodation distribution patterns in Canada. In: Proceedings of the ICEB 2005 Proceedings; Hong Kong, SAR China.

Harill, R. (2004). Residents’ attitudes toward tourism development: A literature review with implications for tourism planning. Journal of Planning Literature, 18(3), 251–266. https://doi.org/10.1177/0885412203260306

Hasani, A., Moghavvemi, S., & Hamzah, A. (2016). The impact of emotional solidarity on residents’ attitude and tourism development. PloS one, 11(6), e0157624. https://doi.org/10.1371/journal.pone.0157624

Hitzig, N. B. (2004). Elements of sampling: The population, the frame, and the sampling unit. The CPA Journal, 30–33.

Huong, P. M., & Lee, J. H. (2017). Finding important factors affecting local residents’ support for tourism development in Ba Be National Park, Vietnam. Forest Science and Technology, 13(3), 126–132. https://doi.org/10.1080/21580103.2017.1354337

Iakovidou, O. (2019). Adapting new technologies of exposure and promotion for agrotourism enterprises with comparative evaluations. Asian Journal of Agriculture and Rural Development, 9(2), 274–283. https://doi.org/10.18488/journal.1005/2019.9.2/1005.2.274.283

Inskeep, E. (1991). Tourism planning: An integrated and sustainable development approach. New York: Van Nostrand Reinhold.

Jaunis, O., Mojiol, A. R., & Kodoh, J. (2022). Agrotourism in Malaysia: A Review on Concept, Development, Challenges and Benefits. Transactions on science and technology, 9(2), 77–85.

Johnston, M. P. (2014). Secondary data analysis: A method of which the time has come. Qualitative and Quantitative Methods in Libraries, 3, 619–626.

Jorabkova, J., Majstrikova, L., &Kozolka, T. (2016). Financial Supporting Tools of Rural Tourism Development in Nitra Self-Governing Region. The Journal of Mendel University in Brno, 8(2), 123–134. https://doi.org/10.1515/euco-2016-0010

Kang, S. K., & Lee, J. (2018). Support of marijuana tourism in Colorado: A residents’ perspective using social exchange theory. Journal of Destination Marketing & Management, 9, 310–319. https://doi.org/10.1016/j.jdmm.2018.03.003

Kiper, T. (2011). Land sure planning regarding sustainable development through Agri-tourism: Sarkoy example. Journal of Agricultural Biotechnology and Sustainable Development, 3(8), 171–181.

Kothari, C. R. (2009). Research methodology: Methods and techniques, 2nd ed. New Delhi: New Age International (P) Ltd.

Kunasekaran, P., Ramachandran, S., Yacob, M. R., & Shuib, A. (2011). Development of farmers’ perception scale on agrotourism in Cameron Highlands, Malaysia. World Applied Sciences Journal, 12(10–18).

Lee, C., & Chew-Ging, L. (2017). The evolution of development planning in Malaysia. Journal of Southeast Asian Economies, 436–461. https://doi.org/10.1355/ae34-3b

Lepp, A. (2007). Residents’ attitude towards tourism in Bigodi village, Uganda. Tourism Management, 28, 876–885. https://doi.org/10.1016/j.tourman.2006.03.004

Lim, T. Y., Leong, C. M., Lim, L. T. K., et al. (2023). Young adult tourists’ intentions to visit rural community-based homestays. Young Consumers, 24(5), 540–557. https://doi.org/10.1108/yc-11-2022-1637

Liu, J. C., & Var, T. (1986). Resident attitude toward tourism impacts in Hawaii. Annals of Tourism Research, 13(2), 193–214.

Liu, X., Wider, W., Fauzi, M. A., et al. (2024). The evolution of smart hotels: A bibliometric review of the past, present and future trends. Heliyon, 10(4), e26472. https://doi.org/10.1016/j.heliyon.2024.e26472

Mansor, N., Rashid, M. K., Mohamad, Z., & Abdullah, Z. (2015). Agrotourism potential in Malaysia. International Academic Research Journal of Business and Technology, 1(2), 37–44.

Mao, N., Grunfeld, H., DeLacy, T., & Chandler, D. (2014). Agriculture and tourism linkage constraints in the Siem Reap-Angkor region of Cambodia. Tourism Geographies, 16(4), 669–686. https://doi.org/10.1080/14616688.2014.915878

Marzuki, A. (2012). Local residents’ perceptions towards economic impacts of tourism development in Phuket. Tourism: An International Interdisciplinary Journal, 60(2), 199–212.

Mazlan, N., & Juraimi, A. S. (2014). Development and challenges of Agri-tourism in Malaysia. Journal of the International Society for Southeast Asian Agricultural Science, 20(1), 131–138.

McLeod, S. (2009). Attitude and Behavior. Available online: https://www.simplypsychology.org/attitude.html (accessed on 2 March 2018).

Ministry of Tourism, Arts and Culture Malaysia. (2018). Available online: http://www.motac.gov.my/en/ (accessed on 29 March 2018).

Moghavvemi, S., Woosnam, K. M., Paramanathan, T., et al. (2017). The effect of residents’ personality, emotional solidarity, and community commitment on support for tourism development. Tourism Management, 63, 242–254. https://doi.org/10.1016/j.tourman.2017.06.021

Mohamad, Z., Ramli, N., Muslim, A. M., & Yii, S. H. (2017). Relationship between tourism attractiveness and marine park sustainability. International Review of Management and Marketing, 7(2), 218–220.

Munan, H. (2001). The Changing Face of Malaysian Crafts, Barbara Leigh. Kuala Lumpur, Oxford University Press, The Asia Collection, 2000, 124 p. Moussons. Recherche en sciences humaines sur l’Asie du Sud-Est, (4), 149–151

Munhurrun, P. R., & Naidoo, P. (2011). Residents’ Attitude toward perceived tourism benefits. International Journal of Management and Marketing Research, 4(3), 45–56.

Muresan, I. C., Oroian, C. F., Harun, R., et al. (2016). Local residents’ attitude toward sustainable rural tourism development. Sustainability, 8(1), 100. https://doi.org/10.3390/su8010100

Musa, G., & Thirumoorthi, T. (2016). Tourism in Malaysia. In: The Routledge handbook of tourism in Asia. Routledge. pp. 184–200.

Magri-Harsich, G., Fusté-Forné, F., Fernandes, C., & Vidal-Casellas, D. (2024). Artisanal food production in rural Argentina: Finding solace in cheese tourism? International Journal of Gastronomy and Food Science, 35, 100888. https://doi.org/10.1016/j.ijgfs.2024.100888

Maziliauske, E. (2024). Innovation for sustainability through co-creation by small and medium sized tourism enterprises (SMEs): Socio-cultural sustainability benefits to rural destinations. Tourism Management Perspectives, 50, 101201. https://doi.org/10.1016/j.tmp.2023.101201

Nam, J., Ekinci, Y., & Whyatt, G. (2011). Brand equity, brand loyalty and consumer satisfaction. Annals of Tourism Research, 38(3), 1009–1030. https://doi.org/10.1016/j.annals.2011.01.015

Nawawi, N. B., Syamsudin, S. B., & Andin, C. (2020). Community-Based Tourism Through Cooperatives in Sabah, Malaysia. In: Cooperatives and Social Innovation: Experiences from the Asia Pacific Region. Springer Singapore. pp. 63–77.

Nunkoo, R., & Ramkissoon, H. (2011). Developing a community support model for tourism. Annals of tourism research, 38(3), 964–988. https://doi.org/10.1016/j.annals.2011.01.017

Paimin, N. F., Modilih, S., Mogindol, S. H., et al. (2014). Community participation and barriers in rural tourism: A case study in Kiulu, Sabah. SHS Web of Conferences, 12, 01003. https://doi.org/10.1051/shsconf/20141201003

Panasiuk, A. (2007). Tourism infrastructure as a determinant of regional development. EkonomikaIrVadyba: AktualijiosIrPerspeektyvos, 1(8), 212–215.

Paresh, V. J., & Milind, B. B. (2012). Agro-tourism: A specialized rural tourism: Innovative product of rural market. International Journal of Business and Management Tomorrow, 2(1), 1–12.

Pedreira, B. C. C. G., & Fidalgo, E. C. C. (2017). Comparative study on the potential of Agri-tourism in two Brazilian municipalities. InvestigacionesGeograficas, 68, 133–149. https://doi.org/10.14198/ingeo2017.68.08

Perdue, R. R., Long, P. T., & Allen, L. (1987). Rural resident tourism perception and attitude. Annals of Tourism Research, 14(3), 420–429. https://doi.org/10.1016/0160-7383(87)90112-5

Radović, G. (2020). Underdevelopment of rural tourism in Serbia: Causes, consequences and possible directions of development. Ekonomika poljoprivrede, 67(4), 1337–1352. https://doi.org/10.5937/ekopolj2004337r

Ruiz-Ballesteros, E., & González-Portillo, A. (2024). Limiting rural tourism: Local agency and community-based tourism in Andalusia (Spain). Tourism Management, 104, 104938. https://doi.org/10.1016/j.tourman.2024.104938

Ribeiro, M. A., Pinto, P., Silva, J. A., & Woosnam, K. M. (2017). Residents’ attitude and the adoption of pro-tourism behaviors: The case of developing island countries. Tourism Management, 61, 523–537. https://doi.org/10.1016/j.tourman.2017.03.004

Sanchez, A. V., Bueno, N. P., & Mejia, M. A. P. (2011). Explaining residents’ attitude to tourism: Is a universal model possible? Annals of Tourism Research, 38(2), 460–480. https://doi.org/10.1016/j.annals.2010.10.004

Sekaran, U., & Bougie, R. (2016). Research methods for business: A skill building approach. John Wiley & Sons.

Sharp, J., & Adua, L. (2009). The social basis of agro-environmental concern: Physical versus social proximity. Rural Sociology, 74(1), 56–85. https://doi.org/10.1526/003601109787524061

Soboll, A., & Schmude, J. (2011). Simulating tourism water consumption under climate change conditions using agent-based modeling: the example of ski areas. Annals of the Association of American Geographers, 101(5), 1049–1066. https://doi.org/10.1080/00045608.2011.561126

Sonchaem, W., Phuditthanawong, W., Hutacharoen, R., & Hinjiranan, P. (2017). Influential factors on tourism potential of Buddhist temples: Case study of Buddhist temples in cultural conservation zone of Bangkok Metropolitan Administration (Rattanakosin and Thonburi). Kasetsart of Social Sciences, 1–6. https://doi.org/10.1016/j.kjss.2017.11.002

Taherdoost, H. (2016). Sampling methods in research methodology; How to choose a sampling technique for research. International Journal of Academic Research in Management, 5(2), 18–27.

Tiraieyari, N., & Hamzah, A. (2012). Agri-tourism: Potential opportunities for farmers and local communities in Malaysia. African Journal of Agricultural Research, 6(31), 4357–4361.

Turner, A. G. (2003). Sampling frames and master samples. United Nations Secretariat; unpublished manuscript.

Viglia, G., & Abrate, G. (2017). When distinction does not pay off—Investigating the determinants of European Agri-tourism prices. Journal of Business Research, 80, 45–52. https://doi.org/10.1016/j.jbusres.2017.07.004

Vyas, N., Kumari, B., &Sharma, P. (2014). Adventure Tourism in Bilaspur: A Framework for Assessment and Strategic Development. International Journal of Innovative Science and Research Technology, 9(3). https://doi.org/10.38124/ijisrt/IJISRT24MAR225

World Population Review. (2023). Available online: https://worldpopulationreview.com/world-cities/seremban-population (accessed on 2 April 2024).

Zadel, Z., Ivančić, I.& Ines Čevapović, I. (2014). Residents’ attitudes towards tourism potential of small rural city of Požega. In: Proceedings of the 22nd Biennial International Congress Tourism & Hospitality Industry 2014; May 2014. pp. 174–188.

Zhang, Y., Zhang, J., Ye, Y., et al. (2016). Residents’ Environmental Conservation Behaviors at Tourist Sites: Broadening the Norm Activation Framework by Adopting Environment Attachment. Sustainability, 8(6), 571. https://doi.org/10.3390/su8060571