Nature‐based rural tourism and its economic benefits: a case study of Kinabalu National Park

Purpose – It has been acknowledged that tourism can play a role in employment creation and in raising the rural community's standard of living. This paper aims to examine the economic benefits emanating from tourism development for a local community in the area of Kinabalu National Park, Sabah. Design/methodology/approach – Qualitative data was used to provide an in‐depth analysis of the findings on willingness of residents to participate in tourism activities. Findings – The local community of Kinabalu National Park perceive the tourism sector to have greatly contributed to their economic growth. However, the community has raised other issues in ensuring the sustainability of the park, especially in terms of the provision of facilities. Practical implications – The relevant stakeholders need to carefully plan appropriate policies and regulations to ensure maximum economic benefit is gained by local community participation in tourism development within the limited carrying capacity of Kinabalu National Park. Originality/value – This study provides an understanding of the economic impact of tourism on the local community in Kinabalu National Park. It calls for government action to look into the carrying capacity of the Kinabalu National Park in the near future.