| Summary: | The COVID-19 pandemic has caused major disruptions to the world economy and the tourism industry, particularly in rural areas like the Pahang National Park in Malaysia. This study utilized qualitative research through the phenomenology approach to understand the impact of the pandemic on local tourism businesses in Pahang National Park. Through in-depth interviews with 12 informants from various backgrounds, the study found that there were four main impacts of COVID-19 on the rural tourism sector in Pahang National Park, including a lack of tourist arrivals, closure of small tourism-related businesses, loss of income, and job insecurity. The study aims to provide insight into creating safety measures and action plans for the tourist industry, and suggests that diversifying and having a secondary source of income can help protect livelihoods. The success of rural tourism in times of crisis depends on the development of new economic models and practical community tourism strategies. © 2023 Published under licence by IOP Publishing Ltd.
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