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The Responsible Cultural Tourism concept is expected to flourish in Sabah because it helps the tourism industry to capitalise on the increasing demand from ‘special interest’ tourists for “rural” tourism products; rural tourism provides the tool for branding local, organic and traditional products. This encourages further development in ‘Special Interest’ Tourism variants such as Alternative-Tourism, Adventure-Tourism, Green-Tourism, Conservation-Tourism, Sustainable-Tourism, Ethical-Tourism, Volunteer-Tourism, Health-Tourism, Eco-Tourism, Agro-Tourism, etc.

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