Sustainable Community Development through Homestay Programme

Affizah, A. M. Dayang; Melissa, William; Ashraf, Rohail

doi:10.5296/jpag.v7i1.11041

Cited by 3 publications

(4 citation statements)

References 14 publications

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“…Since the tourism market is highly competitive and intense, it is important for the service provider to ensure that the visitors' satisfaction could be attained at the highest level as possible. According to Affizah, Melissa and Muhammad Ashraf (2017), poor performance and low service quality are the main factor and contribute to the poor performance of Malaysian homestay. Most studies in measuring the performance of homestay service adopting the SERVQUAL scale developed by Parasuraman et al (1988).…”

Section: Problem Statementmentioning

confidence: 99%

“…Most of the result often rooted from the dissatisfaction towards the behaviour and the appearance of employees that defecting their satisfaction level. Other than the hygienic factor of bathrooms and toilets, as well as the level of service quality (Affizah et al 2017; are the main factor of the dissatisfaction. Therefore, it is important for Malaysian homestay provider to strategize their service http://dx.doi.org/10.15405/epsbs.2018.07.02.81 Corresponding Author: Faizan Abd Jabar Selection and peer-review under responsibility of the Organizing Committee of the conference eISSN: 770 delivery and improved the necessary infrastructure, and other pivotal matters in order to remain sustainable in the future.…”

Section: Problem Statementmentioning

confidence: 99%

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Malaysian Homestay Opera t o r s A n d V i s i t o r s S a t i s f a

Jabar¹

2018

The European Proceedings of Social and Behavioural Sciences

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As one of the tourism products, homestay service in Malaysia documented a successful track record either in terms of the increasing number of homestay operator or the income earned. Malaysia homestays always preferred by the tourist who want to experience the lifestyle and culture of the local community and this rural tourism activity become iconic and high potential tourist attraction. However, some loopholes and weaknesses in the service delivery and the infrastructure is likely to diminish the satisfaction level.Therefore, this study is written to identify the effect of service quality offered by homestay operators on visitors' satisfaction. 102 respondents who are experienced in staying at the Malaysia homestay were selected to answer the adapted questionnaire. Interval scale was used to record the responses for service quality dimensions and satisfaction parts that range from 1 = Strongly Disagree to 10 = Strongly Agree.The IBM Statistical Package for Social Science (SPSS) Statistics for Windows, Version 24.0 was used to code and analyse the data. This study found a significant positive effect of service quality on visitors' satisfaction. It is hoped this study contributes to the awareness towards of homestay operators to give good services and upgrading the weaknesses which could affect their business.

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Section: Problem Statementmentioning

confidence: 99%

Section: Problem Statementmentioning

confidence: 99%

Malaysian Homestay Opera t o r s A n d V i s i t o r s S a t i s f a

Jabar¹

2018

The European Proceedings of Social and Behavioural Sciences

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“…Many homestay establishments are difficult to withstand over time, as homestay operators lack the crucial marketing and branding knowledge, resources, and links to attract tourists (Balasingam & Bojei, 2019). Lack of sustainable marketing and branding knowledge among the homestay operators jeopardises future development of the homestay industry in Malaysia (Affizah & Melissa, 2017). Successful homestay branding depends on the involvement of the community, political support by local authorities (PLA), and sustainability marketing (Lim & Lee, 2020).…”

Section: Introductionmentioning

confidence: 99%

Enhancing Brand Equity Through Sustainable Tourism Marketing: A Study on Home-Stays in Malaysia

Janjua¹,

Krishnapillai

Rehman

2023

AAMJ

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This study examined the antecedent and consequent relationship between sustainable tourism, marketing, and brand equity in the Malaysian rural community-based homestays (RCBHs) perspective. A self-administered questionnaire method was employed to collect data. Homestay operators from three Malaysian states, namely Kuala Lumpur/Selangor, Pahang, and Pulau Pinang participated in the study. In order to test research hypotheses, a structural equation modelling approach was used. The findings of the study suggested that the antecedent (sustainable tourism marketing), the consequent (brand equity), and moderator (political support by local authorities) have a significant relationship. Additionally, it was found that sustainable tourism marketing (STM) promotes rural community-based tourism. As a branding tool for sustainable rural community-based tourism. This study provides a unique contribution to the tourism body of knowledge by introducing political support by local authorities (PLA) as a moderator in STM and brand equity relationship. RCBHs can employ tailor-made promotion policies for the development of homestay business brands; likewise, policymakers can apply undifferentiated promotion policies for the holistic expansion of sustainable homestay market.

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“…Many Malaysian homestays are not able to survive in the long term, as operators lack the essential branding and marketing skills, connections and means to attract tourists (Balasingam and Bojei, 2019). ICT competency, sustainability tourism marketing and lack of branding skills in homestay operators jeopardize the homestay product development in Malaysia (Affizah and Melissa, 2017). Effective RCBH branding depends on community involvement, political support by local authorities, ICT competency and sustainability tourism marketing (Lim and Lee, 2020).…”

Section: Introductionmentioning

confidence: 99%

Importance of the sustainability tourism marketing practices: an insight from rural community-based homestays in Malaysia

Janjua

Krishnapillai

Rehman

2022

JHTI

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PurposeThis study explored the antecedent and consequent relationship between information and communication technology (ICT) competency, sustainability tourism marketing and brand equity in rural community-based homestays in Malaysia. This study also examined how the political support by local authorities benefitted this sustainable rural tourism product development.Design/methodology/approachHomestays operators from three states in Malaysia–Kuala Lumpur/Selangor, Pahang and Pulau Pinang–participated in the study. Self-administered questionnaires were used to collect responses and to test research hypotheses.FindingsThe study's model empirically demonstrated ICT competency, sustainability tourism marketing practices and political support by local authorities' construct which are essential explanatory variables of homestay brand equity. The model shows high levels of consistency between the theoretical design and the empirical results of its constructs, contributing as a new step in the tourism sustainability literature.Research limitations/implicationsThis study enables us to explain the “triple bottom line” theory when applied in combination with ICT competency, brand equity and newly introduced construct “political support by local authorities”.Practical implicationsThe study results in evidence of crucial implications for policymakers. Policymakers should enhance cost-effectiveness, policy integration (integration of economic, environmental and social goals), and transparency and accountability to achieve United Nations' and Malaysia's sustainable tourism goals.Originality/valueThis study is an early attempt to highlight the importance of sustainable tourism marketing and brand equity in rural community-based homestays in Malaysia. This study also emphasizes that the local political authorities are the most crucial rural tourism stakeholders, and they play a key role in sustainable rural tourism transformation.

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Sustainable Community Development through Homestay Programme

Cited by 3 publications

References 14 publications

Malaysian Homestay Opera t o r s A n d V i s i t o r s S a t i s f a

Malaysian Homestay Opera t o r s A n d V i s i t o r s S a t i s f a

Enhancing Brand Equity Through Sustainable Tourism Marketing: A Study on Home-Stays in Malaysia

Importance of the sustainability tourism marketing practices: an insight from rural community-based homestays in Malaysia

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