Chan, Jennifer Kim Lian and Kalsom Abd Wahad and Pengiran Hassanal Bagul and Kamarul Mizal Marzuki (2009) Operating small and medium sized accommodation enterprises in Sabah. (Unpublished)
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Abstract
The research project is a pioneering investigation into small and medium-sized accommodation enterprises in Sabah; a multidisciplinary research project comprising of four interrelated disciplines: accommodation business management, small and medium enterprises and business entrepreneurship and marketing /branding. The project aims to identify the characteristics and market segments of small and medium-sized ("SM") accommodation enterprises in Sabah; to identify the major management and operational aspects contributing towards value-added products and services of SM accommodation; and to formulate relevant strategies and actions for the improvement of SM accommodation in Sabah. Both qualitative and quantitative research approaches were used to gather primary data via multi research methods - personal in-depth interviewing, questionnaire survey techniques and participation observation techniques. Sample size consists of 160 respondents of small and medium-sized accommodation units ranging from bed and breakfast, budget hotels, chalets and lodges in Sabah. Findings revealed that SM accommodation are often located in cities, towns or major tourist sites; they are mostly family owned and operated, and are operating within niche markets. A significant number of operators/owners have limited knowledge and skills in hospitality and business operations and have limited access to financial capital, the international markets and information. Hence, they face difficulties in increasing their market share due to keen competition and an oversupply of accommodation properties, as well as their lack of business management knowledge and skills. The key factors contributing towards the growth of SM accommodation include market opportunities, personal and financial needs. The critical issues faced are related to human resource, financial accessibility, infrastructure (electricity and water supply) and competition due to oversupply. The research suggests that major management and operational aspects contribute towards value-added products and services via training and the giving of incentives and assistance to accommodation management. This includes the improvement on SM accommodation management via enhancing the knowledge and skills related to the use of ICT, business management, branding, service quality, human resource/staff retention and chain management in SMEs. Relevant strategies and recommendations are set to improve the performance and sustainable growth of SMEs in accommodation. These include training which are related to the use of ICT for marketing, service management and staff competency, safety, regulations and enforcement, and provision of capital and financial assistance. It suggests that the use of branding to create awareness and to add value to the accommodation property, and subsequently to create a differentiated identity, provides a range of benefits and enhances profitability, as well as forms an alternative marketing strategy and a means of communication.
| Item Type: | Research Report |
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| Keyword: | Small and Medium-sized Accommodation Enterprises , Sabah , business management |
| Subjects: | H Social Sciences > HF Commerce |
| Depositing User: | NORAINI LABUK - |
| Date Deposited: | 30 Oct 2019 07:45 |
| Last Modified: | 28 Aug 2020 11:04 |
| URI: | https://eprints.ums.edu.my/id/eprint/23891 |
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