Explaining Malaysian homestay operators performance through resources, capabilities and social media usage

Cynthia @ Annamaria Robert Dawayan (2021) Explaining Malaysian homestay operators performance through resources, capabilities and social media usage. Doctoral thesis, Universiti Malaysia Sabah.

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Abstract

Although the Malaysian tourism industry thrives, it seems that the Malaysian homestay industry lags behind and is not developing consistently with the rest of the industry. This is manly due to lack of promotion that eventually leads to insignificant returns obtained by operators to sustain in the business, resulting to a number of homestay operators withdrawing from the program. The homestay operators were also not able to compete with other tourism operators who offers various forms of tourism attractions and accommodations. Therefore, to improve this situation, it is necessary to first identify the current performance of the Malaysian homestay industry by looking at what are the important factors that influences their performance and to identify areas that needs to be focused on inorder to be able to compete with their competitors. As such, this current study seeks to examine (i) the relationship between homestay resources (supporting resources, product knowledge and collaboration)and homestay capabilities, (ii) the role of homestay capabilities as a mediating factor in the relationship between homestay resources and homestay performance and (iii) moderating effects of social media marketing competence on the relationship between homestay capabilities and homestay performance. 144 questionnaires collected from homestay operators in Sabah and Sarawak, registered under the Ministry of Tourism, Arts and Culture Malaysia were analysed using PLS-SEM 3.0. The analysis shows that among the three homestay capabilities, supportive resources and collaboration each had a positive effect on homestay capabilities. As for the direct relationship between homestay capabilities and homestay performance, it was found that only marketing capabilities had a positive effect on homestay performance. Additionally, only innovation capabilities was found to have a mediating effect on the relationship between homestay resources (collaboration) and homestay performance. Results also suggest that there is a negative interaction effect on the relationship between dynamic capability on performance where it becomes weaker when dynamic capability increases. This study is important for researchers and practitioners as it provides new literature in the area of homestay studies as well as theoretical, methodological and practical implications useful for the future development of the homestay industry.

Item Type:	Thesis (Doctoral)
Keyword:	Tourism, Homestay industry, Promotion
Subjects:	H Social Sciences > HF Commerce > HF1-6182 Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Department:	FACULTY > Faculty of Business, Economics and Accounting
Depositing User:	DG MASNIAH AHMAD -
Date Deposited:	16 Nov 2024 14:59
Last Modified:	16 Nov 2024 14:59
URI:	https://eprints.ums.edu.my/id/eprint/41533

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