Challenges and Usage of Social Media Marketing by Homestay Entrepreneurs in Sabah: A Conceptual Framework

• Main Authors: Kelvin Yong, Tam, Adeline, Yin Ling, Dyana Chang Mui Ling, Rafidah Nordin, Brahim Chekima, Suddin Lada, Rudy Ansar
• Format: Article
• Language: English; English
• Published: Human Resource Management Academic Research Society (HRMARS) 2024
• Subjects: HF5001-6182 Business; TX901-946.5 Hospitality industry. Hotels, clubs, restaurants, etc. Food service
• Online Access: https://eprints.ums.edu.my/id/eprint/38922/1/ABSTRACT.pdf; https://eprints.ums.edu.my/id/eprint/38922/2/FULL%20TEXT.pdf; https://eprints.ums.edu.my/id/eprint/38922/; http://dx.doi.org/10.6007/IJARBSS/v14-i1/20648

This conceptual paper explores the challenges faced by homestay entrepreneurs in Sabah, Malaysia, and their utilization of social media marketing as a strategy to overcome these challenges. The study focuses on the dynamic landscape of the homestay program in Sabah and its impact on entrepreneurial...