Building synergy on soft science attributes in communication, culture and tourism potential to foster home stay industry in Malaysia

• Main Authors: Dzakiria, Hisham, Kasim, Azilah
• Format: Conference or Workshop Item
• Published: 2009
• Subjects: G Geography (General)
• Online Access: http://repo.uum.edu.my/6937/

Home stay industry has become a hot trend in leisure and become more and more commercial in Malaysia.Therefore, the research motivation of the case study is to find out the key success factors in business strategies of the home stay industry in the country.This study is concerned with the sustainable development of home stay industry in the country.This study is concerned with the sustainable development of home stay business as a viable means to promote Malaysia ecological tourism.In this regard, the study is conducted to, firstly gain better understanding of the current state of management of home stay business and its business environments of Jeruju Village Home stay, Jerlun Kedah Darulaman, Malaysia through Strength-Weakness-Opportunity-Threat (SWOT) analysis.Secondly, the study intends to look into a working model for the development of Jeruju home stay business to increase is potentiality, strength and sustaining management.The study is a qualitative research with in-depth interview and observation.The tools for data gathering include an open-ended questionnaire and an observation record sheet.The content analysis techniques are employed to analyze interview data.The research findings concluded that at Jeruju Home stay, the opportunities to build synergy between communication, cultural and tourism potential is endless.Jeruju Home stay has proven that building synergy and leveraging on proper communication, cultural and tourism potential with local community,government agencies and the public enhances sustainable community base tourism potential with local community,government agencies and the public enhances sustainable community based tourism businesses.But, there is much to be learned.Marketing initiatives for example needs to be continuously fostered to educate and promote home stay as ecological tourism and, an alternative tourist accommodation to the public and operators need to furnish themselves with various knowledge and business skills.