Keupayaan Pelaksanaan Inovasi Produk dalam Program Homestay di Semenanjung Malaysia
The Capability of Product Innovation Implementation in Homestay Program at Peninsular Malaysia

Pusat Pengajian Perumahan, Bangunan dan Perancangan,
Universiti Sains Malaysia,
11800 Pulau Pinang, MALAYSIA

suhaidasuff@gmail.com

Pusat Pengajian Perumahan, Bangunan dan Perancangan,
Universiti Sains Malaysia,
11800 Pulau Pinang, MALAYSIA

masturaj@usm.my

Pusat Pengajian Perumahan, Bangunan dan Perancangan,
Universiti Sains Malaysia,
11800 Pulau Pinang, MALAYSIA

suraiyati@usm.my

Abstract

Innovation is an essential aspect of the tourism sector. The increasingly challenging external environment is forcing businesses to innovate for continuously competitive. A homestay program is a form of rural tourism activity that has its uniqueness and potential to contribute to the socio-economic development of the local community. However, a lack of awareness among homestay operators of the importance of innovation implementation leads to some homestay programs’ incompetence. This study aims to explore the capability of product innovation implementation; and had identified determinant factors that influence innovation implementation in the homestay program. In total, eight homestay programs at Peninsular Malaysia were selected based on several criteria. Face-to-face interviews were conducted with the homestays’ coordinators, and the collected data were analysed using the content analysis technique. Results have shown that the most significant product innovation in the homestay programme in the case study area is improving accommodation quality, uniqueness of rural activity packages, and enhancement of small-medium enterprise business. In addition, four determinant factors were found, including market orientation, entrepreneurial spirit, government support, and knowledge. The practical implication is that industry players can utilise the empirical data as a benchmark to upgrade the other program homestay in Malaysia to be more competitive.

Keywords

determinant factor; homestay program; Peninsular Malaysia; Product innovation; rural tourism
https://doi.org/10.17576/pengurusan-2021-61-09

Citation

Suffarruddin, S. H., Jaafar, M., & Rahman, S. (2021). Keupayaan Pelaksanaan Inovasi Produk dalam Program Homestay di Semenanjung Malaysia. Jurnal Pengurusan, 61, 109–120. https://doi.org/10.17576/pengurusan-2021-61-09

@article{suffarruddin2021keupayaan,
  title={Keupayaan Pelaksanaan Inovasi Produk dalam Program Homestay di Semenanjung Malaysia},
  author={Suffarruddin, Suhaida Herni and Jaafar, Mastura and Rahman, Suraiyati},
  journal={Jurnal Pengurusan},
 

volume={61},
  number={},
  pages={109—120},
  year={2021},
  doi={https://doi.org/10.17576/pengurusan-2021-61-09},
  publisher={Penerbit UKM},
}

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61 (2021) 109 – 120

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