Publication: Keupayaan Pelaksanaan Inovasi Produk Dalam Program Homestay Di Semenanjung Malaysia.
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Date
2021
Journal Title
Journal ISSN
Volume Title
Publisher
UKM Press
Abstract
Innovation is an important aspect in tourism sector. The increasingly challenging external environment is forcing businesses to innovate for continuously competitive. Homestay program is a form of rural tourism activity that has its own uniqueness and potential to contribute to the socio -economic development among local community. However, lack of awareness on the importance of innovation implementation can lead to the failure of some homestay programs. This study aims to explore the capability of product innovation implementation; and had identified determinant factors that influence innovation implementation in 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 content analysis technique. Results have shown that the most significant product innovation implemented are the improvement of accommodation quality, uniqueness of rural activity packages and small-medium enterprises development. There are four determinant factors were found including market orientation, entrepreneurial spirit, government supports and knowledge. This result can be used by industry players as a benchmark to upgrade the other program homestay in Malaysia to be more successful.
Description
Jurnal Pengurusan 61(2021) 109 – 120
https://doi.org/10.17576/pengurusan-2021-61-09
Keywords
Product innovation; determinant factor; homestay program; rural tourism; Peninsular Malaysia.
Citation
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https://www.scopus.com/record/display.uri?eid=2-s2.0-85115107500&origin=resultslist&sort=plf-f&src=s&st1=Keupayaan+Pelaksanaan+Inovasi+Produk+Dalam+Program+Homestay+Di+Semenanjung+Malaysia.&sid=8f135956a118f5e3095957627ef39e15&sot=b&sdt=b&sl=99&s=TITLE-ABS-KEY%28Keupayaan+Pelaksanaan+Inovasi+Produk+Dalam+Program+Homestay+Di+Semenanjung+Malaysia.%29&relpos=0&citeCnt=0&searchTerm=&featureToggles=FEATURE_NEW_DOC_DETAILS_EXPORT:1
https://oarep.usim.edu.my/handle/123456789/9761
https://oarep.usim.edu.my/handle/123456789/9761