Digital Technology Adoption as a Game Changer for Community-based Tourism (CBT) Homestay Operators
A Qualitative Investigation
Bibliographic Data
| ID | 19456397 |
|---|---|
| Authors | Nur Azira Abdul Samad (Tourism Malaysia, Putrajaya, Malaysia), Mohd Salehuddin Mohd Zahari (0000-0001-9485-301X, Universiti Teknologi MARA), Mohd Hafiz Hanafiah (0000-0002-3378-7300, Universiti Teknologi MARA, corresponding author), Muhamad A’rif Aizat Bashir (Universiti Teknologi MARA) |
| Year | 2024 |
| Volume | 34 |
| Issue | 1 |
| Pages | 77-97 |
| Publication date | 2024-06-01 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Asia-Pacific Journal of Rural Development (JOURNAL) |
| Journal identifiers | ISSN: 1018-5291 • E-ISSN: 2074-0131 |
| Publisher | SAGE Publications (PUBLISHER • US) |
| DOI | 10.1177/10185291241295439 |
| OpenAlex | W4404112194 |
| Language | EN |
| References cited | 44 |
Malaysia’s tourism industry has incorporated digital technology to attract, inform and serve travellers, but its adoption is limited among community-based tourism (CBT) providers. Because of its importance in the tourism industry, exploring the factors that trigger or hinder the adoption of digital technology among CBT operators is essential. A qualitative approach was utilised, and semi-structured interviews were conducted with 35 CBT homestay operators selected through purposive sampling. The study found differences in the perception and usage behaviour of tourism-related technology among homestay operators. They find digital technology has improved their business operation efficiency and revenue performance. By improving internet connectivity and access to digital resources, homestay operators will be better positioned to utilise digital technology effectively, facilitating improved communication and marketing strategies. Besides, implementing targeted training programmes to enhance homestay operators’ digital literacy is crucial. The study also identified specific challenges that hindered homestay operators’ use of digital technology. Study implications and limitations are also discussed
Business · Knowledge management · Political science · Qualitative research · Sociology · Tourism · Computer Science · Digital Marketing and Social Media · Diverse Aspects of Tourism Research · Sharing Economy and Platforms · Marketing
Tourism and poverty reduction
Malaysian homestay experience programme
Technology, ICT and tourism
Winning Tourism Digitalization Opportunity in the Indonesia CBT Business
Homestay programme as a Malaysian tourism product
A Systematic Literature Review of Rural Homestays and Sustainability in Tourism
Tourism in Bario, Sarawak, Malaysia
Destination image representation on the web
Tourism product development and product diversification in destinations
Homestays’ contribution to community-based ecotourism in the Himalayan region of India
How do you know it when you see it? Community-based ecotourism in the Cardamom Mountains of southwestern Cambodia
Tourism Imaginaries
Progress in information technology and tourism management
| Citation velocity | historical |
|---|---|
| Highly cited | No |