The Relationships between Social Media Adoption and Homestay Performance in Malaysia
Keywords:
Social media, Homestay, Marketing tool, tourism
Abstract
Social media has become the most popular marketing tool in the tourism industry. It has been determined that the advent of social media has allowed tourists from all around the world to directly get in touch and communicate with tourism organizations despite their location. However, there is limited research on the adoption of social media as a marketing tool in the Homestay program. Therefore, Kampungstay and Homestay Association Malaysia (MKHA) in collaboration with Tourism Malaysia has developed a platform known as www.jomhomestay.my to promote the program. Despite this effort, the findings stated that the homestay program has limited resources for social media and a limited ability to recognize it. Thus, this paper is to examine the relationships between social media adoption and homestay performance. The originality of the study will act as a roadmap for future research, assisting in the creation of the most productive homestay business plan and providing empirical data for this research.
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References
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Agegnehu, M., Lemi, K. & Mulatu, F. (2019). Factors influencing the adoption of information communication technology (ICT): In selected, rated, hotels in Addis Ababa, Ethiopia. Journal of Process Management. New Technologies, 7(4), 13-23.
Agyeiwaah, E. (2019). Exploring the relevance of sustainability to micro tourism and hospitality accommodation enterprises (MTHAEs): Evidence from home-stay owners. Journal of Cleaner Production, 226, 159-171.
Akram, W. & Kumar, R. (2017). A study on positive and negative effects of social media on society. International Journal of Computer Sciences and Engineering, 5(10), 351-354.
Alalwan, A. A., Rana, N. P., Dwivedi, Y. K. & Algharabat, R. (2017). Social media in marketing: A review and analysis of the existing literature. Telematics and Informatics, 34(7), 1177-1190.
Al-Mamary, Y. H., Alwaheeb, M. A., Alshammari, N. G. M., Abdulrab, M., Balhareth, H., & Soltane, H. B. (2020). The effect of entrepreneurial orientation on financial and non-financial performance in Saudi SMEs: a review. Journal of Critical Reviews, 7(14), 270- 278.
Azhar, M. A., Ruslan, N. F. N. A., Xin, L. P., Nyeesa, M. S. M. & Aziz, R. C. (2021). The Comparison Approach between the Parit Bugis Homestay and Kampung Stay Desa Murni: AN EMPIRICAL ANALYSIS. ICEBTH 2021, 179.
Bachok, S., Hasbullah, H., & Ab Rahman, S. A. (2018). Homestay operation under the purview of the Ministry of Tourism and Culture of Malaysia: The case of Kelantan homestay operators. Planning Malaysia, 16.
Balasingam, A. S. & Bojei, J. (2019). Homestay owners’ perspective of economic sustainability of the registered Malaysian homestay. Pertanika J. Soc. Sci. Hum, 27, 1367- 1390.
Baptista, J., Wilson, A. D., Galliers, R. D. & Bynghall, S. (2017). Social media and the emergence of reflexiveness as a new capability for open strategy. Long Range Planning, 50(3), 322-336.
Bhuiyan, M. A. H. (2019). Homestay for Community Based Tourism Development at Kampung Jelawang in Kelantan, Malaysia. Soc. Sci. J, 3, 73-81.
Canovi, M. & Pucciarelli, F. (2019). Social media marketing in wine tourism: winery owners’ perceptions. Journal of Travel & Tourism Marketing, 36(6), 653-664.
Dawayan, C. R. & Annuar, S. N. S. (2021). Empowering the Homestay Operators to Use Social Media Marketing to Solve Overtourism Issues. In Overtourism, Technology Solutions and Decimated Destinations (pp. 259-274). Springer, Singapore.
Devadas, D. & Jayasooriya, S. S. W. (2021). Entrepreneurs ‘success in The Small and Medium Scale Homestay Tourism Business in Sri Lanka. International Journal of Entrepreneurship, 25(6), 1-17.
Golovkova, A., Eklof, J., Malova, A., & Podkorytova, O. (2019). Customer satisfaction index and financial performance: a European cross-country study. International Journal of Bank Marketing.
Hallin, C. A., Tveteras, S. & Andersen, T. J. (2012). Judgmental forecasting of operational capabilities: exploring a new indicator to predict financial performance. Available at. Accessed on, 12, 2014.
Hussin, N. Z. I. & Buchmann, A. (2019). Understanding tourism development policies in Malaysia. Journal of Policy Research in Tourism, Leisure and Events, 11(2), 333-353.
Ing, G. P., Osman, Z. & Arin, T. I. S. (2017). The Influence of Perceived Benefits on Young Malaysian Facebook Users ‘Homestay Reservation Intention. International Journal of Service Management and Sustainability, 2(2), 43-60.International Tourism Highlights, 2020 Editionhttps://www.e-unwto.org
Khan, M. A. A., Hashim, H. & Aziz, Y. A. (2020). The Rise of Consumer Community on Social Media, its Influence on Consumers’ Decision-Making Process, Perceived Value and Loyalty Intentions in Tourism Industry: A Conceptual Thought. Sciences, 10(10), 813- 833.
Kori, B. W., Muathe, S., & Maina, S. M. (2020). Financial and Non-Financial Measures in Evaluating Performance: The Role of Strategic Intelligence in the Context of Commercial Banks in Kenya. International Business Research, 13(10), 130-130.
Krishnapillai, G. & Rehman, M. (2022). Importance of the sustainability tourism marketing practices: an insight from rural community-based homestays in Malaysia. Journal of Hospitality and Tourism Insights.
Kumar, S. (2020). Technology and innovation: Changing concept of rural tourism–A systematic review. Open Geosciences, 12(1), 737-752.
Kunjuraman, V. & Hussin, R. (2017). Challenges of community-based homestay program in Sabah, Malaysia: Hopeful or hopeless? Tourism Management Perspectives, 21, 1-9.
Kunjuraman, V. (2021). Local community participation challenges in community-based ecotourism development in Sabah, Malaysian Borneo. Community Development Journal.
Kunjuraman, V., Hussin, R. & Aziz, R. C. (2022). Community-based ecotourism as a social transformation tool for rural community: A victory or a quagmire? Journal of Outdoor Recreation and Tourism, 39, 100524.
Lama, S. (2018). Exploration of factors affecting e-commerce adoption by tourism organizations in Nepal (Doctoral dissertation).
Leiner, D. J., Kobilke, L., Rueß, C. & Brosius, H. B. (2018). Functional domains of social media platforms: Structuring the uses of Facebook to better understand its gratifications. Computers in Human Behavior, 83, 194-203
Luo, N., Guo, X., Lu, B. & Chen, G. (2018). Can non-work-related social media use benefit the company? A study on corporate blogging and affective organizational commitment. Computers in Human Behaviour, 81, 84-92.
Mapjabil, J., Ismail, S. C., Ab Rahman, B., Masron, T., Ismail, R. & Zainol, R. M. (2017). Homestays-community program or alternative accommodation? A re-evaluation of concept and execution. Geografia-Malaysian Journal of Society and Space, 11(12), 1-8.
Murniati, D. E., Razzaq, A. R. A., Ismail, A. & Mota, L. (2023). Training Urgency to Bridge the Digital Divide for Social Media Marketing Awareness and Adoption: Case of CBT Rural Homestay Operators Malaysia. Journal of Technical Education and Training, 15(1), 142-157.
Muninger, M. I., Hammedi, W. & Mahr, D. (2019). The value of social media for innovation: A capability perspective. Journal of Business Research, 95, 116-127.
Murphy, H. C. (2004, January). The diversity of diffusion of information and communication technologies in the hospitality sector: building a contemporaneous model. In ENTER (pp. 513- 524).
Muslim, H. F. M., Numata, S., & Yahya, N. A. (2017). Development of Malaysian Homestay Tourism: A Review. The International Journal of Tourism Science, 10, 65-74
Mutalib, S. S. A., Razzaq, A. R. A., & Hasan, A. (2019). Building human relationships toward enhancing service delivery effectiveness among homestay operators in Malaysia. Journal of Technical Education and Training, 11(1).
Nair, V., Hamzah, A., & Musa, G. (Eds.). (2020). Responsible Rural Tourism in Asia. Channel View Publications.
Nisar, T. M., Prabhakar, G. & Strakova, L. (2019). Social media information benefits, knowledge management and smart organizations. Journal of Business Research, 94, 264- 272.
Noor, N. M., Ching, G. H., Sulaiman, N. & Mohamad, J. (2021). Homestay Program and Its Effects towards Socio-Economy Development in Kampung Sungai Sireh Homestay, Tanjong Karang, Selangor. Malaysian Journal of Tropical Geography (MJTG), 47(1 and 2), 86-99.
Nor, S. M. & Awang, K. W. (2018). The Rise of the Sharing Economy: Will It Affect Ministry of Tourism and Culture Homestay Sustainability in Selangor, Malaysia? International Journal of Accounting, 3(11), 58-71.
Omar, M., Kasuma, J., Asit, R., Achan, P. & Mojolou, D. N. (2015). E-Business adoption among homestay businesses: The Sarawak experience. Advances in Business Research International Journal, 1(2), 1-9.
Osman, Z. & Zakaria, Z. (2020). Factors Influencing Intention to Adopt Internet Technology among Rural Homestay Operators in Malaysia. Journal of Technology Management and Business, 7(1), 25-35.
Pasanchay, K. & Schott, C. (2021). Community-based tourism homestays' capacity to advance the Sustainable Development Goals: A holistic sustainable livelihood perspective. Tourism Management Perspectives, 37, 100784.
Phunnarong, S. (2021). Factors Affecting the Success of Community-Based Tourism (CBT) in Homestay Form. Journal of Community Development Research (Humanities and Social Sciences), 14(4), 14-27.
Prabawa, I. W. S. W. (2018). The Utilization of Information Technology and Communication as A Distribution Channel in Increasing the Competitiveness of Local Business in Tourism Industry (Case Study: Homestay Inubud Village, Bali). Jurnal Kepariwisataan, 17(1), 23-30.
Ramele Ramli, R., Yamazaki, J., Ibrahim, M. N. & Safiee, L. S. (2020). Malaysian homestays: the need for standardized regulation. Built Environment Journal (BEJ), 17(2), 63-74.
Saner, R., Yiu, L. & Filadoro, M. (2019). Tourism development in least developed countries: Challenges and opportunities. In Sustainable Tourism: Breakthroughs in Research and Practice (pp. 94-120). IGI Global.
Sharpley, R. (2020). Tourism, sustainable development and the theoretical divide: 20 years on. Journal of sustainable tourism, 28(11), 1932-1946.
Siti-Nabiha, A. K., Nordin, N. & Poh, B. K. (2021). Social media usage in business decision-making: the case of Malaysian small hospitality organizations. Asia-Pacific Journal of Business Administration.
Sivarajah, U., Irani, Z., Gupta, S. & Mahroof, K. (2020). Role of big data and social media analytics for business-to-business sustainability: A participatory web context. Industrial Marketing Management, 86, 163-179.
Stieglitz, S., Mirbabaie, M., Ross, B. & Neuberger, C. (2018). Social media analytics– Challenges in topic discovery, data collection, and data preparation. International journal of information management, 39, 156-168.
Tang, Y. M., Chau, K. Y., Ip, Y. K. & Ji, J. (2022). Empirical research on the impact of customer integration and information sharing on supply chain performance in community-based homestays in China. Enterprise Information Systems, 1-26.
Tavakoli, R., Mura, P. & Rajaratnam, S. D. (2017). Social capital in Malaysian homestays: Exploring hosts’ social relations. Current Issues in Tourism, 20(10), 1028-1043.
Wang, Y. S., Li, H. T., Li, C. R. & Zhang, D. Z. (2016). Factors affecting hotels' adoption of mobile reservation systems: A technology-organization-environment framework. Tourism Management, 53, 163-172.
Yong, K. & Hassan, R. A. (2019). The relationships between social media marketing and entrepreneurial success: A conceptual study on homestay business in Sabah, Malaysia. Review of Integrative Business and Economics Research, 8, 25-33.
Zulkefli, N. S., Aziz, R. C. & Radzol, A. R. M. (2021). Developing a Framework on Success Performance of Community Based Homestay Tourism Programme: An Evidence from Insider of Homestay Perspective.
Acciaro, M., Renken, K. & El Khadiri, N. (2020). Technological change and logistics development in European ports. European Port Cities in Transition: Moving Towards More Sustainable Sea Transport Hubs, 73-88.
Agegnehu, M., Lemi, K. & Mulatu, F. (2019). Factors influencing the adoption of information communication technology (ICT): In selected, rated, hotels in Addis Ababa, Ethiopia. Journal of Process Management. New Technologies, 7(4), 13-23.
Agyeiwaah, E. (2019). Exploring the relevance of sustainability to micro tourism and hospitality accommodation enterprises (MTHAEs): Evidence from home-stay owners. Journal of Cleaner Production, 226, 159-171.
Akram, W. & Kumar, R. (2017). A study on positive and negative effects of social media on society. International Journal of Computer Sciences and Engineering, 5(10), 351-354.
Alalwan, A. A., Rana, N. P., Dwivedi, Y. K. & Algharabat, R. (2017). Social media in marketing: A review and analysis of the existing literature. Telematics and Informatics, 34(7), 1177-1190.
Al-Mamary, Y. H., Alwaheeb, M. A., Alshammari, N. G. M., Abdulrab, M., Balhareth, H., & Soltane, H. B. (2020). The effect of entrepreneurial orientation on financial and non-financial performance in Saudi SMEs: a review. Journal of Critical Reviews, 7(14), 270- 278.
Azhar, M. A., Ruslan, N. F. N. A., Xin, L. P., Nyeesa, M. S. M. & Aziz, R. C. (2021). The Comparison Approach between the Parit Bugis Homestay and Kampung Stay Desa Murni: AN EMPIRICAL ANALYSIS. ICEBTH 2021, 179.
Bachok, S., Hasbullah, H., & Ab Rahman, S. A. (2018). Homestay operation under the purview of the Ministry of Tourism and Culture of Malaysia: The case of Kelantan homestay operators. Planning Malaysia, 16.
Balasingam, A. S. & Bojei, J. (2019). Homestay owners’ perspective of economic sustainability of the registered Malaysian homestay. Pertanika J. Soc. Sci. Hum, 27, 1367- 1390.
Baptista, J., Wilson, A. D., Galliers, R. D. & Bynghall, S. (2017). Social media and the emergence of reflexiveness as a new capability for open strategy. Long Range Planning, 50(3), 322-336.
Bhuiyan, M. A. H. (2019). Homestay for Community Based Tourism Development at Kampung Jelawang in Kelantan, Malaysia. Soc. Sci. J, 3, 73-81.
Canovi, M. & Pucciarelli, F. (2019). Social media marketing in wine tourism: winery owners’ perceptions. Journal of Travel & Tourism Marketing, 36(6), 653-664.
Dawayan, C. R. & Annuar, S. N. S. (2021). Empowering the Homestay Operators to Use Social Media Marketing to Solve Overtourism Issues. In Overtourism, Technology Solutions and Decimated Destinations (pp. 259-274). Springer, Singapore.
Devadas, D. & Jayasooriya, S. S. W. (2021). Entrepreneurs ‘success in The Small and Medium Scale Homestay Tourism Business in Sri Lanka. International Journal of Entrepreneurship, 25(6), 1-17.
Golovkova, A., Eklof, J., Malova, A., & Podkorytova, O. (2019). Customer satisfaction index and financial performance: a European cross-country study. International Journal of Bank Marketing.
Hallin, C. A., Tveteras, S. & Andersen, T. J. (2012). Judgmental forecasting of operational capabilities: exploring a new indicator to predict financial performance. Available at. Accessed on, 12, 2014.
Hussin, N. Z. I. & Buchmann, A. (2019). Understanding tourism development policies in Malaysia. Journal of Policy Research in Tourism, Leisure and Events, 11(2), 333-353.
Ing, G. P., Osman, Z. & Arin, T. I. S. (2017). The Influence of Perceived Benefits on Young Malaysian Facebook Users ‘Homestay Reservation Intention. International Journal of Service Management and Sustainability, 2(2), 43-60.International Tourism Highlights, 2020 Editionhttps://www.e-unwto.org
Khan, M. A. A., Hashim, H. & Aziz, Y. A. (2020). The Rise of Consumer Community on Social Media, its Influence on Consumers’ Decision-Making Process, Perceived Value and Loyalty Intentions in Tourism Industry: A Conceptual Thought. Sciences, 10(10), 813- 833.
Kori, B. W., Muathe, S., & Maina, S. M. (2020). Financial and Non-Financial Measures in Evaluating Performance: The Role of Strategic Intelligence in the Context of Commercial Banks in Kenya. International Business Research, 13(10), 130-130.
Krishnapillai, G. & Rehman, M. (2022). Importance of the sustainability tourism marketing practices: an insight from rural community-based homestays in Malaysia. Journal of Hospitality and Tourism Insights.
Kumar, S. (2020). Technology and innovation: Changing concept of rural tourism–A systematic review. Open Geosciences, 12(1), 737-752.
Kunjuraman, V. & Hussin, R. (2017). Challenges of community-based homestay program in Sabah, Malaysia: Hopeful or hopeless? Tourism Management Perspectives, 21, 1-9.
Kunjuraman, V. (2021). Local community participation challenges in community-based ecotourism development in Sabah, Malaysian Borneo. Community Development Journal.
Kunjuraman, V., Hussin, R. & Aziz, R. C. (2022). Community-based ecotourism as a social transformation tool for rural community: A victory or a quagmire? Journal of Outdoor Recreation and Tourism, 39, 100524.
Lama, S. (2018). Exploration of factors affecting e-commerce adoption by tourism organizations in Nepal (Doctoral dissertation).
Leiner, D. J., Kobilke, L., Rueß, C. & Brosius, H. B. (2018). Functional domains of social media platforms: Structuring the uses of Facebook to better understand its gratifications. Computers in Human Behavior, 83, 194-203
Luo, N., Guo, X., Lu, B. & Chen, G. (2018). Can non-work-related social media use benefit the company? A study on corporate blogging and affective organizational commitment. Computers in Human Behaviour, 81, 84-92.
Mapjabil, J., Ismail, S. C., Ab Rahman, B., Masron, T., Ismail, R. & Zainol, R. M. (2017). Homestays-community program or alternative accommodation? A re-evaluation of concept and execution. Geografia-Malaysian Journal of Society and Space, 11(12), 1-8.
Murniati, D. E., Razzaq, A. R. A., Ismail, A. & Mota, L. (2023). Training Urgency to Bridge the Digital Divide for Social Media Marketing Awareness and Adoption: Case of CBT Rural Homestay Operators Malaysia. Journal of Technical Education and Training, 15(1), 142-157.
Muninger, M. I., Hammedi, W. & Mahr, D. (2019). The value of social media for innovation: A capability perspective. Journal of Business Research, 95, 116-127.
Murphy, H. C. (2004, January). The diversity of diffusion of information and communication technologies in the hospitality sector: building a contemporaneous model. In ENTER (pp. 513- 524).
Muslim, H. F. M., Numata, S., & Yahya, N. A. (2017). Development of Malaysian Homestay Tourism: A Review. The International Journal of Tourism Science, 10, 65-74
Mutalib, S. S. A., Razzaq, A. R. A., & Hasan, A. (2019). Building human relationships toward enhancing service delivery effectiveness among homestay operators in Malaysia. Journal of Technical Education and Training, 11(1).
Nair, V., Hamzah, A., & Musa, G. (Eds.). (2020). Responsible Rural Tourism in Asia. Channel View Publications.
Nisar, T. M., Prabhakar, G. & Strakova, L. (2019). Social media information benefits, knowledge management and smart organizations. Journal of Business Research, 94, 264- 272.
Noor, N. M., Ching, G. H., Sulaiman, N. & Mohamad, J. (2021). Homestay Program and Its Effects towards Socio-Economy Development in Kampung Sungai Sireh Homestay, Tanjong Karang, Selangor. Malaysian Journal of Tropical Geography (MJTG), 47(1 and 2), 86-99.
Nor, S. M. & Awang, K. W. (2018). The Rise of the Sharing Economy: Will It Affect Ministry of Tourism and Culture Homestay Sustainability in Selangor, Malaysia? International Journal of Accounting, 3(11), 58-71.
Omar, M., Kasuma, J., Asit, R., Achan, P. & Mojolou, D. N. (2015). E-Business adoption among homestay businesses: The Sarawak experience. Advances in Business Research International Journal, 1(2), 1-9.
Osman, Z. & Zakaria, Z. (2020). Factors Influencing Intention to Adopt Internet Technology among Rural Homestay Operators in Malaysia. Journal of Technology Management and Business, 7(1), 25-35.
Pasanchay, K. & Schott, C. (2021). Community-based tourism homestays' capacity to advance the Sustainable Development Goals: A holistic sustainable livelihood perspective. Tourism Management Perspectives, 37, 100784.
Phunnarong, S. (2021). Factors Affecting the Success of Community-Based Tourism (CBT) in Homestay Form. Journal of Community Development Research (Humanities and Social Sciences), 14(4), 14-27.
Prabawa, I. W. S. W. (2018). The Utilization of Information Technology and Communication as A Distribution Channel in Increasing the Competitiveness of Local Business in Tourism Industry (Case Study: Homestay Inubud Village, Bali). Jurnal Kepariwisataan, 17(1), 23-30.
Ramele Ramli, R., Yamazaki, J., Ibrahim, M. N. & Safiee, L. S. (2020). Malaysian homestays: the need for standardized regulation. Built Environment Journal (BEJ), 17(2), 63-74.
Saner, R., Yiu, L. & Filadoro, M. (2019). Tourism development in least developed countries: Challenges and opportunities. In Sustainable Tourism: Breakthroughs in Research and Practice (pp. 94-120). IGI Global.
Sharpley, R. (2020). Tourism, sustainable development and the theoretical divide: 20 years on. Journal of sustainable tourism, 28(11), 1932-1946.
Siti-Nabiha, A. K., Nordin, N. & Poh, B. K. (2021). Social media usage in business decision-making: the case of Malaysian small hospitality organizations. Asia-Pacific Journal of Business Administration.
Sivarajah, U., Irani, Z., Gupta, S. & Mahroof, K. (2020). Role of big data and social media analytics for business-to-business sustainability: A participatory web context. Industrial Marketing Management, 86, 163-179.
Stieglitz, S., Mirbabaie, M., Ross, B. & Neuberger, C. (2018). Social media analytics– Challenges in topic discovery, data collection, and data preparation. International journal of information management, 39, 156-168.
Tang, Y. M., Chau, K. Y., Ip, Y. K. & Ji, J. (2022). Empirical research on the impact of customer integration and information sharing on supply chain performance in community-based homestays in China. Enterprise Information Systems, 1-26.
Tavakoli, R., Mura, P. & Rajaratnam, S. D. (2017). Social capital in Malaysian homestays: Exploring hosts’ social relations. Current Issues in Tourism, 20(10), 1028-1043.
Wang, Y. S., Li, H. T., Li, C. R. & Zhang, D. Z. (2016). Factors affecting hotels' adoption of mobile reservation systems: A technology-organization-environment framework. Tourism Management, 53, 163-172.
Yong, K. & Hassan, R. A. (2019). The relationships between social media marketing and entrepreneurial success: A conceptual study on homestay business in Sabah, Malaysia. Review of Integrative Business and Economics Research, 8, 25-33.
Zulkefli, N. S., Aziz, R. C. & Radzol, A. R. M. (2021). Developing a Framework on Success Performance of Community Based Homestay Tourism Programme: An Evidence from Insider of Homestay Perspective.
Published
2023-11-16
How to Cite
Ramlan, N. L., Asrul, S. A., Abdul Rasool, M. S., & Abu Karim, R. (2023). The Relationships between Social Media Adoption and Homestay Performance in Malaysia. Information Management and Business Review, 15(4(SI)I), 603-609. https://doi.org/10.22610/imbr.v15i4(SI)I.3641
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Copyright (c) 2023 Nurul Liyana Ramlan, Siti Aisyah Asrul, Mohamed Saladin Abdul Rasool, Rizuwan Abu Karim
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