A Change in Event Tourism: Developing Business Model for Sulayau Fabric as Community-Based Tourism Event Attraction

  • Norol Hamiza Zamzuri Universiti Teknologi MARA, Selangor Branch, Puncak Alam Campus
  • Abdul Kadir Othman Universiti Teknologi MARA Shah Alam
  • Sharmila Mohamed Salleh Yayasan Inovasi Malaysia, Bukit Jalil, Kuala Lumpur
  • Hema Zulaikha Hashim Universiti Teknologi MARA Shah Alam
  • Rahman Rosman Universiti Teknologi MARA Shah Alam
  • Rusmawati Ghazali Universiti Teknologi MARA Shah Alam
  • Jacqueline Koh Siew Len Universiti Teknologi MARA, Sabah Branch, Kota Kinabalu Campus
  • Sharifah Norafizah Syed Annuar Universiti Teknologi MARA, Sabah Branch, Kota Kinabalu Campus
DOI: https://doi.org/10.22610/imbr.v16i3(I).3935
Keywords: Community event-based tourism, Thread, Social innovation, Rural community

Abstract

This study explores the best model for community-based tourism events (CBTE) model with the inclusion of social innovation as part of the process. Producing Sulayau fabric is seen as a factor that contributes to the development of social innovation activities among the community in Sabah. Two workshops were conducted to empower communities to understand the use of the new social innovation tool known as Memating and gave support to those communities to improve the quality of their participation in tourism. Semi-structured interviews and observation were used as data collection techniques. The results revealed two interesting findings the need for using the social innovation tool of Memating in increasing efficiency among craft traders and the need for marketing strategies in creating visibility of Sulayau fabric in Sabah.  Future studies are required for an empirical discussion in understanding how the role of social innovation shapes community-based tourism events.

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Published
2024-09-05
How to Cite
Zamzuri, N. H., Othman, A. K., Salleh, S. M., Hashim, H. Z., Rosman, R., Ghazali, R., Siew Len, J. K., & Syed Annuar, S. N. (2024). A Change in Event Tourism: Developing Business Model for Sulayau Fabric as Community-Based Tourism Event Attraction. Information Management and Business Review, 16(3(I), 130-139. https://doi.org/10.22610/imbr.v16i3(I).3935
Issue
Vol 16 No 3(I) (2024)
Section
Research Paper

Copyright (c) 2024 Norol Hamiza Zamzuri, Abdul Kadir Othman, Sharmila Mohamed Salleh, Hema Zulaikha Hashim, Rahman Rosman, Rusmawati Ghazali, Jacqueline Koh Siew Len, Sharifah Norafizah Syed Annuar

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