Perception ofHomestay Operators Towards Competitiveness of Homestay Destination in Malaysia
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UNIVERSITI MALAYSIA SARAWAK
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The research investigates the perception of homestay operator on competitiveness of destination through homestay services. Homestay destination competitiveness can provide competitive advantage to homestay operators such as income and employment. Data was collected from 153 operators who operated homestay service in Kuching and Penang. Mean analysis was used to determine the overall perception of homestay operators towards competitiveness of homestay destination. Independent sample t-test was used to investigate the differences between gender and competitiveness of homestay destination. Correlation analysis was utilised to find statistical relationship between competitiveness and perceived competitiveness of homestay destination. Additionally, regression analysis was adopted to determine statistical influence of homestay destination competitiveness and the overall perception. The result of the study indicates that location and safety and security were perceived by homestay operators as competitiveness of homestay destination. This study found that the other destination competitiveness factors such as price, food and beverage quality, communication and promotion and activities were not statistically significant with overall perception of homestay operators. The result of this study also found that male and female respondents agreed food and beverage quality, safety and security, price, communication and promotion and activities used as a homestay destination competitiveness 10 Malaysia. This research findings have important implications for marketers as well as for policy makers.