Perception of Homestay Operators Towards Competitiveness of Homestay Destination in Malaysia

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 h...

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Main Author:	Norizan, Binti Abu Othman
Format:	Thesis
Language:	English
Published:	2018
Subjects:	HF Commerce
Online Access:	http://ir.unimas.my/id/eprint/30077/1/Norizan%20Binti%20Abu%20Othman%20ft.pdf
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id	my-unimas-ir.30077
record_format	uketd_dc
spelling	my-unimas-ir.300772023-05-17T09:30:05Z Perception of Homestay Operators Towards Competitiveness of Homestay Destination in Malaysia 2018 Norizan, Binti Abu Othman HF Commerce 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. Universiti Malaysia Sarawak (UNIMAS) 2018 Thesis http://ir.unimas.my/id/eprint/30077/ http://ir.unimas.my/id/eprint/30077/1/Norizan%20Binti%20Abu%20Othman%20ft.pdf text en validuser masters Universiti Malaysia Sarawak (UNIMAS) Faculty of Economics and Business
institution	Universiti Malaysia Sarawak
collection	UNIMAS Institutional Repository
language	English
topic	HF Commerce
spellingShingle	HF Commerce Norizan, Binti Abu Othman Perception of Homestay Operators Towards Competitiveness of Homestay Destination in Malaysia
description	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.
format	Thesis
qualification_level	Master's degree
author	Norizan, Binti Abu Othman
author_facet	Norizan, Binti Abu Othman
author_sort	Norizan, Binti Abu Othman
title	Perception of Homestay Operators Towards Competitiveness of Homestay Destination in Malaysia
title_short	Perception of Homestay Operators Towards Competitiveness of Homestay Destination in Malaysia
title_full	Perception of Homestay Operators Towards Competitiveness of Homestay Destination in Malaysia
title_fullStr	Perception of Homestay Operators Towards Competitiveness of Homestay Destination in Malaysia
title_full_unstemmed	Perception of Homestay Operators Towards Competitiveness of Homestay Destination in Malaysia
title_sort	perception of homestay operators towards competitiveness of homestay destination in malaysia
granting_institution	Universiti Malaysia Sarawak (UNIMAS)
granting_department	Faculty of Economics and Business
publishDate	2018
url	http://ir.unimas.my/id/eprint/30077/1/Norizan%20Binti%20Abu%20Othman%20ft.pdf
_version_	1783728376317476864

Perception of Homestay Operators Towards Competitiveness of Homestay Destination in Malaysia

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