ENTREPRENEURSHIP ORIENTATION AND SUSTAINABLE PERFORMANCE OF MALAYSIA HOMESTAY PROGRAM BASED ON BRICOLAGE THEORY

ORIENTASI KEUSAHAWANAN DAN PRESTASI MAMPAN PROGRAM INAP DESA MALAYSIA BERDASARKAN TEORI BRICOLAGE

Abstract

Abstract

Malaysia Homestay Program (MHP) is based on the national spirit of entrepreneurial engagement among rural community to alleviate their socio-economic, culture and environment conditions. The community-based tourism program was legitimately registered under the ministry of tourism in 1995 with this logo. MHP is still in existence until today. However, lack of research to understand the performance of MHP after 30 years in existence. Entrepreneurial orientation is an established concept in entrepreneurship literature that could explain entrepreneurial success. Thus, entrepreneurial orientations is the focus of this study. Guided by entrepreneurship bricolage theory, this study examined how possible that entrepreneurship orientation and other strategic factors such as small business orientation, and service orientation explain sustainability of MHP performance. The questionnaire surveys involved the chair persons of MHP and the operators of top performing homestays in the states of Kedah, Perak, Selangor, Kelantan, and Sabah. Site observations, in-depth interviews were also conducted to capture important highlights surrounding homestay business. The quantitative approach managed to get useful data from 161 respondents and they were analyzed using SPSS 29. Findings showed that entrepreneurial orientation, small business orientation, and service orientation had significant influence on sustainability of performance. The results of multiple regression analysis showed that entrepreneurial orientation explain well the relationship between small business orientation and sustainable performance. Interviews with the chair-persons highlighted lack of strategic management and entrepreneurship skills among homestay entrepreneurs. Interviews with foreign tourists and travelers prompted sub-standard services. This study believes that homestay entrepreneurs under MHP need to engage in more intensive entrepreneurship trainings for creativity and business development programs to improve competitive advantage and commercial value of Malaysia Homestay Program as a whole.

Keywords:  Entrepreneurial orientation, small business orientation, service orientation, mediation hypothesis, Malaysian Homestay Program, community based tourism, bricolage theory

Abstrak

Program Homestay Malaysia (MHP) adalah berdasarkan semangat kebangsaan penglibatan keusahawanan dalam kalangan komuniti luar bandar untuk mengurangkan keadaan sosioekonomi, budaya dan persekitaran mereka. Program pelancongan berasaskan komuniti telah didaftarkan secara sah di bawah Kementerian Pelancongan pada tahun 1995 dengan logo ini. MHP masih wujud sehingga hari ini. Walau bagaimanapun, kekurangan kajian untuk memahami prestasi MHP selepas 30 tahun kewujudannya. Orientasi keusahawanan merupakan konsep yang mantap dalam literatur keusahawanan yang boleh menjelaskan kejayaan keusahawanan. Oleh itu, orientasi keusahawanan adalah fokus kajian ini. Berpandukan teori brikolage keusahawanan, kajian ini mengkaji bagaimana orientasi keusahawanan dan faktor strategik lain seperti orientasi perniagaan kecil dan orientasi perkhidmatan dapat menjelaskan kemampanan prestasi MHP. Tinjauan soal selidik melibatkan pengerusi MHP dan pengendali inap desa berprestasi tinggi di negeri Kedah, Perak, Selangor, Kelantan dan Sabah. Pemerhatian tapak dan temu bual mendalam juga dijalankan untuk mendapatkan sorotan penting berkaitan perniagaan homestay. Pendekatan kuantitatif berjaya mendapatkan data berguna daripada 161 responden dan mereka dianalisis menggunakan SPSS 29. Dapatan kajian menunjukkan bahawa orientasi keusahawanan, orientasi perniagaan kecil dan orientasi perkhidmatan mempunyai pengaruh yang signifikan terhadap kemampanan prestasi. Keputusan analisis regresi berganda menunjukkan bahawa orientasi keusahawanan menjelaskan dengan baik hubungan antara orientasi perniagaan kecil dan prestasi mampan. Temu bual dengan pengerusi mengetengahkan kekurangan kemahiran pengurusan strategik dan keusahawanan dalam kalangan usahawan inap desa. Temu bual dengan pelancong asing mendorong perkhidmatan yang kurang memuaskan. Kajian ini percaya bahawa usahawan homestay di bawah MHP perlu terlibat dalam latihan keusahawanan yang lebih intensif untuk program kreativiti dan pembangunan perniagaan bagi meningkatkan kelebihan daya saing dan nilai komersial Program Homestay Malaysia secara keseluruhan.

Kata kunci:  Orientasi keusahawanan, orientasi perniagaan kecil, orientasi perkhidmatan, hipotesis mediasi, Program Homestay Malaysia, pelancongan berasaskan komuniti, teori bricolage