RURAL HOMESTAY TO RURAL HOMESTAY TO ENHANCE TOURIST ENHANCE TOURIST

EXPERIENCEEXPERIENCE

by:by:AmranAmran HamzahHamzah

UniversitiUniversiti TeknologiTeknologi MalaysiaMalaysia

I Promise To Be As Brief As Possible I Promise To Be As Brief As Possible No Matter How Long It TakesNo Matter How Long It Takes

CONTENTSCONTENTS

DefinitionDefinitionProfile of Profile of homestayhomestayprogrammeprogramme in in MalaysiaMalaysiaThe The homestayhomestayexperienceexperienceSuccess FactorsSuccess FactorsChallengesChallenges

DEFINITIONDEFINITION‘‘Where tourists Where tourists stay with the stay with the hosthost’’s family s family and experience and experience the everyday the everyday way of life of the way of life of the family in both a family in both a direct and direct and indirect indirect mannnermannner’’(MOCAT, 1995)(MOCAT, 1995)

NO. OF HOMESTAY PROVIDERSNO. OF HOMESTAY PROVIDERS

286 in 1997286 in 1997321 in 321321 in 321776 in 2002776 in 2002948 in 2004948 in 20041089 in 20051089 in 20051563 in 20071563 in 2007

MOCAT/MOTOURMOCAT/MOTOURSELECTION CRITERIASELECTION CRITERIA

Easy access from Easy access from main roadmain roadAdequate facilitiesAdequate facilities--separate bedroom separate bedroom and proper toiletand proper toiletNo criminal recordNo criminal recordNot suffering from Not suffering from communicable communicable diseasesdiseasesSecuritySecurityHigh standard of High standard of hygienehygiene

OFFICIAL RECOGNITIONOFFICIAL RECOGNITIONMinistry of Agriculture Ministry of Agriculture identified identified homestayhomestay as as catalyst for rural catalyst for rural developmentdevelopmentMOCAT set up special MOCAT set up special unit to oversee unit to oversee homestayhomestayprogramme in 1993programme in 1993Minister launched Minister launched National National HomestayHomestayProgramme at Kg. Programme at Kg. DesaDesaMurniMurni in 1995in 1995

SUCCESSFUL HOMESTAYSSUCCESSFUL HOMESTAYSKg. Kg. DesaDesa MurniMurni, , PahangPahangKg. Kg. BanghurisBanghuris, , SelangorSelangorKg. Kg. PayaPaya SemambuSemambu ((RelauRelau), ), KedahKedahKg. Kg. PelegongPelegong, , NegeriNegeri SembilanSembilanKg. Kg. SarangSarang BuayaBuaya, , JohorJohorKg. Kg. SungaiSungai SirehSireh, , SelangorSelangorKg. Kg. SerkatSerkat ((TanjungTanjung PiaiPiai) ) JohorJohorKg. Wan Kg. Wan TokTok RendungRendung, , P.LangkawiP.LangkawiKg. Kg. TelagaTelaga Air, SarawakAir, SarawakMisompuruMisompuru HomestayHomestay, , SabahSabah

THE HOMESTAY EXPERIENCETHE HOMESTAY EXPERIENCE

Similar to Similar to farmstaysfarmstays in in GermanyGermanyRural settingRural settingPastoral and idyllicPastoral and idyllicPeace and Peace and tranquilliltytranquilliltyNatureNatureTraditional way of lifeTraditional way of lifeComfortComfortHygieneHygiene

*N = 550*N = 550Tourist ExperienceTourist Experience*n*n %%

Opportunity to speak and communicate in English language 19 8.4

Experience Islamic life style 10 4.4

Making new friends 7 3.1

Experience rural setting 6 2.7

Learn and understand different cultures 81 35.8

Opportunity to speak and communicate in Malay 9 4.0

Experience local cuisine 12 5.3

Exchange opinion with local community/host family 9 4.0

A different way of life from Japan 33 14.6

Friendly shopping environment 4 1.8

To get to know and mix with villagers/adopted family 31 13.7

Total (n) 226 100.0

TOURIST EXPERIENCE EXPECTED FROM HOMESTAYS

•• Lots of delicious food and Lots of delicious food and fruitsfruits

•• Using fingers to eat/enjoy Using fingers to eat/enjoy mealmeal

•• Friendly and honest hostsFriendly and honest hosts•• Large gardens and housesLarge gardens and houses•• Learning a bit of Malay Learning a bit of Malay •• Going through photo Going through photo

albumalbum•• Going to the night marketGoing to the night market•• Playing with childrenPlaying with children•• Visit to Visit to kerepekkerepek factoriesfactories•• Learning traditional games Learning traditional games

such as such as lompatlompat talitali, , congkakcongkak, , Wearing traditional clothes Wearing traditional clothes –– wedding costumes, etcwedding costumes, etc

MOST MEMORABLE ASPECTSMOST MEMORABLE ASPECTS

MOST UNPLEASANT ASPECTSMOST UNPLEASANT ASPECTS

•• Little time for interaction Little time for interaction with host family.with host family.

•• Communication problem.Communication problem.•• Short time period and no Short time period and no

free timefree time•• Smelly toilets and bad Smelly toilets and bad

hygienehygiene•• The hot weather The hot weather •• A lot of fliesA lot of flies•• Having to wear uniformHaving to wear uniform•• Irregular meal timeIrregular meal time•• Little time to walk about Little time to walk about

alonealone•• Could not practise Could not practise

English English

DESA MURNI HOMESTAYDESA MURNI HOMESTAY

Received first batch Received first batch of Japanese youths of Japanese youths in 1988in 1988Tourist arrivals > Tourist arrivals > 40, 00040, 00095% of guests from 95% of guests from Japanese youths Japanese youths market segmentmarket segment80% repeat visitors80% repeat visitors

CHANNELSCHANNELSJapan International Cooperation Japan International Cooperation AgencyAgencyJapan Overseas Cooperation Japan Overseas Cooperation AssociationAssociationJapan Overseas Cooperation Japan Overseas Cooperation VolunteersVolunteersMunicipal Board of Education, OsakaMunicipal Board of Education, OsakaFukuoka Malaysia AssociationFukuoka Malaysia AssociationNagoya Malaysia Friendship Nagoya Malaysia Friendship AssociationAssociationAkifuchuAkifuchu Senior High School Senior High School HiroshimaHiroshimaMinaniMinani OguniOguni Wood Working ClubWood Working ClubFederation of World Youth Federation of World Youth Association, NagasakiAssociation, NagasakiFederation of World Youth Federation of World Youth Association, OsakaAssociation, OsakaFederation of World Youth Federation of World Youth Association, OkayamaAssociation, OkayamaJapanese EmbassyJapanese Embassy

PROGRAMMEPROGRAMME

DAY ACTIVITY

1 • Welcoming ceremony• Get to know session

between hosts and guests2 • Visit to local school,

farms, orchards, SMIs• Cultural performance• Farewell ceremony

3 • Tree planting ceremony• Departure

Typical 3 Day/2 Night Package At Desa Murni Homestay

PROGRAMMEPROGRAMME

Day Activity1 • Welcoming ceremony

• Get to know session between hosts and guests2 • Visit to local school, farms, orchards, SMIs

• Cultural performance3 • Excursion to Tioman Island/Taman

Negara/Lake Chini4 • Free activity5 • Day trip to Kuala Lumpur6 • Free activity/special programme as per

request6 • Tree planting ceremony

• departure

Typical 7 Day/6 Night Package At Desa Murni Homestay

MAJOR SOURCE OF INCOMEMAJOR SOURCE OF INCOME

HomestayHomestayprovidergetsprovidergets RM RM 60/night/person 60/night/person (USD 16)(USD 16)Optional activities Optional activities Mock wedding Mock wedding ceremonies charge ceremonies charge between RM 1000 between RM 1000 –– RM 5000 (USD RM 5000 (USD 265 to USD 1320265 to USD 1320

SUCCESS FACTOR 1SUCCESS FACTOR 1

Strong Leadership and Good Organisation

SUCCESS FACTOR 2SUCCESS FACTOR 2

Innovative PackagingInnovative PackagingInnovative PackagingInnovative Packaging

SUCCESS FACTOR 3SUCCESS FACTOR 3

Targeted Marketing and Promotion

SUCCESS FACTOR 4SUCCESS FACTOR 4

Expanding Target Market

SUCCESS FACTOR 5SUCCESS FACTOR 5

Critical Role of Women and Youths

SUCCESS FACTOR 6SUCCESS FACTOR 6

Increasing Income Through Optional Activities

Increasing Income Through ‘Optional’ Activities

SUCCESS FACTOR 7SUCCESS FACTOR 7

Psychological Empowerment Important

SUCCESS FACTOR 8SUCCESS FACTOR 8

Revitalisation of Cultural Practices

SUCCESS FACTOR 9SUCCESS FACTOR 9

Success Attracts Funding

SUCCESS FACTOR 10SUCCESS FACTOR 10

Collaboration Between Agencies Industry and Locals

CHALLENGESCHALLENGES

The Need to The Need to Diversify Target Diversify Target MarketsMarkets

less dependent less dependent on Japanese on Japanese youthsyouths

domestic youthsdomestic youthsWesternersWesternersSingaporeansSingaporeans

CHALLENGES (cont.)CHALLENGES (cont.)

The Need to Cater for The Need to Cater for Needs of Western Needs of Western TouristsTourists

upgrade guest room upgrade guest room (air(air--condcond.).)

improve bathroomimprove bathroomstandstand--alone alone

accommodationaccommodation

CHALLENGES (cont.)CHALLENGES (cont.)

A Less Regimented A Less Regimented ItineraryItinerary

more time for more time for bonding with foster bonding with foster familyfamily

reduce communal reduce communal activitiesactivities

balance possible?balance possible?

CHALLENGES (cont.)CHALLENGES (cont.)

Attractive Base to Attractive Base to Visit SurroundingVisit SurroundingAttractionsAttractions

national parksnational parkscultural sitescultural sitestransform transform

homevisithomevisit to to homestayhomestay

CHALLENGES (cont.)CHALLENGES (cont.)

Equitable Equitable Distribution of Distribution of IncomeIncome

long termlong termbetter financial better financial

remunerationremunerationtour guidestour guidescultural cultural

performersperformers

CHALLENGES (cont.)CHALLENGES (cont.)

Preserving Novelty Preserving Novelty and Authenticityand Authenticity

commodificationcommodificationsamenesssamenessstalenessstalenessblandnessblandness

CONCLUSIONCONCLUSION

HomestayHomestayprogrammeprogramme at at crossroadscrossroadsSuccessful as a Successful as a catalyst for rural catalyst for rural empowermentempowermentNeeds to upgrade Needs to upgrade and reinventand reinvent

Smile when they arriveSmile when they arrive……

Cry as they leaveCry as they leave……