AN OVERVIEW OF ASEAN HOMESTAY TRADITIONAL ECONOMIC THROUGH ENTERPRISE DEVELOPMENT

International Journal of Civil Engineering and Technology (IJCIET) Volume 9, Issue 13, December 2018, pp. 1815 1821, Article ID: IJCIET_09_13_181 Available online at http://www.iaeme.com/ijciet/issues.asp?jtype=ijciet&vtype=9&itype=13 ISSN Print: 0976-6308 and ISSN Online: 0976-6316 IAEME Publication Scopus Indexed AN OVERVIEW OF ASEAN HOMESTAY TRADITIONAL ECONOMIC THROUGH ENTERPRISE DEVELOPMENT Norngainy Mohd Tawil* Centre for Entrepreneurship and SMEs Development, Universiti Kebangsaan Malaysia Centre of Architecture and Innovative Built Environment (SErAMBI), Engineering and Built Environment Faculty Universiti Kebangsaan Malaysia Maisarah Mohd Rabu Faculty of Social Sciences and Humanities, Universiti Kebangsaan Malaysia, Selangor, Malaysia Habibah Ahmad Faculty of Social Sciences and Humanities, Universiti Kebangsaan Malaysia, Selangor, Malaysia *Correspondence Author: Email: norngainy@gmail.com ABSTRACT The objectives of this study are to identify the level of readiness of homestay entrepreneurs to accept tourists, to observe the relationship between the dimensions of entrepreneurial readiness and tourist satisfaction in the Homestay Experience Program, identifying whether homestay programs can help to increase homestay's existing income, recognizing the network within ASEAN homestay and analyse the gap between the ASEAN countries. This research is done in coherence to relate the finding with the needs of ASEAN region in integrating potential homestay collaboration. The ASEAN homestay integration program will enhance the economic capabilities within ASEAN. In ensuring the homestay operators can generate income and have entrepreneurial sense, thus suitable courses should be provided to them. This paper mainly highlights some of the elements needed for the homestay operator s acceleration. On the other hand, this paper also explains on the importance of taking care and serving the best part of the homestay property, which is also one of the main fundamentals in ensuring the tourists will return again for the service. Key words: Homestay, ASEAN, entrepreneurs, property Cite this Article: Norngainy Mohd Tawil, Maisarah Mohd Rabu, Habibah Ahmad, An Overview of ASEAN Homestay Traditional Economic Through Enterprise Development, International Journal of Civil Engineering and Technology (IJCIET) 9(13), 2018, pp. 1815 1821. http://www.iaeme.com/ijciet/issues.asp?jtype=ijciet&vtype=9&itype=13 http://www.iaeme.com/ijciet/index.asp 1815 editor@iaeme.com

An Overview of ASEAN Homestay Traditional Economic Through Enterprise Development 1. INTRODUCTION The development of the tourism industry varies for each country. ASEAN countries have the communion that binds these countries in the cultural and architectural elements of the heritage buildings. This can be seen through the diversity of similarity in cultural and heritage, the evolving tourism area, and the local community itself. In discussing the potential of tourism impacts from homestay development, it is not only the socio-economic but also the environmental aspects. The homestay, as community tourism, can become a catalyst for economic development of rural communities (Abdul razzak et al 2017). Homestay was started with the intention to help the rural community to increase their income and at the same time promoting culture to the tourist. Homestay experience will leave an extra ordinary experience trough culture, agriculture and many more activities. Application of entrepreneurship values among homestay entrepreneurs will be seen through the factors that determine the homestay entrepreneurship aspect. This further evaluates and sustains the performance of the tourism industry to thrive further. In the context of ASEAN, an integration program is important in developing culture as an important attraction for travelers from ASEAN countries or outside ASEAN to come and appreciate the featured culture. The difference between the homestay packages including the accommodation, meal and activity with the community is the main purpose of customer paying the packages. Homestay under the government is classified as selling cultural experiences to the tourists. 2. ASEAN HOMESTAY STANDARD The tourism industry is rapidly developing and has achieved a level to be proud of. The new tourist destinations are growing rapidly over the years. However, homestay tourism development is a different section of tourism and it offers different type of tourism.homestay tourism promotes more on the culture and offers the ability to experience the way of living.in contrast from other sector of tourism, the members are from the industry itself. For instance, Hotels that are used as tourism attraction must have taken all aspects into accounts before program is conducted. Homestay tourism are different compared to other sector of tourism as the involvement of government agencies are very important in ensuring that everything is following the standard requirements. There is anoticeable change in percentage of international tourist from time to time. Developed and upgraded tourism products produced are classified as a part of tourism development. In the same time, it will indirectly increase the rate of economic growth that will benefit the government and local businesses. Increasing numbers of foreign tourists encourage public agencies and external organizations involvement in assisting locals to develop the tourism industry whilst improving their socioeconomic status. The government takes an initiative in being supportive by providing varies infrastructures and financial developments to the tourism sector. This action is done to enhance the accessibility of tourism products and training skills to the community. The positive growth of foreign tourists and increase in their spending drive the government to initiate tourism activities in improving the national income.(johan A et al., 2009)Some of the initiative made is homestay s accommodation programs. The concept of homestay is different from other accommodation facilities such as hotels, motels, or 'bed and breakfast, which located in city and filled with modern attraction. The combined meaning of Homestay is stay like at home. This homestay program is unique as it is open to all residents who want to be a host.however, most homestays are offered as community programs, especially in suburban areas where locals still use culture practice. Homestay has shown popularity that result to huge benefits given to homeowners and guests, including cultural exchange (Henderson, J., Chan, Y., Loke, F., & Teo, F., 2004). One of the facilities provided includes the tourists will be able to experience the genuine village life by http://www.iaeme.com/ijciet/index.asp 1816 editor@iaeme.com

Norngainy Mohd Tawil, Maisarah Mohd Rabu, Habibah Ahmad staying with the hosts, interacting with the villagers, experience the routines of the villagers, as well as including the opportunity for tourists to appreciate the local culture of the community. ASEAN cross and cultural exchange is crucial to understand the communication and the differences between ASEAN cultures. The impact of cultural tourism has given a positive impact on the socio-economic status of the local community including the employment opportunities, income enhancement to the local business, and upgrading of facilities and infrastructure. Moreover, the cultural tourism also encouraging entrepreneurs, preserve the cultural heritage as well as ensuring the culture are openly accepted by the foreign tourists.homestay openings in the rural areas are seen to have a positive impact on the local community, as it is able to provide local residents with the opportunity to generate income while increasing the household income. Through this program, the local community benefit with a better socioeconomic development. In the context of sustainability, the value of authenticity and meaningful experience refers to the cultural values and customs that are still preserved, practiced and maintained by a society which is rarely found in urban areas (Kalsom K, 2003). Travelers are often to have different perceptions about the culture practiced by the locals and vice versa. Opportunity can be taken for the both group where they can learn and understand each other s the culture and customs. This can indirectly be a stepping-stone for the international tourism industry.cultural preservation is crucial to create a sustainable rural development and maintaining cultural values for future generations. If it is successfully done it could help the villagers in enhancing their ability to communicate and transfer knowledge through cultural exchange.it also promotes conservation and cultural traditions and values to help alleviate poverty among villagers (Quang, 2016). Strategies that can attract youth to develop their homestay and cultures are very important considering youth have their own perceptions that need to be taken into, in ensuring the landscape of homestay tourism can be sustained (Samsudin & Maliki 2015). In Harun's 2017 research, Community-based tourism (CBT) is one of the attractions for tourists when it involves communities, especially youth. Youth have the desire to manage homestay for several reasons such as generating income, family encouragement and even a comfortable workplace. Therefore government support to the youth is very important in ensuring that they can maximize the economy (Harun et al, 2017).Improving the management of Homestay in ASEAN is important in achieving ASEAN Standards, but not to neglect the importance of preserving of existing architecture at the homestay building. The most important in homestay tourism is protecting the environment. Heyprakhon & Rinchumphu, 2015 found that 75 percent of homestay's architecture showed that the homeowner was vernaculars architecture.inside homestay architecture is not just a culture but also retention of traditional architectural heritage. The value of this legacy should be taken into consideration in homestay packages offered apart from local culture (Heyprakhon, T., & Rinchumphu, D., 2015).However, homestay qualities need to be measured and maintained to ensure greater business opportunities for return travelers (Ismail et al, 2016). National tourism organizations (NTOs) play an important role in developing ASEAN tourism. Interventions have been widely carried out for the rapid development of tourism industry within ASEAN countries such as the Philippines, Malaysia, Singapore and Thailand (Cruz, 2003). Thehomestay program developed has a competitive price and has advantage on the products offered (Salleh et al, 2013). In improving the homestay economy among villagers, entrepreneurship skill is crucial in ensuring the sustainability of homestay entrepreneurs. In the context of homestay and youth entrepreneurs, this business is categorized as a family business since homestay is seen to have the potential to increase http://www.iaeme.com/ijciet/index.asp 1817 editor@iaeme.com

An Overview of ASEAN Homestay Traditional Economic Through Enterprise Development entrepreneur income.entrepreneurs monthly income can increase based on initial investments, monthly expenses and annual earnings (Mohamad et al, 2013; Bhuiyan et al, 2013). Figure 1: Program implementation Figure 2: The development of homestay management enhancement This assessment is applicable to both the homestay provider and the homestay organization. Depending on the criteria, feedbacks are obtained either from the homestay organization or the homestay provider. Table 1: Assessment Feedback Form of ASEAN Homestay Standard (www.asean.org, 2018) ANSWERED BY Homestay Organization Homestay Provider CRITERIA 1 Host 2 Activities 3 Management 4 Location 5 Safety and security 6 Marketing and Promotion 7 Sustainability Principles 1 Accommodation 2 Hygiene and Cleanliness http://www.iaeme.com/ijciet/index.asp 1818 editor@iaeme.com

Norngainy Mohd Tawil, Maisarah Mohd Rabu, Habibah Ahmad 3. HOMESTAY IN MALAYSIA Homestay concept has been introduced unofficially in Malaysia since the 1970s. At that time there were some villagers in Cherating, Pahang who provided accommodation to foreign tourists for long stayto enjoy the beauty of Cherating Beach. Tourists were taken to stay with the family in their village and provided breakfast by the host (Amran, 2004). During that time, the participation of the people was not so widespread and homestay was an alternative to chalets and resorts for those who wanted to save on lodging costs (Yahya et al., 2008). This industry expending successfully through varies activities. The Homestay Program was officially introduced at the national level by the Ministry of Culture, Arts and Tourism Malaysia in 1995. By 1995, homestays become a part of the Ministry of Tourism program, where the host family, the rural community (homestay committee members, cultural performers, guides etc.), the existing village organizations, and other government organizations, came to be involved (Ramel et al 2010). The first homestay program in Malaysia supported by the Ministry is homestay program in Desa Murni involving 5 homestaysnear Temerloh, Pahang. The homestay program activist then formed the Homestay Association of Malaysia. The homestay program brought progressive benefits to the community in Murni Village. Through the Homestay Program, Malaysia's culture can be promoted and tourism can be sustainably developed as income flows into the hands of the community itself and the community's own knowledge of their own legacy resources (Kalsom et al., 2006).Homestay operator are divided into following: First Generation aged 60 and above Second Generation between 40 and 59 years old Third Generation between 20 and 39 years old Total Homestay Income for the Year 2011 to 2017 of Malaysia Homestay Total Homestay revenue in January-December 2017 was RM30,124,465.46, an increase of 8.7% compared with January-December 2016. Table 2 Total Homestay Income For The Year 2011 to 2017 (www.motac.gov.my, 2018) NO STATE TOTAL INCOME (RM) 2014 2015 2016 2017 1 Perlis 259,480.00 394,356.00 330,041.00 161,841.00 2 Kedah 801,232.00 1,917,206.00 1,111,584.00 1,168,560.00 3 Pulau Pinang 426,777.00 728,846.00 532,686.00 653,522.00 4 Perak 497,489.00 550,746.00 622,160.00 869,210.00 5 Selangor 2,285,897.00 3,119,811.00 2,586,361.00 1,833,436.00 6 Melaka 1,484,040.00 1,686,275.00 1,811,305.00 1,276,535.00 7 Negeri Sembilan 952,388.00 853,691.50 584,846.00 917,544.00 8 Johor 1,881,722.50 2,095,211.60 1,682,605.00 2,309,269.50 9 Kelantan 363,155.00 270,295.00 223,395.00 131,810.00 10 Terengganu 227,395.60 268,624.00 762,751.00 1,025,322.00 11 Pahang 8,567,617.60 10,625,492.00 11,005,178.00 12,907,709.00 12 Sarawak 2,997,325.50 3,070,792.80 3,378,588.60 2,757,687.60 13 Sabah 2,052,034.30 2,329,718.60 2,678,772.60 3,795,065.36 14 Labuan 432,947.00 481,868.00 404,620.00 316,954.00 TOTAL 23,229,500.50 28,392,933.50 27,714,893.20 30,124,465.46 http://www.iaeme.com/ijciet/index.asp 1819 editor@iaeme.com

An Overview of ASEAN Homestay Traditional Economic Through Enterprise Development Statistic tourist arrivals of Malaysia homestay The total number of tourist visit in Homestay between January-December 2017 was 382,961, decreased 6.7% from January-December 2016. For January-December 2017, domestic tourists numbers decreased by 9.1% while international tourist arrivals increased by 8.2% compared to January-December 2016. 5. METHODOLOGY Research Design The data collection and exchange of information holistically in the ASEAN countries will be done according to the gathering policies. Under the Government's guide, policy makers will develop policies and modules in the homestay implementation sharing to the ASEAN countries. For the second phase of this research, a survey study approachwill be conducted. The sample was selected based on sampling objectives. Several numbers of Homestay in Malaysia, Vietnam, Philippines and Thailand are selected through the selective criteria. Homestay Kelantan is chosen as an example in Malaysian context. For sample purposes, selected country universities will be involved to assist in the development of selected homestay. Data collection Qualitative and quantitative methods will be used for data acquisition purposes. Qualitative methods are measured through interviews with homestay hosts while quantitative methods are used through questionnaires data collected. The data obtained will be processed using the SPSS program. The data collected are homestay data as a whole in ASEAN countries. 6. CONCLUSIONS This study will improve the existing system in the economic in upgrading homestay operators that consist of rural population, to increase income of the homestay operators and increase the economy among rural residents. Some policies for integration of tourism in homestay at the ASEAN level will be developed. Further to this program, research on ASEAN countries need to be made to compare the implementation gap between the ASEAN Homestay Standard. The measurement between the Ministry of Tourism on Homestay Malaysia and Homestay ASEAN standards are based on the "ASEAN HOMESTAY STANDARD"audit. ACKNOWLEDGEMENT This research was supported by Grant DCP 2017-017(2). We thank our colleagues from Universiti Kebangsaan Malaysia who provided insight and expertise that greatly assisted the research. REFERENCES [1] Abdul Razzaq, A. R., Tan, K. H., Mustafa, M. Z., & Bokhari, N. (2017). The Secret to A Successful Homestay Development: Lesson from Miso Walai Homestay (MWH) Kinabatangan Sabah, Malaysia. Pertanika Journal of Social Sciences & Humanities. [2] Amran Hamzah. (2004). The Evaluation of the Homestay Programme in Malaysia: Performance, Sustainability and Challenge. Ministry of Tourism Malaysia. [3] Bhuiyan, M. A. H., Siwar, C., & Ismail, S. M. (2013). Socio-economic impacts of home stay accommodations in Malaysia: A study on home stay operators in Terengganu State. Asian Social Science, 9(3), 42. http://www.iaeme.com/ijciet/index.asp 1820 editor@iaeme.com

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