Satisfaction of domestic tourist with the homestay programme in Mesilou Village Kundasang, Sabah

Suggested Citation:

Suggested Citation:

Kunjuraman, V.,& Hussin, R. 2013. Satisfaction of Domestic Tourists with the homestay Programme in Mesilou

Village, Kundasang, Sabah. Paper presented at 3rd

Regional Conference on Tourism Research 2013

(RCTR2013). Bayview Hotel, Langkawi, Malaysia. Oct 29-31, 2013. p. 18-27.

SATISFACTION OF DOMESTIC TOURISTS WITH THE HOMESTAY

PROGRAMME IN MESILOU VILLAGE, KUNDASANG, SABAH

Velan Kunjuraman1 and Rosazman Hussin

2

1School of Social Sciences, Universiti Malaysia Sabah, 88400 Kota Kinabalu, Sabah,

Malaysia.

[email protected] 2 The Ethnography and Development Research Unit, School of Social Sciences, Universiti

Malaysia Sabah, 88400 Kota Kinabalu, Sabah, Malaysia.

ABSTRACT- The purpose of this paper is to identify and analyze the satisfaction of

domestic tourists with the quality of Homestay Programme services at Mesilou Village,

Kundasang, Sabah. The measurements of the importance of and satisfaction with facilities,

security and services were based on data provided by the homestay participants. The

measurements were based on the analysis of means of the responses of the tourists who

participated in the Homestay Programme. Quantitative approaches were applied in this study,

such as face to face survey interviews with questionnaires to 85 domestic tourists. The

qualitative approach of in-depth interviews was also used among the stakeholders in the

Homestay Programme to gain additional useful information for this study. The research

findings showed that all domestic tourists interviewed in the study were satisfied with the

quality of all services provided, as indicated by the value of satisfaction mean of 4.193-

4.4157. This indicated that the satisfaction of domestic tourists with the all three aspects fell

in the satisfaction zone. These findings may provide useful information for stakeholders in

other Homestay Programmes, especially regarding what homestay participants want, in order

to enhance the quality of services in homestays. In addition to this, these findings can also

contribute to further research in the discipline of Sociology of Tourism, especially regarding

Community Involvement in Development.

Key Words: Quality of Homestay Programme Services, Domestic Tourists Satisfaction,

Analysis of Means

1. INTRODUCTION

Tourism is one of the greatest assets of a country. This is because as an industry, tourism has

the potential to generate other benefits towards a society in terms of the socioeconomic

aspect. Tourism also increases a country’s income as well as creating employment

opportunities as much as 10 percent from the world’s occupation count and as much as 11

percent from the Gross Domestic Product (GDP) (Badaruddin, 2008, p. 1). Tourist visits

within Malaysia continued to increase from 5.5 million people in 1998 to 22 million people in

2008. This helped the country’s economy to be at a viable intensity and also increased the

national income return rate which was from RM8.6 billion in 1998 to RM49.6 billion in 2008

(Ministry of Tourism Malaysia, 2009). Thus, tourism acts as a catalyst to facilitate a

country’s economic growth, because it complements a country’s economy, as well as

strengthening and balancing the payments of a country (Tisdell, 1987).

Realizing this, the Malaysian government has introduced the Homestay Programme as

a strategy to develop rural societies through their participation in the tourism industry. In

1998, the Ministry of Tourism, Malaysia (previously known as the Ministry of Culture, Arts

and Tourism Malaysia) introduced the Homestay Programme as an alternative

accommodation for tourists who visit the country (Kalsom Kayat & Nor Ashikin, 2005). In

this programme, tourists have the opportunity to stay with a host community as well as learn

how the community lives out their daily lives. In Malaysia, participation as a host is open to

all residents and is mostly carried out in rural areas, such as in Mesilou Village, Kundasang,

Sabah.

The Homestay Programmes in Malaysia, especially in the rural areas need to be given

adequate attention because the tourists visiting those destinations yearn for something that

can satisfy their expectations. There are many homestays at present either in Peninsular

Malaysia or in Sabah. For example, in Sabah we have Miso Walai homestay at Hilir

Kinabatangan (Yong, 2004), and Miso Walau homestay at Batu Puteh, Kinabatangan

(Rosazman & Ahmad Puad, 2008), and Walai Tokou homestay at Kundasang (Adrianna, et

al. 2007) which are among those that can be indentified, while in the Peninsular we have

Mengkuang Titi homestay in Pulau Pinang (Nur Iryany, 2010), Kampung Relau homestay

and Kampung Raga homestay (Kalsom Kayat & Nor Ashikin, 2005), Sungai Semilang

homestay (Jabil & Suriani, 2012) and others that serve as tourist attractions.

The rural communities, especially in Sabah, scarcely participate in this Homestay

Programme because it is considered to provide just a small amount of side income. This

situation relates to the issue of the demands and satisfaction of tourists towards homestays

involving tourists from Malaysia or from outside of the country. Apart from overseas tourists,

domestic tourists are also important in the tourism industry (Norlida Hanim, et al. 2011). This

also concerns participation of domestic tourists in the Homestay Programme at Mesilou

Village, Kundasang, Sabah. The issue of customers’ satisfaction should be given adequate

attention because their satisfaction influences their loyalty to tourism destinations in Malaysia

(Yoon & Uysal, 2005; Martina & Irene, 2006). The issue of customer satisfaction is not new

in Malaysia but it is still not receiving the attention it deserves and not much research has

been done on this issue apart from limited reports in journals (Norlida Hanim, et al. 2011, p.

12). Customer satisfaction is very important in a Homestay Programme because it allows the

customers to enjoy the beauty of the homestay experience.

Nonetheless, there are homestay handlers who neglect improving the service quality

and infrastructure of their homestays. This affects tourists’ interest and satisfaction with the

Homestay Programme. For example, according to research done by Adrianna et al. (2007),

the bathrooms and toilets at Kundasang homestay do not meet the expectations of tourists.

Some researchers state that overseas tourists favour 5-star hotels or Bed & Breakfasts due to

their good services, attractive prices and other available amenities during their visits to a

tourist destination (Barsky, 1992; Saleh & Ryan, 1992; Bojanic, 1996). Data from the

Tourism Services Department, Ministry of Tourism, Malaysia recorded that domestic tourist

visits to Sabah dropped from 3068 in 2007 to 2214 in 2008 (Yahaya Ibrahim & Abdul Rasid,

2009, p. 12-13). This means that there are weaknesses in the tourism industry that cause

domestic tourists to be uninterested in visiting tourist destinations in Sabah. Low demands for

homestay yield less income among homestay participants. Research regarding homestay

before this focused on the participation of the communities in the Homestay Programme

(Wall & Long, 1995; Rosazman & Ahmad Puad, 2008; Yong, 2010; Hatton, 1999; Kalsom

Kayat & Nor Ashikin, 2005; Peaty, 2009). Studies on the level of customers’ satisfaction

towards the facilities, services, and safety are scarce, especially in Sabah. Thus, this research

will focus on the satisfaction of domestic tourists with the Homestay Programme in order to

evaluate their views towards the quality of the services and the facilities offered by the

homestay operators in Sabah.

The main objectives of the study presented here were:

1. To identify the background of the domestic tourists who stay at homestays;

2. To identify the level of satisfaction of the domestic tourists with the facilities offered

by homestay operators;

3. To identify the level of satisfaction of the domestic tourists with the security aspects

provided by the homestay operators;

4. To identify the level of satisfaction of the domestic tourists with the facilities

provided by the homestay operators.

This research investigates the satisfaction of domestic tourists with the Homestay Programme

at Mesilou Village, Kundasang, Sabah. The significance of conducting this research is that

the useful findings will help all relevant parties, especially the homestay handlers, to

understand the expectations of the domestic tourists with regards to the Homestay

Programme. Apart from that, the homestay handlers will also be able to further develop their

programme towards fulfilling the expectations of tourists such as in matters pertaining to the

facilities provided and others. The Homestay Programme has great potential for benefiting

the parties involved, especially the local community. With the rise of visitor satisfaction

levels, tourists will hopefully visit and participate in the Homestay Programmes in the future

as they have had rewarding experiences during their visit (Kozak & Rimmington, 2000; Ross,

1993; Tak, et al. 2007). In addition, the results of this research can contribute to and widen

the scope of research in Sociology of Tourism especially regarding Community Involvement

in Development.

2. LITERATURE REVIEW

Satisfaction with the destinations visited by both the local and international tourists differs

from one location to the other. This is because every destination has its very own tourist

products which are considered unique by the tourists. The issue of satisfaction amongst the

local and international tourists is of no difference as the tourism industry can only be

developed if efforts for improvement are continuously carried out (Norlida Hanim, et al.

2011). Bigne, Sanchez and Sanchez (2001) defined satisfaction as a reaction and the outcome

of the choice made based on an individual’s emotion and inner-being. On top of that, the

reactions also refer to the focal point that is usually represented by an object that satisfies the

users in a particular destination. These reactions also relate to specific moments considered

special which are the pre-buying, post-buying and the after effects of using a product or

service. Apart from that, Bake and Crompton (as quoted in Mageswari and Badaruddin, 2010,

p. 803), defined satisfaction as a feeling directed by factors such as social elements and the

psychology of a particular individual, such as emotions, behaviour, needs and external

aspects like the seasons and social interactions. Researchers have identified many factors

contributing to tourist satisfaction. Common factors include quality of services, safety aspects

(Norlida Hanim, et al. 2011), John and Ron, 2000), infrastructure facilities (Yeong, et al.

2010), personal factors (Mutinda & Mayaka, 2012), food and beverages (Tak, et al. 2007),

fastidiousness (Norlida Hanim, et al. 2011) and so on.

3. RESEARCH METHODOLOGY

This research were applied a mixed methods approach. Face to face survey interviews (Yin,

2003) in which the researcher used a structured questionnaire was administered to 85

respondents. Jones, et al. (1996) stated that the use of questionnaires as a research instrument

is very suitable for this kind of study because it is easier for respondents to cooperate. In

addition, a qualitative approach was also used, specifically in-depth interviews that involved

relevant parties (stakeholders) in the Homestay Programme, to obtain additional information

regarding the programme. The first sampling in this research is simple random sampling

involving domestic tourists while the second sampling is a purposive sampling involving

everyone involved in managing the Homestay Programme.

In the questionnaire, twenty-seven (27) questions were divided into four categories

related to the satisfaction of domestic toursits. The categories were Category A: Background

information of Respondent; Category B: Satisfaction Levels of Domestic Tourists with

Facilities at Homestay; Category C: Satisfaction Levels of Domestic Tourists with Safety

Aspects at Homestay; Category D: Satisfaction Level of Domestic Tourists with services at

the homestay. All questions in the questionnaire used the Likert Scale of 1 to 5 ranging from

“very unsatisfying (1) to very satisfying (5)” (Chua, 2006).

Reliability tests in this research showed a very high overall reliability at 0.970.

According to Nunnally and Bernstein (as quoted in Murugan 2011, p. 35), reliability tests

returning a value of 0.7 and above is considered reliable. Hair, et al. (2010), also agrees that a

reliability value of a certain study should exceed 0.7 to be considered reliable for a study.

Therefore, the high value returned by the reliability tests in this research signifies that this

research is reliable.

3.1 Research Location: Atamis Homestay at Mesilou Village

This research was conducted in Mesilou Village located in Kundasang, Sabah.

Kundasang is a sub-District of Ranau, a District in the interior of Sabah. Researchers chose

this location because the Homestay Programme in Mesilou Village has the potential to be

developed into one of the most famous tourist destinations in Sabah in the future. Its natural

beauty and the variety of tourist products can intensify the Homestay Programme even

further in the area.

Figure 1: Map of Homestay Programme Mesilou Village, Kundasang

Sabah

Source: www.sabahhomestay.my

4. FINDINGS AND DISCUSSION

4.1. Demographical Analysis of Respondents

Referring to table 1, the survey was carried out with 85 respondents (domestic tourists).

There were 50 male (58.8%) and 35 female (41.2%) respondents. This survey had more

males than females by 17.6 percent. There were two levels of formal education among these

tourists: 67.1 percent were tourists who had higher education, such as diploma and above,

while the rest had secondary school education or lower at 32.9 percent. In this research many

respondents were diploma holders, numbering 36 people (42.4 percent). Domestic tourists

who participated in this Homestay Programme mostly have monthly incomes of between

RM2001-RM3000 at 37.6 percent, followed by those with incomes of between RM1001-

RM2000 (25.9 percent), and between RM3001- RM4000 (15.3 percent) and so on. As such,

most of the tourists who took part in this Homestay Programme were from the group with

monthly incomes of RM2001 to RM3000. In this research it was found that of the tourists

who visited this homestay, a little over half were married, at 56.4 percent, while 40 percent

were unmarried, 2.4 percent were widowed, and, 1.2 percent were divorced. From this, we

can conclude that married couples may be more likely to participate in Homestay

Programmes like this.

Table 1: Background of Respondents

Information N=85

Gender(%)

Male 58.8

Female 41.2

Education(%)

Primary School 5.9

Secondary School 27.1

Diploma 42.4

Bachelor’s 18.8

Master’s 2.4

Phd 3.5

Income(%)

<500 3.5

501-1000 7.1

1001-2000 25.9

2001-3000 37.6

3001-4000 15.3

4001-5000 8.2

>5000 2.4

Maritial Status(%)

Unmarried 40.0

Married 56.5

Widowed 2.4

Divorced 1.2

Source: Research Analysis, 2013

Regarding satisfaction levels of tourists towards facilities, safety aspects and services based

on gender, it appears that gender can be a significant indicator to measure the satisfaction

level of tourists. In this study, all domestic tourists were satisfied with the facilities, safety

aspects and services provided by the homestay as indicated with the mean values of

satisfaction: 4.193-4.4157.

4.2. Satisfaction of Domestic Tourists with the Homestay Programme in terms of

Facilities in Atamis Homestay

Table 2: Respondents’ Satisfaction towards the Facilities in Homestay Based on Gender

GUIDE: SATISFACTION LEVEL

1 2 3 4 5

Very unsatisfying unsatisfying Average Satisfying Very Satisfying

No Attribute N Gender Mean Overall

1 Toilet facilities 50

35

M

F

4.3000

4.3429

4.32145

2 Bedroom facilities 50

35

M

F

4.2800

4.2857

4.28285

3 Food menu 50

35

M

F

4.1600

4.2286

4.1943

4 Suitability of pricing package 50

35

M

F

4.2000

4.3143

4.25715

5 Cleanliness and tidiness of house and

rooms

50

35

M

F

4.26

4.31

4.285

6 Transportation facilities 50

35

M

F

4.2000

4.3143

4.25715

7 The condition of television,

refrigerator, mattress and bed

50

35

M

F

4.3400

4.2000

4.27

8 Cheerfulness during the stay 50

35

M

F

4.2400

4.3143

4.27715

9 Hospitality of host 50

35

M

F

4.3600

4.3429

4.33715

10 Appreciation during the stay 50

35

M

F

4.4000

4.3143

4.35715

Source : Research Data, 2012

Overall mean analysis from the table above results in 4.2 which shows that as a whole,

respondents were satisfied with the facilities at the homestay. Mean analysis shows that both

males and females achieved a value of more than 4 which means that facilities at this

Homestay Programme were at satisfying levels. Both male and female respondents were

satisfied with the facilities provided, like bedrooms and toilets, demonstrating value of more

than 4. This shows that the homestay managers take these aspects into consideration in their

daily operations.

Interviews with the homestay’s Secretariat also clearly showed this, as one member

said (translated):

The management is very systematic

whereby after the tourists leave, we will

clean-up and improve the homestay. As

an example, during the cleaning-up of the

homestay, we will replace broken or

defective equipment.

Thus, the facilities provided in this homestay have met the demands of domestic tourists, and

the results of this study is in line with research done by Kozak, (2001) and Norlida Hanim, et

al. (2011). Previous studies by Adrianna, et al. (2007), and Mariam, et al. (2012) in other

homestays were not in favour of this result because they found that facilities like toilets were

unsatisfactory for tourists and caused many problems for them. Past studies also reported that

when tourists enjoyed their experience at a certain destination, they will make another visit to

that place in the future (Ross, 1993; Kozak & Rimmington, 2000; Tak, et al. 2007). On that

note, they also recommended that other people such as their family members and friends

should visit the destination which they had enjoyed visiting (Yoon & Uysal, 2005; Norlida

Hanim, et al. 2007).


Security in Atamis Homestay

Table 3: Respondents’ Satisfaction towards the Security Aspect of the Homestay based on Gender


1 2 3 4 5



1 Security systems 50

35

M

F

4.3000

4.3429

4.32145

2 Host as security guardian 50

35

M

F

4.3000

4.1143

4.20715

3 Cupboard locks 50

35

M

F

4.3600

4.2857

4.32285

4 Room locks 50

35

M

F

4.4200

4.3143

4.36715

5 Parking spots 50

35

M

F

4.5000

4.3143

4.40715

6 Room lighting 50

35

M

F

4.4000

4.3143

4.35715

7 Local’s anxiety towards tourists 50

35

M

F

4.5400

4.2857

4.41285

Source: Research Data, 2012

Overall, the security aspect of this homestay was also at a satisfying level. In this aspect,

respondents were satisfied with the security systems, facility of the cupboard and rooms as

well as parking spots at this homestay. It can be assumed that the security aspect is vital to

enable tourists to feel secure and safe during their visit. Mean analysis shows that both

genders achieved a value of more than 4 which implies that the safety aspects of this

homestay is satisfactory. For example, lockable cupboards and rooms were the main concerns

of domestic tourists. Both the attributes recorded a mean value of 4.36715 and 4.32285 for

both genders. This means that the respondents were satisfied with the safety aspect of this

homestay.

The interview with the homestay’s Head of Secretariat (translated) supported these

findings:

We provide lockable cupboards…tourists

do not have to worry on that

matter…other than that, we also provide

rooms with locks so their personal safety

is ensured. Safety is very important to us,

because if it’s not safe, tourists will not

visit this place.

It is clear that the homestay’s Head of Secretariat takes the safety aspect of the homestay into

great consideration. The findings of this study is in line with research done by Norlida

Hanim, et al. 2011; Mutinda & Mayaka, 2012; Akama & Keiti, 2003; Kozak, 2001; Mariam,

et al. 2012.


Services at Atamis Homestay

Table 4: Domestic Tourists’ Satisfaction Towards the Services Aspect of the Homestay based on Gender


1 2 3 4 5



1 Hospitality of the host 50

35

M

F

4.4600

4.3143

4.38715

2 Discipline of the host. 50

35

M

F

4.4600

4.3714

4.4157

3 Spoken manner of the host 50

35

M

F

4.4600

4.2571

4.35855

4 The surrounding maintenance done by

the host

50

35

M

F

4.3600

4.3429

4.35145

5 Friendliness of the host 50

35

M

F

4.3600

4.3143

4.33715

6 Communication manner of the host 50

35

M

F

4.3800

4.2571

4.31855

7 Assistance offered by the host 50

35

M

F

4.4200

4.2000

4.31

8 Tourist guidance from the host 50

35

M

F

4.4400

4.3143

4.37715

9 In-house maintenance service done by

the host

50

35

M

F

4.3800

4.2571

4.31855

10 Spoken discourse ability of the host 50

35

M

F

4.4400

4.2286

4.3343

Source: Research Data, 2012

The findings regarding this aspect indicate that both male and female respondents showed the

same level of satisfaction with Mesilou Village homestay’s quality of services. Results from

both genders returned values more than 4 which is considered satisfying. In the services

aspect, both genders were very satisfied with the attitude and behaviour of the hosts, such as

having proper discipline while managing the homestay in their village. The overall mean

value for host hospitality is considered good, at the value of 4.38715. This shows that

domestic tourists were satisfied with the homestay host’s hospitality.

The interview with the Homestay’s Head of Secretariat (translated) supported this:

Service is also our main focus. First and

foremost, as soon as the guest arrives,

we automatically consider them as our

own family…so we have to mingle with

them properly…the reason being, with

good and friendly service, the tourists

will in turn be friendly with us and get to

know us as well as consider us as their

family…other than that, in the future we

would still be remembered as their foster

family in Kundasang.

As such, hosts showed positive attitudes while managing this homestay and met the demands

of the domestic tourists. The research findings also indicated that tourists were satisfied with

the cleaning done by the homestay management and this is in line with research done by

others (Jabil & Suriani, 2012; Kozak, 2011).

5. CONCLUSION

This study shows that the quality of services, which include facilities, safety aspects and

service aspects, in the Homestay Programme at Mesilou Village have contributed to the

numbers of domestic tourists coming to the homestay as well as helping to meet their

demands. All these three aspects have satisfied domestic tourists and the management’s role

in this is vital. The research findings show that all domestic tourists were satisfied with the

above aspects as shown in the mean value of between 4.193 – 4.4157. The findings from this

research refine other studies like those by Wall and Long (1955), Rosazman & Ahmad Puad

(2008), Yong (2004 & 2010), Hatton (1999), Kalsom & Nor Ashikin (2005), Jabil & Suriani

(2012), Peaty (2009), and Mariam, et al. (2012) who focused their research on the

involvement of communities in the Homestay Programme with less concentration on the

issue of tourists’ satisfaction.

Based on the results of this research it can be concluded that the Homestay

Programme in Mesilou Village should be an example to other Homestay Programmes in

Malaysia because of the skill and aptitude of the management in this homestay that allowed

the tourists to be satisfied with the facilities, safety and service aspects. The results of this

research will also benefit further studies in the future as well as serve as a guideline for other

researchers.

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Yeong, G. K., Bo, W. S. & Anita, E. (2010). The Relationship between food-related

personality traits, satisfaction, and loyalty among visitors attending food events and

festivals. International Journal of Hospitality Management 29 (2): 216-226.

Yoon, Y., & Uysal. M. (2005). An examination of the effects of motivation and satisfaction

on destination loyalty: A structural model. Tourism Management, 26 (1): 45-56.

Dissertation

Murugan Rajoo. (2011). Students’ Perceptions Of Mathematics Classroom Environment,

Mathematics Efficacy And Mathematics Achievement: A Study In Keningau Sabah,

Malaysia. Unpublished Master Thesis. Kota Kinabalu: Universiti Malaysia Sabah.

Nur Iryany. (2010). Penyertaan Wanita Setempat dalam Projek Homestay Di Pulau Pinang:

Kajian Kes Di Kampung Mengkuang Titi. Unpublished Academic Practice. Kota

Knabalu: Universiti Malaysia Sabah.

Yong Pau Lin. (2004). Projek Miso Walai Homestay dan Penyertaan Komuniti Tempatan:

Satu Tinjauan di Mukim Batu Putih, Hilir Kinabatangan, Sabah. Unpublished

Academic Practice. Kota Kinabalu: Universiti Malaysia Sabah.

Yong Pau Lin. (2010). Kajian Penyertaan Komuniti Setempat dalam Kegiatan

Pelancongan di Kampung Pukak, Kiulu, Sabah. Unpublished Master Thesis. Kota

Kinabalu: Universiti Malaysia Sabah.

Online Resources

Ministry of Tourism Malaysia (MOTOUR). http://www.motour.my. Retrieved on 15 Jan

2013.

Sabahhomestay.com. Retrieved on 15 Jan 2013.

APPENDICES

Picture 1: Homestay at Mesilou Village

Source: Velan Kunjuraman, 2012

Picture 2: Beautiful Scenery of Mesilou Village

Source: Velan Kunjuraman. 2012

Picture 3: Facilities in Homestay

Source: Velan Kunjuraman. 2012

Picture 4: Facilities in homestay

Source: Velan Kunjuraman, 2012

Satisfaction of domestic tourist with the homestay programme in Mesilou Village Kundasang, Sabah

Documents

Transcript of Satisfaction of domestic tourist with the homestay programme in Mesilou Village Kundasang, Sabah