The role of local leaders in promoting small scale tourism: Comparative Analyses of Homestays on Labuan Island, Malaysia
1. THE ROLE OF LOCAL LEADERS IN PROMOTING
SMALL SCALE TOURISM:
COMPARATIVE ANALYSES OF HOMESTAY
PATAU PATAU 2 AND HOMESTAY BUKIT KUDA,
WILAYAH PERSEKUTUAN LABUAN, MALAYSIA
PREPARED BY:
AZMAN MAT ISA, SUN JIE, PHAM VAN KIM NGOC, VIDTHAYANON SALYAVET,
FATMAWATI LATADA, ROZITA MOHD HUSAIN & MOHAMED ISHAK ADUL HAMID
FACILLITATOR : DR.COLLONIUS ATANG
11. JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
SEASONAL
CALENDAR
Public Holiday
School Holiday
Festive Season
University Session – Student Intake
International Event
Sea Challenge Labuan Art Festival
Harvest Festival
Borneo Art Festival
Federal Public Holiday
of Bukit Kuda
Ramadan
11
12. JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
SEASONAL
CALENDAR
Public Event
Festive Event
Wedding
Religious Activity
Traditional Water Sport
Independence Day
Back to School
of Patau Patau 2
Ramadan
Food Traditional Festival
12
13. HISTORICAL
TIMELINE of Bukit Kuda
Started
1938
Introduced
3 houses
2008
Homestay
Certification
Released
2009
17 Homestay
available
2016
13
14. Started
1800
Moved to Patau
I
1881
Road &
Wood
Bridge
1980
Storm
6 houses
damaged
1990
Fire
4 houses
damaged
2010
Concrete Bridge
128 houses
Avg. 5 household each
2016
HISTORICAL
TIMELINE of Patau Patau 2
14
18. COMPARATIVE
ANALYSIS Bukit Kuda VS Patau Patau 2
Income
Range : 1.5k – 5k RM/month
Public sector 35%
Private sector 30%
Self employ 35%
Range : 3k – 50k RM/month
Public sector 5%
Private sector 20%
Self employ 75%
18
19. 2 2 Agriculture
Training by
HS Cooperation
COMPARATIVE
ANALYSIS Bukit Kuda VS Patau Patau 2
Projects
3 Infrastructure
Aquaculture
19
20. Operational Issues
Lack of feedback and demand from tourists and
Homestay operators (PT PT2 & BK)
Lack of “buy-in” from the community (PT PT2)
Lack of engagement in culture and nature
(PT PT2)
Insufficient attraction to maintain the tourism (BK)
20
21. Lack of feedback and demand from tourists and
Homestay operators (PT PT2 & BK)
Tourist demand
Target market
Blank Feedback form
Insufficient statistic data of tourists’ demand
21
22. Lack of “buy-in” from the community
(PT PT2)
Minor income from Homestay
Conflict between marketing and reality
Inactive
operation
No commitment
22
23. Lack of engagement in culture and nature
(PT PT2)
Few of activities: Fish netting, Crab trapping, Boat
rowing
Natural resource
Annual event
23
24. Insufficient attraction to maintain the tourism
(BK)
Interesting and diverse activities: fishing, fruit picking, jungle
tracking, bird watching, traditional dance, or visiting popular
spots
Local visitors only
Marketing strategy
Networking
24
27. ROLE OF LOCAL LEADERS
Issues observed in homestay tourism
- Three layers of leadership – bureaucracy and unclear jurisdiction
- No local champion
- Dependency trap
- Lack of esteem and confidence
27
28. ROLE OF LOCAL LEADERS
- Mechanism of Management System
Ministry of Tourism
and Culture
Homestay
Cooperation
Homestay
Provider
Homestay
Provider
Homestay Provider
Three
layers
bureaucracy
and unclear
jurisdiction
User Experience
28
29. ROLE OF LOCAL LEADERS
- Lack of Local Champion
Status quo:
• Part-time management
• No strong commitment
• Facilitator as a key role
• Lack of systematic leadership
• Limited skills and capacity
Expectation:
• Commitment to management
• Strong passion to challenge the
status quo
• Leader with influence
• Leader with vision, planning,
innovation and good
communication
Gap
29
30. ROLE OF LOCAL LEADERS
- Dependency trap
Dependency
Trap
Local
Capacity
Fear in
reflecting
true
problems
Hand-
holding by
government
/ donors
30
31. ROLE OF LOCAL LEADERS
- Lack of esteem and confidence
Lack of capacity and communication skills
Affect the satisfaction of the user experience, making visitors (esp. international
visitors) feel not confident in the service
Hinder the recommendation from the visitors to other potential clients
31
32. ROLE OF LOCAL LEADERS
- Local leadership and sustainability
Vision Action plan
Capacity
Building
Leadership
32
33. SUGGESTIONS
OPERATIONAL ISSUES
1. LACK OF FEEDBACK & DEMAND FROM
TOURISTS AND HS OPERATORS
2. LACK OF ‘BUY-IN’ FROM THE
COMMUNITY
3. LACK OF ENGAGEMENT IN CULTURE AND
NATURE
4. INSUFFICIENT ATTRACTIONS
SUGGESTIONS
1. DEVELOP INFORMATION SYSTEM FOR HS –
PROFILING & PERFORMANCE MONITORING
2. PLAN & DESIGN QUALITY PRODUCTS
3. INTEGRATED APPROACH, SYMBIOTIC
RELATIONSHIP – HS PROVIDERS, FISHING,
BOAT TOUR OPERATOR, CULTURE - VALUE
FOR MONEY PACKAGE
4. INCREASING DEPTH & BREADTH OF
ATTRACTIONS
33
34. SUGGESTIONS
LEADERSHIP ISSUES
1. TOO MANY LAYERS OF LEADERSHIP
2. NO LOCAL CHAMPION
3. DEPENDENCY TRAP
4. LACK OF SELF ESTEEM & CONFIDENCE
SUGGESTIONS
1. DEVELOP A DATABASE TO STORE
INFORMATION ABOUT HS –
2. BETTER MANAGEMENT OF HS
3. COMMUNITY DRIVEN & SMART-
PARTNERSHIP
4. TRAINING
34
35. • Unique location
• Surrounding
resources
• Strategic
partnerships
• Outsider as initiator
• Local champion
• Community-based
organisation
• Research and
tourism inventory
• Concern for welfare
of CBT members
• Systematic
management
INTERNAL FACTORS
EXTERNAL
FACTORS
CRITICAL SUCCESS FACTORS 35
36. 36CRUCIAL ROLE OF
LOCAL CHAMPION
DURING FORMATIVE
YEARS
• Natural born leader
• Ability to galvanise
and transform
Good Communicator
Sensible
Proactive
Courageous
Innovative
Disciplined
Resourceful
Patient
Visionary
Trustworthy
38. CONCLUSION
COMMUNITY BASED TOURISM
Tourism that emphasizes the empowerment of local
communities, and their participation in the decision-making
process related to the management of tourism.
38
According to the discussion with stakeholders and observation, we have found some issues in operating the Homestay in Patau Patau 2 and Bukit Kuda.
Actually, when we access their website, we get a statistic of visitors arrival to Labuan in 2016. But the data is quite general that cannot help to show the tourist demand or target market.
Since HS emphasizes the empowerment of local communities, and their participation in the decision-making process in the management of tourism; If they don’t get official feedback from HS operators and tourists, it will be difficult for them to operate and develop this kind of business.
As we can see in the income distribution of the PT PT2, HS is not their main income. Most of them work in private industry or self emplyment and their main income comes from gas and oil. HS is such a part-time job, especially for the wives and retired old men. In the leaflet, they offer a range of activities for the tourists, including natural and cultural activities. In fact, we don’t find any cultural activities when we have discussion with them.
They focus on s
In BK, although they have a lot of activities..., most of the visitors are local.