Tourists' perception Tourists' perception of the homestays in of the homestays in

Sabah.Sabah.

Clotilde LuquiauClotilde LuquiauCASECASE

Paris X NanterreParis X Nanterre

IntroductionIntroduction

► Tourism in Homestays financially benefits Tourism in Homestays financially benefits directly to the local people which is a directly to the local people which is a characteristic of ecotourismcharacteristic of ecotourism

► Homestay: association of several villagers Homestay: association of several villagers who have an agreement from the ministry of who have an agreement from the ministry of Tourism in order to welcome tourists in their Tourism in order to welcome tourists in their own house.own house.

► Many tourists seem eager to stay in a Many tourists seem eager to stay in a homestay but most of them stay in homestay but most of them stay in lodgeslodges

►Why are some tourists willing and Why are some tourists willing and others reluctant to stay in a homestay? others reluctant to stay in a homestay?

►Why some tourists who initially prefer Why some tourists who initially prefer the homestay actually end up in a the homestay actually end up in a lodge?lodge?

► How is it possible to make sure that How is it possible to make sure that the homestays attract all the tourists the homestays attract all the tourists eager to share the villagers’ life?eager to share the villagers’ life?

I.The Kinabatangan lower I.The Kinabatangan lower floodplain in Sabah, Malaysia floodplain in Sabah, Malaysia

(JUPEM 1996)(JUPEM 1996)

Kota KinabaluSandakan

Tourism in the Tourism in the Kinabatangan: Kinabatangan:

wildlife spotting wildlife spotting during a during a

rivercruiserivercruise

Pygmy elephant,

Pig tail macaque,

tourists in Sukau, August 2008

A lodge in Sukau

Crocodile (5 m)

Villages with a Homestay in the Villages with a Homestay in the Kinabatangan: Batu Puteh, Bilit, Sukau Kinabatangan: Batu Puteh, Bilit, Sukau

and Abaiand Abai

Main characteristics of the 4 villages of Main characteristics of the 4 villages of the lower Kinabatangan with a the lower Kinabatangan with a

homestayhomestayLodgesLodges

In the In the villagevillage

AccessAccess HouseholdHouseholds involved s involved

Tour Operator Tour Operator working with the working with the homestayhomestay

Batu Batu PutehPuteh

0 lodge0 lodge

0 B&B0 B&BHighwayHighway 33 (2009)33 (2009) Intrepid Travel Intrepid Travel

(Australia)(Australia)

BilitBilit 5 lodges5 lodges

1 B&B1 B&BSecondary Secondary road in bad road in bad condition condition (2009)(2009)

12 (2010)12 (2010) _?_?

SukaSukauu

7 lodges7 lodges

2 B&B2 B&BSecondary Secondary road in road in good shapegood shape

23 (2010)23 (2010) Red Ape Red Ape Encounter (local)Encounter (local)

AbaiAbai 1 lodge1 lodge BoatBoat 5 (2008)5 (2008) SI Tour (lodge in SI Tour (lodge in Abai and Sukau)Abai and Sukau)

MethodologyMethodology

►Structured or semi-structured Structured or semi-structured interviewsinterviews

►Questionnaires : self administered and Questionnaires : self administered and onlineonline

►Participant observationParticipant observation►Secondary dataSecondary data

II. Tourists perceptionII. Tourists perception

► Tourists who stayed in the homestayTourists who stayed in the homestay They liked it: most of the feed backs in They liked it: most of the feed backs in

the homestays are enthusiastic, globally, the homestays are enthusiastic, globally, most of the participants were happy to most of the participants were happy to stay in the homestay even if they had stay in the homestay even if they had some points to criticisesome points to criticise

(Cf. Feed back forms in Batu Puteh, guest (Cf. Feed back forms in Batu Puteh, guest books in the other villages)books in the other villages)

Interviews & questionnaires: Interviews & questionnaires: 118 informants118 informants

►65 Are interested to stay in one of the 65 Are interested to stay in one of the villagers' housevillagers' house

►26 Are not interested to stay in a 26 Are not interested to stay in a homestayhomestay

►Only 16 have already experienced the Only 16 have already experienced the homestay in Malaysia or in another homestay in Malaysia or in another country country

►Other did not answer or answered Other did not answer or answered « maybe »« maybe »

Pull factorsPull factors

► To learn about the local culture, the To learn about the local culture, the tradition, to understand and share the tradition, to understand and share the everyday life of the people (first reason) everyday life of the people (first reason) “homestay is an eye opener into the “homestay is an eye opener into the culture” (2010)culture” (2010)

► Tourists who have connections with people Tourists who have connections with people who stayed in the homestaywho stayed in the homestay

► Tourists who have appreciated their Tourists who have appreciated their experience in homestays in other countriesexperience in homestays in other countries

► To eat local foodTo eat local food► To sustain local economyTo sustain local economy

Push factorsPush factors► Need for PrivacyNeed for Privacy► Need for comfort (« I am too old » a 63 years old femal informant, 2008), Need for comfort (« I am too old » a 63 years old femal informant, 2008),

good bed, fangood bed, fan► Lack of Hygiene, afraid of bugs, dirty toiletsLack of Hygiene, afraid of bugs, dirty toilets► 1 informant does not want to eat rice everyday1 informant does not want to eat rice everyday► Fear: « it’s dangerous »Fear: « it’s dangerous »► Discretion, tourists don’t want to embarrass local people, « i don’t want Discretion, tourists don’t want to embarrass local people, « i don’t want

to impose my family to other people » (Informants in a groupe of 4 adults to impose my family to other people » (Informants in a groupe of 4 adults & 7 children; other in a family of 5)& 7 children; other in a family of 5)

► Afraid of restrictionsAfraid of restrictions► More difficult to make the booking through a homestay than through a More difficult to make the booking through a homestay than through a

lodge or a T.O.lodge or a T.O.► Problems of communication with the hostsProblems of communication with the hosts► There are more people to share the boat in a lodge: the price per pax is There are more people to share the boat in a lodge: the price per pax is

more attractivemore attractive► Afraid of being bored: “ I never went to homestay, because i am afraid of Afraid of being bored: “ I never went to homestay, because i am afraid of

having nothing to do” Malaysian informant who works in villages for his having nothing to do” Malaysian informant who works in villages for his research… research…

► « not suitable for honey moon »« not suitable for honey moon »► No curiosity : For local people: « I have friends who invite me in their No curiosity : For local people: « I have friends who invite me in their

villages, I don’t need to go to a homestay »villages, I don’t need to go to a homestay »

Disappointed « wanna stay » in Disappointed « wanna stay » in the homestaythe homestay

►Did not know about the homestay Did not know about the homestay program in Malaysiaprogram in Malaysia

► Impossible to book using the Impossible to book using the information provided on Internetinformation provided on Internet

►Knew about the homestay but not Knew about the homestay but not about the fact there was one in Sukauabout the fact there was one in Sukau

►Confusion between homestay and B&BConfusion between homestay and B&B►Homestay was not in any package and Homestay was not in any package and

the informant wanted a package (2)the informant wanted a package (2)

Mitigated feelings towards the Mitigated feelings towards the homestayhomestay

►Some tourists are all together eager to Some tourists are all together eager to discover the local culture and afraid of discover the local culture and afraid of the standard of the accommodation in the standard of the accommodation in the homestaysthe homestays

►“ …“ …with clean bed sheets, then I can with clean bed sheets, then I can know their local culture more, actually, know their local culture more, actually, I would love to do it” I would love to do it” Sabahan female Sabahan female Informant, 30 years old, 2010Informant, 30 years old, 2010

Satisfaction coming from the Satisfaction coming from the experience may overcome experience may overcome

dissatisfaction due to dissatisfaction due to discomfortdiscomfort

► The pull factors are more existential, The pull factors are more existential, intangible the push factors are more intangible the push factors are more practical, tangible and controllablepractical, tangible and controllable

► In her research about the Kinabatangan In her research about the Kinabatangan Jennifer Chan shows that “true satisfiers are Jennifer Chan shows that “true satisfiers are related primarily ,to intangible elements” related primarily ,to intangible elements” such as wildlife encounter “while dissatisfiers such as wildlife encounter “while dissatisfiers are related to tangible elements”. In her are related to tangible elements”. In her study, guests are mostly satisfied by their study, guests are mostly satisfied by their experience even though they complain experience even though they complain about the lodge maintenanceabout the lodge maintenance

(CHAN & BAUM 2007)(CHAN & BAUM 2007)

Other possibilities: avoid Other possibilities: avoid discomfort and experience the discomfort and experience the

homestayhomestay► ““we did not stay overnight, we did stay in a we did not stay overnight, we did stay in a

hotel, it was not comfortable as stranger, in hotel, it was not comfortable as stranger, in someones'house. We did not know who they someones'house. We did not know who they are(…), we only visited the homestay, we would are(…), we only visited the homestay, we would like to try. Maybe we would prefer to know who like to try. Maybe we would prefer to know who the people are. It was in longhouse in Sarawak. the people are. It was in longhouse in Sarawak. the toilets is very important [as well as] the the toilets is very important [as well as] the electricity” Later in the interview: “I want to see electricity” Later in the interview: “I want to see the people, not only the scenery...”the people, not only the scenery...”

Interview of a Sabahan family living in Kota Interview of a Sabahan family living in Kota KinabaluKinabalu

III.How to attract tourists willing III.How to attract tourists willing to stay in the village?to stay in the village?

►CommunicationCommunication►NetworkingNetworking►More TrainingMore Training►Local improvement: Local improvement:

EquipmentEquipment DiversificationDiversification

►Smart volunteeringSmart volunteering

CommunicationCommunication► More communication on the experience of wildlife viewing and More communication on the experience of wildlife viewing and

culture sharingculture sharing► Description of the basic accommodation as do intrepid guides Description of the basic accommodation as do intrepid guides

(mandi, squatting toilets, rainwater or river water…)(mandi, squatting toilets, rainwater or river water…)► Communication about how to respect a Muslim societyCommunication about how to respect a Muslim society► Need for more promotion on Internet : already improving Need for more promotion on Internet : already improving

constantlyconstantly Bilit: Bilit: http://http://bilithomestay.wordpress.combilithomestay.wordpress.com// Sukau: Sukau: http://http://www.sukauhomestay.com/Welcome.htmlwww.sukauhomestay.com/Welcome.html Batu Puteh : Batu Puteh : http://http://www.misowalaihomestay.comwww.misowalaihomestay.com// Abai Abai http://www.sitoursborneo.com/public/accom3.asphttp://www.sitoursborneo.com/public/accom3.asp

► Improve public transportation, signboards to make easier to find Improve public transportation, signboards to make easier to find the homestaysthe homestays

► Give accurate contacts on websites: several telephone numbers Give accurate contacts on websites: several telephone numbers and emailand email

► Booking through InternetBooking through Internet► Centralised booking in Kota KinabaluCentralised booking in Kota Kinabalu► More communication about the controls of hygiene from the More communication about the controls of hygiene from the

ministry of tourismministry of tourism

NetworkingNetworking

►Local tour operator for homestayLocal tour operator for homestay►Create more connection with NGO’s Create more connection with NGO’s

and tours specialised in sustainable and tours specialised in sustainable tourism, ethnic tourism, responsible tourism, ethnic tourism, responsible tourism etc with a proactive approachtourism etc with a proactive approach

More TrainingMore Training► NB: Training is already provided: NB: Training is already provided:

Hospitality, hygiene, house keeping, Hospitality, hygiene, house keeping, nature conservation, concept of homestay, nature conservation, concept of homestay, stay in other homestays…stay in other homestays…

► Create more opportunity for people of Create more opportunity for people of Batu Puteh and Red Ape Encounter to Batu Puteh and Red Ape Encounter to organise workshop in other homestaysorganise workshop in other homestays

► English training/ conversation guides in English training/ conversation guides in different languages for each homestay different languages for each homestay

► Exposure to tourism (done in Batu Puteh) Exposure to tourism (done in Batu Puteh) to understand the tourists betterto understand the tourists better

Local Improvement: Local Improvement: equipmentequipment

►Clean water supplyClean water supply►Hygiene (training, eco-friendly Hygiene (training, eco-friendly

products, small loans for toilets and products, small loans for toilets and shower)shower)

►Hygiene certificate from the ministry Hygiene certificate from the ministry or the local authority such as A,B,C in or the local authority such as A,B,C in the Malaysian restaurantsthe Malaysian restaurants

Local Improvement: Local Improvement: diversificationdiversification► Promote packages in homestays: Promote packages in homestays:

Itinerary in several villages in Sabah Itinerary in several villages in Sabah ► Different places: Sea/ Mountain/ JungleDifferent places: Sea/ Mountain/ Jungle► Different ethnicsDifferent ethnics► Different activities: sport/ cultural activity/ activity related to Different activities: sport/ cultural activity/ activity related to

naturenature Itinerary with villages in peninsular Malaysia , Sarawak, SabahItinerary with villages in peninsular Malaysia , Sarawak, Sabah International itinerary: Thailand, Indonesia, Philippines…International itinerary: Thailand, Indonesia, Philippines…

► Propose more activitiesPropose more activities► Night in the homestay not mandatoryNight in the homestay not mandatory

Will attract more local peopleWill attract more local people Will include villagers who can not upgrade their house to fit in Will include villagers who can not upgrade their house to fit in

the requirements of the ministry and young people who don’t the requirements of the ministry and young people who don’t have their own househave their own house

Example: Example: restaurant in Abai, tiger prawns, local cakes…restaurant in Abai, tiger prawns, local cakes…visit of the village with a guide explaining the everyday life of visit of the village with a guide explaining the everyday life of the people including the making of boats « kappal » the the people including the making of boats « kappal » the tourists are brought by a local tour operator who has a lodge in tourists are brought by a local tour operator who has a lodge in the villagethe village

Smart volunteeringSmart volunteering

► Skilled people are volunteerSkilled people are volunteer► Their personal or professional skills are not used Their personal or professional skills are not used

Problem: they need to feel on holiday…Problem: they need to feel on holiday…

► Planning, software, communication, website Planning, software, communication, website management, languages, biodiversity management, languages, biodiversity monitoring…monitoring…

► Instead of cleaning, maintaining tracks, Instead of cleaning, maintaining tracks, building…building…

► Use the skills local people don’t have to improve Use the skills local people don’t have to improve the trainingthe training

ConclusionConclusion

► Many tourists are willing to stay in the Many tourists are willing to stay in the homestay homestay

► Limitations:Limitations: Qualitative researchQualitative research DesirabilityDesirability

► The pull factor are existential and push The pull factor are existential and push factors material(J. Chan)factors material(J. Chan)

► Improving communication, training, Improving communication, training, networking, and homestay itself would bring networking, and homestay itself would bring more tourists. more tourists.

ReferencesReferences► Butler R. & Hinch T., 2007, Butler R. & Hinch T., 2007, Tourism and Indigenous people, Issues and Tourism and Indigenous people, Issues and

implicationsimplications, Elsevier, 380p. , Elsevier, 380p.

► CHAN J. & Tom BAUM T., « determination of satisfiers and dissatisfiers CHAN J. & Tom BAUM T., « determination of satisfiers and dissatisfiers Using HERZBEG’s motivator and Hygiene Factor Theory : an exploratory Using HERZBEG’s motivator and Hygiene Factor Theory : an exploratory study », in study », in Tourism, culture and communication, Tourism, culture and communication, Vol 7 Number 2, 2007, Vol 7 Number 2, 2007, pp. 117-132. pp. 117-132.

► FENNELL David A., FENNELL David A., Ecotourism, an introductionEcotourism, an introduction, Routledge, New-York & , Routledge, New-York & London, 315p.London, 315p.

► HUSSIN Rosazman, 2006, HUSSIN Rosazman, 2006, Ecotourism development and local community Ecotourism development and local community participation : case studies of Batu Puteh and Sukau village in Lower participation : case studies of Batu Puteh and Sukau village in Lower Kinabatangan area of Sabah, Malaysia, Kinabatangan area of Sabah, Malaysia, Thesis, Department of Sociology, Thesis, Department of Sociology, Anthropology and applied social sciences, University of Glasgow, UK, Anthropology and applied social sciences, University of Glasgow, UK, 454p.454p.

► SCHULZE Heiko, SURATMAN Suriamni, 1999, SCHULZE Heiko, SURATMAN Suriamni, 1999, Villagers in transition, Villagers in transition, Case Case Stuides from Sabah, Universiti Malaysia Sabah, Kota Kinabalu, 93p.Stuides from Sabah, Universiti Malaysia Sabah, Kota Kinabalu, 93p.