Strategic alternatives for Muslim-friendly homestay in Sabah Malaysia: a SWOT/TOWS analysis
Purpose This study aims to explore the strengths, weaknesses, opportunities and threats (SWOT) of the Muslim-friendly homestay business in Malaysia to help identify and recommend practical strategies to capitalize on the strengths and potentials while overcoming the current shortcomings and threats....
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| Format: | Article |
| Language: | English English |
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Emerald Group Publishing Limited
2024
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| Online Access: | https://eprints.ums.edu.my/id/eprint/42044/1/ABSTRACT.pdf https://eprints.ums.edu.my/id/eprint/42044/2/FULL%20TEXT.pdf |
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| author | Suddin Lada Brahim Chekima Rudy Ansar Lim, Ming Fook Mohamed Bouteraa Azaze Azizi Abdul Adis Mohd Rahimie Abd Karim Kelvin Yong |
| author_facet | Suddin Lada Brahim Chekima Rudy Ansar Lim, Ming Fook Mohamed Bouteraa Azaze Azizi Abdul Adis Mohd Rahimie Abd Karim Kelvin Yong |
| author_sort | Suddin Lada |
| collection | UMS |
| description | Purpose This study aims to explore the strengths, weaknesses, opportunities and threats (SWOT) of the Muslim-friendly homestay business in Malaysia to help identify and recommend practical strategies to capitalize on the strengths and potentials while overcoming the current shortcomings and threats. Design/methodology/approach The Muslim-friendly business owner and operators in Sabah, Malaysia, were the subject of a series of focus groups and expert opinion interviews. The data was transcribed, and then the variables were categorized into the four SWOT categories using content and thematic analysis. Meanwhile, threats, opportunities, weaknesses and strengths (TOWS) analysis is used to identify the best strategy alternatives. Findings The SWOT analysis identifies several strengths (e.g. diverse and unique Islamic culture and heritage [S1], iconic Islamic landmarks [S2], rich natural beauty [S3], well-established halal tourism industry [S4]); weaknesses (e.g. limited awareness [W1], limited infrastructure and facilities [W2], limited human resources and trained personnel [W3], lack of Islamic tourism products and experiences [W4]); opportunities (e.g. growing demand for Islamic tourism [O1], increasing disposable income [O2], potential for collaborations [O3], potential for partnerships [O4], potential for expanding Sabah’s halal tourism offerings [O5]); and threats (e.g. competition [T1], political instability [T2], economic downturns [T3] and environmental and social challenges [T4]). Practical implications This paper could serve as a guideline and supplementary information for stakeholders in the homestay industry to grasp their business environment better. Originality/value To the best of the authors’ knowledge, this is the first study of its type to blend SWOT and TOWS analysis with the sector of Muslim-friendly homestays. Hence, the findings might expand understanding of the Muslim-friendly homestays industry and aid businesses in penetrating this growing market. |
| first_indexed | 2024-12-09T00:54:17Z |
| format | Article |
| id | ums.eprints-42044 |
| institution | Universiti Malaysia Sabah |
| language | English English |
| last_indexed | 2024-12-09T00:54:17Z |
| publishDate | 2024 |
| publisher | Emerald Group Publishing Limited |
| record_format | dspace |
| spelling | ums.eprints-420442024-11-29T04:19:44Z https://eprints.ums.edu.my/id/eprint/42044/ Strategic alternatives for Muslim-friendly homestay in Sabah Malaysia: a SWOT/TOWS analysis Suddin Lada Brahim Chekima Rudy Ansar Lim, Ming Fook Mohamed Bouteraa Azaze Azizi Abdul Adis Mohd Rahimie Abd Karim Kelvin Yong BP1-253 Islam TX901-946.5 Hospitality industry. Hotels, clubs, restaurants, etc. Food service Purpose This study aims to explore the strengths, weaknesses, opportunities and threats (SWOT) of the Muslim-friendly homestay business in Malaysia to help identify and recommend practical strategies to capitalize on the strengths and potentials while overcoming the current shortcomings and threats. Design/methodology/approach The Muslim-friendly business owner and operators in Sabah, Malaysia, were the subject of a series of focus groups and expert opinion interviews. The data was transcribed, and then the variables were categorized into the four SWOT categories using content and thematic analysis. Meanwhile, threats, opportunities, weaknesses and strengths (TOWS) analysis is used to identify the best strategy alternatives. Findings The SWOT analysis identifies several strengths (e.g. diverse and unique Islamic culture and heritage [S1], iconic Islamic landmarks [S2], rich natural beauty [S3], well-established halal tourism industry [S4]); weaknesses (e.g. limited awareness [W1], limited infrastructure and facilities [W2], limited human resources and trained personnel [W3], lack of Islamic tourism products and experiences [W4]); opportunities (e.g. growing demand for Islamic tourism [O1], increasing disposable income [O2], potential for collaborations [O3], potential for partnerships [O4], potential for expanding Sabah’s halal tourism offerings [O5]); and threats (e.g. competition [T1], political instability [T2], economic downturns [T3] and environmental and social challenges [T4]). Practical implications This paper could serve as a guideline and supplementary information for stakeholders in the homestay industry to grasp their business environment better. Originality/value To the best of the authors’ knowledge, this is the first study of its type to blend SWOT and TOWS analysis with the sector of Muslim-friendly homestays. Hence, the findings might expand understanding of the Muslim-friendly homestays industry and aid businesses in penetrating this growing market. Emerald Group Publishing Limited 2024 Article NonPeerReviewed text en https://eprints.ums.edu.my/id/eprint/42044/1/ABSTRACT.pdf text en https://eprints.ums.edu.my/id/eprint/42044/2/FULL%20TEXT.pdf Suddin Lada and Brahim Chekima and Rudy Ansar and Lim, Ming Fook and Mohamed Bouteraa and Azaze Azizi Abdul Adis and Mohd Rahimie Abd Karim and Kelvin Yong (2024) Strategic alternatives for Muslim-friendly homestay in Sabah Malaysia: a SWOT/TOWS analysis. Journal of Islamic Marketing, 15. pp. 1534-1559. ISSN 1759-0833 http://dx.doi.org/10.1108/JIMA-04-2023-0133 |
| spellingShingle | BP1-253 Islam TX901-946.5 Hospitality industry. Hotels, clubs, restaurants, etc. Food service Suddin Lada Brahim Chekima Rudy Ansar Lim, Ming Fook Mohamed Bouteraa Azaze Azizi Abdul Adis Mohd Rahimie Abd Karim Kelvin Yong Strategic alternatives for Muslim-friendly homestay in Sabah Malaysia: a SWOT/TOWS analysis |
| title | Strategic alternatives for Muslim-friendly homestay in Sabah Malaysia: a SWOT/TOWS analysis |
| title_full | Strategic alternatives for Muslim-friendly homestay in Sabah Malaysia: a SWOT/TOWS analysis |
| title_fullStr | Strategic alternatives for Muslim-friendly homestay in Sabah Malaysia: a SWOT/TOWS analysis |
| title_full_unstemmed | Strategic alternatives for Muslim-friendly homestay in Sabah Malaysia: a SWOT/TOWS analysis |
| title_short | Strategic alternatives for Muslim-friendly homestay in Sabah Malaysia: a SWOT/TOWS analysis |
| title_sort | strategic alternatives for muslim friendly homestay in sabah malaysia a swot tows analysis |
| topic | BP1-253 Islam TX901-946.5 Hospitality industry. Hotels, clubs, restaurants, etc. Food service |
| url | https://eprints.ums.edu.my/id/eprint/42044/1/ABSTRACT.pdf https://eprints.ums.edu.my/id/eprint/42044/2/FULL%20TEXT.pdf |
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