Broadcasting and socially responsible rural tourism in Labuan, Malaysia

Abstract

PurposeThis article aims to provide a case study of rural tourism in the island of Labuan, Malaysia from the broadcasting and business perspectives. It explores the collective social responsibilities of the local stakeholders and the related local authorities.Design/methodology/approachThe study uses a mixed mode of quantitative and qualitative methodologies, and a framework of the five dimensions of sustainable rural tourism and corporate social responsibility to explain how radio broadcasting and the business communities' initiatives are socially responsible towards tourism.FindingsThe research reveals that locals and stakeholders receive sufficient information from the media, especially Labuanfm, but stakeholders could be more responsible and efficient in channeling the required information for the continued sustenance of rural homestay tourism as a viable economic activity.Practical implicationsThe study recommends that stakeholders offer additional commitment as formal assistance for homestay entrepreneurs is not a healthy option in the face of competitive development of modern hotel accommodation.Originality/valueFor the first time, an evaluation of stakeholders' CSR has been undertaken. This study should raise government awareness of Labuan's rural livelihood and the need for a communication strategy that disseminates an actionable communication plan.