Success Factors for Standardized Vernacular Homestay in Malaysia: A Study of Walai Tokou, Kampung Sinisian

Abstract

Vernacular Homestay, a hospitality and accommodation arrangement that offers tourists a unique and immersive experience, combining vernacular architecture with preserving local customs and traditions, was researched for its value and the characteristics that tourists realize as its success. For a standardized prototype vernacular homestay in Malaysia, Walai Tokou Kampung Sinisian, Kundasang, was selected by homestay experts from the Malaysian ASEAN Homestay Standards Working Group. Three hundred sixteen samples of visitors staying in homestay lodgings in Walai Tokou Homestay, Malaysia, were the subject of the study. Exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) utilizing the structural equation model were conducted to validate the measurement model of tourists' perceived value. The findings showed that, in decreasing order of importance, significant criteria were customs and lifestyle; marketing management; activities; social and environmental sustainability; accommodations; and host-guest interactions. These findings imply that even though success factors depend on the totality of the visitor experience, customs and lifestyle factors bear the most significant weight. These findings could aid entrepreneurs in maintaining their simple vernacular dwellings, architecture, distinctive traditions, and way of life while developing regional characteristics distinct from mainstream generalist homestay tourism.