CRUCIAL HUMAN CAPITAL RESOURCES AND ECONOMIC SUSTAINABILITY: AN INSIGHT INTO COMMUNITY-BASED RURAL HOMESTAY PROGRAMME

Abstract

Sustaining economic aspect of a tourism initiative is highly related to the resource’s optimization. Community-based rural homestay (CBRH) programme in Malaysia has been introduced by the government to develop rural communities through their engagement in tourism activities. The government agencies have provided various supports including financial, and trainings to enable the CBRH programme to attract more tourists and eventually to sustain in the tourism industry. However, recent statistics indicate more operators withdrawn from the programme as it does not generate additional income as intended. Several challenges in relation to the resources have been identified as obstacles to the economic growth of the CBRH programme. Hence, using the Resource-based View (RBV) theory this study identifies the crucial resources utilized in CBRH programme to ensure the economic sustainability of the programme. Quantitative research approach will be employed using a questionnaire survey to examine the relationship of crucial human capital resources towards the economic sustainability of the programme. The findings of this study will enhance the theoretical understanding on the economic sustainability of CBRH program and offer a suitable approach and recommendation guidelines to the stakeholders.