STAKEHOLDER INVOLVEMENT IN EQUESTRIAN TOURISM PLANNING: A CASE STUDY OF MALAYSIA

Abstract

Equestrian tourism is rapidly growing, attracting both local and international enthusiasts while supporting cultural preservation and outdoor recreation. However, challenges remain in operator coordination, stakeholder collaboration, and resource allocation. This study aims to explore various planning approaches in equestrian tourism. The research was conducted across equestrian centres and parks in Malaysia, with semi-structured interviews involving 22 key informants. Thematic analysis was conducted using NVivo, which successfully identified patterns and uncovered meaningful insights. Findings highlight the crucial role of various stakeholders, including equestrian operators, equestrian associations, and tourism agencies, in promoting equestrian tourism. Therefore, the findings of this study provide the latest knowledge regarding equestrian tourism, and the stakeholders can utilize these findings to enhance the tourism activity portfolio based on the identified variables.