Keupayaan Pelaksanaan Inovasi Produk dalam Program Homestay di Semenanjung Malaysia

ABSTRAK Inovasi merupakan aspek yang penting dalam sektor pelancongan. Persekitaran luaran yang semakin mencabar memaksa perniagaan untuk berinovasi supaya dapat terus berdaya saing. Program homestay merupakan satu bentuk aktiviti pelancongan luar bandar yang mempunyai keunikan tersendiri dan berpotensi menyumbang kepada pembangunan sosioekonomi masyarakat setempat. Namun, kurangnya kesedaran terhadap kepentingan pelaksanaan inovasi boleh menyebabkan kegagalan sebilangan program homestay. Kajian ini bertujuan untuk menerokai keupayaan pelaksanaan inovasi produk dan mengenal pasti faktor penentu yang mempengaruhi inovasi tersebut dalam program homestay. Lapan buah program homestay di Semenanjung Malaysia telah dipilih berdasarkan kepada beberapa kriteria yang telah ditetapkan. Temu bual bersemuka telah dilakukan dengan penyelaras program homestay yang terlibat dan hasil temu bual dianalisis mengunakan teknik analisis kandungan. Dapatan menunjukkan inovasi produk yang paling ketara dilaksanakan ialah peningkatan kualiti penginapan, keunikan pakej aktiviti desa dan perkembangan perusahaan industri kecil dan sederhana. Manakala empat faktor penentu inovasi yang ditemui termasuklah orientasi pasaran, semangat keusahawanan, sokongan kerajaan dan pengetahuan. Hasil kajian ini dapat digunakan oleh pemain industri sebagai panduan untuk menaik taraf program homestay yang lain di Malaysia supaya lebih berdaya maju. Kata kunci: Inovasi produk; faktor penentu inovasi; program homestay; pelancongan luar bandar; Semenanjung Malaysia. ABSTRACT Innovation is an important aspect in tourism sector. The increasingly challenging external environment is forcing businesses to innovate for continuously competitive. Homestay program is a form of rural tourism activity that has its own uniqueness and potential to contribute to the socio -economic development among local community. However, lack of awareness on the importance of innovation implementation can lead to the failure of some homestay programs. This study aims to explore the capability of product innovation implementation; and had identified determinant factors that influence innovation implementation in homestay program. In total, eight homestay programs at Peninsular Malaysia were selected based on several criteria. Face-to-face interviews were conducted with the homestays’ coordinators and the collected data were analysed using content analysis technique. Results have shown that the most significant product innovation implemented are the improvement of accommodation quality, uniqueness of rural activity packages and small-medium enterprises development. There are four determinant factors were found including market orientation, entrepreneurial spirit, government supports and knowledge. This result can be used by industry players as a benchmark to upgrade the other program homestay in Malaysia to be more successful. Keywords: Product innovation; determinant factor; homestay program; rural tourism; Peninsular Malaysia.