Continuance Intention in Using Homestay Terminology in the Names of Private Lodging Houses
Year: 2014
Type: article
Study design: Observational Study
Abstract: ABSTRACTUsing homestay terminology in the names of private lodging houses may cause misunderstanding of its intended meaning and is likely to jeopardize the actual homestay industry. The results of a survey administered to 132 private lodging operators in Kuala Terengganu, Malaysia, showed that most respondents had a strong intention to continue using the terminology and did not regret their behaviour. Of the antecedent variables in the theory of planned behaviour, only perceived behavioural control failed to explain continuance intention. In addition, regret was found to be negatively related to continuance intention and a more superior determinant than the original predictors of intention in the Theory of Planned Behaviour. We suggest that the related authorities and agencies use the rules and regulations, as well as increase the public awareness programmes as measures to curb this unwanted behaviour.Keywords: Homestay; Tourism; Ethics; Misuse; Sustainable.1. INTRODUCTIONDue to the unregulated use of the homestay terminology, many private lodging entrepreneurs have misused the term in the names of their lodging properties. A motive that may explain such action could be that the term is an English word and sounds more attractive than commonly used terminologies, such as guesthouse, house for rent or lodging. Thus, by using it in the names of their lodging houses, effective marketing strategies to bring more visits and exposure can be undertaken including the use of signboards and advertisements on the Internet.The misuse of homestay terminology can be a sign that either these entrepreneurs do not understand the term's intended meaning or that they are opportunistically using it to market their lodging properties via personal website, roadside signs and even on Internet maps. However, none of the reasons is desirable because they indicate low awareness and loose protection of the terminology. Consequently, promoting the actual homestay industry may not be as effective as intended, and, as a result, the number of tourists might also decline.1.1. Overview of homestay in MalaysiaHomestay should be understood as a stay at a residence by a traveller, especially a foreign student, who is hosted by a local family. An equally accepted meaning is in its intended use for fulfilling the needs of tourists to understand the local culture, and perhaps to experience activities that are peculiar to them or no longer popular. In this instance, homestay is more of an industry, wherein volunteer participants, who normally reside in a locality, such as a fishing village, host the interested tourists. In this manner, these tourists can understand and experience ways of life that are likely to be new to them. In addition, such a community-based homestay programme can help protect and sustain culture, activities and historical attractions so that future generations can appreciate them. Similarly, the Ministry of Tourism Malaysia (MOTOUR) emphasizes that homestay is not classified as an accommodation facility, but rather focuses more on lifestyle and experience, which include culture and economic activities (MOTOUR, 2012).Using the word 'homestay' in the lodging industry especially that of private lodging properties is considered as misuse (Ng, 2010). Many lodging houses and motels have been found to be using the word 'homestay' when offering their accommodation (Aziz, 2009), possibly due to not understanding the real meaning of the word or perhaps as a quick way of attracting visitors.Many undesirable consequences can be expected from such misuse of names. For example, the public in general may interpret small lodging properties as a part of the homestay industry. This, in turn, may affect the demand of the actual homestay villages. In addition, many tourists, especially foreigners, will find difficulty in locating the actual homestay villages when searching for information about the Malaysian homestay industry. …
Authors: Azwadi Ali, Marhana Mohamed Anuar, Norsiah Ahmad
Institution: Universiti Malaysia Terengganu
Language: English
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W901490300