THE ROLE OF MOBILE APPLICATIONS IN ENHANCING HOMESTAY PERFORMANCE IN MALAYSIA
DOI:
https://doi.org/10.55197/qjssh.v7si4.1545Keywords:
mobile applications, homestay performance, TOE framework, MalaysiaAbstract
The Malaysian homestay industry faces challenges in sustaining performance and competitiveness due to the limited adoption of digital technologies, particularly among rural operators. This pilot study examines the role of mobile applications in enhancing homestay performance in Malaysia using the Technological, Organizational, and Environmental (TOE) framework. A quantitative approach was employed using structured questionnaires distributed to registered homestay coordinators, with 30 completed responses analyzed using SPSS. The findings demonstrate good instrument reliability, with an overall Cronbach’s Alpha of 0.872, while the KMO value of 0.742 and significant Bartlett’s Test confirm sampling adequacy and validity. The study highlights that mobile application adoption is influenced by technological utility, organizational readiness, digital literacy, management support, customer demand, and government initiatives. Mobile applications provide opportunities to enhance operational efficiency, market visibility, customer engagement, and competitiveness. The study recommends digital training, affordable mobile solutions, and stronger stakeholder collaboration to facilitate wider adoption among Malaysian homestay operators.
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Copyright (c) 2026 NURUL LIYANA RAMLAN, KHAIRUL NAZLIN KAMARUZAMAN, MOHAMED SALADIN ABDUL RASOOL, ZAHARAH ISAHAK
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