REFRAMING CULTURAL POSITIONING IN MALAYSIAN HOMESTAYS: A PATHWAY TO STRENGTHENING INTERNATIONAL MARKET APPEAL
DOI:
https://doi.org/10.37231/apj.2026.9.1.777Abstract
Abstract: Cultural tourism has become an increasingly important segment of the global tourism industry, as tourists seek authentic and immersive experiences that reflect the cultural identity of destinations. In Malaysia, the homestay programme represents a form of community-based tourism that offers visitors opportunities to engage directly with local culture and traditions. However, despite Malaysia’s rich cultural diversity, international tourist participation in homestay programmes remains relatively low. This study aims to examine how cultural elements are positioned within Malaysian homestays and to explore how this positioning may enhance tourist engagement and increase international arrivals. A structured literature review was conducted, drawing on relevant studies in cultural tourism, homestay experiences, and destination positioning, followed by a thematic analysis to identify key cultural dimensions influencing homestay attractiveness. The analysis identifies several key cultural dimensions that influence the attractiveness of homestays, including architectural aesthetics, storytelling experiences, cultural activities, and integrated marketing strategies. These elements play an important role in shaping authentic cultural encounters and enhancing tourist satisfaction. The findings suggest that effective cultural positioning, combined with strategic promotion, can strengthen the appeal of Malaysian homestays in the international tourism market. This study provides insights for policymakers and homestay operators to refine cultural experience design and marketing strategies to enhance the competitiveness and sustainability of the homestay sector in Malaysia.
Keywords: Cultural Tourism; Homestay Tourism; Community-Based Tourism; Cultural Positioning; Tourist Experience; Malaysia.
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