Success factors of homestay programs in Malaysia: the host-s model

The Homestay Program in Malaysia has emerged as an iconic rural tourism product, offering tourists the opportunity to stay with local host families and engage directly in the daily life and culture of rural communities. For a reasonable fee, visitors experience, authentic local lifestyles, customs, and traditions, making it a distinctive form of cultural tourism. In the post-pandemic period, Malaysia’s tourism industry—including homestay programs—is actively striving to regain its momentum. This study aims to identify and analyze the key success factors contributing to the effectiveness and sustainability of homestay initiatives in Malaysia. The research adopts a multi-stakeholder approach, considering perspectives from homestay operators, government officers, industry players, tourists and researchers who have studied community-based tourism. A qualitative methodology was employed, utilizing semi-structured interviews to gather in-depth insights from thirteen informants. Interviews were primarily conducted in Bahasa Melayu, and responses were translated into English for analysis. Using thematic analysis, the data were systematically categorized into key themes, which informed the development of a comprehensive model known as the HOST-S Model. The HOST-S Model serves as a strategic framework and guideline for homestay operators and related stakeholders. It outlines the critical components necessary to establish and sustain a successful homestay program within Malaysia’s evolving tourism landscape.