WORLD TOURISM CONFERENCE 2013
Global Tourism : Game Changers & Pace Setters
21st – 23 October 2013
Melaka, Malaysia
by:
Amran Hamzah
Director
Centre for Innovative Planning and Development
Universiti Teknologi Malaysia 1
I PROMISE TO BE AS BRIEF AS
POSSIBLE
NO MATTER HOW LONG IT
TAKES
2
2
CONTENTS
• Definitions of
homestay
• Homestay as part of
Community Based
Tourism (CBT)
• CBT performance – a
reality check
• Scaling up the
homestay experience
• Conclusions
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3
DEFINITIONS OF HOMESTAY
Phillipines
Homestay is a living
arrangement with a host
family or organization
who offers extra private
room or space for an out
of town guest for a
reasonable charge
compared to other
accommodation
providers. A hosting
family or group offers the
guests a home away from
home.
Source: Department of Tourism, Philippines
Thailand
Cambodia
A “homestay” or home
stay is exactly what it
sounds like, staying within
the home of a Thai family.
Such experiences are
intended to provide
cultural immersion in Thai
village lifestyles, allowing
visitors to see how real
Thai families live.
A homestay means exactly
like staying with the home
of a Khmer family. Khmer
Home Stay is a unique
experience for those
travellers interested a
more meaningful and a
closer look into Khmer
rural life. Such
experiences are intended
to provide cultural
immersion in Khmer
village lifestyles, allowing
visitors to see how real
Khmer families live.
Source: Tourism Authority of Thailand
Source: Tourism of Cambodia
4
DEFINITION OF HOMESTAY
(cont.)
Malaysia
Homestay
Definition by MOCAT (1995) (now
MOTAC)
“….. where tourists stay with the host’s
family and experience the everyday way
of life of the family in both a direct and
indirect manner”.
Applies to houses offering not more
than 3 rooms
5
WHAT IS THE HOMESTAY EXPERIENCE?
• Is it confined to experiencing
authentic rural life through
an experiential interaction
with the host family (in his
home)?
OR
• Does it include participating
in activities related to
ecotourism, adventure
tourism, cultural tourism,
agritourism etc.?
6
Source: Hasim, KOPEL
HOMESTAY AS A BASE
(FACILITY) OR AN
ATTRACTION?
Source: Hasim, KOPEL
Source: Hasim, KOPEL
 Initially to provide
accommodation for tourists to
visit surrounding ecotourism
attractions
 Has evolved into a unique
tourist experience and as a
tool for rural development and
empowerment
7
HOMESTAY IS A SUBSET OF CBT.
COMMUNITY
BASED TOURISM
(CBT)
Homestay
& its variants
8
WHY IS CBT POPULAR?
1. Inherent potential as a
tool for rural development
and empowerment
2. Pro poor thus populist
nature
3. Low start up capital
4. Convenient vehicle for
political mileage
9
MAIN BENEFITS OF CBT
1
9
Creation of
direct jobs
for the local
community
Protection of
local resources
(e.g.,
preservation of
the environment
as a tourist
attraction)
2
Additional
income for
the local
community
3 Education and further
training opportunities
(language, service,
restaurant, guiding
etc.)
8
7
Preservation
of the cultural
heritage or
strengthening
of the cultural
identity
Improvement
in the
standards of
living
4
Strengthening of
social or
organisational
structurewithin a
community
6
Reduction
of
migration,
particularly
for
teenagers
5
Empowering
women and
youths
10
CBT
Networks
ASIA
 The Thailand Community Based Tourism Institute (CBT-i)
 Community Based Tourism Network Korat, Thailand
 Homestay Thailand
 Cambodia Community-Based Ecotourism Network (CCBEN)
 Mongolian Community Based Tourism Network (CBTN)
 Bali JED Village Ecotourism Network
 Vietnam Community Based Tourism Network
 Indonesia Ecotourism Centre (INDECON)
 Kyrgyz Community Based Tourism Association
11
More
CBT
Networks
AFRICA
 Namibia Community Based Tourism Assistance (NACOBTA)
 Uganda Community Tourism Association (UCOTA)
 Ghana Community Base Ecotourism – Nature Conservation
Research Centre (NCRC)
 Swaziland Shewula CBT Camp
 Community Based Tourism Africa Directory
 Tea farmers Association of Rungwe CBT Project (Tanzania)
12
Other CBT
Networks
CARRIBEAN
 Jamaica Community Tourism
 Countrystyle Community Institute for
Sustainable Tourism
13
More Of
The Same
LATIN AMERICA
 Costa Rican Community Based Tourism Association
(ACTUAR)
 Costa Rica Rural Community Tourism – COOPRENA Tours
 Honduras – La RutaMoskitia
 Ecuador – El Proyecto el Condor
 Ecuador – Runatupari (UNORCAC)
 Local Communities Insertion Network for Latin America
14
Malaysia’s Homestay Performance
2012
attracted
325,258
tourists
20.4%
international
generated
RM18.55mil
income
17.9%
Increase compared
to 2011
Source : The Star, 15th August 2013
15
Malaysia’s Homestay Programme Won UNWTO 2012
Ulysses Award For Innovation in Public Policy and Governance
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CRITICAL FINDINGS
BY ICRT STUDY
Goodwin (2009) surveyed 750
experts (funders,
conservationists and
development workers) :
 134 replied nominating
116 CBT initiatives
 28 responded
 Only 4 found to be
economically sustainable
17
REASONS WHY?
 190 out of 218 CBT
projects in Africa (20082009) failed within 3
years
 Dependency syndrome
 Lack of adequate
markets
 Lack of local capacity
 Low bed occupancy
(5%)
 Poor leadership and
organisation
18
THE NEED TO SCALE UP HOMESTAY
 Through increasing
the breadth and
depth of the
homestay experience
 To increase arrivals
and yield
 To be integrated with
mainstream tourism
industry
Source: Hasim, KOPEL
Source: Hasim, KOPEL
19
INCREASING BREADTH OF HOMESTAY
EXPERIENCE - Creating Homestay Variants
Privacy
Intimacy
Authentic
Rural
Experience
Market Segment
‘LIVE IN’
HOMESTAY
LOW TO
MEDIUM
HIGH
HIGH
 Students
 FITs
 Voluntourists
ANNEXED
TYPE
HOMESTAY
HIGH
MEDIUM
LOW to
MEDIUM
 FITs
 Small Families
LOW to
MEDIUM





VILLAGESTAY
HIGH
LOW
Students
FITs
Voluntourists
Small Families
Groups
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Example 1:
Village
(kampungstay)
as driver to
move up
surrounding
areas along
value chain
21
Example 2: Mainstreaming of CBT
22
THE ‘RIGHT’
HOMESTAY MIX?
Miso Walai Homestay
Sabah, Malaysia
 Received 2,772 tourists in
2011
 7,179 guest nights
 ‘Lost’ 1,700 guest nights
because guests had no
choice but stay with 34
homestay operators
 Solution?...
Source: Hasim, KOPEL
Source: Hasim, KOPEL
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PROVIDE MORE OPTIONS FOR GUEST
ACCOMMODATION
+
‘Live in’ Homestay
+
Ecolodge
TREC
+
Hammock Camps
21st
Dormitory
RREC
Villagestay
Century Village
 2,981 tourist arrivals in 2012
 7,404 guest nights in 2012
 average length of stay (ALOS) increased from 2 nights in
2011 to 2.5 nights in 2012
 26% increase in income
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INCREASING THE DEPTH OF THE
HOMESTAY EXPERIENCE
A
B
Enhancing
Interpretation
and Story
Telling
E
C
Improving
Bonding
through Food
Creating a
Career Path
Establishing
and
Strengthening
Partnership
Reducing
Environmental
Tokenism
G
F
Adding Fun to
Educational
Experience
D
H
Avoiding the
‘Dependency
Trap’
Strengthening
Leadership
And Local
Organisation
25
A. ENHANCING INTERPRETATION AND
STORY TELLING
 Intermediate and advanced
training modules
 Pedagogy vs. Andragogy
 Increase variety of trails
 Certification of local guides
Miso Walai Homestay
 From river cruise to
archeological trails
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PEDAGOGY VS
ANDRAGOGY
Source: Hasim, KOPEL
Source: Hasim, KOPEL
 Most CBT operators are adults with
limited formal education
 Mismatch in training programmes
 Too focused on pedagogy
(classroom teaching)
 Andragogy (adult learning)more
appropriate for homestay operators
 Role playing, technical visits, hands
on learning, role playing,
community to community training
27
…OR BACK TO
BASICS
 “Smile when they
arrive”
 “Cry as they leave”
(President, Malaysian
Homestay Association)
28
B. IMPROVING BONDING THROUGH FOOD
Japanese students expect:
Go to the
market/ farm
with host family
to buy/ gather
ingredients
Involved in
food
preparation
Eat with
family
members
HIGHLY INTERACTIVE
Learn to
cook at
least 1 local
dish
Cook same
dish for
own family
once back
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For Villagestay:
BRINGING THE ‘BACK
REGION’ TO THE
FRONT
 Food safety
assurance
 Ambience and
hygience
 Presentation
 Prompt and friendly
service
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C. REDUCING ENVIRONMENTAL TOKENISM
 Homestay programmes often
include environmental
conservation
 Tree planting always carried out
before departure
 A novelty until every homestay
does it
 ‘Feel Good’ factor but guests
seldom get to see ‘plant
cemetery’
 Should incorporate systematic
reforestation or reef restoration
etc.
31
SYSTEMATIC FOREST RESTORATION
INSTEAD OF ENVIRONMENTAL TOKENISM
32
Source: Hasim, KOPEL32
BEYOND ENVIRONMENTAL TOKENISM
Before (2008)
BACK
After (2010)
Source: Hasim KOPEL
33
33
Kinabatangan Corridor of Life
34
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D. ESTABLISHING AND STRENGHTENING
PARTNERSHIPS
Tourism
Industry
Government
Agencies
Partnership
Universities
NGOs
 Should start at the
beginning
 CBT projects have
to be weaned of
their over reliance
on government/
NGOs and forge
dynamic
partnership with
the industry
35
DEVELOPING PARTNERSHIPS TO OPEN
UP NEW MARKETS
Partnership With Tourism Industry Widens Market
Need to form partnerships with tour operators with
international networking and voluntourism companies
36
E. ADDING FUN TO EDUCATIONAL EXPERIENCE
…from mock weddings
…to paragliding
Generates extra and substantial income
37
F. CREATING A CAREER PATH
Kauahi Ngapora–
From Tour Guide to CEO
of Whale Watch
• Economic benefits
important in short term but
having career path crucial in
long term
• Kaikoura Whale Watch
sponsors training of guides
to be promoted to captains
• At Miso Walai Homestay
senior guides aspire to
become become travel
consultants or rural
entrepreneurs
38
G. AVOIDING THE ‘DEPENDENCY TRAP’
Lack of Local
Capacity
‘Hand Holding’
by Government
/ Donors
Over
Dependence on
Financial and
Technical Aid
39
‘DIFFICULT BIRTH’
 CBT projects usually
located in remote areas,
involving marginalised and
even impoverished
communities
 Lack of local capacity a
major handicap
 ‘Hand holding’ at infancy
may lead to ‘dependency
trap’
 UNDP recommends a
gestation period of 5 years
40
Patient
Courageous
Good
Communicator
Visionary
H. STRENGTHENING
LEADERSHIP AND
LOCAL
ORGANISATION
Proactive
Trustworthy
Sensible
Innovative
Disciplined
Resourceful
I am a Local Champion
 Essential role of
local champion
during formative
years
 But local
champion may
become local elite
41
Gradual Transformation To Systematic
and Broader Based Organisation
SOCIAL ENTERPRISE
(Tourism Cooperative KOPEL)
Broader Based
Organisation
(ASSOCIATION)
8 years
3 years
LOCAL CHAMPION
Inception
MISO WALAI’S EXPERIENCE
……………
42
CONCLUSIONS
 Homestays are easy to
set up but difficult to
sustain
 Scaling up the homestay
experience is vital to
ensure economic viability
 The ultimate challenge is
to transform homestay
into a component of
mainstream tourism
43