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DEVELOPING A DIGITAL HOMESTAY READINESS INDEX (DHRI): A FRAMEWORK FOR RURAL MICRO-ENTERPRISE INTEGRATION
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DOI：10.17270/J.LOG.001305.png)
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Abstract
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.Background: Rural homestay operators in Sarawak-particularly within the Bumiputera community- play a critical role in sustaining community-based tourism and supporting local livelihoods. Despite national digitalization initiatives such as the Sarawak Digital Economy Strategy (2018-2022) and the Digital Economy Blueprint 2030, digital adoption across this sector remains uneven. The lack of a context-specific benchmarking instrument further constrains operators' capacity to integrate effectively into Malaysia's digital economy. This study introduces the Digital Homestay Readiness Index (DHRI), a structured framework designed to assess and enhance the digital maturity of rural homestay micro-enterprises. The DHRI aims to equip policymakers, training providers, and tourism boards with a practical tool for identifying digital gaps and guiding targeted capacity-building efforts. Methods: A qualitative approach was employed, using semi-structured interviews with eight purposively selected homestay operators in Sibu, Sarawak. This design facilitated the capture of diverse digital adoption experiences. Data were analyzed using Braun and Clarke's six-phase thematic analysis, integrating inductive and deductive coding to refine and validate the DHRI framework and its constituent components. Results: Four key themes emerged: digital marketing, awareness of digital technology, revenue generation, and regulatory compliance. Operators reported relying on informal learning, family support, and accessible digital platforms such as Facebook, WhatsApp, and TikTok. Responsiveness to customer inquiries emerged as a critical determinant of bookings and income sustainability. The DHRI scoring classified three operators as Ready, three as Making Effort, and two as Not Ready, highlighting the sector's uneven levels of digital maturity. Conclusion: The study advances theoretical understanding by reconceptualizing digital readiness as a function of visibility, responsiveness, and usability rather than solely technological sophistication or regulatory adherence. Practically, the DHRI provides a scalable, diagnostic tool for assessing readiness levels, designing tailored training programs, and informing rural digital transformation policies. By aligning digitalization agendas with on-the-ground realities, the DHRI offers a pathway to narrowing Malaysia's rural digital divide and empowering micro-entrepreneurs to participate more fully in the digital economy.
Keywords:
digital homestay readiness index
digital marketing
digital technology
qualitative
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