Citation
Anisah Abdul Waf, . and Suriani Mohamed, . and Zaliza Hanapi, . and Johan Afendi Ibrahim, . and Norsamsinar Samsudin, . (2025) Creating a sustainable tourism business model for small-scale tourism products in Malaysia: embracing tourism opportunity for post-pandemic resilience. Pertanika Journal of Social Science and Humanities (Malaysia), 33 (1). pp. 29-49. ISSN 0128-7702
Abstract
The tourism business is battling to survive in 2019 due to travel restrictions, border closures, and the closure of most services. The pandemic is having a more severe impact on small-scale tourism products than on others. Therefore, it is urgent to introduce new elements into business models to assist these operators in maintaining operations and sustaining their products. Given that most revenue in the tourism industry comes from small-scale products that directly benefit local communities, tourism operators need to identify the key elements of their business model. The current nine elements of the small-scale business model are the customer segments, value proposition, revenue streams, channels, customer relationships, key activities, key resources, key partners, and cost structure. However, these small-scale tourism operators must add new components to their business strategies for product sustainability to remain competitive today. Hence, the goals of this study were addressed by using the qualitative technique as the research design. Ten informants, including tourism representatives and operators from Johor, Kedah, and Negeri Sembilan, participated in this semi-structured interview. Using NVivo, data were coded, translated as necessary, and transcribed. The content was analysed according to thematic analysis. The new main components of the business model are professional guidance, facilities, travel experience, information delivery, stakeholder collaboration, product management and risk management to guarantee the viability and resilience of small-scale tourism operators. These new findings can assist tourism operators in sustaining their products.
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Abstract
The tourism business is battling to survive in 2019 due to travel restrictions, border closures, and the closure of most services. The pandemic is having a more severe impact on small-scale tourism products than on others. Therefore, it is urgent to introduce new elements into business models to assist these operators in maintaining operations and sustaining their products. Given that most revenue in the tourism industry comes from small-scale products that directly benefit local communities, tourism operators need to identify the key elements of their business model. The current nine elements of the small-scale business model are the customer segments, value proposition, revenue streams, channels, customer relationships, key activities, key resources, key partners, and cost structure. However, these small-scale tourism operators must add new components to their business strategies for product sustainability to remain competitive today. Hence, the goals of this study were addressed by using the qualitative technique as the research design. Ten informants, including tourism representatives and operators from Johor, Kedah, and Negeri Sembilan, participated in this semi-structured interview. Using NVivo, data were coded, translated as necessary, and transcribed. The content was analysed according to thematic analysis. The new main components of the business model are professional guidance, facilities, travel experience, information delivery, stakeholder collaboration, product management and risk management to guarantee the viability and resilience of small-scale tourism operators. These new findings can assist tourism operators in sustaining their products.
Additional Metadata
| Item Type: | Article |
|---|---|
| AGROVOC Term: | small enterprises |
| AGROVOC Term: | business models |
| AGROVOC Term: | tourism |
| AGROVOC Term: | risk management |
| AGROVOC Term: | collaboration |
| AGROVOC Term: | pandemics |
| AGROVOC Term: | qualitative analysis |
| AGROVOC Term: | resilience |
| AGROVOC Term: | viability |
| AGROVOC Term: | sustainability |
| Geographical Term: | Malaysia |
| Uncontrolled Keywords: | Business model, community-based products, small-scale tourism, sustainability, tourism attraction |
| Depositing User: | Ms. Azariah Hashim |
| Date Deposited: | 17 Aug 2026 04:03 |
| Last Modified: | 17 Aug 2026 04:03 |
| URI: | http://webagris.upm.edu.my/id/eprint/4915 |
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