Critical success factors of community-based tourism in Batu Puteh, Kinabatangan, Sabah

Abstract

Community-based tourism (CBT) is a form of tourism-driven community project to alleviate the economic, environmental and socio-cultural hardships faced by rural communities. Despite strong government support, many researchers have identified that CBT projects in developing countries have not achieved the desired outcomes and very few researchers have looked at the success of CBT project from the local community perspective. The study investigated the critical success factors (CSFs) of a CBT project from the perspective of the local community based on five research objectives: 1) identify factors that triggered the establishment of CBT, 2) identify perceptions of local community, 3) identify important factors that contributed to CBT success, 4) identify agencies involved in effectively assisting CBT to be more successful, and 5) propose management model to manage CBT. This study used a qualitative approach through a single case study. The site was a successful CBT project called Model of Ecologically Sustainable Community Tourism (MESCOT) located in Batu Puteh, Kinabatangan, Sabah, Malaysia. In-depth interviews triangulated with direct observation, and document analysis were used to collect data. 54 respondents, employed by MESCOT on a full-time and part-time basis were chosen through purposive sampling technique. Recorded interviews were transcribed and analysed using thematic analysis. The main findings are: 1) CBT Batu Puteh was triggered by economic difficulties in the area, 2) respondents perceived CBT project to be successful based on its ability to create economic benefits for the local community, 3) several CSFs attributed to the success of CBT, 4) partnerships between CBT and government or non-government agencies are crucial, and 5) a CBT management model is proposed. In conclusion, although the case study referred to a single CBT project in Malaysia, the findings of this study particularly on CSFs can be used as a guide by other CBT planners and managers.