Impact of Covid-19: A qualitative study on the challenges encountered and strategies adopted by homestay industry.

Oh, Alwin Jin Neng (2025) Impact of Covid-19: A qualitative study on the challenges encountered and strategies adopted by homestay industry. Master dissertation/thesis, UTAR.

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Abstract

This study aims to uncover the challenges faced by homestay operators duringCOVID-19 and the strategies they've employed for resilience. It does sobyexamining multiple homestays in the hardest-hit states through the lensofentrepreneurial resilience. This research sheds light on the challengesconfronted by Malaysian homestay operators during COVID-19 andthestrategies they've adopted, offering a fresh perspective throughtheentrepreneurial resilience framework. It is noteworthy that Malaysia'shomestay industry differs from those in other countries, due to uniquelock-down policies and government support systems. These factors significantlyinfluence how homestay operators recover, as viewed throughtheentrepreneurial resilience theory. This study employed a qualitative researchapproach using a single case study methodology, gathering data throughsemi-structured interviews. The sample size was determined using the constant comparative method, which reached data saturation after the 12th interview. Data analysis was conducted using thematic analysis with a non-linear process, iterated multiple times. The findings indicate that homestay operators facedmental health challenges, including stress, uncertainty, and hoplessness, as well as financial challenges such as less consumer demand and high operationcosts during COVID-19. Participants shared strategies such as self-development (positive attitude and learn new skills) and cost management (zero-cost marketing and aware of government support) to overcome these issues andregain resilience. In summary, this study highlights the remarkableentrepreneurial resilience exhibited by Malaysian homestay operators amidst the challenges posed by the COVID-19 pandemic. These operators havedemonstrated entrepreneur emotional and financial resilience by adaptingtotheunprecedented challenges. The limitation of this study exclusively focusesonregistered homestays in Malaysia, particularly in states where homestayoperators' income is most affected. Additionally, this study only considers theperspective of homestay operators, without taking into account the perspectivesof other stakeholders, which does not provide a complete picture of demandand supply. Keywords: Entrepreneurship, Tourism Economics, Homestay Industry, Resilience theory, Firm Performance, COVID-19. Subject Area: HB615-715 Entrepreneurship. Risk and uncertainty. Subject Area: HD49-49.5 Crisis management. Subject Area: HB3711-3840 Business cycles

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