Unlocking the Power of Social Media: A Strategic Path to Financial Growth of Homestay in Malaysia

The Malaysian homestay industry faces challenges in improving financial performance due to limited marketing reach and underutilization of digital tools. This pilot study explores the role of social media adoption in enhancing the financial performance of homestays. Using the Technological, Organizational, and Environmental (TOE) framework, the research investigates key factors driving the adoption of social media and their impact on increasing the revenue for homestays. Despite the growing significance of social media, many homestay operators are slow to adopt platforms, hindering their ability to attract a broader audience. Data was collected from 30 respondents through a self-administered survey targeting homestay coordinators. Statistical analyses, including reliability and validity tests, were conducted using SPSS software to ensure robust data. This pilot study is essential as it demonstrates that social media adoption, framed within the TOE model, can significantly enhance the financial sustainability of rural homestays. To conclude, the study suggests that policymakers need to explore the long-term effects and create initiatives that facilitate the adoption of digital tools among homestay operators. This could lead to stronger competitiveness in Malaysia’s homestay industry and boost rural tourism.