Stakeholder Challenges in Developing the Equestrian Tourism: A Case Study of Malaysia

This study explores the challenges and opportunities within Malaysia’s growing equestrian tourism sector by examining stakeholder experiences and identifying key barriers to development. Despite increasing interest in equestrian activities and the sector’s potential as a unique tourism product, the industry faces several constraints including financial limitations, inadequate infrastructure, and difficulties in obtaining land use approval. Using a qualitative research approach, data were collected through semi-structured interviews with 20 equestrian operators across various states in Malaysia. Thematic analysis was employed to extract significant themes from the data, with NVivo software utilized to support an organized and rigorous coding process. The findings reveal that rising operational costs, limited government support, and complex land ownership issues continue to hinder the full potential of the industry. In response, the study provides practical suggestions for equestrian operators such as diversifying services and improving marketing strategies as well as theoretical insights to assist tourism authorities and policymakers in formulating better support mechanisms. By contributing both applied and conceptual knowledge, this research serves as a valuable reference for stakeholders seeking to elevate Malaysia’s equestrian tourism to an internationally competitive level.