Exploring a fuzzy relationships among criteria for the development of community-based tourism in Malaysia: a multi-stakeholder perspective

Abstract

Purpose

The purpose of the study was to identify and analyze the fuzzy relationships among criteria for the development of community-based tourism (CBT) in Malaysia through a multi-stakeholder lens. By exploring these relationships, the study aimed to provide valuable insights for stakeholders and policymakers to enhance the sustainability and effectiveness of CBT initiatives in Malaysia. The focus was on understanding the interplay between environmental, economic and socio-cultural criteria to guide decision-making and planning processes for sustainable tourism development.

Design/methodology/approach

The study utilized a quantitative approach, specifically employing a fuzzy multi-criteria decision-making (MCDM) model known as decision-making trial and evaluation laboratory (DEMATEL). This methodology allowed for the integration of diverse perspectives from multiple stakeholders involved in CBT in Malaysia. By using DEMATEL, the researchers were able to analyze the complex relationships among sustainable criteria, identify causal factors and assess the interdependencies among environmental, economic and socio-cultural dimensions. The approach aimed to provide a comprehensive understanding of the criteria influencing the sustainability of CBT development in Malaysia.

Findings

The findings of the study revealed that environmental and economic factors emerged as pivotal causal criteria influencing socio-cultural outcomes in the development of CBT in Malaysia. The research highlighted the importance of multi-stakeholder collaboration in building sustainability in CBT, emphasizing the need for regular meetings, shared decision-making processes and clear communication channels among all involved parties. These insights empower stakeholders to make informed decisions and prioritize criteria for sustainable CBT development, ultimately contributing to the well-being of communities, preservation of natural and cultural heritage, and long-term environmental sustainability.

Research limitations/implications

The study's limitations include the focus on CBT in Malaysia, which may limit the generalizability of the findings to other contexts. Additionally, the research relied on a quantitative approach, potentially overlooking qualitative nuances in stakeholder perspectives. Future studies could address these limitations by exploring diverse geographical locations and incorporating qualitative methods to capture a more comprehensive understanding of sustainable criteria in CBT development. These implications suggest opportunities for further research to validate and extend the findings in different contexts and with a broader range of stakeholder perspectives.

Practical implications

The practical implications of the study include providing guidance for tourism policymakers and key stakeholders in developing effective policy interventions for CBT in Malaysia. By understanding the complex relationships among sustainable criteria, stakeholders can make informed decisions to foster environmental, economic and socio-cultural growth in CBT initiatives. The findings offer insights for creating economic opportunities, promoting fair trade practices and enhancing linkages between CBT and local businesses. These practical implications aim to support sustainable decision-making, planning processes and implementation strategies to ensure the long-term success and positive impact of CBT in Malaysia.

Social implications

The social implications of the study underscore the importance of multi-stakeholder collaboration in CBT development in Malaysia. By engaging various stakeholders, including host communities, government agencies, non-governmental organizations (NGOs) and tourists, the research promotes social cohesion, cultural exchange and community empowerment. Enhancing social interactions and mutual understanding among stakeholders can lead to inclusive decision-making processes, equitable distribution of benefits and the preservation of local heritage and traditions. These social implications emphasize the potential for CBT to contribute to social well-being, cultural preservation and sustainable development, fostering positive social impacts and strengthening community resilience.

Originality/value

The originality and value of the study lie in its exploration of the complex relationships among sustainable criteria for CBT development in Malaysia from a multi-stakeholder perspective. By utilizing the DEMATEL method and quantitative analysis, the research offers a novel approach to understanding the causal factors influencing environmental, economic and socio-cultural outcomes in CBT initiatives. The study's findings provide valuable insights for stakeholders and policymakers to make informed decisions, prioritize criteria and develop effective strategies for sustainable CBT development. This original contribution enhances the understanding of sustainable criteria relationships and empowers stakeholders to drive positive change in the tourism sector.

Citation

Ismail, A., Mohd Nazari, N. and Abdullah, N.A.A. (2024), "Exploring a fuzzy relationships among criteria for the development of community-based tourism in Malaysia: a multi-stakeholder perspective", Journal of Humanities and Applied Social Sciences, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JHASS-01-2024-0006

Introduction

Malaysia, renowned for its cultural diversity and rich heritage, has emerged as a leading international tourist destination. The nation's tourism industry, catalyzed by campaigns like Visit Malaysia Year, has flourished, making it a secure and inviting destination for over 26 million tourists annually (Tourism Malaysia Corporate Site, 2023). The vibrant fusion of colors, flavors and cultural traditions makes Malaysia a unique and alluring experience for visitors.

Tourism plays a pivotal role in preserving cultures and traditions while simultaneously contributing to poverty alleviation and economic stability (Duncan, 2009; he). In this context, community-based tourism (CBT) has gained prominence as a sustainable development initiative. CBT, often considered an alternative to mass tourism, empowers local communities to manage tourism within their regions responsibly (Dodds et al., 2018). Particularly significant for developing countries, CBT creates job opportunities, reduces poverty and improves the quality of life for host communities (Pusiran and Xiao, 2013).

The development of the Malaysia homestay experience program (MHEP) began in the early 1970s in Pahang. There was “Mak Long Teh”, the old lady with the good heart, who allowed the “drifters” to stay in her house for a long time and provided them with breakfast, dinner and a place to sleep in her kampung house (Hamzah and Ismail, 2003). During the Japanese Youth Program, the concept of homestay took on a different dimension. Since then, the department of agriculture has been a catalyst for revitalizing the rural economy with the Agrotourism Project. In 1995, the Ministry of Tourism, Art and Culture (MOTAC) officially launched the homestay program and formed a special unit to oversee the program's growth. In 2021, MOTAC changed the name of the program to the MHEP to differentiate it from lodging establishments that use the term “homestay” to describe their operations. The MHEP are under MOTAC and are supported by many agencies such as the Institute for Rural Advancement (INFRA) and the Ministry of Rural and Regional Development (MRRD). Among many others, these two agencies work together to support MOTAC in the development of MHEPs in Malaysia. Their continued support has been successful as the number of homestays and operators has steadily increased from five homestays in 1995 to 217 in 2023 (Tourism Malaysia Corporate Site, 2022).

The development of sustainable CBT through homestay programs has many potentials and benefits. It creates jobs for local communities and has indirectly prevented rural-urban migration. CBT helps promote the development of infrastructure that is not only for tourists but benefits the local community as well. However, despite the success of certain homestay clusters, many others struggle to maintain sustainable growth. Few homestays that have fallen into the dependency trap of being over-reliant on the government (Balasingam et al., 2017) and some have stagnated in terms of tourist arrivals. Razzaq et al. (2011) mentioned that the local community should learn how to do marketing and promotion. Moreover, the community was also advised not to depend solely on the government or non-governmental organizations (NGOs). Ineffective control and authorities at the village, state and federal stages also caused the homestay operator to become too dependent (Kunjuraman and Hussin, 2017; Mohd Nor and Kayat, 2010; Liu, 2006). Most research concludes that the three pillars of sustainability that always affect a community are socio-cultural, economic and environmental (Chi-Ming et al., 2017; Nunkoo and So, 2015; Gursoy and Jurowski, 2000; Gursoy et al., 2002; Palacios-Florencio et al., 2021). Throughout this time, this three-core approach has dominated sustainability thinking (Wall, 2019). However, in reality, it is difficult to adhere to these three pillars. CBT is relatively slow to implement sustainable practices, and there is a loop between theoretical sustainability and its practical implementation (Buckley, 2012; Sharpley, 2000). While previous research has explored sustainable criteria from the perspectives of various stakeholders, it has not fully addressed the interactions and relationships between these criteria. Understanding these interactions is crucial for ensuring the long-term success and sustainability of CBT initiatives. This paper aims to delve deeper into the efficacy and impact of the MHEP as a form of sustainable CBT, addressing gaps in existing research and shedding light on its implications for tourism development and community well-being.

Research gaps

This study focuses on the MHEP, an indicator of CBT in Malaysia where tourists engage with host families experiencing authentic Malaysian culture (Ismail and Jaafar, 2022). While Malaysia has successfully implemented the MHEP, sustaining its growth requires a comprehensive understanding of sustainable criteria from a multi-stakeholder perspective. Despite the economic benefits observed in rural areas through CBT (Hanafiah et al., 2013; Leigh and Blakely, 2013), the long-term sustainability of CBT initiatives demands careful consideration of various factors. As the demand for CBT is expected to grow, understanding and enhancing its sustainability becomes crucial, aligning with Sustainable Development Goals (SDGs), particularly SDG1 (No Poverty) and SDG17 (Partnership for the Goals). The three-pillar model uses three dimensions as the basis of the concept, namely “environment, economy, and social resources” (WCED, 1987). They are synonymous and labeled as mandatory requirements for sustainable development. Sustainable development is achieved when the three pillars work simultaneously. Therefore, this research aims to investigate the relationships among sustainable criteria influencing the sustainability of CBT development in Malaysia from a multi-stakeholder viewpoint. Future research on the MHEP has yet to fully explore the complex interactions between the sustainable criteria across different stakeholders involved in CBT. Previous studies have primarily focused on the individual pillars of sustainability; economic, environmental and socio-cultural often treating them as separate entities rather than interconnected elements. This narrow focus overlooks the intricate dynamics and interdependencies that could significantly impact the long-term sustainability of CBT initiatives. Furthermore, there is limited understanding of how these sustainability criteria are perceived and prioritized by various stakeholders, including local communities, government agencies and tourists. Addressing these gaps, this research will investigate the relationships and interactions between these sustainability pillars from a multi-stakeholder perspective, aiming to develop a comprehensive framework that enhances the effectiveness and resilience of CBT initiatives like MHEP.

Literature review

Interpretation of the community-based tourism (CBT)

CBT has different meanings to the researchers based on their perceptions of tourism. CBT has become increasingly important since the emergence of the sustainable tourism debate in the 1990s. CBT can assist local communities in generating income, diversifying local economies, preserving culture, conserving the environment and expanding educational possibilities (Nair and Hamzah, 2015). CBT has gained significant attention in recent years as a way to promote sustainable tourism development, support local communities and protect natural and cultural resources. By involving local residents in tourism-related activities, CBT can generate economic benefits for the community while also promoting the conservation of natural and cultural resources. Suansri (2003) defined the CBT as the balancing between environmental sustainability, social and cultural. While Mann (2014) defines CBT as all forms of tourism which involve community members and what benefits them. In addition, Purbasari and Manaf (2018) define CBT as a small-scale tourist activity mostly in rural areas which involves the interaction between tourist and the local community. CBT also enables tourists to increase awareness and be able to understand the way of life for local and it should manage and be owned totally by the community. According to Mayaka et al. (2019), CBT is classified as a type of tourism that focuses on improving the relationship between local communities and tourists. In Asia, CBT are the most famous and practicable approach to help the community especially in Thailand, Indonesia and Malaysia. Despite all definitions and interpretations, CBT can be seen as a tool to boost the economy of a destination, especially at the community level and in rural areas. The goal of CBT is achieved through the community. To understand the CBT concept, it is important to highlight the fact that the local community, which is not directly involved in tourism, also benefits from the advantages of CBT and its economic impact. In addition, CBT is also a tourism model that seeks to maximize community benefits and minimize the negative impacts of tourism (Rocca and Zielinski, 2022). The principle of CBT is that the community must be involved in the planning and management processes.

This is evident in some developing countries such as Malaysia and Thailand, where the community is involved in the tourism development process from planning to initiation, implementation and management of tourism activities (Long and Kayat, 2011; Jaafar et al., 2015; Kayat and Zainuddin, 2016; Boonratana, 2010; Guzmán et al., 2011). This is supported by Asker et al. (2010) who suggest that CBT encourages locals to collaborate and involve both parties the tourists and the community in a tourism project organized by locals. CBT has been studied by many researchers in the tourism field (Siwar, 2013; Kayat, 2013). The different terms are used because of the different marketing strategies of tour operators and tourism planners. In Malaysia, CBT has also been introduced as one of the sustainable tourism approaches to boost the rural economy.

The community-based tourism in Malaysia

In Malaysia, CBT is more synonymous with homestay programs or the MHEP. However, there are several types of CBT categorized by researchers according to their purposes and objectives. There is Community-Based Rural Tourism (CBRT), Community-Based Eco-Tourism (CBeT), Community-Based Through Tourism (CBTT) and Community-Based Tourism (CBT). In all these forms, the community is used as an important tool to improve the economic situation while preserving the environmental and socio-cultural situation. The MHEP is a program under the CBT and was officially launched by the Ministry of Tourism in 1995 (Ramele et al., 2017). Under the MHEP, “tourists stay with a host family and experience the daily life of the family in a direct and indirect way” (Idris and MOTAC, 2022). The MHEP is one of the programs under the CBT that involves the community (Hamzah, 2008). Tourists stay with host families for a short period of time and learn about the culture of the host country, which is a new and unique experience for the tourists. They stay in the Malay kampungs and participate in the activities of the rural community. They choose to stay with a local host family because they are interested in various aspects such as local culture, traditions, lifestyles and global environmental issues (Basu et al., 2019). The unique selling point of the MHEP is not the physical unit, but rather the community and tourism experiences, with the community and community activities having a strong impact. The MHEP has evolved since its inception in 1995.

Sustainable development for community-based tourism in Malaysia

The definition of sustainable tourism has been evolving since the first time it is outlined its roles in 1993 by Bramwell & Lance and it is keep evolving reflected by the current issues (Guo et al., 2019; Ruhanen et al., 2015). Although there are many definitions of sustainable development, the Brundtland Commission is the one that gets the most credit for popularizing the concept by introducing it to the international policy discourse (Stoddart, 2011). Fundamentally, the definition of sustainable development is most understandable as follows:

Development that meets the needs of the present without compromising the ability of future generations to meet their own needs.

United Nations General Assembly (1987, p. 43).

This principle underscores the importance of striking a balance between economic prosperity, environmental stewardship and social equity, which are central tenets of CBT initiatives like the MHEP. By adhering to this ethos, MHEP endeavors to ensure that the benefits of tourism are reaped by current communities without jeopardizing the well-being and resources of future generations. The development of CBT in Malaysia is often described as alternative tourism in developing countries to help rural communities, which is also intended to be an alternative to mass tourism (Dangi and Jamal, 2016). Moreover, it will provide opportunities for rural communities to engage directly in tourism programs (Salleh et al., 2014). The concept of sustainable development of CBT is related to eco-responsible tourism and many have explored sustainability techniques for the development of CBT. It is further based on the assessment of three main categories of indicators, namely environmental, socio-cultural and economic (Basak et al., 2021). Like many other countries, Malaysia is using CBT as a tool to revitalize the rural economy, following the path of the homestay program. Homestay development provides benefits not only to homestay operators but also to the local community more broadly.

Idris (2023) identifies MHEP as a viable CBT project for rural people to take on since it uses existing resources, such as the local culture, lifestyle, economic activities, recreation, natural attractions and environmental conservation. Thus, as only a minimum start-up cost and maintenance cost are required, this is considered an advised business in which the rural poor can be involved. To ensure the long-term viability and success of initiatives like the MHEP, it becomes imperative to establish clear criteria for sustainable development within the realm of CBT.

Sustainable criteria for development of community-based tourism

Recently, CBT has faced many challenges and problems that require a holistic approach. Many researchers have identified criteria, factors, indicators or critical success factors for sustainable tourism development, and some specifically focus on the sustainable development of CBT. Although there are many criteria or indicators for CBT sustainability, Sirakaya et al. (2001) state that “the effectiveness of sustainability indicators depends on the quality of the indicators themselves and the effectiveness of their application” (p. 425). The balance between protecting and caring for the environment, preserving culture, promoting economic benefits and meeting the needs of the host community in terms of improving the quality of life and standard of living in the short and long term is the main goal of sustainable tourism (Liu et al., 2013). For this reason, all criteria relevant to CBT are collected, thematized and grouped under three dimensions of sustainability which are environmental, economic and socio-cultural. Figure 1 shows the conceptual framework for this study.

Stakeholders in this study

Many researchers have distinguished different main groups of stakeholders: tourists, residents, business owners and government officials (Goeldner and Ritchie, 2003; Swarbrooke, 1999; Byrd, 2007; Andereck and Vogt, 2000). Edgell et al. (2013) categorized stakeholders as government, residents, businesses, NGOs and tourists. Wondirad et al. (2020) categorized stakeholders as private tourism institutions, planners, policymakers, destination management organizations, NGOs and local communities. Moreover, Amoako et al. (2021) categorized stakeholders as government, tourists, local community, business owners and representatives of NGOs. However, unlike other tourism studies, this study also considers the external perspective of academics and homestay operators to support the findings in the broader CBT field. Table 1 briefly explains the definition of the stakeholder group in the CBT area for this study.

The study of perceptions from the stakeholders is receiving a wide view. Ali et al. (2017) explored the perceptions of stakeholders about tourism development in a Malaysian beach resort destination and found that community participation in decision-making can help to removed conflicts within the community. This research clearly contributed to tourism studies yet there is still needed to understand more in context of multi-stakeholders’ perception toward sustainable criteria for CBT. This study attempts to fill the gap by focusing on the homestay program and the perceptions of various stakeholders. Therefore, gaining a comprehensive understanding of how CBT is perceived by destination stakeholders is essential to the success and sustainability of CBT (Tosun, 2002; Gursoy et al., 2009; Yoon et al., 2001; Kayat and Zainuddin, 2016). Tosun (2000) explained how inter-group conflict indirectly occurs when CBT development does not meet stakeholders' expectations. He suggested that to ensure the success of CBT, the government should take it seriously to understand the perceptions of all stakeholders. Without the support of stakeholders, it is practically impossible to develop tourism sustainably (Andereck and Vogt, 2000; Gursoy et al., 2002; Andriotis, 2005; Kayat, 2014). The development of a strategy for sustainable CBT should involve multi-stakeholders to foster broader commitment to the strategy and its implementation.

The research questions underpinning this study focus on unraveling the complex relationships among sustainable criteria for CBT development in Malaysia. Specifically, the study seeks to identify and understand how environmental, economic and socio-cultural criteria interact with one another within the CBT framework. By exploring these interconnections, this study aims to shed light on the influence of these criteria on one another, determining which factors serve as causal or effect drivers. The ultimate goal is to provide valuable insights for stakeholders and policymakers, enabling them to make informed decisions and develop effective policies that promote sustainable growth and balance across environmental, economic and socio-cultural dimensions in CBT initiatives.

Materials and methods

A fuzzy multi-criteria decision-making model

In the tourism industry, decision-making is complex and involves multiple stakeholders with diverse interests and preferences. MCDM is used to integrate the multi-criteria from multi-stakeholders because it allows decision-makers to evaluate and compare different alternatives based on multiple criteria simultaneously. To explore the relationship of the sustainable criteria for development of sustainable CBT required a technique from MCDM which is DEMATEL. DEMATEL is MCDM methods that have been used to integrate the perspectives of multiple stakeholders in the context of tourism. DEMATEL is a method that is used to analyze complex relationships among factors and criteria. It can be used to identify the causal relationships between factors, and to rank factors based on their relative importance. In line with this, a robust MCDM method should consider the interactions among the multi-stakeholders. The decision-making trial and evaluation laboratory (DEMATEL) not only can convert the relations between cause and effect of criteria into a visual structural model, but also can be used to handle the inner dependences within a set of criteria (Moghimi and Anvari, 2014). To acquire valuable decision-making information, DEMATEL is employed to draw a relationship diagram for sustainable criteria (Khademi et al., 2014).

Research approach

The research approach for this research is a quantitative approach. Research approach determines the methods for data collection, analysis and interpretation. In line with the research objective, this study is using an inferential approach. Inferential approach is used to assume a set of databases. The situations used herein are common in nature and the researcher intends to link the characteristics of a sample population to the population at substantial.

Data collection

In collecting data for the development of the questionnaire, a researcher uses the fuzzy Delphi technique. The fuzzy Delphi technique helps in achieving consensus among experts by allowing for a more gradual convergence of opinions. It permits experts to assign membership values to their judgments, indicating the degree of agreement or disagreement with a statement. The improvement was made to address the shortcomings of the traditional Delphi technique, which leads to low pooling of results, loss of important information and high time consumption in the research. Two phases were used for this research. The first phase is to categorize the criteria into groups. The criteria for sustainable CBTs were identified through thorough literature review, other written materials and interviews. Then, they are categorized into economic, environmental and socio-cultural group by researcher. After categorizing the criteria into the three pillars of sustainability, the researcher interviewed experts on the relevance and validation of the data. Three academics or experts were involved in this process. They are asked to give their opinion and view on the sustainable criteria in terms of relevance. Then, the researcher revises the main list of criteria according to the opinion and suggestions of the experts in the first phase and develops the questionnaire for pairwise comparison.

Before the final questionnaire is developed, the pairwise comparison questionnaire is again submitted to the research team for validation. Four research teams, including the supervisor and co-supervisors, participated in the finalization of the questionnaire. This process helped to confirm whether the master list was appropriate for CBT through homestay program in Malaysia. The second phase for data collection is using pairwise comparison questionnaires based on the final sustainable criteria determined at the first phase. After the pairwise comparison questionnaire is solid, the questionnaire is run for pilot test before distributing it to the experts or multi-stakeholders.

Sampling method and sample size

Purposive sampling or judgmental sampling is usually used when the target population consists of highly intelligent individuals who cannot be selected using any other probability or non-probability sampling technique. This form of sampling is often used with very small samples. Judgment sampling is most effective when there are a limited number of individuals in a population who have the characteristics that the researcher expects from the target population. The sample consisted of 40 experts selected based on their experience and expertise in CBT. In contemporary research, sampling is much more dynamic than Patton (1990) initially perceived. A sampling formula can be used to draw a sample from the population, followed by purposive sampling methods to select individuals who provide valuable epistemological insights. In this study, respondents were specifically chosen based on their expertise, using a standard of personal judgment. These 40 respondents represent CBT stakeholders as a group rather than individually. The unit of analysis classified them as a group or organizational unit. The DEMATEL technique was utilized to analyze the data, simplifying the explanation to ensure clarity. This method helps elucidate the causal relationships among sustainable criteria, providing actionable insights for enhancing CBT development.

Selection criteria of the respondents

The researcher sought the participation of multi-stakeholders involved in the development of CBT focused on homestay program in Malaysia. These included officers from government agencies, business owners, NGO representatives, homestay operators, academics, the host community and tourists directly and indirectly involved in tourism and CBT. According to the definition of purposive sampling, it is a non-probability sampling method in which respondents selected for the sample are chosen according to the researcher's judgment. Therefore, the respondents included in the selection process do not have to be experts in the field, but they do have to meet certain characteristics expected of a judging sampling authority. Therefore, the following criteria were used to select respondents for this study: (1) practitioners with extensive experience in the tourism industry who specialize in CBT in Malaysia, and (2) practitioners who actively provide input and ideas and are directly/indirectly involved with CBT. Based on the criteria, the respondents for this research are the groups of stakeholders that involved in CBT.

Instrument development

This section outlines the research instrument development, specifically detailing the questionnaire's sources and structure. The introductory paragraph aimed to convey the research's purpose and the significance of respondent participation. The questionnaire comprised two sections. Section A focused on participant information, encompassing industry background, experience duration (categorized as less than one year, 1–5 years, 6–10 years and more than 10 years) and educational level. Section B adopted a pairwise comparison approach, dividing questions into three divisions to delineate the main and sub-criteria. Operational definitions for sub-criteria were provided as a reference. Respondents in Section B were tasked with selecting the more important criterion between pairs and indicating its degree of importance on a nine-point scale. The pairwise comparison utilized a scale with values such as “No influence (0),” “Low influence (1),” “Medium influence (2),” “High influence (3)” and “Extremely high influence (4). The environmental dimension included ten sub-criteria, economic criteria comprised eight and socio-cultural criteria involved 16. Table 2 shows the example of the questionnaire for this study developed by author.

DEMATEL technique

DEMATEL method is used to uncover the relationship among the main variable and sub-variable and to determine the interdependencies and feedback among them. It is noted that in uncovering the relationships using this approach is vital to find the weights of elements in the research model appropriately. Therefore, DEMATEL is selected in this step as it is more suitable for real-world applications in MCDM situation compared to the traditional methods in analyzing the interdependencies among the components of a network. Similar to the other multi-criteria decision-making techniques, this technique also uses scales to measure the importance of a criterion of the model. In DEMATEL the scales are from 0–4, representing “No influence (0),” “Low influence (1),” “Medium influence (2),” “High influence (3)” and “Extremely high influence (4)”. Moreover, DEMATEL method is used to identify the level of existing interdependencies among variables in the research model besides constructing an influence relationship map (IRM). The following sections discuss the steps and sequences in DEMATEL.

• Step 1: Compute the average matrix (A)

In the first step of DEMATEL, a number of experts or multi-stakeholders are to indicate the level to which they believe that any of the factors influences each other, by applying the influence scale. In mathematical notation, this means that if we have H respondents in the study and n factors that are being studied, we get from every respondent a n × n answer matrix.

Xk =⌊xijk⌋ with 1≤k≤H.

X=[0x12⋯x1nx210⋯x2n⋮⋮⋱⋮xn1xn2⋯0][0x12⋯x1nx210⋯x2n⋮⋮⋱⋮xn1xn2⋯0]

So we have X¹, X² … X^H answer matrices for each of the respondents, and each element of X_k is an integer in the range of the influence scale, representing the degree of factor i influencing factor j and denoted by x^ij. The main diagonal elements of each answer matrix xii are set to zero, because self-influence of the factors is not evaluated in DEMATEL. To incorporate the opinions of all respondents, in the next step, an average matrix A = [a_{i j} ] is constructed by calculating the average influence quantification as follows:

(1)A=[Aij]n×n=1H∑k=1H[Xijk]n×n

This matrix A is also called original average matrix which includes initial direct effects that a criteria of the model exerts on and receives from other criteria. From the result of the first step, by drawing an influence map, the causal effect between each pair of criteria in the model can be mapped out.

• Step 2: Normalize the average matrix (A) and obtain the normalized direct relation matrix (D)

The second step calculates the normalized direct relation matrix D from the average matrix A.: In this step, the direct influence matrix is calculated. This is done by normalizing the average matrix A. We call this matrix as normalized initial direct-relation matrix D which is obtained by the following equation. Each element of matrix D is between 0 and 1.

(2)D=AS

S=max (max∑j=1naij,max∑i=1naij)

• Step 3: Calculate the total relation matrix (T)

Based on that, in the next step, the direct/indirect or total relation matrix is calculated. The respondents have estimated the direct effects only. It is assumed that the indirect effects of the influence factors (factor a influences factor b and factor b influences factor c, so factor a indirectly also influences factor c) are lower than the direct effects, so with increasing in directions, the indirect influence matrix converges to the null matrix:

(3)T=[tij]=∑i=1∞Di=D(L−D)−1 i,j=1,2,…n

as limk→∞Dk=[0]n×nwhere 0 is the n×n null matrix and I is the n×n identity matrix

By calculating T, interesting results can be obtained by sum of its rows and sum of its columns. This is done by the following equations. In Eqs. (5) and 6, we calculate the C=(∑j=1ntij)(n×1) and R=(∑i=1ntij)(1×n) to obtain total effects, both direct and indirect, received a factor from the other factors, and total effects, both direct and indirect exerted by a factor on the other factors.

(4)T=[tij]n×n i,j=1,2,…n

(5)C=(∑j=1ntij)n×1i=1,2,⋯n

(6)R=(∑j=1ntij)n×1j=1,2,⋯n

Accordingly, the degree of importance that a factor plays in the system (total sum of effects given and received) is shown by R+C. In addition, R−C shows the net effect, indicating that if R−C is positive, it is net causer and if R−C is negative, it is net receiver. Having these values, causal relationships diagram can be produced to better provide the results of DEMATEL.

• Step 4: Obtain inner dependence matrix and observe impact-relations map (IRM)

Obtaining inner dependence matrix is to filter out those variables that only have negligible effects so that the variables bearing considerable effects can be clearly identified for effective decision-making. Only factors with effect greater than the threshold value should be chosen and shown in an IRM or causal diagram (Tang, 2018). The values that are lower than the threshold will be set to zero in the total relation matrix (T). The threshold value can be obtained through either subjective judgment from experts (Chung-Wei and Gwo-Hshiung, 2009) or mathematical calculation (Wu and Tsai, 2012). The IRM can be represented as a graph with a horizontal axis R + C and vertical axis R−C visualizes the interdependency relationship among variables.

Results and discussion

After collecting data from seven groups of stakeholders (government, NGOs, academics, businesspeople, homestay operators, host communities and tourists), the data were analyzed using the DEMATEL technique to determine the influence relationship between the criteria. A total of 40 experts actively involved in the MHEP represented the stakeholder group. Figure 2 shows the causal diagram of main criteria for the development of sustainable CBT in Malaysia. From the diagram we can interpret the data into two categories. First is from the degree of influence level in which environmental is a most influencing criteria followed by socio-cultural and economic. Second, we can see the relation among criteria, and we can see that environmental and economic are net causer have influence on the socio-cultural (net receiver). “Net receiver” refers to criteria significantly impacted by others, whereas “net causer” denotes criteria exerting substantial influence. The dynamic relationships among these criteria highlight the interdependence of sustainable development aspects. Enhancing causal factors can significantly improve socio-cultural outcomes, offering a pathway for holistic CBT growth.

In terms of the three main criteria of sustainable criteria, socio-cultural are categorized as the criteria that need attention because socio-cultural is a net receiver. However, by focusing more on socio-cultural, it may last for a short time because socio-cultural is still being influenced by environmental and economic. Hence, for a long-term sustainability of CBT, the key players only need to give attention to Environmental and Economic because indirectly it will give impact to socio-cultural also. Moreover, it also shows the environmental is a key or core criteria since it is not only a cause but also not affected by the other criteria. Table 3 shows the total relation matrix (T) with impact factor (italicized). From the table, the criteria listed in row are giving impact (influence) to the value (italicized number) that is more than threshold value (1.244).

Figure 3 shows influence map among the criteria and consider a threshold value (β = 1.244) which is obtained from the average of T matrix. From the figure, we can see that environmental give impact to economic and socio-cultural. The economic give impact to socio-cultural criteria. While the socio-cultural give impact to environmental criteria.

In managing the development of sustainable CBT, it is a challenge for multi-stakeholders to achieve common goals and to persuade all groups of stakeholders to commit to some principle of sustainability. Tosun (2000) mentioned that the variations of opinions and concerns that exist between multiple groups of stakeholders should not be neglected, however a bold decision must be made to achieve the objectives. Therefore, the interrelationship among sustainable criteria should be a guidance for them to understand and achieve the goals mutually. It also indicates that collaborating between multi-stakeholders can develop a successful sustainable development of CBT.

Sustainability criteria are the integration of three pillars which are environmental, economic and socio-cultural. These three dimensions are the strength of sustainability and effect on each other. However, it is tough to maintain a balance between resources for sustainable development (Creaco and Querini, 2003). The complex relationships between human activities and the environment as conceptualized in the theory of the human-environment system is ignored because of the metaphor that says it is necessary to balance the three pillars (Kates et al., 2005). Basically, sustainability is concerned with the long-term goal of avoiding resource depletion or damage. It is currently or at a time that is expected to occur in the future.

Figure 4 illustrates the two important criteria to focus on, namely the economic and the environmental criteria. The diagram shows that socio-cultural criteria are also indirectly affected. Focusing on important criteria helps structure the planning to achieve the goals.

The causal network diagram in Figure 5 describes the relationship of influence level between the criteria and the impact toward the sustainable development of CBT. As previously explained, the environmental and economic are two influential criteria that should be focused on by the key players in tourism. Indirectly, the influence from those two criteria will give impact to the socio-cultural as well. Thus, the significance of this objective is to explain the complex relationship for cause and effect of sustainability criteria is achieved and visualize through the diagram. It will assist the tourism stakeholders in planning and convert into action.

Conclusion

The increase in the number of registered homestays every year does not reflect that this program is successfully sustained because there are still many homestays which do not receive the benefits they deserve. There are even homestays that are stagnant even though they are still active. The cause for the issues is still unknown and to bridging this gap it is a requirement to understand by integrated the multi-stakeholders’ perceptions toward the most important criteria for the development of CBT in Malaysia. The DEMATEL technique was applied to obtain better results for the determination of causal relationships between sustainable criteria.

Theoretical contribution

This research finding also contributes to the existing literature on sustainable CBT with a focus on MHEP. In addition to adding to the existing literature in the field of sustainability, the results can serve as important explanations and can be considered from various aspects, including economics, environmental and socio-cultural. The criteria can serve as a basis for evaluating the performance of the MHEP, which in turn can support decisions for its improvement. Continued efforts are needed to ensure that this valuable program can be sustained over the long term by attracting more tourists to the homestay. This study contributes to the literature by examining the criteria for developing sustainable CBT from the perspective of multi-stakeholders. Therefore, this study represents an important step forward in the concept of sustainable development criteria, especially for CBT. Sustainability criteria include environmental, economic and socio-cultural and each main criterion consists of several sub-criteria. This study provides empirical evidence that the environmental is a criterion for the development of sustainable CBT. In addition, the study found that environmental and economic are two important factors that directly affect the socio-cultural. By focusing on these two criteria as important criteria for the development of sustainable CBT, the socio-cultural criteria indirectly reflect.

On a theoretical level, the results also confirm the importance of environmental criteria and the positive effect of increasing the economic value of natural and sociocultural. The research also supports the finding of Angelevska-Najdeska and Rakicevik (2012) that the development of sustainable CBT depends primarily on the environmental as an important factor to ensure a stable and durable basis for development. The quality of the environment and its natural resources often influences the attractiveness of tourism (Wearing and Neil, 2012). Therefore, any activity that negatively impacts the environment or natural resources in the long term diminishes attractiveness, resulting in fewer visitors and lower tourism revenues. It is also important to control both pollution and environmental risks (Kaul and Gupta, 2009). Effective use of environmental resources plays an important role in the development of sustainable CBT, maintains essential ecological processes and helps to preserve natural heritage and biodiversity. Therefore, this study suggests that bringing all tourism stakeholders together to share goals, knowledge, capital and other resources will have a major impact on the tourism world.

Practical implications

Areas that could benefit from this research includes professional in the fields of tourism development, tourism planning, community planning, community development, infrastructure planning, economic development, public policy or anybody that related to the sustainable tourism. The fuzzy multi-criteria model plays several important roles in decision-making and analysis processes such as handling uncertainty and vagueness in decision-making. The research provided effective and practical prompts for tourism players, especially the policymakers. Planning a sustainable tourism destination entails a deep understanding from all stakeholders. This research guides key players, stakeholders and also tourism authorities to gain a deeper understanding of issues in CBT, concrete the way to improve the strategies in planning. The multi-criteria model will facilitate the stakeholders to planning more sustainably and strategize the planning to manage present and future initiatives. Tasci et al. (2013) argued that not all stakeholders will share the same values and goals. However, by collaborating with the multi-stakeholders and applying the stakeholder’s platform could assist them to define and synchronize the goals. This study is crucial in assisting stakeholders to develop the CBT to become more successful on a practical level and sustain for a long run. The findings of this research also provide valuable insights for tourism policymakers in quest of efficient policy interventions related to CBT in accelerating the sustainable development covering the environmental, economic and socio-cultural growth. The overall objective is to identify the sustainable criteria from the perspective of multi-stakeholders. Developing the collaboration among stakeholders is essential for effectively sharing tourism benefits (Heslinga et al., 2017). These criteria provide practical guidance and benchmarks for decision-making, planning and implementation processes, ensuring that CBT projects contribute to the well-being of communities, preserve natural and cultural heritage, and promote long-term environmental sustainability.

Practical implications of this include creating economic opportunities, income diversification and entrepreneurship development for community members, fostering linkages between CBT and local businesses, suppliers and services, and promoting fair trade practices. This study provides a nuanced understanding of the relationships among sustainable criteria in Malaysia's CBT sector. Environmental and economic factors emerged as pivotal causal criteria, influencing socio-cultural outcomes. These insights empower stakeholders to make informed decisions, fostering sustainable CBT development. Future research should explore these relationships in different contexts and incorporate more diverse stakeholder perspectives to validate and extend the findings.

The findings indicate that multi-stakeholder collaboration is essential for building sustainability in CBT. This collaboration can be achieved through regular meetings, shared decision-making processes and clear communication channels among all parties involved. These findings could assist key stakeholders in identifying and prioritizing the appropriate criteria for developing sustainable CBT that meets present requirements without compromising the needs of future generations. This research emphasizes the importance of fostering collaboration and integration between stakeholders to ensure the success and sustainability of MHEP. The expansion of new homestays and activities offered in homestay programs demonstrates the growing interest and demand for CBT. To maintain this momentum, stakeholders must commit to regularly examining and reviewing emerging issues and problems. This ongoing review process, coupled with effective communication of results among all stakeholders, is crucial for adapting to evolving challenges and ensuring the long-term sustainability of CBT initiatives.

Limitation and future research

The study's limitations include the scope of data collection, which primarily utilized pairwise questionnaires and the DEMATEL method, potentially limiting the depth of qualitative insights into stakeholder perspectives. This quantitative approach, while valuable, may not fully capture the nuanced experiences of all involved parties. Additionally, the findings are specific to the MHEP, which may restrict their generalizability to other CBT programs in different contexts. Furthermore, the study may not fully represent all relevant stakeholders, potentially affecting the comprehensiveness of the results. Future research could address these limitations by incorporating qualitative methods, such as in-depth interviews or focus groups, to provide a richer understanding of stakeholder perspectives. Comparative studies could examine the relationships among sustainable criteria across various CBT programs globally, identifying common patterns or unique factors. Longitudinal studies would be beneficial in assessing the long-term impacts of improvements in causal factors on socio-cultural criteria. Additionally, expanding stakeholder engagement to include underrepresented groups could offer a more comprehensive view of the complex relationships among sustainable criteria.

Conclusion

Malaysia, rich in natural, agricultural and cultural heritage, presents significant potential for the development of the MHEP as a unique and valuable tourism product. The homestay program offers unparalleled activities, making it a distinctive attraction for both local and international tourists. The traditional culture, which is highly anticipated by visitors, stands as our greatest asset. The development of the MHEP can have a substantial economic impact by providing opportunities for community involvement in tourism programs. The economic revenue generated by homestay operators underscores the importance of these programs for the local economy, demonstrating that their continuation is vital. Such involvement not only supports the growth of the tourism industry but also significantly enhances the quality of life for local communities. Importantly, sustainable CBT has the potential to serve as an effective tool for rural economic development, generating broader economic benefits and fostering more comprehensive spatial development.

Figures

Figure 1

Conceptual framework for a multi-criteria model for sustainable CBT

Figure 2

The causal diagram (multi-stakeholders)

Figure 3

IRM for sustainable criteria from the perspective of multi-stakeholders

Figure 4

Sustainable development for CBT

Figure 5

Network diagram for sustainable criteria

Table 1

The definition of stakeholders for this study

Types of stakeholders	Definition
Government	The local government or state government is a stakeholder that often carries out tourism development and is responsible for the state of the community for economic improvement. In this study the government is like Ministry of Tourism, Art, and Culture (MOTAC), Ministry of Rural and Region Development (MRRD)
Non-government organization (NGO)	While there is no fixed or formal definition of NGOs, they are generally defined as non-profit entities that are independent of government influence. Sometimes they receive government funding. In this study the NGOs is like Malaysia Homestay Association (MHA) and Malaysia Homestay Kampungstay Association (MHKA)
Academician	Academician is also a group of stakeholders that are always being referred to as experts, including tourism. According to Özdemir et al. (2014) academician is someone who is very knowledgeable about the area and experts in the topic. In this study, several lecturer in tourism are participated
Businessperson	A businessperson is someone who works in business, especially someone in a high-ranking position or who runs a firm; in this study a businessperson is like a travel agency
Host community	A host community is a social group of any size whose members live in or near the homestay program area
Homestay operator	A homestay operator is a homeowner who is registered with MOTAC for the homestay program. They can be homestay coordinator (leader) and homestay operator at the same time
Tourist	The tourist is the essential player in making sustainable tourism become a reality. Travel guides, magazines, and digital advertisement can make massive contributions to boosting tourist awareness about critical situation in tourism industry and support to stimulate a demand for sustainable tourism

Source(s): Authors

Table 2

Example of questionnaire design

Importance of one main criteria over another
Main criteria	Extremely high influence	High influence	Medium influence	Low influence	No influence	Low influence	Medium influence	High influence	Extremely high influence	Main criteria
Environmental	4	3	2	1	0	1	2	3	4	Economic
Environmental	4	3	2	1	0	1	2	3	4	Socio-Cultural
Economy	4	3	2	1	0	1	2	3	4	Socio-Cultural

Source(s): Authors

Table 3

Total relation matrix (T) with impact factor

Total relation matrix (T)	Environmental	Economic	Socio-cultural
Environmental	1.233	1.325	1.834
Economic	1.207	0.811	1.429
Socio-cultural	1.252	0.979	1.123

Note(s): Threshold value (β = 1.244)

Source(s): Authors