Determining the wildlife value orientation (WVO): a case study of lower Kinabatangan, Sabah

Natalie King (School of Hospitality, Tourism and Culinary Arts, Taylor's University, Kuala Lumpur, Malaysia)
Vikneswaran Nair (School of Hospitality, Tourism and Culinary Arts, Taylor's University, Kuala Lumpur, Malaysia)

Worldwide Hospitality and Tourism Themes

ISSN: 1755-4217

Publication date: 23 August 2013

Abstract

Purpose

The aim of this article is to explore wildlife value orientation (WVO) beliefs of community members involved in the Miso Walai Homestay program in Lower Kinabatangan, Sabah.

Design/methodology/approach

The researcher utilized the qualitative method of thematic analysis and the sampling technique of purposive/judgemental method which reached saturation point at 16 respondents, who were all local community employees of the Miso Walai Homestay program. A total of 13 semi‐structured questions were posed to all interviewees in their native Bahasa Melayu language or English.

Findings

Interviewees expressed preference for viewing wild species not in enclosed structures but in their natural habitat. This was also the view of tourists in the homestay program. This community recognizes that community‐based ecotourism can be a means of habitat protection and income for both wildlife protection and the local community.

Originality/value

This case study may not only contribute to an increased satisfaction level of tourists with the overall experience, but also to the attraction of new tourists, searching for a participatory role by simply choosing a homestay accommodation or physically contributing to conservation activities.

Keywords

Citation

King, N. and Nair, V. (2013), "Determining the wildlife value orientation (WVO): a case study of lower Kinabatangan, Sabah", Worldwide Hospitality and Tourism Themes, Vol. 5 No. 4, pp. 377-387. https://doi.org/10.1108/WHATT-03-2013-0014

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Publisher

:

Emerald Group Publishing Limited

Copyright © 2013, Emerald Group Publishing Limited

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