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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.

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.

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.

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.

The purpose of this paper is to share how a tourism cooperative creates economic sustainability as well as bringing socio‐cultural and environmental benefits to its members.

The authors' case study was the Miso Walai Homestay in Batu Puteh on the Kinabatangan River of Sabah, Malaysia. In‐depth interviews were conducted with cooperative managers and cooperative members who were identified through the purposive sampling method. Direct observation was used to gain an understanding of ground reality.

A community cooperative effectively manages economic, socio‐cultural, and environmental concerns of the local people. Society's perception of entrepreneurship and main‐streaming has changed. Shareholdership enables higher community involvement in the decision‐making processes, increases tourism income distribution, solidifies the sense of ownership, strengthens social cohesion and, inevitably, increases community support.

The lessons learned from the experience of the Model of Economically Sustainable Community Tourism (MESCOT) in using a community cooperative to run its community‐based tourism (CBT), which eventually expanded its economic benefits, are relevant to researchers and practitioners, and can guide other local CBT organizations in Malaysia.

Although the case study referred to a specific community in Malaysia, the findings do prove that an effective model for community‐based tourism is possible and has potential for replication in other places with similar enabling environments.