Digital Capabilities and Sustainable Performance of Community-Based Tourism (CBT) Homestay Operators in Sabah: The Mediating Roles of Innovation Capability And Community Participation

Authors

DOI:

https://doi.org/10.24191/ji.v21i2.11545

Keywords:

Community-Based Tourism, Digital Leadership, Homestay Operators, Innovation Capability, Social Media Usage, Sustainable Performance

Abstract

This study examines how digital capabilities influence the sustainable performance of Community-Based Tourism (CBT) homestay operators in Sabah. The model positions social media usage as a key digital capability, with innovation capability and community participation tested as mediators and digital leadership as a moderator. Although digitalisation has become an important enabler of tourism competitiveness, limited empirical research has examined digital technology adoption among CBT homestay operators in Sabah. Guided by the Resource-Based View (RBV), this study employed a quantitative cross-sectional survey of registered CBT homestay operators. Of 350 questionnaires distributed, 309 were returned and 286 usable responses were analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM). Findings show that social media usage significantly enhances innovation capability and sustainable performance, while innovation capability significantly improves sustainable performance. Community participation, the two mediation effects and the moderating effect of digital leadership are not supported. The study extends RBV by demonstrating that digital and innovation-related resources can strengthen sustainability outcomes in rural tourism enterprises. Practically, the findings highlight the need for CBT operators, policymakers and tourism authorities to strengthen social media use, innovation support and targeted digital capacity-building in Sabah

Author Biographies

  • Jane Polus Masundang, Author, MARA University of Technology

    Jane Polus Masundang is a Doctor of Business Administration candidate at Universiti Teknologi MARA (UiTM), Kota Kinabalu. She holds a Bachelor’s degree in Human Resource Development from Universiti Malaysia Sarawak (2012) and a Master’s degree in International Human Resource Management with Commendation from the University of Aberdeen, Scotland, United Kingdom (2022). She serves as Principal Assistant Director at the Economic Planning Unit (UPEN), Chief Minister’s Department, Sabah, focusing on socio-economic planning, poverty eradication, community empowerment and sustainable development. Her research interests include digital capabilities, sustainable performance, public sector and community-based development. She can be reached through her email at jane.polusmasundang@gmail.com.

  • Imelda Albert Gisip, MARA University of Technology

    Imelda Albert Gisip is an academic and researcher at Universiti Teknologi MARA, Malaysia. Her academic work is mainly related to business management, marketing, consumer behaviour, digital adoption, tourism and small and medium enterprises. She has supervised doctoral research on digital capabilities and sustainable performance of community-based tourism homestay operators in Sabah. Her research interests include digital transformation, tourism marketing, organisational capability, innovation and sustainable business performance. She can be reached through her email at imeldag@uitm.edu.my.

  • Cynthia @ Annamaria Robert Dawayan, MARA University of Technology

    Cynthia @ Annamaria Robert Dawayan is an academic and researcher at Universiti Teknologi MARA, Malaysia. Her academic work is related to business management, marketing, consumer behaviour, branding and tourism-related digital marketing. She has served as co-supervisor for doctoral research on digital capabilities and sustainable performance of community-based tourism homestay operators in Sabah. Her research interests include tourism marketing, social media usage, consumer behaviour, brand management and sustainable community-based tourism. She can be reached through her email at cynthia@uitm.edu.my.

References

Abdullah, H., Wahab, S., Shahibi, M. S., Malim, M. R., & Ali, J. (2013). Model Integrasi Indeks Utama Prestasi (MIIUPA-KPIAs) Agensi Payung Industri Homestay Melayu Malaysia. Jurnal Pemikiran dan Kepimpinan Melayu (IMPAK), 53-71.

Arnstein, S. R. (1969). A ladder of citizen participation. Journal of the American Institute of Planners, 35(4), 216-224. https://doi.org/10.1080/01944366908977225

Asker, S., Boronyak, L., Carrard, N., & Paddon, M. (2010). Effective community-based tourism: A best practice manual. Sustainable Tourism Cooperative Research Centre.

Barney, J. (1991). Firm resources and sustained competitive advantage. Journal of Management, 17(1), 99-120. https://doi.org/10.1177/014920639101700108

Borah, S. B., Malik, A., Sharmeen, F., & Paul, J. (2022). Resources and capabilities for value creation, competitive advantage, and innovation: A review and research agenda. Journal of Business Research, 145, 50-68. https://doi.org/10.1016/j.jbusres.2022.02.010

Buhalis, D., & Sinarta, Y. (2019). Real-time co-creation and nowness service: Lessons from tourism and hospitality. Journal of Travel & Tourism Marketing, 36(5), 563-582. https://doi.org/10.1080/10548408.2019.1592059

Calantone, R. J., Cavusgil, S. T., & Zhao, Y. (2002). Learning orientation, firm innovation capability, and firm performance. Industrial Marketing Management, 31(6), 515-524. https://doi.org/10.1016/S0019-8501(01)00203-6

Dangi, T. B., & Petrick, J. F. (2021). Enhancing the role of tourism governance to improve collaborative participation, responsiveness, representation, and inclusion for sustainable community-based tourism: A case study. International Journal of Tourism Cities, 7, 1029-1048.

Elkington, J. (1997). Cannibals with forks: The triple bottom line of 21st century business. Capstone Publishing.

Faul, F., Erdfelder, E., Lang, A.-G., & Buchner, A. (2007). G*Power 3: A flexible statistical power analysis program for the social, behavioral, and biomedical sciences. Behavior Research Methods, 39, 175-191.

Faul, F., Erdfelder, E., Buchner, A., & Lang, A.-G. (2009). Statistical power analyses using G*Power 3.1: Tests for correlation and regression analyses. Behavior Research Methods, 41, 1149-1160.

Fennell, D. A., Garrod, B., & Gao, Z. (2022). Tourism ethics and sustainable performance: Reframing responsibility in the post-pandemic era. Journal of Sustainable Tourism, 30(8), 1650-1668. https://doi.org/10.1080/09669582.2021.1992667

Freije, A. M., Rodríguez, A., & González, T. F. (2021). Innovation capabilities and firm performance: The role of innovation intensity and absorptive capacity. European Journal of Innovation Management, 24(5), 1413-1434. https://doi.org/10.1108/EJIM-04-2020-0148

Giampiccoli, A., & Saayman, M. (2017). Community-based tourism development model and community participation. African Journal of Hospitality, Tourism and Leisure, 6(1), 1-18.

Gursoy, D., & Saayman, M. (2023). Perceived impacts of digital transformation on the tourism and hospitality industry: A global perspective. Tourism Management Perspectives, 45, 101080. https://doi.org/10.1016/j.tmp.2023.101080

Hair, J. F., Matthews, L. M., Matthews, R. L., & Sarstedt, M. (2017). PLS-SEM or CB-SEM: Updated guidelines on which method to use. International Journal of Multivariate Data Analysis, 1(2), 107-123.

Hjalager, A. M. (2010). A review of innovation research in tourism. Tourism Management, 31(1), 1-12. https://doi.org/10.1016/j.tourman.2009.08.012

Jamaluddin, M., Othman, N., & Awang, A. R. (2012). Community based homestay programme: A personal experience. Procedia - Social and Behavioral Sciences, 42, 451-459.

Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59-68. https://doi.org/10.1016/j.bushor.2009.09.003

Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. (2011). Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons, 54(3), 241-251. https://doi.org/10.1016/j.bushor.2011.01.005

Kontogeorgopoulos, N., Churyen, A., & Duangsaeng, V. (2015). Homestay tourism and the commercialization of the rural home in Thailand. Asia Pacific Journal of Tourism Research, 20(1), 29-50. https://doi.org/10.1080/10941665.2013.852119

Kunjuraman, V. (2019). Kajian terhadap syarat dan fenomena semasa dalam pembangunan program homestay di Malaysia. Geografia-Malaysian Journal of Society and Space, 15(1), 84-97. https://doi.org/10.17576/geo-2019-1501-07

Lawson, B., & Samson, D. (2001). Developing innovation capability in organisations: A dynamic capabilities approach. International Journal of Innovation Management, 5(3), 377-400. https://doi.org/10.1142/S1363919601000427

Mapjabil, J., & Che Ismail, A. (2012). Homestay programme and rural community development in Malaysia: An overview. In J. Mapjabil & A. Che Ismail (Eds.), Tourism and community development: Asian practices (pp. 135-146). Penerbit Universiti Kebangsaan Malaysia.

Mihardjo, L. W. W., Sasmoko, Alamsjah, F., & Elidjen. (2019). Digital transformation: Digital leadership role in developing business model innovation mediated by co-creation strategy for telecommunication incumbent firms. IntechOpen.

Ministry of Tourism, Arts and Culture Malaysia. (2023). Report on community-based tourism initiatives in Malaysia.

Munir, T., Jamal, R. M. A., Watts, S., & Macawile, R. M. C. (2025). Green competitiveness determinants: Dynamic innovative capabilities in hotel-tourism industry. Anatolia. https://doi.org/10.1080/13032917.2025.2458846

Murphy, P. E. (1985). Tourism: A community approach. Methuen.

Othman, N. K., & Buang, N. A. (2021). Kualiti perkhidmatan dan kepuasan pelanggan homestay menggunakan Model Servqual. Advanced International Journal of Business, Entrepreneurship and SMEs, 3(7), 59-74.

Pretty, J. N. (1995). Participatory learning for sustainable agriculture. World Development, 23(8), 1247-1263. https://doi.org/10.1016/0305-750X(95)00046-F

Qin, X., Wall, G., & Liu, X. (2021). Community participation and social capital in tourism planning and development: A case from rural China. Sustainability, 13(4), 2280. https://doi.org/10.3390/su13042280

Sabah Tourism Board. (2025). Statistic report on community-based tourism in Sabah [Unpublished report].

Saunila, M., & Ukko, J. (2012). A conceptual framework for the measurement of innovation capability and its effects. Baltic Journal of Management, 7(4), 355-375. https://doi.org/10.1108/17465261211272139

Sigala, M. (2020). Tourism and COVID-19: Impacts and implications for advancing and resetting industry and research. Journal of Business Research, 117, 312-321. https://doi.org/10.1016/j.jbusres.2020.06.015

Sigala, M. (2022). Social media and the future of the hospitality and tourism industry: Perspectives from developing countries. Tourism Management Perspectives, 41, 100927. https://doi.org/10.1016/j.tmp.2021.100927

Teece, D. J. (2010). Business models, business strategy and innovation. Long Range Planning, 43(2-3), 172-194. https://doi.org/10.1016/j.lrp.2009.07.003

Tosun, C. (2000). Limits to community participation in the tourism development process in developing countries. Tourism Management, 21(6), 613-633. https://doi.org/10.1016/S0261-5177(00)00009-1

Walter, P., Regmi, K. D., & Khanal, P. R. (2018). Host learning in community-based ecotourism in Nepal: The case of Sirubari and Ghalegaun homestays. Tourism Management Perspectives, 26, 49-58.

Wernerfelt, B. (1984). A resource-based view of the firm. Strategic Management Journal, 5(2), 171-180. https://doi.org/10.1002/smj.4250050207

Zada, M., Erkol Bayram, G., Contreras-Barraza, N., Kaptangil, K., & Aylan, S. (2025). Integrating social media-driven service innovation and sustainable leadership: Advancing sustainable practices in tourism and hospitality. Sustainability, 17(2), 399. https://doi.org/10.3390/su17020399

Zeng, H., Zhang, Y., Li, J., & Morrison, A. M. (2024). Sustainable performance in community-based tourism: Integrating environmental, social, and economic perspectives. Sustainability, 16(1), 347. https://doi.org/10.3390/su16010347

Downloads

Published

2026-07-30

Issue

Vol. 21 No. 2 (2026): Jurnal Intelek Vol. 21 Issue 2 (August) 2026

Section

Articles

License

Copyright (c) 2026 Jane Polus Masundang, Imelda Albert Gisip, Cynthia @ Annamaria Robert Dawayan

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

How to Cite

Digital Capabilities and Sustainable Performance of Community-Based Tourism (CBT) Homestay Operators in Sabah: The Mediating Roles of Innovation Capability And Community Participation. (2026). Jurnal Intelek, 21(2), 213-228. https://doi.org/10.24191/ji.v21i2.11545