e-Marketing of Homestays in Malacca

PREPARED BY :

ZURAINI BIBI BINTI MOHAMMED YUSOFF (2011697412)IDA REENA BINTI NAZRI (2011414206)SITI ASNITA BINTI MD ZIN (2011......)NURSHAMIMAH BINTI SHAMSUDIN (2011416244)

PREPARED FOR : PROF DR NOR LAILA MD NOOR

UNIVERSITI TEKNOLOGI MARAINSTITUTE OF GRADUATE STUDIES (IGS)

EXECUTIVE MASTER in BUSINESS ADMINISTRATIONS EMBA (BM 771)

Executive Summary • "Visit Historical Melaka means Visit Malaysia“• events comprising cultural and recreational

activities that will entertain visitors, both young and old

• contribute around RM961,000 to the industry• the fourth state in the region with highest income

in the homestays business• focused mainly on the e-marketing of homestays in

Malacca and is expected to be a great source of reference for all the homestays owners in this state

• to make everything available & websites and products appear closer to the top of online searches

Introduction

• we have worked with few project management such as ERP solution, and consulting about strategic thinking within both business and IT strategy

• is a proposal to Homestays owners in Malacca to learn more about communication strategy, marketing and e-marketing strategy and tools

• Reena’s Place would be our source of reference

Reena’s Place at a Glance• formed in the year 2008• to cater the needs and demands of a new

growing tourism product in Malacca, the Homestays

• located in Krubong sizes sizes 50’x80’ bungalow

• run as a hobby at first and later become a serious business

• slogan of ‘being at your own home’• very strong demand especially during the

weekends and school holidays

Facilities Provided in Reena’s Place

• There are 4 huge rooms, 3 bathrooms and 2 living rooms.

• Television, fridge, airconds for all rooms, sofas, water heater, dressing table, and a car porch that could accommodate 2 cars is provided.

• Reena’s Place can provide mattresses and pillows up to 20 pax (chargeable). It is suitable for short term travelling, marriage events usage, family gathering & etc

• Food services are provided by request and the chargeable price may vary depending on the packages.

Reena’s Place’s Organizational Chart

IDA REENAMANAGING DIRECTOR

LUQMAN HAZEQASST DIRECTOR

RISSYAN SYUKRICLERK ASST

MOHD YUSOFDESPATCH

Objective of Malaysian Homestay

• a) Tourists:i.- to offer a unique experience of rural lifestyle and culture; andii.- to develop internationally recognised rural hospitality packages at a competitive price.

• b) Rural Community:

• i. to share the benefits of the tourism industry with the rural community and encourage their participation in the tourism sector;ii.  to boost household income and improves living standards of the rural community, which contribute to the reduction of poverty; andiii.  to develop rural tourism entrepreneurs and provide job 

opportunities.

Challenges of Reena’s Place • Homestays can be a daunting, even scary, concept 

for an outsider and even locally established partners often express skepticism about a team’s ability to live in the community. Therefore, Reena Place’s has to tackle her customers with regards to their concern. 

•  Marketing the services they could offer are limited to the conventional way, i.e limited access to the tourist to have Reena’s Place as an option including the marketing strategy,  

• Foreign Tourists were worried that Reena’s Place wouldn’t be able to give up the comforts of the modern world (air conditioning, beds, Western toilets, etc.)

E-Marketing campaign

• E-Marketing campaign in go2homestay.com in Malacca for homestay operators would be able to increase revenue more than 100 per cent. For instance, after launched e-marketing campaign in other states in Malaysia, one of the state which is Johor has increased up to 819 per cent of visitors.

Revenue at Reena’s Place

• Based on the statistic above, the charges RM300 per day is affordable and favourable by the guest. With the spacious room and hall, guest feel happy with the clean environment and condition.

• The power of e-marketing enable guest to look of the room vacancy of Reena’s Place. We are expecting the Revenue will be double in November and December due to School Holiday.

E-Marketing

• Internet marketing, also known as web marketing, online marketing, webvertising, or e-marketing, is referred to as the marketing (generally promotion) of products or services over the Internet. Internet marketing is considered to be broad in scope because it not only refers to marketing on the Internet, but also includes marketing done via e-mail and wireless media. Digital customer data and electronic customer relationship management (ECRM) systems are also often grouped together under internet marketing.

E-Marketing for homestay

• Nowdays its becoming a trend for tourist looking for a place to stay over which is much more convenience for their family .It they choose to stay in a hotel, which the room space is not that spacious than they have to pay much for the cost of the room which is equivalent to the whole house. That is why people who are value for money would definately choose to stay in a homestay rather than stay in the hotel.

E-Marketing for homestay

• Reena’s Place is been a popular demand for the tourist as the house is spacious and and the fee charges are affordable comparable to hotel room,with 4 room can occupied up to 20 people in the house. With the help of the technology or with the help of e-marketing tourist are able to viewed the house and get a quick feedback from Reena’s place staff.

Number of Stay at Reena’s Place

• As for the statistic for above, Reena’s Place is occupied every weekend starting from Friday right up to Sunday. As for school holiday approximately the house will be fully occupied which we have to reject some of the guest. We do expect the guest to make early reservation to avoid any redundancy. We need our guest to feel comfortable with Reena’s Place. We need to clean up the house to avoid any inconvenience from our guest. The guest will always gives good remarks on the services provided.

Recommendations and Conclusion

Operational Problems

Political and Economic Analysis

Existing Regional Market

Home-stay’s Position and Brand Village-

based Tourism

Operational Problems

Operational Problems

Political and Economic Analysis

Existing Regional Market

For Cambodia and Vietnam the top ten source markets are clearly predominated by travelers originating from Northeast

Asian countries, particularly Korea, Japan and China (PRC).

Therefore, we really need to be a niche market in order to attract more tourist to visit us, i.e. :

the home stay business.

Home-stay’s Position and Brand Village-based Tourism

Malaysia’s Home-stay sector can emphasize village-based tourism which is perfectly suited to the experiential wants

of a new generation of world travelers who wish to be socially and environmentally responsible.

They are keen to learn about the communities they visit. This has led to the increasing popularity of village- based tourism. Village-based tourism presents opportunities to enhance the

experience for visitors by highlighting the uniqueness of Malaysia’s tourism assets, particularly cultural heritage.

Village-based tourism also makes it possible for visitors to immerse themselves in colorful local culture and learn

about Malaysian ways through the conservation of Malaysian culture and the development and promotion

of community-based tourism.

This all helps pave the way towards sustainable tourism development strengthens the Malaysian

brand, and sharpens the international competitive edge.

Home-stay’s Position and Brand Village-based Tourism

Future Objectives

Future Objectives