KESEDARAN DAN PENGETAHUAN DIGITALISASI DALAM PERKHIDMATAN HOMESTAY KOMUNITI DI KAMPUNG MESILOU, KUNDASANG
DIGITALISATION IN COMMUNITY HOMESTAY SERVICES AT KAMPUNG MESILOU, KUNDASANG
DOI:
https://doi.org/10.55197/qjssh.v6i6.977Keywords:
digitalisasi, homestay komuniti, pemasaran pelancongan, keupayaan digital, teknologi pelanconganAbstract
Kajian ini menilai tahap kesedaran, pengetahuan dan pengaruh pendigitalan dalam kalangan pengusaha homestay komuniti di Kampung Mesilou, Kundasang, khususnya dalam memasarkan perkhidmatan. Menggunakan pendekatan kuantitatif, sebanyak 36 borang soal selidik diedarkan melalui teknik persampelan bertujuan, manakala data dianalisis menggunakan analisis deskriptif (min, frekuensi dan sisihan piawai) melalui SPSS. Dapatan menunjukkan tahap kesedaran pengusaha terhadap penggunaan teknologi digital berada pada tahap sangat tinggi (min=4.37), namun tahap pengetahuan pendigitalan masih sederhana tinggi (min=3.12), terutamanya dalam kemahiran teknikal seperti penggunaan Instagram, TikTok, e-dagang dan copywriting. Pengaruh pendigitalan terhadap aktiviti perkhidmatan homestay didapati tinggi (min=4.28), khususnya dalam perluasan pasaran dan kecekapan operasi. Sementara itu, langkah-langkah mentransformasikan budaya digital dalam komuniti pengusaha menunjukkan tahap sangat tinggi (min=4.53), menandakan keperluan sokongan berstruktur seperti latihan, kolaborasi pakar, serta infrastruktur digital. Kajian ini menegaskan pentingnya intervensi strategik untuk meningkatkan keupayaan digital pengusaha homestay luar bandar, seterusnya memperkukuh daya saing dan kelestarian industri homestay.
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