Chapter 6: Business Models for Social Entrepreneurship in Tourism

Abstract

Tourism in Malaysia has grown significantly. Malaysia recorded a total of 26 million tourists in 2019, ranking 22nd in the world in absolute terms. Malaysia is not only known as one of the countries with an equatorial climate which is a hot and humid climate throughout the year but is also popular for its unique nature. In Malaysia, various attractive places have their uniqueness such as Redang Island, Perhentian Island, Mount Kinabalu, Tioman Island, Langkawi Island, Poring Hot Spring, and many more that are an attraction to tourists. Most tourists from foreign countries choose Malaysia as a tourism destination for the uniqueness and beauty of nature in Malaysia. Not only that, but they are also attracted to the diversity of cultures and traditions such as customs, dance, food, and others that exist in Malaysia. This is not the case, every race in Malaysia has its dance, traditional food, and customs. For example, the Kadazan Dusun has its traditional food such as Bosou, Tuhau, and others that cannot be found anywhere except in Sabah, Malaysia. The traditional dance of this race is the Sumazau Dance. Not only that, there are many more unique cultures and traditions, not including other races in Malaysia such as the Malays, Indians, Chinese, Bidayuh, Iban, Murut and many more. Malaysia is also quite famous for its harmony. Malaysia is known for its harmony because Malaysians can live together in harmony in one country despite different races, religions and ethnicities. This is what makes Malaysia unique compared to other countries. With all these advantages, Malaysia has become one of the most famous tourist countries in the world. Due to this, the tourism industry in Malaysia is growing rapidly in a short period. The development of the tourism industry has benefited not only travelers but also the communities to which tourists travel and the organizations that directly and indirectly serve those visitors. Therefore, this chapter will discuss social entrepreneurship in tourism as a means of getting involved in the industry. This chapter also discusses a few observations on how social entrepreneurship in tourism is carried out.