1. UNIVERSITI TEKNOLOGI MARA
INSTITUTE OF GRADUATE STUDIES (IGS)
EXECUTIVE MASTER in BUSINESS ADMINISTRATIONS
EMBA (BM 771)
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

2. 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

3. 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

4. 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

5. 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.

7. Reena’s Place’s Organizational Chart
IDA REENA
MANAGING DIRECTOR
LUQMAN HAZEQ
ASST DIRECTOR
RISSYAN SYUKRI
CLERK ASST
MOHD YUSOF
DESPATCH

8. Objective of Malaysian Homestay
• a) Tourists:
i.- to offer a unique experience of rural lifestyle and culture; and
ii.- 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; and
iii. to develop rural tourism entrepreneurs and provide job
opportunities.

9. 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

10. 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.

11. Revenue at Reena’s Place

12. • 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.

13. 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.

14. 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.

15. 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.

16. Number of Stay at Reena’s Place

17. • 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.

18. Recommendations and Conclusion
Operational
Problems
Political and
Economic Analysis
Home-stay’s Position
and Brand Villagebased Tourism
Existing Regional
Market

19. Operational Problems

20. Operational Problems

21. Political and Economic Analysis

22. 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.

23. 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.

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

25. Future Objectives

26. Future Objectives