TRAINING THE RIGHT PEOPLE FOR THE RIGHT ROLES: A HUMAN CAPITAL APPROACH TO COOPERATIVE HOMESTAYS IN MALAYSIA

Abstract

Cooperative homestays in Malaysia offer a unique community-based tourism model that promotes cultural immersion and rural economic empowerment. The effectiveness and sustainability of such ventures depend mainly on the capabilities of those managing and delivering services—namely, coordinators, hosts, and entrepreneurs. This study explores the role-specific training needs of these roles, to enhance human capital development across cooperative homestays. A quantitative approach was employed, involving 132 respondents from 32 registered cooperatives. Data were collected via structured questionnaires and analyzed using SPSS Version 29. Findings reveal significant variation in training participation across roles and experience levels, with entrepreneurs being the most actively engaged. Tourism- related training emerged as the most attended and most valued, while management training, particularly among coordinators, remains underutilized. Notably, the study found there is no consistent correlation between training frequency and cooperative income, suggesting the influence of broader external and internal factors. To address the identified gaps, a Role-Based Training Selection Guide is proposed to support more strategic and tailored training delivery. This study offers practical insights for policymakers, cooperative leaders, and training institutions committed to building Malaysia's more resilient and responsive cooperative tourism sector.