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Competitive Capabilities of Small and Medium-Sized Accommodation (SMSA)
in East Coast of Malaysia
Nur Farah Zafira Zaidi
Supervisor: Dr. Siti Nur ‘Atikah Zulkiffli
Dr. Noor Zatul Iffah Hussin
Bachelor of Management (Marketing)
School of Business and Maritime Management
The states involved in this study are Terengganu, Kelantan and Pahang. The small and
medium-sized accommodation (SMSA) are rated using Orchid rating categories, which
are 1 Orchid, 2 Orchid and 3 Orchid, generated by the Ministry of Tourism and Culture
Malaysia (MOTAC). This study applies the Resource-based View (RBV) theory to
investigate four factors related to competitive capabilities, namely (1) marketing
management; (2) human resources management (HRM); (3) innovation capability
management; and (4) information technology management, in influencing
accommodation performance. According to the preliminary analysis, the hypotheses from
the four factors are accepted. The finding has found that the four factors has a significant
influence on accommodation performance. The results of this research will beneficial to
the management of SMSA as well as policy makers.
Keywords: Tourism Industry, Competitive Capabilities, Orchid Rating Categories, East
Coast of Malaysia, Resource-based View.
1548 | UMT UNDERGRADUATE RESEARCH DAY 2018