Toward a ‘Digital Homestay Ready’ Framework: Voices from Rural Entrepreneurs in Sibu

Rural homestay operators in Sarawak, particularly within the Bumiputera community, play a pivotal role in advancing community-based tourism and sustaining local economies. However, despite robust national and state-level efforts—including the Sarawak Digital Economy Strategy (2018–2022) and the Sarawak Digital Economy Blueprint (2030)—digital adoption within rural homestays remains fragmented and inconsistent. This study investigates the digital readiness of rural homestay operators in Sibu by capturing their lived experiences and operational realities through a qualitative lens. In-depth interviews were conducted with 8 homestay operators, selected via purposive sampling. Interviews were carried out in Malay and analyzed using Braun and Clarke’s (2006) six-step thematic analysis. An inductive coding approach revealed three core themes: digital marketing, awareness toward digital technology, and revenue generation. These themes were then deductively mapped against the proposed Digital Homestay Ready (DHR) framework, which encompasses indicators such as digital presence, promotional content quality, payment systems, internet accessibility, and responsiveness. Interestingly, compliance with local authority regulations emerged as a new, contextually relevant dimension not previously emphasized in the framework. Its consistent mention by participants highlights its perceived importance for legitimacy, sustainability, and future access to formal platforms or funding. The refined DHR framework thus functions as both a diagnostic tool and a capacity-building guide for rural digital transformation. It offers actionable insights for policymakers, tourism authorities, and local development actors committed to ensuring that rural micro-entrepreneurs are not left behind in Malaysia’s digital economy journey.