Programs for Developing Homestay Entrepreneurs through Ai-driven Marketing and Entrepreneurship

  Purpose of Study – The purpose of this knowledge transfer program is to facilitate the development of homestay entrepreneurs in Sabah through a tailored training program focusing on AI-driven marketing and entrepreneurial mindset. Methods - The study was conducted through a knowledge transfers program focusing on homestay entrepreneurs from Menggatal, Inanam, and Kota Belud in Sabah, Malaysia. A total of 33 homestay entrepreneurs and 9 coordinators participated in the training, which consisted of two main modules: (1) Entrepreneurial Mindset Development and (2) AI-driven Marketing and (3) Facebook posting. The program was implemented through lectures, hands-on workshops, and surveys. Data was collected from participants via survey questionnaires to assess their challenges and track the effectiveness of the training. Results and Discussion - These outcomes show that AI-driven marketing and entrepreneurial development can help homestay businesses attract more tourists, boost the local economy and create creative content in their social media platforms. Conclusion -The program effectively addressed key challenges for Sabah's homestay entrepreneurs by improving their entrepreneurial skills, marketing strategies, and social media proficiency. Participants gained stronger business insights, enhanced marketing capabilities, and embraced digital tools. By adopting AI-driven marketing techniques, they are now better equipped to promote their homestays locally and internationally. Ongoing monitoring will support long-term success and sustainable growth of Sabah’s homestay industry. Keyword: Homestay, entrepreneur homestay, Sustainable development, AI