GEOGRAFIA OnlineTM Malaysia Journal of Society and Space 8 issue 5 (94 - 99) 94

Themed Issue: Masyarakat, Ruang dan Alam Sekitar (MATRA)

© 2012, ISSN 2180-2491

Developing and promoting a highland community livelihood for

sustainable tourism: The case of Kg. Bundutuhan, Ranau, Sabah
1 1 1 1
Toh Pei Sung , Awangku Hassanal Bahar Pengiran Bagul , Justin Sentian , Ramzah Dambul
1
School of Business and Economics, Universiti Malaysia Sabah, Jalan UMS, 88400 Kota Kinabalu, Sabah, Malaysia

Correspondence: Toh Pei Sung (email: tohpeisung@gmail.com)

Abstract

Located right at the foot of Mt. Kinabalu but 1,200 m above sea-level the challenge of developing and promoting
sustainable tourism in Kg. Bundu Tuhan is formidable. The most crucial is identifying existing tourism assets (both
tangible and non-tangible) and converting them into profitable business which are aggravated by a glaring lack of
knowledge and skills in business management and marketing strategy. This study seeks to determine existing viable
tourism assets of village and to establish a conceptual framework on how to develop these assets. The study
employs qualitative approaches, such as the use of case studies and surveys. This paper outlines the findings of the
ground investigation, which are: (i) the identification of existing tourism assets; (ii) the establishment of preferred
mechanisms in turning the assets into business; and (iii) the development of conceptual model for capacity building
for the community based on the items identified in (i) and (ii). This paper concludes the study by recommending that
a successful implementation of the outcome of the capacity building (the actual execution of the projects) that could
lead to the equitable distribution of benefits and opportunities among stakeholders and could improve the well-being
of the local community.

Keywords: capacity building, Kg. Bundu Tuhan, livelihood, sustainable tourism, tourism development, well-being

Introduction

Tourism is defined as activities of a person travelling to and staying in places that are outside of their
location for business, vacation and other purposes not related to an activity from and within the place
visited which not more than one consecutive year (Page, 2009). Nowadays, tourism has become a
significant key growth engine in Malaysia, which is one of the core economic sectors of the 12 National
Key Economic Areas (NKEAs) in order to transform Malaysia into a high-income nation by 2020 and to
boost the economy.
The then Ministry of Tourism Development, Environment, Science and Technology (1996) indicated
that nature tourism is the main area to focus within the tourism policy of the Sabah State. Nature tourism
is preferred as it is aimed to protect and conserve natural resources while providing a stable employment
in the tourism industry. The issue of development and promotion of the Kg. Bundu Tuhan highland
community livelihood needed to be geared in a sustainable manner through the development in nature
tourism.
However, this idea presented some key challenges in developing and promoting sustainable tourisms
as the community has the inability to identify existing tourism assets (both tangible and non-tangible) and
to convert them into profitable business. These are largely due to the lack of essential knowledge and
skills of those related to business management and marketing strategy. Therefore, it is important to fill in
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Themed Issue: Masyarakat, Ruang dan Alam Sekitar (MATRA)
© 2012, ISSN 2180-2491

the gap of their capacity by assisting them to determine the viable existing tourism assets and establish a
conceptual framework on how to develop these assets.

Bundu Tuhan Village

Kg. Bundu Tuhan, Ranau, Sabah is one of the remote highland’s villages, which is located right at the
foot of Mt. Kinabalu of about 1,200 m above sea-level. Cool air and peaceful atmosphere are the main
characteristics of this village. The villagers are from the Dusun tribe and majority of them are farmers.
Bundu Tuhan Graduates Association is a non-profit organization with ROSi registration No: 1203-10-
SBH. It is officially registered on the 18th of May 2010 and their memberships are open to any university
graduates who are originally come from Kg. Bundu Tuhan. The association is also accepting associate
membership from university graduates outside of Kg. Bundu Tuhan if they aspire and support the
objectives of the association.
The objectives of the establishment of the association are to work together with the Jawatankuasa
Kemajuan dan Keselamatan Kampung (JKKK– Village Development and Security Committee) of Kg.
Bundu Tuhan, Ranau to (i) enhance the education and skills of the people (Bundu Tuhan) through
capacity building programs and activities such as education, motivation, counseling (personal & career),
seminar, workshop and awareness campaign; (ii) enhance and strengthen the understanding and interest
towards preservation of culture, language and beliefs from enculturation among the villagers through
research activities, dissemination of information, publication, training, seminar, workshop and awareness
campaign; (iii) promote a balanced economy among the villagers through capacity building programs and
activities; (iv) promote, enhance and strengthen the economics of the people (in Bundu Tuhan) especially
business activities which are based on “rural-tourism” through capacity building program and activities;
(vi) promote healthier life styles and cohesion among the people through recreational and sport activities
including the revival and promotion of traditional games and sports; (vii) promote environmental
cleanliness and conservation through activities such as collaborative research (with NGOsii, government
agencies, universities), public discourse and training to enhance the awareness of the people on the
importance of environmental conservation and its sustainability.
This study focuses on the process of identifying the current tourism assets in Kg. Bundu Tuhan and
developing the strategy to develop these current assets into tourism business through capacity building
and research survey in order to achieve the sustainable. The study feeds into the development program
strategy for sustainable tourism of the Kg. Bundu Tuhan.

Research survey and capacity building

The research survey started with developing essential profiles of Kg. Bundu Tuhan. Socio-economic
profile and tourism information are emphasized on field survey at the the village in order to establish the
understanding the people, culture and environment. This exercise also served as the assets and capacities
audit, which are an important input to the proposed development program.
Tourism information can be used to determine the viable tourism assets of the village by highlighting
the strength of the village and turning weaknesses into strenghts in venturing the idea of rural based
tourism as a sustainable livelihood alternative.
A livelihood information survey seeks relevant information in the village capabilities, assets and
activities required for means of living. For a livelihood to be sustainable, the villagers’ capacities to
generate and maintain their means of living such as capabilities, assets and activities have to be focused in
order to enhance their well-being (Chambers & Conway, 1992). The sustainable livelihoods development
approach link the connection between people and the overall enabling environment that influences the
outcomes of livelihood strategies, which are inherent potential of people in terms of their skills, social
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Themed Issue: Masyarakat, Ruang dan Alam Sekitar (MATRA)
© 2012, ISSN 2180-2491

networks, access to physical and financial resources, and ability to influence core institutions (Serrat,
2008).
Capacity building is also geared to achieve a sustainable development. The definition of capacity
building is broad. In general, it can be regarded as building abilities, relationships and values that will
enable organizations, groups and individuals to improve their performance and achieve their development
objectives, which include strengthening the process, systems and rules that influence collective and
individual behavior and performance in all development endeavors (UNEP, 2002). Therefore, capacity
building programmes is thought to be able to enhance the awareness of the local communities, general
public and international tourists on the importance of conserving and preserving the natural assets such as
the environment and cultural heritage for sustainable tourism (UNESCAP, n.d). In addition, it is also able
to strengthen the capacity of the local communities to manage their current tourism assets and thus,
enhancing their tourism business in tourism industry through developing their tourism assets with the
action plan of capacity building programmes. Capacity building activities does promote sharing of
experiences and good practices in enhancing the contribution of tourism in order to achieve the
Millennium Development Goals (MDG).
In order to promote the success of tourism economic activities as a sustainable livelihood for the
people of Kg. Bundu Tuhan, it is equally important to build the capacity of the people first and this can
help them to face the business challenges ahead. Capacity building is also enabled the villagers to make
collective decision in determining the current tourism assets in village, building the awareness of tourism
business and enhancing their skills and expertise for the benefit of the whole village. This study notes this
importance and therefore the identification of tourist attractions such as natural attractions and historical
and cultural sites; and cultural significance has been carried out in a survey.

Proposed methodology

Qualitative approach was used to achieve the objective of the study. Kg. Bundu Tuhan was chosen as case
study in this research based on the requirement of the funder for development project. Mapping,
observation and semi-structured group interviews were employed to collect the required data. The study’s
respondents are the participants from village (voluntary), the Bundu Tuhan Graduates Association, and
Village Development and Security Committee for Kg. Bundu Tuhan.
The research framework is outlined as in Figure 1. The framework proposed a mechanism that enables
sustainable tourism business to be developed. The survey was conducted with semi structured group
interviews and the mappings were used to identify and determine the current assets in Kg. Bundu Tuhan.
In addition, qualitative observation method that requires researcher to be among participants was
conducted to triangulate the primary data. These observations were made at the workshops and seminars
with the villagers. There were 85 participants as respondents including those who are from the association
and the JKKK.

Viable Tourism
Current Capacity Building
Business
tourism assets

 Biophysical  Education  Well-being

 History and  Workshop  Equity distribution
Legend  Seminar
Figure 1: Research Framework of the Proposed Mechanism into Sustainable Tourism Business
 Tradition  Counseling
and Culture  Awareness
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Themed Issue: Masyarakat, Ruang dan Alam Sekitar (MATRA)
© 2012, ISSN 2180-2491

Result and discussion

The tourism assets in Kg. Bundu Tuhan can be divided into three [3] categories, which 1) tradition and
culture; 2) biophysical and; 3) history and legend. In the tradition and culture category, the participants
identified their assets as being Kinoring, pakaian tradisi, makanan tradisi, seni, Batu Kokohiton, cerita
pohon bundu, Gua Semerling, Rumah Panjang and Balai Budaya. In terms of biophysical category, the
participants identified their assets as being hutan simpan, kebun organik, Gua Semerling (Lokasi) and
Sungai Diidan. History and legend catergory see assets such as Tugu Mat Salleh, Jalan British, Gunting

Table 1. Current tourism assets vs. developing tourism business

Tourism Assets Category How to use these assets in developing tourism business?

Hutan Simpan Biophysical Set up a jungle trek. Tourists can trek in the jungle trekking while
to enjoying the nature and views scenery. Access fee will be
charged.
Gua Semerling History and Introduce the history and legend to tourists. Access fee will be
Legend charged. Villagers also can make postcards as souvenirs item and
sell to the tourists.
Labot Segindai History and Introduce the history and legend to tourists. Access fee will be
Legend charged.
Sungai Diidan History and Introduce the history and legend to tourists. Access fee will be
Legend charged.
Tugu Mat Salleh History and Introduce the history and legend to tourists. Access fee will be
Legend charged.
Jalan British History and Introduce the history and legend to tourists. Access fee will be
Legend charged.
Kinoring Tradition and Introduce and brief tourists on the story of human skulls. Entrance
Culture fee will be charged.
Balai Budaya Tradition and To be as one-stop tourist centre where tourists can watch shows
Culture related to the local history, culture and traditions such as singing,
dancing, clothes making, food and drink. Entrance fee will be
charged.
Lagenda Pampamg di History and Introduce the legends of Bundu Tuhan such as Lagenda Pampang
Poyop Legend Di Poyop / Cerita Lagenda lain.
Kebun organik Biophysical Sell organic vegetables to tourists. Besides that, they can also build
traditional houses which tourists can stay and buy the vegetables to
cook.
Pakaian tradisi Tradition and Tourists can visit and watch how villagers make their traditional
Culture clothes. Access fee will be charged and tourists also can buy
directly from the villagers.
Seni (Pertunjukkan Palu Tradition and Access fees will be charged. Tourists can watch cultural shows
Gong rentak Kg. Bundu Culture performed by the villagers.
Tuhan)
Batu Kokohiton Tradition and Talk about the traditions of Batu Kokohiton in Kg. Bundu Tuhan.
Culture However, this is considered a sacred place.
Makanan tradisi Tradition and Shows on how to cook and prepare traditional food. Access fee
Culture will be charged.
Rumah Panjang Tradition and Set up a museum and show the uniqueness of Rumah Panjang
Culture Tanpa Paku. Exhibition of artifacts from the villagers’ ancestors in
the museum. Access fee will be charged.
Gunting Lagadan History and Introduce the history and background of Gunting Lagadan to
Legend tourists.
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Lagadan, Lagenda Pampamg di Poyop and Labot Segindai identified by the participants. The results also
showed that the participants have identified sustainable development strategy on these assets in
developing their tourism business (Table 1).
In addition to the proposed development strategies, the participants also ranked the strategies based on
its priorities into a top six [6] strategies (Table 2). This is to establish the specific icons that would
represent Kg. Bundu Tuhan for the it’s tourism business. The result of the survey suggested that (1)
Tradition and Culture (2) History and Legend are very important to the villagers.

Table 2. Top six ranking on tourism assets, Kg. Bundu Tuhan

Category Tourism Assets No

Biophysical Hutan Simpan
Kebun organic
Tradition and Culture Kinoring 5
Pakaian tradisi
Makanan tradisi
Seni (Pertunjukkan Palu Gong rentak Kg. Bundu Tuhan)
Batu Kokohiton
Cerita pohon bundu
Rumah Panjang
Balai Budaya
History and Legend Tugu Mat Salleh
Gua Semerling (lagenda) 1
Jalan British 2
Gunting Lagadan 6
Labot Segindai 4
Lagenda Pampamg di Poyop 3
Sungai Diidan

The results showed that Kg. Bundu Tuhan had its own special and unique history and legend and also
the village’s tradition and culture also could attract tourists to visit the area. These results suggest a strong
indication of which asset that could be developed for the tourism activities and incorporate this into the
development programme. For instance, to emphasize on tradition and culture as the icons that
representing Kg. Bundu Tuhan, it is suggested that there should be a one-stop centre at Tinompok area
and this should be operated by the villagers. Some information packages could also be provided in that
one-stop center. These packages would include cultures and traditions of Bundu Tuhan and also the
history and legend of Bundu Tuhan, which should entice the tourists to visit these places and stays at the
area. Other proposal includes where tourists could choose to stay with villagers in homestay arrangement
and join all activities organized by villagers. The substance of the homestay experience can be enhanced
by organized shows and exhibitions. Apart from this, an equitable distribution of benefits and
opportunities among stakeholders should be ensured to improve the well-being of the local community. It
is also proposed that the tourism activities are to be promoted through current social media network such
as Facebook or Twitter and websites. Promotional brochures are also suggested to be made available in
every hotel so that any potential tourists could have access to the information on the village tourism
activities.
Finally, the villagers suggested that they could also enhance their skills in parallel of the development
of the tourism business. The development of tourism will provide the opportunity for the villagers to
develop and enhance their traditional skills in making local handicraft and preparing traditional food and
drink. This is also an opportunity for the preservation and conservation of the local culture, which is
considered unique. With this opportunity, future generations in this village could also learn and inherit
their local heritage skills and sustain it.
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Themed Issue: Masyarakat, Ruang dan Alam Sekitar (MATRA)
© 2012, ISSN 2180-2491

Conclusion

The study has achieved its objectives where the tourism assets in Kg. Bundu Tuhan were identified and
categorised and outline the development strategies to develop these current assets into tourism business
through the collective voice of the villagers. This feeds to the next development program strategy for
sustainable tourism of the Kg. Bundu Tuhan. A successful implementation of the study predicted to lead
an equitable distribution of benefits and opportunities among the villagers and improve their well-being.
Distribution of benefits and economic opportunities from sustainable tourism is expected to achieve two
primary goals which are 1) to serve as incentives for stakeholders to conserve local resources
(environment, history and culture); and 2) to improve the well-being and provide livelihood opportunities
of the local peoples in an equitable way. In long term, it is suggested that technical assistance such as
skills and technology (online marketing, specialized training etc.) should be made available to the
villagers to further develop and promote tourism bearing eco concept and community-based concept and
its success can be replicated to other highland communities.

References

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Page SJ (2009) Tourism management. (3rd ed.). Butterworth-Heinemann, United States.
Robson C (2002) Real world research. Blackwell, Oxford.
Serrat O (2008) The sustainable livelihoods approach. Asian Development Bank (ADB).
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capacity development activities. UNEP
UNESCAP (n.d) Plan of action for sustainable tourism development in Asia and the Pacific, Phase II
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