A Pilot Study on the Opportunities and Challenges Among SME Tourism in the Heritage Food Industry in Kota Kinabalu, Sabah


  • Putriku Nuraishah Khairanni Faculty of Business, Economics and Accountancy (FBEA), Universiti Malaysia Sabah, Malaysia
  • Adilah Md Ramli Food Anthropology and Gastronomy, Faculty of Food Science and Nutrition (FSMP), UMS, Malaysia
  • Kamarul Mizal Marzuki Faculty of Business, Economics and Accountancy (FBEA), Universiti Malaysia Sabah, Malaysia
  • Teuku Afrizal Faculty of Social and Political Sciences, Universitas Diponegoro, Indonesia




Opportunities, Challenges, SME Tourism, Food Heritage


Study based on small and medium entrepreneurs (SME) shows that tourism has increased since 2019. However, the involvement of Tourism SMEs in the food heritage industry still needs to be improved. A qualitative research design was proposed to investigate the matter, and a pilot study was initiated. This paper aims to understand opportunities in the heritage food industry and explore the challenges. Tourism SMEs of food heritage producers are the informants to understand their business. This pilot study was done to help researchers gain first-hand experience with the settings and data collection to strengthen their confidence in executing the research.


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How to Cite

Asby, P. N. K., RAMLI, A., Marzuki, K. M., & Teuku Afrizal. (2024). A Pilot Study on the Opportunities and Challenges Among SME Tourism in the Heritage Food Industry in Kota Kinabalu, Sabah. Environment-Behaviour Proceedings Journal, 9(27), 191–197. https://doi.org/10.21834/e-bpj.v9i27.5652



Local Cultural / Heritage Environment (Food included)

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