Indigenous Community Entrepreneurship in the Tourism Industry towards Technopreneurship in Malaysia

Abstract

Entrepreneurship within indigenous communities has gained increasing attention as a strategic approach to improving socio-economic development. This study aims to explore the factors influencing tourism entrepreneurship among the Orang Asli community and to examine how these activities can evolve towards technopreneurship. In Malaysia, the Orang Asli community possesses unique cultural assets that offer significant potential for tourism entrepreneurship; however, their participation remains limited due to challenges such as inadequate skills, limited access to technology, and restricted market opportunities. A qualitative case study approach was employed, focusing on the Mah Meri and Semai communities. Data was collected from five participants through semi-structured interviews, observations, and document analysis, and was analysed using thematic analysis. The findings reveal five key themes: entrepreneurial success factors, capacity development, empowerment, community-based collaboration, and technopreneurship. The results indicate that motivation, skills, family support, and institutional assistance play a crucial role in shaping entrepreneurial engagement. In addition, capacity development and women’s empowerment significantly enhance economic participation, while community collaboration strengthens resource sharing and market access. The study also highlights the emerging role of technopreneurship through the gradual adoption of digital technologies such as social media and online platforms, which contribute to increased market reach and business competitiveness. Based on these findings, the study proposes an integrated community-based technopreneurship development model that explains the transformation of tourism entrepreneurship towards sustainable socio-economic outcomes. This study contributes to the literature by providing a comprehensive framework that integrates social, economic, and technological dimensions of indigenous entrepreneurship and offers practical implications for policymakers and stakeholders to support sustainable tourism development.