Mapping Weaknesses and Threats for Sustainable Homestay Operations with Fuzzy AHP as a Strategic Risk Assessment Tool

Abstract

Homestays are largely prevalent among contemporary explorers, as evident from the growth and popularity of the homestay business in the rural areas of Darjeeling and Kalimpong districts of West Bengal. However, homestays face several issues and challenges that have hindered their valuable contribution not only towards the sustainable development of the region but also towards their sustainability. In this context, this study undertakes a strategic risk assessment considering the weaknesses and threats, along with an investigation of their magnitude to determine which weaknesses and threats require immediate attention and solution. The fuzzy analytic hierarchy process is used to evaluate different alternatives under operational weaknesses and external threats as identified from the literature. The findings indicate “Marketing Strategy/Low visibility to homestay-hunting customers” and “Entry of outsiders to reap internal economic benefits” as the riskiest operational weakness and external threat to homestays’ sustainability, respectively. With other policy recommendations, it rationally suggests the need for strategic symbiosis between stakeholders to preserve homestays, which are an integral part of rural tourism.