Drivers influencing the success of Bumiputera franchisor in Sarawak: a case study of Place2Stay.

This qualitative study exploring the characteristics of Place2Stay, a goal-oriented Bumiputera franchisor to determine the drivers contributing to the success in Malaysia’s hotel franchise. Semi-structured interview were conducted with executive chairman and three franchisees. Besides, analysis of content information derived from organizational documents and site visits were also conducted to ensure the accuracy of the data. It was notable that the numbers of outlets, technology application and experience and management skills attributed to the success factors. Success of Place2Stay is somewhere between a franchisor and a franchisee. Interestingly, franchisees plays an important role in enhancing franchisor’s success. The findings present new insights identifying the factors that can position Place2Stay in the market and continue evolving to be the prominent brand in the franchise channel.