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01 Aug 2025
7 Min Read
Dr Ruth Sabina Francis (Academic Contributor), Nellie Chan (Editor)
In the tourism industry, sustainability is more than just a buzzword—it’s a growing imperative. But putting sustainable principles into practice often proves challenging, especially for smaller, independent resorts. What if improving environmental performance, supporting local communities, and training future tourism professionals could all happen in one place?
At Taylor’s University, Dr Ruth Sabina Francis is leading a research initiative that brings together academic insight, hands-on student learning, and real-world industry collaboration. By studying and working with Tadom Hill Resorts—a rustic bamboo retreat in Selangor—she’s uncovering practical ways to embed sustainability into tourism operations while empowering the next generation of hospitality leaders.
Feature photo credit(s): Tadom Hill Resorts
Dr Ruth is a senior lecturer at the School of Hospitality, Tourism, and Events, where she specialises in emotional intelligence, sustainable tourism, and hospitality management. Her current project takes a deep look into the operations of Tadom Hill Resorts, which has long promoted itself as an eco-tourism destination. From bamboo-built chalets to local community hiring, the resort already incorporates sustainability into its identity, but it faces barriers when it comes to visibility, operational consistency, and awareness of sustainability practices among employees.
Through a blend of qualitative research, staff training, and student-led assessments, Dr Ruth’s team has created a framework to support both the resort’s sustainability goals and Taylor’s teaching mission. The partnership offers valuable lessons in community engagement, zero-carbon tourism, and how small players can participate in the national shift towards responsible travel.
We spoke with her about what inspired the project, the lessons it revealed, and how it’s helping shape more sustainable, community-rooted tourism.
Q: Could you explain your research in simple terms?
A: It’s a collaborative project with Tadom Hill Resorts to improve their sustainability practices, strengthen their operations, and provide hands-on experience for students. We conducted surveys with their staff, ran training sessions on hospitality and sustainability, and involved our students in research, site assessments, and marketing projects. The aim was to support the resort while also creating a learning environment for future tourism professionals.
Q: What inspired you to take on this project?
A: It was part of the Sustainable Tourism Impact Lab Research Grant—but more than that, I saw it as an opportunity to make the UNSDGs (United Nations Sustainable Development Goals) real for our students. I wanted them to understand that sustainability isn’t just a classroom concept. It’s something they can help implement, even as students.
Q: What specific challenges or gaps were you hoping to address through this research?
A: We’re addressing the gap between sustainable tourism goals and on-the-ground practices—especially for smaller, independent resorts. Tadom Hill already has great environmental features and a strong commitment to local employment, but it struggles with visibility and strategic marketing. Our research identifies these pain points and examines how improvements can be made without compromising the resort’s core identity.
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Q: What were some of the biggest challenges in getting this project off the ground?
A: One was coordinating the schedules of students, staff, and researchers. Another was addressing the knowledge gap—many of the resort’s employees, predominantly Orang Asli from the Temuan tribe, didn’t understand what sustainability truly means beyond surface-level practices. We had to create training sessions that introduced both hospitality skills and sustainability concepts in an accessible, engaging way.
Q: Along the way, what surprised you the most?
A: We were surprised by how much potential was going untapped. The resort is rich in sustainability stories—like its use of bamboo architecture and eco-friendly products made from charcoal—but none of this was effectively communicated online. The marketing and branding were not aligned with the quality of the experience being offered.
Q: Were there any common misconceptions you had to address?
A: A big one is that sustainability is just about recycling or energy-saving—what we call the 3Rs. But true sustainability includes things like fair employment, local sourcing, preserving cultural identity, and supporting long-term economic development. That broader understanding is what we’re trying to promote through this research.
Q: What role did students play in the project?
A: Our students visited the resort as part of their coursework, where they conducted evaluations of the accommodations, F&B (food and beverage) operations, and recreational activities. They also helped develop and propose improvements, particularly in marketing and social media strategy. For example, they created posters, designed Instagram content, and proposed ways to increase visibility for the resort’s bamboo chalets and glamping options.
Q: Why does this research feel especially timely right now?
A: It aligns with several Malaysian government policies, including the National Tourism Policy 2020–2030 and the Malaysia Tourism Transformation Plan, both of which emphasise sustainable tourism and community participation. At the same time, it supports Malaysia’s broader commitment to the UNSDGs, especially those related to decent work and sustainable communities. Our work at Tadom Hill directly supports these goals by minimising environmental impacts, promoting local tourism, and contributing to broader community development—particularly through fair employment, local engagement, and the empowerment of the Orang Asli community.
Q: What kind of change could a model like this create in the tourism industry?
A: It shows that you don’t need to be a big player to make a meaningful contribution. With the right support, small resorts can become leaders in sustainable tourism. They can employ local communities, use sustainable materials, and still offer compelling guest experiences. And with strategic partnerships, like the one between Taylor’s and Tadom Hill, they can grow without losing their values.
Q: What possibilities does this open up for the future?
A: We’re exploring how this model could evolve into a full community-based sustainable resort—something that’s integrated into local economic development, environmentally responsible, and deeply connected to place. It also opens up future research into sustainable operations, fair employment practices, and sustainable supply chains.
Q: What drives your passion for this work?
A: My passion comes from a deep belief that tourism can be a tool for real, lasting impact—especially when it empowers local communities. Working with the Orang Asli community at Tadom Hill reaffirmed how grassroots efforts in sustainability and hospitality can create meaningful change. What drives me is seeing Indigenous voices included, their skills uplifted, and their stories told with dignity. I want to help build models of tourism where communities aren’t just part of the backdrop—they’re leaders in shaping a more inclusive, sustainable future.
Q: How has your teaching experience influenced your research approach?
A: It’s made me more grounded. I know what resonates with students and what kind of learning sticks. This project allowed me to blend academic research with field-based teaching, making both more effective. Students aren’t just reading about sustainability—they’re part of it.
Q: Any advice for students or future students looking to make a difference in sustainable tourism?
A: Start by listening—real impact begins with empathy, not expertise. Work with communities, not for them, and treat every project as a living classroom. Sustainable tourism isn’t just about the environment; it’s also about honouring cultures, supporting livelihoods, and building lasting relationships. Let both data and ground-level stories guide your work—and remember, meaningful change takes time. Stay engaged, follow through, and aim to be a long-term ally, not just a one-time visitor.
Dr Ruth’s work is still ongoing, but its ripple effects are already clear. By combining student engagement, community support, and sustainability research, she’s creating a new blueprint for how universities and industry can work together for long-term impact.
Next steps include refining the resort’s sustainability index and exploring the potential to adapt the research model for other tourism operators interested in local development. For resorts like Tadom Hill—and for Malaysia as a whole—this project offers a glimpse into a tourism future that is greener, fairer, and more connected to the people and places it serves.
Sometimes, all it takes is one partnership, one classroom, and one resort made of bamboo—to show what’s truly possible.
