| Summary: | Sarawak Malay entrepreneur of terubuk ikan masin has become one of the successful entrepreneurs in the entrepreneurial field. Even though the number of the entrepreneurs are still small, but the Sarawak Malay entrepreneur of terubuk ikan masin become one of the main contributor to the state tourism activities. Hence, those entrepreneurs still have to face a lot of challenges and obstacles in the business. Thus, this research aims are to identify the challenges faced and the framework with regards to the challenges faced by the Sarawak Malay entrepreneur of terubuk ikan masin. Using qualitative study to understand the challenges that they are faced in line with this business and finding shows the challenges they faced both personally and in business itself during the various stages of business development are location not strategic, economy problem, lack of business knowledge and financial support. Moreover, Sarawak Malay entrepreneur terubuk ikan masin also plays an important role in economic development and income growth because terubuk ikan masin is one of the best products in Sarawak besides multilayer cake. Terubuk ikan masin gives contribution especially in eco-tourism. Hence, these terubuk ikan masin are important estuarine fishes, both commercially and culturally in many Asian countries, including Malaysia. The information that generated from this research will be useful for further studies not only for the future researcher but also for sustainable on commercial fish. © 2019, Research in World Economy.
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