Importance of the sustainability tourism marketing practices: an insight from rural community-based homestays in Malaysia
Journal of Hospitality and Tourism Insights
ISSN: 2514-9792
Article publication date: 2 February 2022
Issue publication date: 6 April 2023
Abstract
Purpose
This study explored the antecedent and consequent relationship between information and communication technology (ICT) competency, sustainability tourism marketing and brand equity in rural community-based homestays in Malaysia. This study also examined how the political support by local authorities benefitted this sustainable rural tourism product development.
Design/methodology/approach
Homestays operators from three states in Malaysia–Kuala Lumpur/Selangor, Pahang and Pulau Pinang–participated in the study. Self-administered questionnaires were used to collect responses and to test research hypotheses.
Findings
The study's model empirically demonstrated ICT competency, sustainability tourism marketing practices and political support by local authorities' construct which are essential explanatory variables of homestay brand equity. The model shows high levels of consistency between the theoretical design and the empirical results of its constructs, contributing as a new step in the tourism sustainability literature.
Research limitations/implications
This study enables us to explain the “triple bottom line” theory when applied in combination with ICT competency, brand equity and newly introduced construct “political support by local authorities”.
Practical implications
The study results in evidence of crucial implications for policymakers. Policymakers should enhance cost-effectiveness, policy integration (integration of economic, environmental and social goals), and transparency and accountability to achieve United Nations' and Malaysia's sustainable tourism goals.
Originality/value
This study is an early attempt to highlight the importance of sustainable tourism marketing and brand equity in rural community-based homestays in Malaysia. This study also emphasizes that the local political authorities are the most crucial rural tourism stakeholders, and they play a key role in sustainable rural tourism transformation.
Keywords
Acknowledgements
Funding: This study is funded by Universiti Tunku Abdul Rahman (UTAR), Malaysia and the grant title is IPSR / RMC/UTARRF/2019-C1/G02.
Citation
Janjua, Z.u.A., Krishnapillai, G. and Rehman, M. (2023), "Importance of the sustainability tourism marketing practices: an insight from rural community-based homestays in Malaysia", Journal of Hospitality and Tourism Insights, Vol. 6 No. 2, pp. 575-594. https://doi.org/10.1108/JHTI-10-2021-0274
Publisher
:Emerald Publishing Limited
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