Category FAQs Search : Community Based Tourism
Question: Importance of the sustainability tourism marketing practices: an insight from rural community-based homestays in Malaysia
Answer: 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.
Introduction
The Malaysian rural community-based homestays (RCBHs) are an appealing tourism programme by the Ministry of Tourism, Arts and Culture (MOTAC), Malaysia. This initiative promotes rural Malaysia as an attractive tourism destination; it also offers income and employment prospects to rural residents (Aziz et al., 2018). Malaysian RCBH programme is an attractive sustainable tourism product (Janjua et al., 2021). Tourist firms' sustainable practices and brand equity are strongly interrelated, since tourists' green likings, sensitivities, consumption and sustainable attitude are connected (Grubor and Milovnov, 2017). So, sustainable tourism marketing is a significant step towards a tourism firm's long-term brand equity (Duong et al., 2021; Liao et al., 2017).
(Full paper accessible at the provided link for Pustaka's member. Ensure account has been linked with Sarawak ID.)
(Source: Emerald Insight, 04 May 2025)
Source Link: https://www-emerald-com.onlinedatabase.librarynet.com.my/insight/content/doi/10.1108/jhti-10-2021-0274/full/html