Importance of the sustainability tourism marketing practices: an insight from rural community-based homestays in Malaysia

Article

Janjua, Z., 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. 6 (2), pp. 575-594. https://doi.org/10.1108/JHTI-10-2021-0274
TypeArticle
TitleImportance of the sustainability tourism marketing practices: an insight from rural community-based homestays in Malaysia
AuthorsJanjua, Z., Krishnapillai, G. and Rehman, M.
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.

KeywordsSustainability tourism marketing; Rural community-based homestays; Corporate social responsibility; Political support by local authorities; Brand equity
Sustainable Development Goals11 Sustainable cities and communities
Middlesex University ThemeSustainability
PublisherEmerald Publishing Limited
JournalJournal of Hospitality and Tourism Insights
ISSN2514-9792
Electronic2514-9806
Publication dates
Online02 Feb 2022
Print06 Apr 2023
Publication process dates
Submitted08 Oct 2021
Accepted11 Jan 2022
Deposited17 Jun 2024
Output statusPublished
Digital Object Identifier (DOI)https://doi.org/10.1108/JHTI-10-2021-0274
Scopus EID2-s2.0-85124344158
Web of Science identifierWOS:000748931100001
Related Output
Has metadatahttp://www.scopus.com/inward/record.url?eid=2-s2.0-85124344158&partnerID=MN8TOARS
LanguageEnglish
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