Enhancing brand equity through sustainable tourism marketing: a study on home-stays in Malaysia

Article

Janjua, Z., Krishnapillai, G. and Rehman, M. 2023. Enhancing brand equity through sustainable tourism marketing: a study on home-stays in Malaysia. Asian Academy of Management Journal. 28 (1), pp. 237-263. https://doi.org/10.21315/aamj2023.28.1.10
TypeArticle
TitleEnhancing brand equity through sustainable tourism marketing: a study on home-stays in Malaysia
AuthorsJanjua, Z., Krishnapillai, G. and Rehman, M.
Abstract

This study examined the antecedent and consequent relationship between sustainable tourism, marketing, and brand equity in the Malaysian rural community-based homestays (RCBHs) perspective. A self-administered questionnaire method was employed to collect data. Homestay operators from three Malaysian states, namely Kuala Lumpur/Selangor, Pahang, and Pulau Pinang participated in the study. In order to test research hypotheses, a structural equation modelling approach was used. The findings of the study suggested that the antecedent (sustainable tourism marketing), the consequent (brand equity), and moderator (political support by local authorities) have a significant relationship. Additionally, it was found that sustainable tourism marketing (STM) promotes rural community-based tourism. As a branding tool for sustainable rural community-based tourism. This study provides a unique contribution to the tourism body of knowledge by introducing political support by local authorities (PLA) as a moderator in STM and brand equity relationship. RCBHs can employ tailor-made promotion policies for the development of homestay business brands; likewise, policymakers can apply undifferentiated promotion policies for the holistic expansion of sustainable homestay market.

Keywordsbrand equity; rural community-based homestays; sustainable tourism; marketing; tailor made promotion policies
Sustainable Development Goals11 Sustainable cities and communities
Middlesex University ThemeCreativity, Culture & Enterprise
PublisherAsian Academy of Management (AAM)
JournalAsian Academy of Management Journal
ISSN1394-2603
Electronic1985-8280
Publication dates
Online30 Jun 2023
Print30 Jun 2023
Publication process dates
Accepted2023
Deposited06 Nov 2025
Output statusPublished
Publisher's version
License
File Access Level
Open
Copyright Statement

This work is licensed under a Creative Commons Attribution 4.0 International License.

Digital Object Identifier (DOI)https://doi.org/10.21315/aamj2023.28.1.10
Scopus EID2-s2.0-85164446059
Web of Science identifierWOS:001098112900010
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