Enhancing brand equity through sustainable tourism marketing: A study on homestays in Malaysia (early view)

Main Article Content

Zain ul Abedin Janjua
Gengeswari Krishnapillai
Mobashar Rehman

Abstract

This study examined the antecedent and consequent relationship between sustainable tourism marketing and brand equity in the Malaysian rural community-based homestays perspective. To collect responses a self-administered questionnaire method was employed. Homestays operators from three Malaysian states, namely Kuala Lumpur/ Selangor, Pahang, and Pulau Pinang participated in the study. To test research hypotheses a structural equation modelling approach was used. The findings of the study suggest that the antecedent (sustainable tourism marketing), the consequent (brand equity), and moderator (political support by local authorities) have a significant relationship. The findings propose that “sustainable tourism marketing” promotes rural community-based tourism. Also, 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 as a moderator in sustainable tourism marketing and brand equity relationship. Rural community-based homestays can employ tailor-made promotion policies for the development of homestays’ business brands; likewise, policymakers can apply undifferentiated promotion policies for the holistic expansion of the sustainable homestay market.

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Zain ul Abedin Janjua, Gengeswari Krishnapillai, & Mobashar Rehman. (2022). Enhancing brand equity through sustainable tourism marketing: A study on homestays in Malaysia (early view). Asian Academy of Management Journal. Retrieved from https://ejournal.usm.my/aamj/article/view/599
Section
Early Views - June 2023

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