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

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.

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