Kajian terhadap syarat dan fenomena semasa dalam pembangunan program homestay di Malaysia

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.