Enhancing brand equity through sustainability marketing and ICT: a study on homestays in Malaysia

• Main Author: Janjua, Zain Ul Abedin
• Format: Final Year Project / Dissertation / Thesis
• Published: 2022
• Subjects: HB Economic Theory; HE Transportation and Communications; HG Finance; T Technology (General)
• Online Access: http://eprints.utar.edu.my/5090/1/DBA_2022_1705658.pdf; http://eprints.utar.edu.my/5090/

Tourism stands to be gravely undermined by the effects of unsustainable growth; the tourism industry is still struggling to fully incorporate sustainable development in its practices. Addressing the concerns on sustainable rural tourism development, this study examined the antecedent and consequent...