Information and communication technology (ICT) competency and sustainable tourism marketing

Abstract

Ensuring sustainability is one of the biggest contemporary challenge faced by many rural tourism organizations and destinations. ICT competency has a wide range of implications for sustainable rural tourism realization. This study aims to the development of a conceptual framework for Malaysian rural community-based homestays that integrates knowledge from ICT competency and sustainable tourism marketing literature. This study examined the antecedent and consequent relationship between ICT competency and sustainable tourism marketing in the context of rural community-based homestays in Malaysia. A self-administered questionnaire was used to collect responses with a disproportionate stratified random sampling technique. In total, 180 homestay operators from three states in Malaysia, namely Kuala Lumpur/ Selangor, Pahang, and Pulau Pinang participated in this study. A structural equation modelling approach was employed to test the research hypotheses. The study findings propose that the antecedent (ICT Competency), and the consequent (sustainable tourism marketing) have a significant relationship. The study also recommends sustainable tourism marketing as a strategic branding tool to promote sustainable rural tourism and track the sustainable performance of rural tourism. The research seeks contribution to Malaysian tourism where sustainability is recognized as an important contemporary factor and long-term goal.