Enhancing Brand Equity Through Sustainable Tourism Marketing: A Study on Home-Stays in Malaysia

This study examined the antecedent and consequent relationship between sustainable tourism, marketing, brand equity in Malaysian rural community-based homestays (RCBHs) perspective. A self-administered questionnaire method was employed to collect data. Homestay operators from three states, namely Kuala Lumpur/Selangor, Pahang, Pulau Pinang participated study. In order test research hypotheses, a structural equation modelling approach used. The findings of suggested that (sustainable tourism marketing), (brand equity), moderator (political support by local authorities) have significant relationship. Additionally, it found marketing (STM) promotes tourism. As branding tool for provides unique contribution body knowledge introducing political authorities (PLA) as STM RCBHs can employ tailor-made promotion policies development homestay business brands; likewise, policymakers apply undifferentiated holistic expansion market.