Janjua, Zain ul Abedin; Gengeswari Krishnapillai; … - In: Asian Academy of Management journal 28 (2023) 1, pp. 237-263
This study examined the antecedent and consequent relationship between sustainable tourism, marketing, and brand equity …. The findings of the study suggested that the antecedent (sustainable tourism marketing), the consequent (brand equity … sustainable tourism marketing (STM) promotes rural community-based tourism. As a branding tool for sustainable rural community …