The nexus of information and communication technology (ict) and sustainable tourism marketing among owner’s homestay

One of the most significant modern challenges confronting many rural tourism groups and destinations is maintaining stability. ICT expertise has a wide variety of consequences for the achievement of sustainable rural tourism. The goal of this study is to develop a theoretical model for homestays in Malaysian rural society that incorporates information from ICT competency and sustainable tourism marketing literature. The purpose of this study was to investigate the relationship between ICT competency and sustainable tourist marketing in the setting of rural homestays in Malaysia. A self-administered questionnaire was used in conjunction with a disproportionate stratified random sample procedure to reflect participant attitudes. This survey included 180 owner homestays in Kelantan. To verify the study hypothesis, a multiple regression method was used. According to the study results, there is a strong relationship between the antecedent (ICT competency) and the consequent (sustainable tourism marketing). The report also suggests using sustainable tourism marketing as features and capabilities strategy to encourage and monitor the long-term effectiveness of rural tourism. The study aims to provide a commitment to Malaysian tourism, where sustainability is acknowledged as a working system aspect and long-term objective.