Speaker
Description
ABSTRACT
This study examines the potential of an ethno-mobile marketing strategy to develop sustainable community tourism in Malaysia. Despite the government’s focus on digital tourism initiatives, it has addressed the lack of research in this area. Therefore, this study proposes a conceptual framework that includes ethno-mobile marketing strategies, economic impacts, visitor engagement, and community tourism activities. The key findings of this study are how ethno-mobile marketing signifi-cantly improves the ability of local communities to promote their tourism services and helps them connect with the target tourists. However, challenges such as a lack of ICT skills, knowledge of new technologies, language barriers, inadequate tour-ism and marketing knowledge, and lack of stakeholder involvement in the local community were identified as barriers. This study contributes significantly by providing a conceptual framework to improve the understanding and application of ethno-mobile marketing in sustainable community tourism. It provides a basis for future research and practical strategies for developing sustainable community tour-ism in Malaysia
JEL classification: M31, M37, M15
Keywords: sustainable community tourism; ethno-mobile marketing strategy; visitor engagement; community tourism activity; Malaysia.
