Influence of user-perceived behavioural control of digital marketing on the business performance of ecotourism operators in Arusha, Tanzania
July 2025 - Vol 19 Num. 4
This study investigates the impact of user-perceived behavioral control on digital marketing strategies and their subsequent effect on the business performance (BP) of ecotourism operators in Tanzania. Employing a quantitative approach, the research sampled 320 ecotourism enterprises in the Arusha Region, using structured...
Influence of user-perceived behavioural control of digital marketing on the business performance of ecotourism operators in Arusha, Tanzania
July 2025
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