African Journal of
Business Management

  • Abbreviation: Afr. J. Bus. Manage.
  • Language: English
  • ISSN: 1993-8233
  • DOI: 10.5897/AJBM
  • Start Year: 2007
  • Published Articles: 4203

Full Length Research Paper

Influence of user-perceived behavioural control of digital marketing on the business performance of ecotourism operators in Arusha, Tanzania

I. Ikonko
  • I. Ikonko
  • Department of Business Administration and Management, Nelson Mandela African Institution of Science and Technology (NM-AIST), Arusha, Tanzania.
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B. Chachage
  • B. Chachage
  • Department of Marketing and Entreprise Management, The Open University of Tanzania (OUT), Dar es Salaam, Tanzania.
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L. Pasape
  • L. Pasape
  • Department of Business Administration and Management, Nelson Mandela African Institution of Science and Technology (NM-AIST), Arusha, Tanzania.
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  •  Received: 01 May 2025
  •  Accepted: 19 June 2025
  •  Published: 31 July 2025

Authors

I. Ikonko
Department of Business Administration and Management, Nelson Mandela African Institution of Science and Technology (NM-AIST), Arusha, Tanzania.

B. Chachage
Department of Marketing and Entreprise Management, The Open University of Tanzania (OUT), Dar es Salaam, Tanzania.

L. Pasape
Department of Business Administration and Management, Nelson Mandela African Institution of Science and Technology (NM-AIST), Arusha, Tanzania.

Corresponding Author Email: [email protected]



Copyright © 2025 Author(s) retain the copyright of this article.

This article is published under the terms of the Creative Commons Attribution License 4.0

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