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

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