July 2025

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

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 questionnaires to collect data on user perceptions (UP) and BP. The findings reveal a strong...

Author(s): I. Ikonko, B. Chachage and L. Pasape