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

How to cite this article

APA /
Ikonko, I., Chachage, B., & Pasape, L. (2025). Influence of user-perceived behavioural control of digital marketing on the business performance of ecotourism operators in Arusha, Tanzania. African Journal of Business Management, 19(4), 67-74.
Chicago /
I. Ikonko, B. Chachage and L. Pasape. "Influence of user-perceived behavioural control of digital marketing on the business performance of ecotourism operators in Arusha, Tanzania." African Journal of Business Management 19, no. 4 (2025): 67-74.
MLA /
I. Ikonko, B. Chachage and L. Pasape. "Influence of user-perceived behavioural control of digital marketing on the business performance of ecotourism operators in Arusha, Tanzania." African Journal of Business Management 19.4 (2025): 67-74.
DOI /
https://doi.org/10.5897/AJBM2025.9640
URL /
https://academicjournals.org/journal/AJBM/article-abstract/6FA046E73441

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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