This systematic literature review is designed to evaluate the current state of knowledge in rural homestays and tourism academic literature. With reference to the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) flowchart, we reviewed 94 studies published in the selected journals from January 1, 2010, to December 31, 2020. Our review explores how sustainable rural homestays have been previously researched in terms of the context, topic, sample, method, geographical location, and theoretical framework. The review provides insights on sustainability and rural homestay tourism from the perspective of co-occurrence beside highlighting the valuable content addressed by authors and suggesting future research directions. In a sustainable rural tourism context, only 51% of the reviewed studies had considered homestay as the core and independent area of inquiry. This review notes an increasing number of researchers from developing countries are working on community-based rural homestays, especially in the Asia-Pacific region. Unfortunately, important topics—like homestay branding, homestay and entrepreneurship, homestays and information and communication technology (ICT) competency, homestay operator’s training and development about sustainability—are rarely addressed in the existing literature.

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Abstract.Food service industry is growing rapidly as a result of the changing consumer lifestyle. The food service industry is highly competitive due to the increasing number of new entrants offering inventive food products and services. In order to be outstanding in such competitive industry, retailers nowadays opt to emphasize on their store environment. Past studies discovered that store environment stimulates emotions that significantly boost customer revisit intention. As a result, retailers attempt to differentiate their store by combining various environmental stimuli to create an attractive ambience that will in turn draw in the customers. Hence, this study attempts to investigate the impact of various café ambience factors on the patrons' revisit intention. The patrons of cafes in Ipoh, Perak were selected using purposive sampling technique to be the respondents of this study. 250 questionnaires were collected and Partial Least Square technique was used to analyse the data collected. Findings show that all the five factors of café ambience namely lighting, music, decoration, cleanliness and layouts were significantly influencing the patrons' revisit intention. Of these five factors, lighting was most influential while music was the least influential in affecting the patrons' revisit intention. Accordingly, this study lists several recommendations for practitioners and academics with regards to the store environment and its impact on the repurchase intention.

PurposeThis study explored the antecedent and consequent relationship between information and communication technology (ICT) competency, sustainability tourism marketing and brand equity in rural community-based homestays in Malaysia. This study also examined how the political support by local authorities benefitted this sustainable rural tourism product development.Design/methodology/approachHomestays operators from three states in Malaysia–Kuala Lumpur/Selangor, Pahang and Pulau Pinang–participated in the study. Self-administered questionnaires were used to collect responses and to test research hypotheses.FindingsThe study's model empirically demonstrated ICT competency, sustainability tourism marketing practices and political support by local authorities' construct which are essential explanatory variables of homestay brand equity. The model shows high levels of consistency between the theoretical design and the empirical results of its constructs, contributing as a new step in the tourism sustainability literature.Research limitations/implicationsThis study enables us to explain the “triple bottom line” theory when applied in combination with ICT competency, brand equity and newly introduced construct “political support by local authorities”.Practical implicationsThe study results in evidence of crucial implications for policymakers. Policymakers should enhance cost-effectiveness, policy integration (integration of economic, environmental and social goals), and transparency and accountability to achieve United Nations' and Malaysia's sustainable tourism goals.Originality/valueThis study is an early attempt to highlight the importance of sustainable tourism marketing and brand equity in rural community-based homestays in Malaysia. This study also emphasizes that the local political authorities are the most crucial rural tourism stakeholders, and they play a key role in sustainable rural tourism transformation.