A CONCEPTUAL FRAMEWORK FOR THE ANTECEDENT AND CONSEQUENT OF SUCCESS IN MARKETING OF COMMUNITY-BASED TOURISM ENTERPRISE
This paper aims to construct the antecedent and consequent of success in marketing of community-based tourism enterprise conceptual framework. The conceptual framework is conducted by doing literature review and document analysis. The results indicates that the antecedents, which are market orientation, organizational factors, and modern marketing management have an influence on success in marketing of community-based tourism enterprise. Therefore, the conceptual framework can be tested for the development of marketing efficiency guideline within the community-based tourism enterprise in order to display an empirical evidence. Finally, the results of this study would contribute to enhance the sustainable competitive advantage in community-based tourism enterprise.