JOURNAL OF TOURISM, HOSPITALITY AND ENVIRONMENT MANAGEMENT (JTHEM)

THE IMPACT OF MEDIA FEATURES ON TOURISM: RECOVERING THE DESTINATION IMAGE IN THE AFTERMATH OF CRISIS IN MALAYSIA

2025-12-10T08:42:03+08:00

Malaysia’s tourism industry has experienced substantial disruption following recent crises, particularly the COVID-19 pandemic, which significantly altered travel behaviour and weakened destination image. Given the crucial role of media in shaping public perception, this study examines how media attributes mediate the relationship between three key determinants trust, crisis management, and solidarity and tourism recovery in Malaysia. A quantitative approach was employed, gathering 384 responses from domestic tourists in Kuala Lumpur. Data were analysed using SPSS through descriptive analysis, correlation, multiple regression, and mediation testing. Results indicate that trust, crisis management, and solidarity each contribute significantly to tourism recovery, with solidarity emerging as the strongest predictor. Media attributes were found to partially mediate all relationships, highlighting the importance of strategic communication and positive media framing in post-crisis recovery. This study extends existing tourism recovery models by integrating media influence as a mediator and emphasises the need for coordinated communication strategies, enhanced crisis response, and stronger community messaging to accelerate tourism recovery.

INNOVATING HERITAGE: DIGITAL ENTREPRENEURSHIP IN REVITALISING TRADITIONAL WEAVING FOR SUSTAINABLE COMMUNITY-BASED TOURISM

2026-01-15T17:06:33+08:00

Traditional mengkuang weaving, locally known as Anyaman Suri, represents an important cultural heritage in Kelantan, yet faces declining continuity due to rapid urbanisation, mass production, and the decreasing number of skilled artisans. This paper examines how innovation, design modernisation, and digital entrepreneurship can revitalise traditional weaving through a community-based tourism (CBT) model. Using a Participatory Action Research (PAR) approach, the study engaged women weavers in Pulau Suri through needs assessments, co-creation workshops, prototype development, and digital skills training. Early outcomes highlight the successful development of three new product categories—home décor, fashion accessories, and cultural souvenirs—together with the activation of Instagram and Facebook platforms to expand market access. Findings demonstrate that heritage-driven innovation, when complemented with digital marketing and e-commerce, enhances economic resilience, strengthens cultural preservation, and supports SDG-aligned community empowerment. This research contributes academically by integrating innovation theory, CBT principles, and digital entrepreneurship into a rural Malaysian context and provides practical implications for policymakers, MSMEs, and cultural tourism stakeholders.

A CONCEPTUAL FRAMEWORK OF RESISTANCE BEHAVIOR IN E-WASTE RECYCLING

2025-11-20T12:27:12+08:00

This conceptual study applies Innovation Resistance Theory (IRT) to examine the behavioral barriers that limit household participation in formal e-waste recycling in Malaysia. Although environmental awareness is increasing, actual recycling behavior remains low, indicating a persistent gap between intention and action. The study identifies three primary functional barriers infrastructural inaccessibility, data security concerns, and institutional distrust that contribute to this resistance. It also explores the moderating role of social norms, which tend to have limited influence in the Malaysian context, where recycling is not yet embedded as a widely practiced or socially reinforced behaviour. By framing resistance as a deliberate response to perceived risks, inconveniences and trust, this study extends the application of IRT to the domain of sustainable behavior. The proposed framework integrates both structural and psychological barriers to explain why many households choose not to engage with formal recycling systems. This research offers theoretical contributions by advancing IRT within the context of environmental behavior and practical insights for policymakers. Addressing systemic weaknesses, improving institutional transparency, and designing culturally appropriate social norm interventions may help reduce resistance and support Malaysia’s national sustainability goals. The framework also provides a foundation for future empirical studies and targeted policy development.

PENERIMAAN KOMUNITI TEMPATAN TERHADAP AGROPELANCONGAN: KAJIAN KES DI KAMPUNG MESILOU, KUNDASANG, SABAH

2025-12-31T17:34:59+08:00

Kajian ini meneliti tahap pengetahuan dan penerimaan komuniti tempatan terhadap pembangunan agropelancongan di Kampung Mesilou, Kundasang, Sabah sebagai sebahagian daripada usaha memperkukuh pelancongan luar bandar dan meningkatkan kesejahteraan komuniti. Pendekatan kuantitatif digunakan dengan soal selidik berstruktur yang diedarkan kepada 50 orang responden. Data dianalisis menggunakan statistik deskriptif bagi mendapatkan skor min dan sisihan piawai. Dapatan kajian menunjukkan bahawa tahap pengetahuan komuniti terhadap agropelancongan adalah tinggi (min = 3.70), khususnya dari segi pemahaman konsep dan aktiviti yang berkaitan. Namun begitu, pengetahuan berhubung peranan komuniti dan kaedah penyertaan masih berada pada tahap sederhana. Tahap penerimaan komuniti juga adalah tinggi (min = 4.27), menunjukkan sokongan yang kukuh terhadap pembangunan agropelancongan, kepuasan terhadap pelaksanaannya, rasa bangga terhadap penglibatan kampung, serta persepsi positif terhadap manfaat sosial dan ekonomi yang diterima. Secara keseluruhannya, keputusan ini mencadangkan bahawa komuniti Mesilou mempunyai asas sosial yang positif bagi pembangunan agropelancongan yang mampan. Kajian ini menawarkan implikasi penting kepada penggubal dasar, pihak berkuasa tempatan dan pengusaha pelancongan, khususnya dalam memperkukuh pendidikan komuniti, meningkatkan penyertaan penduduk setempat dan membangunkan model agropelancongan yang inklusif serta berdaya saing.

This study examines the level of knowledge and acceptance among the local community towards agrotourism development in Kampung Mesilou, Kundasang, Sabah, as part of efforts to strengthen rural tourism and enhance community well-being. A quantitative approach was employed, using a structured questionnaire distributed to 50 respondents. The data were analysed using descriptive statistics to obtain mean scores and standard deviations. The findings reveal that the community’s knowledge of agrotourism is high (mean = 3.70), particularly in understanding its concept and related activities. However, knowledge regarding the community’s role and participation methods remains at a moderate level. The level of community acceptance is also high (mean = 4.27), indicating strong support for agrotourism development, satisfaction with its implementation, a sense of pride in the village’s involvement, and perceived social and economic benefits. These results suggest that the Mesilou community has a positive social foundation for sustainable agrotourism development. The study offers significant implications for policymakers, local authorities, and tourism operators, highlighting the importance of strengthening community education, enhancing local participation, and developing inclusive and competitive agrotourism models.

KNOWLEDGE DEVELOPMENT AND EMERGING TRENDS IN FOOD WASTE MANAGEMENT: A BIBLIOMETRIC STUDY

2025-12-01T10:40:10+08:00

The global issue of food waste has become a critical challenge in achieving environmental sustainability, food security, and efficient resource utilization. Despite increasing awareness, the management and reduction of food waste remain complex, requiring a comprehensive understanding of research progress and emerging trends in this domain. This research seeks to investigate the evolution of knowledge as well as emerging trends in food waste management through a bibliometric analysis of global research output. Data were collected from the Scopus database using advanced search strategies with keywords such as food waste, waste, management, strategy, reduction, knowledge, and awareness, yielding a total of 1,302 relevant publications. The data were refined and standardized using OpenRefine to ensure consistency and accuracy. Bibliometric indicators and trends were analyzed through the Scopus analyzer, while visualization maps—such as keyword co-occurrence, co-authorship, and citation networks—were generated using VOSviewer software to determine influential authors, key research themes, as well as collective networks. The findings reveal a significant increase in publication trends, particularly from 2015 to 2025, indicating growing global attention toward sustainable food waste management. The United Kingdom (UK), China, Italy, and the United States emerged as leading contributors with strong international collaborations. Major thematic clusters were identified around waste reduction technologies, circular economy strategies, and public awareness initiatives. The high citation rates of review papers and multidisciplinary studies highlight the expanding academic and policy relevance of this field. In conclusion, the study provides a comprehensive overview of the intellectual landscape, identifying evolving research directions and collaborative patterns that contribute to advancing sustainable solutions for food waste management. These insights offer valuable implications for policymakers, researchers, and practitioners seeking to enhance global food system sustainability.

THE ROLE OF JOB SATISFACTION IN TURNOVER INTENTIONS AND TERMINATION AMONG HOTEL EMPLOYEES IN MALAYSIA

2026-01-06T10:22:16+08:00

This study examined the psychological and social factors that affect turnover intention among hotel workers in Malaysia. It focused on the roles of self-efficacy, locus of control, networking skills, and job satisfaction as mediating factors. The research is based on the Theory of Planned Behaviour (TPB) and Herzberg’s Two-Factor Theory, which explain how employees behave regarding turnover intention. The quantitative study used a questionnaire with 360 hotel workers in Malaysia. Researchers analyzed the data with the Partial Least Squares-Structural Equation Modeling (PLS-SEM) Version 4 method. The results indicated that self-efficacy and networking skills are significantly linked to job satisfaction, which in turn influences turnover intention. However, locus of control did not have a significant impact on either variable. The study has limitations, including the use of non-probability sampling and a narrow range of variables, creating a research gap concerning organizational factors, leadership, and work culture. Future studies should consider using probability sampling, applying qualitative or mixed methods, and expanding the focus to include other external factors and cross-cultural studies. This approach could enhance the understanding of Turnover Job Intentionsin the hospitality industry.

INFLUENCING FACTORS IN SPATIAL OPTIMIZATION OF RURAL SETTLEMENTS IN SOUTHWEST FUJIAN GUIDED BY ECOLOGICAL WISDOM

2025-12-31T17:20:37+08:00

Under the current backdrop of the simultaneous advancement of ecological civilization construction and rural revitalization, optimizing the spatial layout of rural settlements in mountainous and wetland complex areas under ecological constraints has become a particularly urgent issue that requires everyone's attention and emphasis. This article takes the southwestern part of Fujian Province as an example to systematically review the research on ecological wisdom and the spatial evolution of rural settlements. This paper employs literature review, text analysis, and policy analysis to identify and synthesize the key factors influencing the optimization of rural settlement spatial patterns under ecological wisdom, from five dimensions: natural environment, transportation and accessibility, socio-economic conditions, historical culture, and policy governance. The research shows that the natural environment is the ecological foundation for the evolution of settlements and their disaster resistance capacity. The social and economic factors and transportation together have shaped the "mountain-valley - road-village" beaded pattern, as well as the evolutionary path where agglomeration and contraction coexist. Historical and cultural factors, through the Tulou settlements and clan networks, have maintained the continuity of the settlement forms and preserved local characteristics. Under the territorial spatial planning system and the ecological civilization agenda, policies and governance have reshaped the logic of spatial regulation and control. This research summarizes a set of influencing factors for the spatial optimization of rural settlements in mountainous wetland complex areas, providing a reference for related research and planning applications.

BLOK BATIK UG: MENGINTEGRASI SIMBOL SEJARAH DAN NILAI INSTITUSI UNTUK MENJANA IDENTITI VISUAL

2025-12-01T10:10:54+08:00

Universiti Pendidikan Sultan Idris (UPSI) adalah institusi pendidikan guru bersejarah dengan legasi lebih daripada satu abad yang telah melalui empat fasa pembangunan iaitu bermula sebagai Sultan Idris Training College (SITC, 1922–1977) kemudian Maktab Perguruan Sultan Idris (MPSI, 1977–1987) seterusnya Institut Perguruan Sultan Idris (IPSI, 1987–1997) dan akhirnya menjadi UPSI sejak 1997. Setiap era mencerminkan kesinambungan tradisi keilmuan, nilai kebitaraan dan simbol warisan pendidikan kebangsaan. Kajian ini penting kerana mengadaptasi dan memvisualkan simbol, rupa bentuk bangunan serta ikon perlambangan legasi empat era tersebut sebagai asas reka cadang motif Batik Universiti Guru (Batik UG) UPSI sekali gus memperkukuh citra korporat universiti melalui medium warisan moden. Objektif kajian adalah mereka bentuk blok batik beridentiti visual UPSI berasaskan elemen sejarah, budaya dan nilai institusi. Penyelidikan ini menggunakan pendekatan penyelidikan translasional berteraskan kaedah reka bentuk (design-based research). Kajian ini melibatkan temu bual pakar, analisis motif visual dan kolaborasi bersama penggiat industri batik tempatan. Dapatan menunjukkan penghasilan 5 komposisi motif blok batik yang berteraskan simbol dan nilai UPSI mampu menghasilkan reka bentuk visual autentik, beridentiti serta sesuai diaplikasikan dalam konteks penjenamaan rasmi universiti. Sumbangan kajian ini bukan sahaja memperkukuh imej korporat UPSI melalui batik sebagai medium warisan moden malah menyokong agenda nasional pemeliharaan warisan budaya, memperkayakan khazanah reka bentuk tempatan dan merangsang inovasi kreatif dalam industri batik Malaysia.

Universiti Pendidikan Sultan Idris (UPSI) is a historic teacher education institution with a legacy spanning over a century having undergone four stages of development beginning as Sultan Idris Training College (SITC, 1922–1977) followed by Maktab Perguruan Sultan Idris (MPSI, 1977–1987) then Institut Perguruan Sultan Idris (IPSI, 1987–1997) and finally becoming UPSI in 1997. Each phase reflects the continuity of intellectual traditions, educational excellence and symbolic heritage of Malaysia’s national teacher training history. This study is significant as it adapts and visualizes the symbols, architectural forms and emblematic icons of these four eras as the foundation for the proposed motif design of Universiti Guru Batik (Batik UG) thereby strengthening the university’s corporate identity through a modern heritage medium. The primary objective is to design batik block patterns that embody UPSI’s visual identity based on its historical, cultural and institutional values. Employing a translational research approach grounded in design-based research, the study integrates expert interviews, visual motif analysis and collaboration with local batik artisans. Findings reveal the creation of 50 batik block motif compositions inspired by UPSI’s symbols and values, resulting in authentic and distinctive visual designs with potential for official institutional branding. The study contributes not only to reinforcing UPSI’s corporate image through batik as a medium of modern heritage but also supports national cultural preservation initiatives, enriches local design heritage and stimulates creative innovation within Malaysia’s batik industry.

CULTURAL IDENTITY AND TRANSFORMATIVE SCULPTURE: A REFLECTION ON THE ARTISTIC TRAJECTORY OF AZWAN ABDUL KARIM

2026-01-06T09:57:30+08:00

This practice-based research investigates the artistic trajectory of Azwan Abdul Karim @ Wan de Real, with a focus on the development of his INTRANS methodology of transformative sculpture. The study explores how childhood engagements with handmade toys and global popular culture, particularly 1980s animation and action figures, shaped his creative identity and informed his sculptural practice. The research employs studio experimentation, documentation, and critical self-reflection as primary methods, supported by empirical data such as process notes, collaborative projects with artisans, and visual analysis of artworks. The theoretical framework draws on Stuart Hall’s concept of cultural identity as a dynamic process and Homi Bhabha’s notion of hybridity and the third space, applied to interpret how Azwan’s sculptures reconfigure global influences into locally resonant forms. Findings demonstrate that Azwan’s INTRANS sculptures establish a new paradigm of modular, interactive, and culturally hybrid sculpture in Malaysia. This contribution expands the discourse of Malaysian contemporary art by integrating technological transformation with cultural identity, positioning local practice within global creative industries and offering a model for how Malaysian art can negotiate global popular culture while retaining local specificity.

RESEARCH ON THE COMMUNITY PARTICIPATION MODEL OF WUDANG MOUNTAIN SCENIC AREA FROM THE PERSPECTIVE OF HOLISTIC TOURISM

2025-12-17T15:29:29+08:00

A key feature of holistic tourism is that it is built and shared by all people. Community residents are among the crucial participants in tourism development, and community participation helps promote the sustainable development of the tourism industry. Based on an analysis of the current situation of tourism development in Wudang Mountain, this paper points out the problems existing in its community participation in tourism, such as inadequate benefit distribution and limited involvement channels. Under the guidance of the concept of holistic tourism, and on the premise of following the principles of fairness, legalization, institutionalization and standardization, it proposes a model where the scenic area government, Taoist associations, tourism enterprises and tourists coordinate and cooperate to create a favorable external environment for tourism development, while village collectives and villagers exert their initiative to participate in tourism development in a creative way. This model enables villagers to share the achievements of tourism development and promotes the sustainable development of tourism.

THE IMPACT OF ENVIRONMENTAL VALUES ON REUSABLE SHOPPING BAG USAGE: EMPIRICAL EVIDENCE FROM PASIR GUDANG, JOHOR

2025-11-21T10:21:51+08:00

The increasing global consumption of plastic bags poses a significant environmental challenge. With an annual per capita consumption of 17kg of plastic per individual, Malaysia ranks second in Asia for plastic pollution and eighth for poor waste management. Despite government initiatives such as implementing a minimum charge of RM0.20 per plastic bag in supermarkets, consumption remains high. The problem can be tackled through the use of reusable shopping bags. However, the use of such bags by Malaysians remains low. Therefore, this study examined the impact of environmental values on consumer behaviour towards reusable shopping bags among residents of Pasir Gudang, Johor. Using a survey method with a sample size of 230 respondents, this study investigated the influence of biospheric, altruistic and egoistic values on the use of reusable shopping bags. The results showed a significant correlation between biospheric, altruistic and egoistic values and the use of reusable bags. This study contributes to the discourse on environmental values and sustainable consumption in developing countries such as Malaysia.

SUSTAINABLE AGE FRIENDLY TOURISM DEVELOPMENT ASSESSING INFRASTRUCTURE AND ELDERLY MOBILITY IN PENANG, MALAYSIA

2025-12-31T18:10:29+08:00

Penang's population is changing, with an increase in the elderly. This study examines the with a focus on the consequences for mobility and infrastructure. The objectives are to identify the infrastructural needs of elderly tourists, assess the effectiveness of current policies, and propose enhancements to foster an inclusive tourism environment. Employing a qualitative methodology, the research involved in-depth interviews with 15 stakeholders, including government officials, urban planners, tourism operators, and elderly community representatives. Data were analyzed thematically to extract key insights related to accessibility, transportation, and service provision for elderly tourists. The results show that although Penang has taken a number of steps, including the Age Friendly City project and the incorporation of universal design principles in public infrastructure, difficulties still exist. Elderly visitors' mobility and general experience are hampered by problems like poor pedestrian walkways, few public transportation options, and inadequate signage. To properly serve the senior population, tourist staff members also require specialized training. This study complements on sustainable tourism development by offering stakeholders and policymakers evidence-based suggestions. It emphasizes how crucial inclusive planning is to improving senior citizens quality of life and establishing Penang as a top age-friendly travel destination.

PELANCONGAN BERASASKAN ALAM SEMULA JADI DAN KEPUASAN PELAWAT: PENGAJARAN DARIPADA HUTAN LIPUR ULU BENDUL, NEGERI SEMBILAN

2025-12-10T08:57:21+08:00

Pelancongan berasaskan alam semula jadi atau lebih dikenali sebagai ekopelancongan merupakan industri pelancongan yang berpotensi meminimumkan impak negatif terhadap alam sekitar dan sekaligus meningkatkan kesejahteraan manusia. Selain menyumbang kepada pembangunan ekonomi negara, ekopelancongan turut membantu merangsuang ekonomi masyarakat melalui tarikan destinasi yang berasaskan alam semula jadi. Hutan lipur di Malaysia, termasuk Hutan Lipur Ulu Bendul di Negeri Sembilan, memainkan peranan yang signifikan untuk menarik kedatangan pelancong domestik dan antarabangsa. Kajian ini bertujuan menilai tahap kepuasan pelancong terhadap pengalaman ekopelancongan di Hutan Lipur Ulu Bendul, Negeri Sembilan. Pendekatan kuantitatif digunakan melalui edaran soal selidik terhadap 200 responden dalam kalangan pelancong yang berada di sekitar kawasan Hutan Lipur Ulu Bendul, Negeri Sembilan. Analisis data mendapati bahawa kepuasan pelancong dipengaruhi oleh beberapa faktor utama iaitu imej destinasi, kemudahan infrastruktur, dan kualiti perkhidmatan yang disediakan. Hubungan antara faktor-faktor tersebut menunjukkan korelasi yang positif dan signifikan terhadap tahap kepuasan pelancong secara keseluruhan. Hasil kajian ini memberikan implikasi penting kepada pihak pengurusan destinasi ekopelancongan agar dapat terus meningkatkan kualiti perkhidmatan, mengekalkan kelestarian alam semula jadi serta memastikan kemudahan sedia ada berada dalam keadaan baik. Penambahbaikan yang berterusan ini penting bagi memastikan pengalaman pelancongan yang berkualiti dan seterusnya menarik lebih ramai pengunjung pada masa akan datang.

The ability of ecotourism to reduce its negative impact on the environment and human well-being makes it a significant industry. Furthermore, the ecotourism industry helps to dominate the country's economy and population because there are various interesting locations to be used as tourist attractions. In addition, Malaysia's recreational forests play an important role in attracting tourists, whether from within the country or from abroad. The purpose of this study is to evaluate tourist satisfaction with the ecotourism area in Ulu Bendul Recreational Forest, Negeri Sembilan. Therefore, this quantitative study was conducted through the distribution of questionnaires to 200 respondents among tourists who are around the Ulu Bendul Recreational Forest area, Negeri Sembilan. The results of the study found that this ecotourism area gives satisfaction to tourists because there is a positive and significant relationship between tourist satisfaction which is influenced by the image of the destination, existing facilities and service quality. By implication, this study found that there are several suggestions for improvement by the management to maintain the sustainability of the environment to attract tourists.

THE EFFECT OF FRESH TEA WASTE FERTILISER (NON-COMPOST) ON MINT PLANTS GROWTH

2025-11-20T12:35:26+08:00

Mint plant is widely used in cooking and also medicinal use. Hence, ability to increase their production will meet the demand of mint plant in the market. There are various of organic fertilisers available and one of them is tea waste fertiliser. However, majority of the waste fertiliser used in studies were the composted one. This study highlights the effect of fresh tea waste (non-composted) on the growth of mint plant (number of leaves and number of branch and the w of this study is to determine the optimum concentration of fresh tea waste fertiliser on the growth of three groups of mint plant (T0, T1 and T2) in a period of 8 weeks. T0 is the control group, whereas T1 and T2 were supplemented with fertiliser at different concentration. Soil pH measures were taken to study if fertilisers had brought any effect on the plant soil pH. The results showed that there were significantly change in plant growth between the group of studies, rather it affects negatively. Both T1 and T2 showed a noticeable reduction in number of leaves and branches. Fresh tea waste supplies organic nitrogen and micronutrients and can increase soil organic matter however, it contains tannins and polyphenols that can be phytotoxic at high level. This explains the negative results shown in this study. Even though some studies recorded the drop in soil pH as tea can acidify the soil, however this study recorded that some fluctuation in soil pH but it rather insignificant. In short, we see some potential of fresh tea waste as an eco-innovative fertiliser that can support plant growth but some modification of the formulation of the fertiliser is needed in order to produce the positive results.

MALAYSIA'S ISLAMIC TOURISM ENGAGEMENT WITH THE GULF COOPERATION COUNCIL (GCC) NATIONS

2025-12-31T17:47:55+08:00

Arab travellers hold significant influence over the Malaysian tourism industry, demonstrated by increasing arrivals (27,000 in 2017 to 33,000 in 2018) and a remarkable economic contribution of RM3.8 billion in 2018. Visitors from Saudi Arabia, followed by the UAE, Oman, Iran, and Kuwait, were identified as the leading spenders. Despite ambitious goals, such as drawing 30 million tourists for the 2020 Visit Malaysia campaign, the COVID-19 pandemic severely impacted the sector. In 2020, Malaysia experienced a staggering loss of $32 billion, as arrivals plummeted to 4.3 million from 26.1 million in 2019. In response to this challenging environment, Malaysia has enhanced its promotional efforts to specifically draw in Middle Eastern tourists, particularly those from Gulf states. Officials and travel agents are actively showcasing Malaysia's attractions to entice potential visitors. A core strategy involves positioning Malaysia as a welcoming destination for Muslim travellers by promoting Islamic tourism, which is recognised as an emerging business niche with limitless possibilities. This article explores the specific rationale behind promoting Islamic tourism to the GCC. It further examines both the strategies currently implemented and those that warrant consideration to effectively attract GCC nations through the Islamic tourism framework.

UNDERSTANDING ENTREPRENEURIAL INTENTIONS THROUGH THE THEORY OF PLANNED BEHAVIOR: A STUDY AMONG BACHELOR OF SCIENCE (HONS.) FOOD SERVICE MANAGEMENT WITH ENTREPRENEURSHIP (HM252) STUDENTS

2025-12-01T10:57:30+08:00

Entrepreneurship has emerged as a crucial element of national development strategies and higher education curricula worldwide. Recognizing this, Universiti Teknologi MARA (UiTM) introduced the HM252 program; Bachelor of Science (Hons.) Food Service Management with Entrepreneurship, to foster entrepreneurial mindsets among students. This study aims to examine the factors influencing Entrepreneurial Intention (EI) among HM252 students at UiTM Puncak Alam using the Theory of Planned Behavior (TPB) as the conceptual foundation. Specifically, the study investigates the impact of four independent variables namely Attitude, Subjective Norms, Perceived Behavioral Control, and Entrepreneurship Education on students’ EI. A quantitative, correlational research design was adopted, employing a structured questionnaire distributed via Google Forms. The sample consisted of 129 HM252 students selected through convenience sampling. Data analysis was conducted using SPSS Version 28, applying multiple linear regression to determine the collective and relative contribution of each predictor to EI. Findings revealed that all four factors significantly influenced students’ entrepreneurial intention, with Attitude emerging as the strongest predictor, followed by Perceived Behavioral Control and Subjective Norms, while Entrepreneurship Education showed a positive yet comparatively smaller effect. A key limitation of this study is the analytical scope, which did not fully examine potential interactions among predictors. Future research should expand the model and sampling coverage to strengthen generalizability and provide deeper insights. Overall, the study offers meaningful implications for educators and policymakers seeking to enhance entrepreneurial intention through targeted psychological and educational interventions in higher education.

FROM TRADITIONAL TO DIGITAL: EVALUATING THE CONTRIBUTION OF CHATBOT EFFECTIVENESS TO CONSUMER ACCEPTANCE IN HOSPITALITY AND TOURISM

2026-01-15T10:29:26+08:00

Chatbots, have emerged as a game-changing tool in a number of industries, including tourism, due to the quick development of artificial intelligence (AI). This study examines the crucial element of perceived usefulness (PU) as a factor influencing chatbot adoption in the travel and tourism sector. Even while chatbots have potential benefits including real-time travel support, booking automation, and fast client connectivity, many travel firms frequently undervalue the full extent of these advantages. Adoption may be delayed or met with resistance as a result of this unclear understanding, especially if the perceived utility is unclear. By concentrating on the function of perceived usefulness, this study seeks to investigate the acceptability of chatbots within the tourism sector, providing both theoretical and practical contributions to the understanding of technology adoption in contemporary tourism services. The outcome shows that the acceptance of chatbot use in the travel sector was positively influenced by perceived usefulness. This study will provide industry participants with empirical support for strategically investing in and implementing chatbot technology, which will ultimately improve the visitor experience by providing faster, more personalized assistance while increasing the local economy's digital transformation and competitiveness in the global market.

EXPLORING THE SYNERGY OF SOCIAL SERVICESCAPE AND PHYSICAL ENVIRONMENT IN ENHANCING GUEST REVISITATION IN RURAL B&B ACCOMMODATIONS

2025-12-31T17:27:07+08:00

Purpose: This study investigates how the social servicescape and physical environment interact to drive guest loyalty in rural B&Bs, focusing on the heritage-rich context of Lukang, Taiwan. Moving beyond traditional lodging evaluations, the research seeks to clarify how the synergy between human interaction and spatial authenticity sustains the competitive edge of rural hospitality. Methodology: Data were gathered from 186 B&B guests using a self-administered survey. To ensure the internal consistency of our adapted scales, Cronbach’s alpha was calculated, with all constructs exceeding the 0.70 threshold. Given the unique cultural setting of Lukang, an Exploratory Factor Analysis (EFA) using Principal Component Analysis with Varimax rotation was performed to validate the underlying dimensions. The study then utilized multiple regression analysis in SPSS to test the predictive power of these factors on revisit intentions. Findings: The regression model yielded an R2 value of 0.35, indicating that social servicescape and physical environment account for 35% of the variance in revisit intention (p < 0.001). While interpersonal interaction (β= 0.52) and safety-centered design (β= 0.42) emerged as the primary drivers, secondary factors such as cultural aesthetics and engaging leisure activities also contributed significantly to the model. These results highlight that for rural B&Bs, success is anchored in a blend of "human warmth" and a physically secure, culturally resonant environment. Conclusion: This study shifts the analytical focus from standardized urban luxury toward the intimate, community-based scale of rural micro-hospitality. Our findings reveal that competitive advantage in this sector stems from a specialized synergy: the fusion of personal host–guest hospitality with a secure, culturally authentic environment. This reframes revisit intention not as a routine transaction, but as a meaningful gesture of cultural belonging. Practically, the results suggest that B&B operators should prioritize heritage storytelling and spatial integrity over generic luxury. By doing so, they can transform service encounters into lasting emotional bonds, ultimately fostering more resilient and sustainable rural tourism development.

GENERATION Z TOURISTS’ ENVIRONMENTAL AWARENESS AND ATTITUDES AS PREDICTORS OF RESPONSIBLE BEHAVIOUR IN TAMAN NEGARA PAHANG

2025-12-01T10:17:28+08:00

Understanding what motivates younger generation to adopt environmentally responsible behaviour (ERB) is key for sustainable tourism. Destination must balance visitor experiences with environmental protection. The Knowledge-Attitude-Behaviour (KAB) model and the Theory of Planned Behaviour (TPB) suggest that awareness affects behaviour both directly and through attitudes. Data from 285 Gen Z tourists were analysed using SPSS and SmartPLS 4.0 with PLS-SEM. Results indicate that environmental awareness directly influences ERB and shape pro-environmental attitudes, which in turn also drive ERB. Awareness indirectly affects behaviour through attitudes, emphasizing their moderating role. The expected moderating effect of awareness on the attitude-behaviour relationship was not supported, suggesting situational factors may play a role. These findings provide empirical evidence from a Southeast Asian Protected area and highlight the need for interventions that inform, inspire, and empower Gen Z visitors through clear messages, experiential conservation activities, and accessible low-impact opportunities.

EXPLORING THE PREDICTIVE ROLE OF TURNOVER INTENTIONS ON EMPLOYEE TERMINATION IN HOTELS THROUGH IMPORTANT-PERFORMANCE ANALYSIS

2026-01-06T10:13:19+08:00

This study aims to examine the influence of self-efficacy, locus of control, and networking skills on Turnover Job Intentions among hotel employee in Malaysia. The theories used are the Theory of Planned Behavior (TPB) and Herzberg’s Two-Factor Theory as the conceptual basis. This study uses a quantitative method with a questionnaire distributed to 360 respondents which is analysed using Smart PLS-SEM to measure Important-Performance for each independent variable. The findings show that self-efficacy and locus of control have a significant positive relationship with job transfer intentions, while networking skills are not significant. Limitations of the study include a cross-sectional design that limits causal inference, data collection in Malaysia that limits generalizability, and the potential for common method bias. Suggestions for future research include conducting longitudinal studies, comparing across countries, adding variables such as job satisfaction and leadership style, and using a mixed methods approach for a deeper understanding of psychological and social factors.

CULTURAL AND AESTHETIC SIGNIFICANCE OF JINGDEZHEN CERAMIC SCULPTURE IN HOTEL SPACE DESIGN

2025-12-17T15:41:22+08:00

This study explores the cultural and aesthetic significance of Jingdezhen ceramic sculpture in hotel space design. Jingdezhen, known as the "Millennium Porcelain Capital," has a rich history of ceramic artistry, which continues to influence contemporary design practices. This research examines how these sculptures transcend their historical and technical roots, becoming a vital cultural bridge in modern hospitality spaces. By integrating Jingdezhen ceramics into hotel interiors, this study enhances both spatial aesthetics and guest experiences. The research employs a mixed-methods approach, including case studies, interviews, and surveys, to assess how these sculptures contribute to cultural identity, emotional resonance, and aesthetic value in hotel environments. The findings highlight the sculptures' ability to create cultural depth and spatial harmony, offering actionable strategies for designers to incorporate this traditional art form into contemporary hotel design. This paper aims to further the understanding of how Jingdezhen ceramics can enrich modern design while preserving cultural heritage.

PRESERVING MALAYSIAN INDIGENOUS AND LOCAL COMMUNITIES’ ASTRONOMICAL KNOWLEDGE THROUGH ASTROTOURISM TO MAINTAIN ITS CULTURAL SECURITY

2025-11-21T10:29:41+08:00

The Malays in northern Peninsular Malaysia, the Orang Asli, Dayak-Iban and Kadazan-Dusun in East Malaysia possess their own astronomical knowledge to predict suitable seasons for paddy planting and navigation. This knowledge may soon be extinct because the indigenous and local communities almost no longer practise their astronomical knowledge because modern machinery permits paddy planting twice per year and also on account of restrictions by Islam and Christianity. Astrotourism could revive such practice by promoting cultural astronomy. This study’s main objective is to investigate the extent that astrotourism can play a part in preserving the astronomical knowledge of Malaysia’s indigenous and local communities that contributes to their cultural security. This is a qualitative study that refers to documents of the United Nations Educational, Scientific and Cultural Organisation (UNESCO), the United Nations World Tourism Organisation (UNWTO), the 1977 Bangui Agreement on the Creation of an African Intellectual Property Organisation, Malaysia’s National Heritage Act 2005 and the Cook Islands Traditional Knowledge Act 2013. Secondary resources were also consulted for an overview of the astronomical knowledge possessed by the mentioned Malaysian indigenous and local communities. Textual and content analysis were used to analyse primary and secondary resources where appropriate as this is socio-legal research. The results of this study show that promoting astrotourism together with the astronomical knowledge of these indigenous and local communities is still in its infancy and very few tour packages promote such initiatives. The results also show Malaysia lacks a sui generis law specifically to protect traditional knowledge that encompasses astronomical knowledge making possible for the exploitation of this knowledge for commercialisation. The implication is for the younger generation among these indigenous and local communities to learn the astronomical knowledge from the custodians to become tour guides to disseminate this information through astrotourism so that the legacy lives on. Malaysia also needs to draft a sui generis law specifically protecting traditional knowledge that covers astronomical knowledge or amend its intangible cultural heritage aspect in its National Heritage Act 2005 to include astronomical knowledge and navigation skills.

FACTORS INFLUENCING BEHAVIOUR TOWARD PARTICIPATION IN SUSTAINABLE GREEN EXERCISE: A CONCEPTUAL FRAMEWORK

2026-01-04T16:02:19+08:00

Green exercise, defined as physical activities conducted in a natural environment, has attracted international interest due to its potential double benefits on human health and environmental well-being. In Malaysia, despite the rich natural resources and extensive efforts put forward by the government in encouraging active lifestyles among its people, participation in green exercises is reportedly low. The increasing rates of physical inactivity and non-communicable diseases press for an urgent need to understand the behavioural determinants that drive Malaysians to engage in outdoor physical activities. Drawing from the TPB, this research investigates how attitudes, subjective norms, perceived behavioural control, green knowledge, and intrinsic motivation influence behaviour in terms of participation in green exercise. Additionally, demographic factors will be tested as a moderator between green knowledge and behavioural participation. Accordingly, this paper aims to contribute theoretically to the existing TPB literature on green exercise and provide practical insights to policymakers, public health practitioners, and environmental planners. Results may inform targeted interventions, improved green infrastructure, and community-based programs for fostering healthier lifestyles and enhancing environmental stewardship among Malaysians.

UNLOCKING DESTINATION APPEAL: A SCALE VALIDATION OF INNOVATION PRACTICES IN FOOD TOURISM CONTEXTS

2025-12-10T09:13:50+08:00

This paper aims to investigate the scale validation of innovation practices, focusing on the tourist destination image in the context of food tourism in Malaysia. By using a quantitative approach, data were collected through various methods, including online and self-administered at KLIA1 and KLIA2 or any other public hub station. A total of 650 responses were obtained from both domestic and international tourists. The data were then analysed by using SPSS to validate the Cronbach’s Alpha for coefficient alpha analysis and exploratory factor analysis (EFA) to measure the validity of item used. To examine the scale validation of innovation practices, the study employs structural equation modelling (SEM). The analysis includes key procedures such as first-order confirmatory factor analysis (CFA) to validate the constructs and its respective items. For this particular procedure, the scale measurement focusing only on innovation practices. Based on the construct, innovation practices were measured by using five dimensions namely; product, service, process, organizational, and marketing innovation. The construct is a crucial part in measuring the relationship between tourist destination image and its influence on food tourism in Malaysia.

SPATIOTEMPORAL ANALYSIS OF WILDFIRE OCCURRENCE IN PERLIS FROM YEAR 2014 TO 2024

2025-11-21T10:15:18+08:00

Wildfires adversely impact the economy and the environment globally. A varied combination of natural, anthropogenic, and climatic factors influences the frequency, intensity, and location of occurrences. Thus, this study aims to examine the decadal pattern of wildfires in Perlis. This study analyses the frequency and density of wildfire incidents from year 2014 to 2024, utilizing fire incident statistical data acquired from Perlis State Fire and Rescue Department. Spatial mapping and statistical analysis were employed to demonstrate the spatiotemporal patterns of fire incidents. Kernel Density Estimation (KDE) was carried out to highlight the hotspot region across Perlis state. The analysis of fire case distribution and density was segregated into three political boundaries. The results demonstrate that the patterns of fire outbreaks fluctuated between years. However, there is a significant increase in the number of fire outbreaks from year 2022 to 2024. The temporal analysis illustrates that most of the stipulated years recorded the highest number of fire cases in March. While the spatial analysis revealed that Kangar and Padang Besar experienced a moderate to very high density of cases, this study provides policymakers, land managers, and researchers with essential knowledge regarding the mechanisms of long-term wildfires, grounded in robust evidence. This understanding can assist in reducing the likelihood of wildfires and safeguarding ecosystems and populations in a changing climate.

EXAMINING THE INFLUENCE OF AIRPORT PHYSICAL ENVIRONMENT ON PASSENGER SATISFACTION

2025-12-31T17:55:53+08:00

This study examines the influence of physical environment quality on passengers’ satisfaction at Sultan Ismail Petra Airport, Kota Bharu, one of Malaysia’s regional airports. While physical environment quality has been widely examined in the aviation industry, research on smaller regional airports remains limited. The main objective of this study is to evaluate the relationship between three physical environment dimensions: facilities, servicescape, and security, towards passenger satisfaction. A quantitative approach was applied, and a total of 307 valid responses were collected from airport passengers. Data were analyzed using SPSS version 27, applying descriptive statistics, reliability testing, and Pearson correlation to identify the strength of relationships between variables. The results show that all three dimensions are positively associated with passenger satisfaction. Academically, this study enriches the limited body of knowledge on physical environment quality in regional airports by providing insights into consumer perceptions in a less explored context. Such developments may also benefit local tourism and regional economic growth. In a nutshell, the study emphasizes the critical role of physical environment quality in enhancing the competitiveness of regional airports.