JOURNAL OF TOURISM, HOSPITALITY AND ENVIRONMENT MANAGEMENT (JTHEM)

HAJJ MANAGEMENT MODELS: A COMPREHENSIVE REVIEW AND FUTURE RESEARCH AGENDA USING SCOPUS AI ANALYTICS

Noor Hidayah Kasim — 2026-03-02

The management of the hajj pilgrimage presents one of the most complex logistical and organizational challenges in the world, involving millions of pilgrims in a confined geographical area within a limited timeframe. Despite numerous technological and managerial innovations such as RFID-enabled tracking, e-Hajj systems, AI-based crowd management and blockchain-supported healthcare logistics. These current practices remain fragmented and lack a comprehensive framework that integrates operational efficiency with the spiritual, cultural and social dimensions of the pilgrimage. Addressing this gap, the aim of this study is to provide a comprehensive review of hajj management models and propose directions for future research that align technological integration with Islamic perspectives and sustainable practices. Using Scopus AI Analytics, the review synthesizes evidence through a systematic exploration of academic literature, including summaries, expanded summaries, concept mapping, topic expert identification and emerging theme analysis. The findings highlight four consistent research trajectories: (i) technological integration through AI, IoT and machine learning for predictive crowd and health management; (ii) supply chain frameworks adapted for resource allocation and service delivery; (iii) Islamic perspectives emphasizing Maqasid al-Syariah, financial stewardship and conflict resolution; and (iv) holistic models that incorporate pilgrim well-being, education and inclusivity. These insights suggest that while significant progress has been made in addressing operational challenges, future research should focus on developing integrative frameworks that unify technology, governance and spirituality. The study contributes both theoretically by situating hajj management within interdisciplinary management discourse and practically by offering policymakers, hajj authorities and service providers actionable guidance for safer, more efficient and spiritually enriching pilgrim experiences.

COMMUNITY-BASED ECOTOURISM (CBET) AND SUSTAINABLE DEVELOPMENT IN GHANA: A CASE STUDY OF MOGNORI ECO-VILLAGE ON THE FRINGE OF MOLE NATIONAL PARK IN GHANA

Alhassan Yahaya — 2026-03-16

The study explores CBET and sustainable development in Ghana, using Mognori Eco-village as a case study. The study seeks to explore how CBET contributes to livelihood diversification, community empowerment, environmental awareness, and socio-economic development at the local level. This study utilises a qualitative approach by integrating key informant interviews, direct observation and Focus Group Discussions to explore the socio-economic, cultural, and environmental implications of the Mognori Eco-Village CBET initiative. The findings highlight that, while the initiative has created increased economic opportunities, fostered stronger community cohesion, and raised awareness about conservation, several challenges remain, including limited market access, infrastructure deficiencies, and issues related to equitable participation in tourism governance. The study concludes that while Mognori Eco-Village represents a promising CBET model within protected-area contexts, sustained institutional support, equitable benefit-sharing mechanisms, and inclusive governance frameworks are critical to consolidating development gains. The paper contributes empirical insights to CBET scholarship and offers practical implications for policymakers and practitioners seeking to enhance the resilience of rural ecotourism initiatives in Ghana and comparable contexts.

DIGITAL DOCUMENTATION OF HERITAGE BUILDINGS USING SCAN-TO-HBIM: CASE STUDY OF MUZIUM SUNGAI LEMBING FOR SUSTAINABLE HERITAGE MANAGEMENT

Julia Md. Tukiran — 2026-03-31

Heritage Building Information Modelling (HBIM) is increasingly adopted as a digital approach to heritage documentation; however, its implementation remains complex due to challenges integrating irregular geometries, multiple-source datasets, and fragmented historical information. This study develops and evaluates a Scan-to-HBIM workflow for heritage building documentation, aiming to improve data integration, modelling efficiency, and digital heritage management outcomes. The workflow integrates terrestrial laser scanning (TLS), UAV-based photogrammetry, and immersive visual documentation to support the creation of an information-rich HBIM model. A qualitative case study approach was employed to explore the implementation process and assess a route for systematically incorporating multiple digital datasets into a structured workflow. The workflow consists of four main stages: data acquisition, data processing, HBIM modelling, and workflow documentation and analysis. TLS generated dense geometric data for both interior and exterior spaces. UAV photogrammetry complemented the TLS dataset by capturing roof structures and upper façade elements. This integration ensures a completer and more continuous spatial dataset for HBIM development. This high-density dataset provides a reliable geometric reference for accurate HBIM modelling and spatial analysis. 3D volumetric visualisation facilitated spatial validation and model interpretation. The HBIM model was developed at Level of Detail (LOD) 300, identified as an appropriate level for balancing geometric accuracy with modelling efficiency in heritage documentation. This balance is particularly important in heritage projects, where time, cost, and data processing constraints must be carefully managed. The study further highlights the potential of digital heritage documentation to support sustainable heritage management and the development of heritage tourism. By providing a structured digital repository of heritage assets, Scan-to-HBIM workflows can facilitate conservation planning, digital interpretation, and long-term heritage management. This research offers tangible lessons learnt regarding workflow deployment, technical challenges, and considerations for the broader adoption of such an approach within a similar heritage context.

EXPLORING THE ROLE OF SAFETY PERCEPTION AND PERCEIVED RISK IN INFLUENCING VISITORS’ INTENTION TO MALAYSIAN THEME PARKS

Zalifah Ahda Dzull Zabarrod — 2026-03-31

This study examines how safety perception and three dimensions of risk: physical, health, and crowd management influence visitors’ intention to visit Malaysian theme parks, specifically Sunway Lagoon and Lost World of Tambun. Following the COVID-19 pandemic, safety and health concerns have become critical factors in travel decision-making, particularly for recreational places like theme parks. The study focuses on three key risk dimensions which are physical safety, health safety, and crowd management. It examines how these risks shape visitors' decisions, with particular emphasis on visitor’s confidence in the park safety measures. Data were collected from 115 respondents using a structured questionnaire measured on a five-point Likert scale. The questionnaires were distributed online and onsite to obtain a diverse range of respondents. The data were analysed using Statistical Package for the Social Sciences (SPSS) to examine the relationships between safety perception, the three risk dimensions, and visit intention. The findings revealed that a strong sense of safety and effective health measures increased visitors' likelihood to visit, whereas concerns about physical risks reduced the likelihood. Crowd-related risks demonstrated a comparatively weaker effect, with younger visitors often viewing crowds as an exciting part of the experience rather than a deterrent. These results provide valuable insights for theme park managers to enhance visitor trust and improve safety measures, particularly in the post-pandemic era.

FROM TRADITIONAL CLASSICS TO MODERN CULTURAL LANDSCAPES: CREATIVE TRANSFORMATION OF CULTURAL RESOURCES THROUGH THE CASE OF ZHENGDING RONGGUO MANSION

Li Haihong — 2026-03-16

This study takes Zhengding Rongguo Mansion as its focal case to explore how cultural resources can be creatively transformed from traditional literary classics into contemporary cultural landscapes. Through a spatial lexical analysis of A Dream of Red Mansions (Cao & Gao, 1978), an examination of Rongguo Mansion’s on-site narrative structure, and sentiment and text mining of visitor reviews, this study identifies key challenges in current literary landscape transformation. It also draws on Rongguo Mansion’s operational model to propose targeted improvements and practical recommendations. Revitalizing the classic landscapes requires establishing a Three-dimensional transformation mechanism, including establishing a layered participation script which evolves from the passive viewing to active co-performance in the behavioral dimension, and upgrading static symbols to dynamic production systems in the value dimension. The study proposes integrated recommendations encompassing multi-dimensional convergence, composite dissemination, and regional coordination, aiming to provide a theoretical framework and practical pathways for overcoming the symbolic consumption dilemma in traditional cultural tourism sites.

INTEGRATING GEOHERITAGE AND COMMUNITY ENTREPRENEURSHIP: EXPLORING THE UNIQUENESS AND ECOTOURISM POTENTIALS OF GUA MUSANG AS STONG GEOPARK DESTINATION IN KELANTAN

Auni Fatnin Agus Rizal — 2026-03-30

This study explores the geo-heritage uniqueness of Gua Musang, Kelantan and the emerging entrepreneurial opportunities within community-based ecotourism (CBET) at Stong Geopark. Using a qualitative research design, semi-structured interviews were conducted with local communities, tourism operators and key government stakeholders. Thematic analysis identified five dimensions of Gua Musang’s geo-heritage potential: geological, ecological, cultural, adventure values and strategic accessibility and geopark readiness. Therefore, three themes of community entrepreneurship opportunities are: community micro-entrepreneurship, income enhancement through tourism-driven activities and institutional support and capacity building for local economic development. The findings suggest that Gua Musang’s rich natural and cultural assets can strengthen the Stong Geopark brand while generating sustainable livelihoods through CBET initiatives. However, challenges remain in infrastructure readiness, capacity building and institutional coordination. The study contributes to the discourse on integrating geo-heritage conservation with local entrepreneurship in geopark contexts.

A PILOT STUDY ON SUSTAINABLE FOOD MANAGEMENT PRACTICES IN ISLAND HOTELS: EXPLORING READINESS TOWARDS LOW-CARBON OPERATIONS

Nur Alyasyahira Azli Syam — 2026-03-01

Food management is a major contributor to carbon emissions and waste generation within the hospitality industry. Island hotels face additional operational challenges due to geographical isolation, heavy reliance on imported food supplies, and limited waste management infrastructure, which collectively intensify their environmental footprint. Although numerous hotel sustainability assessment tools exist, most are generic and do not adequately reflect the specific operational context of island-based hotels. Accordingly, this pilot study aims to develop and preliminarily test a sustainable food management instrument tailored to the island hotel context by assessing hotel managers’ levels of awareness, understanding, and readiness to adopt low-carbon practices. A quantitative research design was employed using a structured questionnaire comprising 80 items across seven food management constructs. The pilot study involved food and beverage managers and kitchen supervisors from ten island hotels. Content validity and face validity were established through a systematic literature review and pilot field testing, while internal consistency reliability was assessed using Cronbach’s Alpha. The results indicate high reliability across all constructs (α = 0.82–0.95), with an overall alpha value of 0.92. Preliminary descriptive analysis further provides exploratory insights into variations in awareness and implementation levels of sustainable food management practices among island hotels. In conclusion, the pilot findings confirm that the developed instrument is clear, appropriate, and reliable for use in a full-scale study. This study contributes by providing a context-specific measurement tool that reflects the operational realities of island hotels and offers an empirical foundation to support sustainable food management and the transition towards low-carbon hospitality operations in environmentally sensitive island destinations.

BIOPHILIC URBANISM IN DEVELOPING REGIONS: A SUSTAINABILITY FRAMEWORK FOR BAHRIA TOWN, KARACHI

Qurat-ul-ain Anwar — 2026-03-16

Urbanization in developing nations has accelerated construction activities, often creating adverse effects on environmental quality and human well-being. This research explores how integrating biophilic design principles with stakeholder engagement can foster sustainable construction practices, particularly in Karachi, Pakistan. The study critically examines the biophilia hypothesis, stakeholder theory, and sustainable stakeholder value creation frameworks, resulting in the development of an inclusive sustainability model that integrates environmental, economic, and social benefits. Using Bahria Town, Karachi as a case study, surveys were conducted to understand stakeholder perceptions, identify barriers, and evaluate the feasibility of biophilic design implementation in urban development. The findings emphasize the necessity of inclusive, multi-stakeholder collaboration and policy support to realize sustainable urban development. The proposed framework offers practical recommendations for policymakers, developers, and urban planners, positioning biophilic design as a viable strategy to achieve resilient, eco-friendly, and health-enhancing urban environments in developing regions.

GOVERNANCE CHALLENGES IN URBAN TOURISM DEVELOPMENT: TOURISTS’ PERSPECTIVES FROM PENANG, MALAYSIA

Mariah Darus Mat Junus — 2026-03-31

Urban tourism development in heritage cities presents complex governance challenges, particularly in balancing economic growth with environmental sustainability and social inclusivity. This study examines tourists’ perceptions of governance-related challenges in Penang, Malaysia, focusing on traffic congestion, environmental pollution, overcrowding management, and accessibility. Using a quantitative cross-sectional survey design, data were collected from 233 domestic and international tourists to capture experience-based evaluations of urban governance performance. The findings reveal an uneven pattern of governance effectiveness, where traffic congestion and environmental pollution emerge as the most critical challenges, while overcrowding management and accessibility are perceived as moderately effective but inconsistent. These results indicate that governance challenges are most evident in areas where tourism pressures intersect with core urban systems, particularly transport and environmental management. Drawing on Stakeholder Theory, this study positions tourists as external stakeholders whose perceptions provide valuable insights into governance outcomes. The study contributes to the literature by demonstrating the importance of incorporating user-centred, experience-based indicators in evaluating urban tourism governance. From a policy perspective, the findings highlight the need for improved coordination across transport planning, environmental regulation, and inclusive urban design to support sustainable and competitive tourism development in heritage cities.

MANAGING GREYWATER REUSE: REGULATORY STRATEGIES AND IMPLEMENTATION IN GREEN BUILDING PROJECTS

Siti Sarah Sulaiman — 2026-03-31

Greywater is wastewater from domestic activities such as showers, handwashing, laundry, and washing machines. Reusing greywater for non-potable activities such as gardening, toilet flushing, and car washing has been proven to be a sustainable solution to freshwater scarcity. This approach is particularly relevant in Malaysian states such as Selangor, which are regularly affected by water shortage due to water pollution and prolonged dry seasons. Greywater reuse remains relatively underdeveloped in Malaysia. Notably, as the number of water supply disruptions has increased, there has been a call for an alternative water supply using greywater. Reusing greywater is also part of the Green Building initiatives that can be implemented in Malaysia. Since there is no specific law or standard governing the development of greywater treatment systems to ensure a sustainable water supply in Malaysia, this paper examines a potential regulatory mechanism for governing greywater systems in anticipation of wider national adoption. To achieve this objective, this paper examined the laws of other countries, namely California greywater regulations, California Plumbing Code (CPC), and the European Standard "EN 16941 series, on-site non-potable water systems- Part 2: Systems for the use of treated greywater (EN 16941 2:2021)" which regulates the greywater treatment system. Both jurisdictions adopt performance-based technical standards, while Malaysian law is silent on this aspect. Thus, this paper proposes a regulatory framework that integrates building control requirements, plumbing standards and planning conditions to integrate greywater reuse within Malaysia’s green building regime. The standard must be adhered to in addition to the conditions imposed by the local planning authority upon granting the planning permission. A well-regulated greywater treatment system can enhance urban water resilience and help diversify Malaysia’s water supply sources. This also contributes to Sustainable Development Goal 6 (Clean Water and Sanitation) particularly 6.3 on improving water quality and wastewater treatment.

IMPACT OF SOCIAL MEDIA ON DECISION-MAKING BEHAVIOR OF PUTAOJIU TOURISTS: THE NEGATIVE MODERATING ROLE OF OBJECTIVE KNOWLEDGE

Chaoyi Cao — 2026-03-15

With an emphasis on the moderating influence of subjective Putaojiu knowledge, this study uses the Information Adoption Model (IAM) to analyze factors influencing Putaojiu tourists’ decision-making intentions. The decision-making intentions of Chinese Putaojiu tourists in the context of social media are ignored by current tourism research, and the importance of Putaojiu knowledge in the decision-making process is not explored. Argument quality, eWOM, perceived usefulness, decision-making intention, subjective and objective knowledge are integrated into the research paradigm. The finding reveals that argument quality and eWOM positively impact perceived usefulness, and perceived usefulness positively affects decision-making intents, mediating the factors influencing wine tourists’ decision-making intention, according to a survey of 432 respondents in the Helan Mountain wine area of Ningxia. Interestingly, the relationship between argument quality and perceived usefulness is negatively moderated by objective knowledge. This study offers ramifications for Putaojiu tourism locations and management organizations as well as theoretical support for some aspects of the impact of social media on wine tourist behavior.

UNDERSTANDING MUSLIM TOURISTS' SWITCHING BEHAVIOR TO MUSLIM-FRIENDLY HOTELS: AN EXTENDED MODEL OF PUSH-PULL-MOORING FRAMEWORK

Saera Mohamad — 2026-03-30

The rapid growth of the Muslim travel market has intensified competition within the hospitality industry, particularly among accommodation providers seeking to attract Muslim tourists. While the development of Muslim-friendly hotels has expanded in response to this demand, limited attention has been given to understanding why Muslim tourists choose to switch from one hotel to another. This conceptual paper addresses this gap by examining Muslim tourists’ switching behaviour toward Muslim-friendly hotels through the lens of the Push–Pull–Mooring (PPM) framework. Drawing on prior literature in tourism, service marketing, and Islamic hospitality, the study identifies key push factors (low service quality, low satisfaction, low trust, and negative future expectations), pull factors (alternative attractiveness and Shariah compliance), and mooring factors (such as loyalty, habit, and social influence) that jointly shape switching decisions. By integrating religious compliance with conventional service-related determinants, the proposed framework offers a more comprehensive understanding of switching behaviour in a faith-based tourism context.

VIRTUAL MUSEUM RESEARCH: A BIBLIOMETRIC MAPPING

Siti Humaira Ramli — 2026-03-01

The rapid advancement of immersive technologies has significantly transformed how cultural heritage is preserved, experienced, and disseminated through virtual museum platforms. Despite the growing scholarly interest, there remains a need to systematically map and analyze the intellectual structure and research trends in this emerging domain. This study addresses this gap by conducting a comprehensive bibliometric analysis of virtual museum research to uncover its key themes, influential contributors, and collaborative networks. Data were collected using Scopus advanced search with the keywords “Virtual Museums,” “Virtual VR,” and “Digital Heritage,” yielding a total of 844 documents. The dataset was cleaned and harmonized using OpenRefine to ensure consistency and accuracy. Statistical distributions and trend analyses were performed using Scopus Analyzer, while network visualizations were generated through VOSviewer software to explore co-authorship, co-occurrence of keywords, and country collaborations. The findings reveal a steady increase in publications over the past decade, with significant contributions from China, Italy, and the United Kingdom as leading research hubs. Keyword co-occurrence analysis identified dominant themes such as virtual reality, cultural heritage preservation, interactive experiences, and educational applications. Nine country collaboration clusters were detected, highlighting the global and interdisciplinary nature of this field. Overall, the study provides a structured overview of the knowledge landscape, identifies research hotspots, and highlights emerging directions for future work in virtual museum research. These insights not only contribute to the theoretical development of digital heritage studies but also inform practical strategies for enhancing cultural access, preservation, and innovation through technology.

EXAMINING PERSPECTIVE ON PAYMENT ECOSYSTEM SERVICES: A CASE STUDY OF MELAKA AMONG GENERATION Z

Anis Maisarah Yang Amri — 2026-03-16

Payment for Ecosystem Services (PES) is a market-based environmental policy instrument that provides financial incentives to individuals or organizations for managing land and natural resources in ways that generate ecological benefits, such as water purification, biodiversity conservation, and carbon sequestration. Despite the increasing implementation of PES initiatives worldwide, limited empirical studies have examined how younger generations, particularly Generation Z, perceive and respond to such environmental policy mechanisms. Therefore, this study aims to examine the affective, cognitive, and behavioural attributes of Generation Z toward Payment for Ecosystem Services initiatives. A quantitative research design was employed using a structured survey instrument adapted from previously validated studies to ensure reliability and measurement accuracy. Data were collected from Generation Z respondents in Melaka and analysed using statistical techniques to assess the relationships between affective, cognitive, and behavioural dimensions and overall perceptions of PES. The findings indicate that Generation Z demonstrates varying levels of awareness and attitudes toward PES, with affective and cognitive attributes significantly influencing their behavioural intentions to support ecosystem conservation initiatives. These results contribute to the understanding of youth perspectives on environmental economic instruments and provide insights for policymakers in designing more effective PES awareness and engagement strategies.

FROM CULTURAL DECLINE TO DIGITAL SUSTAINABILITY: A USER-CENTERED MOBILE LEARNING APPROACH FOR ENGAGING MILLENNIALS IN INTANGIBLE HERITAGE

Yinmei Yu — 2026-03-31

Against the backdrop of rapid digital modernization and generational disengagement, the preservation and transmission of cultural heritage face increasingly severe challenges. The growing disconnection between Mianzhu Wood Block New Year Paintings and the experiences of millennials raises urgent concerns about sustainable preservation and transmission. This study explores how user-centered mobile learning approaches can address cultural disengagement and promote long-term learner engagement with cultural heritage. A sequential mixed-methods approach was employed in this research including a systematic literature review (SLR) using CiteSpace, semi-structured interviews with cultural heritage experts, perceptual analysis of millennial users based on the Kano model, and usability testing of a WeChat Mini Program prototype based on PACMAD metrics. Findings indicate that digitization enhances cultural engagement when design moves beyond visual presentation to interpretive storytelling, multimodal interaction, and contextual learning. Kano model analysis shows that cultural explanation and intuitive navigation are Must-be requirements, while community participation, task-based exploration and symbolic comparison are important performance drivers. Attractive features such as gamification and audio guidance improve user satisfaction and memorability. Usability evaluations further demonstrate that the mini program is highly learnable. These findings further confirm the Wechat Mini Program's significant potential for wider adoption. The results also highlight the importance of millennials as a pivotal group for cultural heritage sustainable development. Their digital fluency enables them to drive cultural regeneration.

A SYSTEMATIC REVIEW OF YOUNG ADULTS’ ACCEPTANCE OF CHINESE OPERA ANIMATED FILMS BASED ON EXPECTATION CONFIRMATION THEORY AND CULTURAL IDENTITY

Chen Xue — 2026-03-31

Chinese opera animation represents a culturally rich yet highly stylized media form, whose acceptance among young adult audiences remains insufficiently explained at the level of psychological mechanisms. Existing studies have primarily emphasized cognitive evaluation, with limited attention to the roles of emotional resonance and cultural identity in shaping sustained engagement. To address this gap, this study conducts a systematic literature review of 93 publications retrieved from CNKI, Scopus, and ProQuest (2005–2025). Using bibliometric analysis and thematic synthesis, the study identifies key constructs underlying audience acceptance and develops an integrated conceptual framework grounded in Expectation–Confirmation Theory (ECT). The findings suggest that audience acceptance follows a dual-path process. The cognitive–evaluative path explains how expectation confirmation generates satisfaction, forming the basis for acceptance. The identity-based path demonstrates how viewing experiences foster cultural identity, transforming evaluative satisfaction into sustained engagement. Based on these relationships, this study proposes the Expectation–Identity Integration Model (EIIM), which integrates cognitive evaluation and identity construction within a unified framework. This study contributes in three ways. First, it extends ECT into culturally embedded media contexts by incorporating cultural identity as a post-viewing mechanism. Second, it develops an integrated model explaining audience acceptance through both cognitive and identity-based pathways. Third, it provides a theoretically grounded framework to inform future empirical research and the design of culturally resonant animated content.

FROM SCREEN TO SUITCASE: THE INFLUENCE OF GENDER PORTRAYALS IN VIVA LA ROMANCE ON YOUNG CHINESE WOMEN'S TOURISM CONSUMPTION BEHAVIOURS

Jingwen Zhang — 2026-03-05

This study examines the effects of gender images in the Chinese reality television production Viva La Romance on young Chinese female tourism consumption patterns. The study is guided by the theory of feminism and media effects, with a qualitative-centred mixed-methods design using qualitative content analysis and interviews as the primary source of data, accompanied by descriptive survey data. Analysis of content passed through ten well-designed episodes during different seasons to apply an inductive interpretation to destination framing and gendered behaviors applied regularly. Also, twenty-five semi-structured interviews were conducted with female viewers (the age ranged between 18 and 35), which were thematically analyzed in the NVivo application with hybrid approaches to coding and sentiment analysis. The results indicate that femininity is shown through the prism of romantic and aesthetic travel stories when power and career identities are minor in terms of representation. The outcomes of surveys revealed that 84 per cent of viewers were inspired to travel, 72 per cent were aware of gender role depictions, and only 40 per cent of the audience were opposed to stereotypes, which indicated the passive internalization of post-feminist ideals. Behavioural data supported that it had a substantial effect on destination choice and quality tourism expenditure, yet little effect on the trust to travel alone. These findings imply that Viva La Romance constructs a media space where harnessing power is watered down, and traditional gender conventions are implicitly reaffirmed. The research recommends changes in the media to reflect more representations that would embrace real female independent tourism consumption. The research contributes to tourism research by showing the role of gender representations in the media in travel motivation and consumption, and to feminist media research, as the empirical research has related postfeminist narratives to tourism behaviour.

STRATEGIC ANALYSIS USING SWOT/TOWS-AHP: AN APPLICATION ON RURAL TOURISM INDUSTRY IN SABAH

Alif Muazzam Lumin — 2026-03-30

Rural tourism represents a vital economic and socio-environmental asset for Sabah. Rural tourism would not only benefit the industry but also help to generate income among villagers. However, the sector continues to face challenges related to infrastructure limitations, human capital deficiencies, and rapidly evolving digital tourism marketing landscape. This study integrates SWOT/TOWS analysis with the Analytic Hierarchy Process (AHP) to identify and prioritize strategic initiatives for sustainable rural tourism development. Qualitative data from focus group discussions with rural tourism operators informed the identification of key internal and external factors. Results indicate that Strength–Opportunity strategies particularly eco-tourism promotion, cultural experience integration, and collaboration with government initiatives to enhance digital visibility carry the highest strategic weight. Conservation measures and financial support strategies hold moderate priority, while internal operational improvements rank lower. The findings offer an evidence-based strategic framework to support tourism operators and policymakers in enhancing competitiveness, sustainability, and community participation across Sabah’s rural tourism sector.

A BIBLIOMETRIC ANALYSIS: RESEARCH TREND ON HALAL TOURISM AND HOSPITALITY

Aishah Hussain — 2026-03-01

The global expansion of the halal tourism and hospitality industry has drawn increasing scholarly attention as Muslim-friendly travel, ethical consumption, and religious compliant services become integral to the broader tourism sector. Despite this growing interest, there has been limited effort to systematically map and evaluate the intellectual structure, publication patterns, and collaborative networks within this emerging research domain. This study aims to provide a comprehensive bibliometric analysis of research trends in halal tourism and hospitality using data retrieved from the Scopus database. A total of 708 documents published up to 2025 were collected through Scopus advanced searching. The data were cleaned and harmonized using OpenRefine, while descriptive statistics and trend analyses were conducted through the Scopus Analyzer. Network visualization and mapping of co-authorship, keyword co-occurrence, and country collaboration were performed using VOSviewer software. The results reveal a steady increase in publications since 2015, with significant growth observed from 2019 onward, reflecting the rapid globalization of halal tourism scholarship. Malaysia and Indonesia emerged as the leading contributors in terms of publication output and collaboration strength, while highly cited works focused on consumer behavior, Muslim-friendly destinations, and halal certification in hospitality management. Keyword analysis identified evolving thematic clusters around halal tourism, Islamic marketing, service quality, and sustainable tourism. The co-authorship and country collaboration networks indicate a strong regional focus in Southeast Asia, alongside emerging global partnerships. Overall, this bibliometric analysis offers valuable insights into the developmental trajectory, influential contributors, and thematic evolution of halal tourism and hospitality research. The findings highlight the need for broader international collaboration and interdisciplinary approaches to advance theoretical and practical understanding in this expanding field.

ASSESSING THE CHALLENGES AND CONSTRAINTS WITH SUSTAINABLE TOURISM IN GHANA

Abukari Majeed — 2026-03-16

This study examines environmental tourism promoted in Ghana as a means of biodiversity conservation, employment generation, and the livelihoods of rural communities. Environmental tourism, commonly referred to as ecotourism, has emerged as a sustainable alternative to mass tourism by promoting conservation, community participation, and environmental awareness. Despite its intended sustainability objectives, environmental tourism has increasingly been associated with a range of environmental, socio-cultural, and economic challenges that undermine its core principles. This study assesses the challenges and constraint with sustainable tourism in Ghana and examines how poor management practices and weak regulatory frameworks contribute to these challenges. The study adopts a qualitative and analytical approach, including thematic analysis, to identify recurring themes and patterns in the data, drawing on secondary data from academic literature, policy documents, and case studies from developing and developed countries. Findings reveal that increased tourist activities often lead to habitat destruction, soil erosion, water pollution, and excessive waste generation, particularly in destinations lacking proper infrastructure and visitor control mechanisms. The assessment further highlights governance-related challenges, including inadequate policy implementation, insufficient funding for conservation, lack of skilled personnel, and weak stakeholder collaboration. In conclusion, while environmental tourism holds significant potential for sustainable development, its effectiveness is constrained by multiple interrelated problems. Addressing these challenges requires integrated planning approaches, strong institutional frameworks, community-based tourism models, environmental education, and strict enforcement of conservation regulations.

CULTURAL FESTIVALS AND THEIR ROLE IN TOURISM IN SABAH

Lesley Hiew Soon Sang — 2026-03-31

Cultural festivals have become crucial elements for tourism development because they deliver real cultural experiences which attract tourists and help maintain local cultural heritage. The multicultural identity of Sabah Malaysia together with its indigenous cultural heritage forms the basis of its major cultural festivals which include the Kaamatan Harvest Festival and Regatta Lepa to enhance both tourist attraction and community growth. The research assessed how cultural festivals throughout Sabah developed tourist traffic through their impact on making destinations more appealing and generating economic gains and fostering community involvement and maintaining environmental balance. The researchers used the PRISMA framework to carry out a systematic literature review. The researchers discovered relevant research studies through five major academic databases which included Scopus Web of Science Google Scholar ScienceDirect and Emerald Insight. The researchers analyzed 34 studies from an initial set of 430 records after applying the inclusion criteria. The research results demonstrate that cultural festivals in Sabah increase the region's tourist appeal through their display of indigenous cultural heritage which provides local communities with job opportunities and educational resources. The findings show that businesses face three main challenges which include excessive commercialization problems with their infrastructure and dangers to their cultural identity and these issues need to be handled through environmental preservation methods. The study contributes to academic literature by merging cultural heritage and sustainable tourism research to study festival tourism in Sabah. The study offers practical guidelines for policymakers and tourism planners through its focus on community-based planning and capacity building and sustainable festival management methods which help maintain cultural heritage during tourism expansion.

THE ROLE OF ENGLISH TRAVEL MATERIALS IN PROMOTING RESPONSIBLE TOURISM BEHAVIOR IN TRA QUE VEGETABLE VILLAGE

Linh Ngoc Nguyen — 2026-03-02

Tourism is a crucial driver of Vietnam’s economy, with sustainable tourism receiving increasing attention. Among Vietnam’s ecotourism destinations, Tra Que Vegetable Village (TQVV) in Hoi An stands out for its cultural heritage and ecological significance. While sustainability initiatives are in place, challenges remain in effectively promoting responsible tourism behaviors. This study examines the role of English-language travel materials (ETMs), including guidebooks, brochures and online articles on travel websites in fostering sustainable tourism practices in TQVV. Adopting a mixed-method approach, the research integrates document analysis, surveys with international tourists, and interviews with local stakeholders. Findings reveal that while ETMs help raise awareness of sustainability issues, they often lack persuasive messaging, interactive features, and engaging narratives. The study underscores the need for clearer sustainability-focused content, the integration of digital tools, and more visually compelling materials. Based on these insights, practical recommendations are proposed to enhance ETMs, including improved storytelling techniques, QR code integration, and culturally relevant sustainability messages. These findings provide valuable guidance for local tourism authorities and content creators in strengthening responsible tourism communication and supporting the sustainable development of TQVV.

PSYCHOLOGICAL AND TECHNOLOGICAL DRIVERS OF RURAL ACTORS’ BEHAVIOURS: EXPERT INSIGHTS FOR RURAL TRANSFORMATION

Nurul Alia Nasuha Samsudin — 2026-03-16

Unexpectedly, psychological and technological behavioural dimensions exhibit statistically significant inverse relationships with progress in rural transformation, despite the widespread assumption that rural actors’ behaviours are critical drivers of development. These findings challenge prevailing assumptions that enhanced behavioural capacities consistently lead to positive transformation outcomes in rural contexts. Guided by the Transformational Rural Actors’ Behavioural (TRAB) conceptual framework, developed by Samsudin et al. (2024), which conceptualises rural transformation as a function of behavioural, psychological and technological capabilities embedded within socio-cultural and structural contexts, and drawing on insights from Organisational Citizenship Behaviour (OCB), the Theory of Planned Behaviour (TPB), the Theory of Interpersonal Behaviour (TIB), and the Citizen-Centric Smart Cities (CCSC) framework, this study examines the qualitative explanatory phase of a larger mixed-methods approach to unpack these counterintuitive findings identified through Partial Least Squares Structural Equation Modeling (PLS-SEM) structural modelling. Semi-structured interviews were conducted with elite informants, each with extensive rural development experience (minimum 5 years, most over 10 years), purposively selected to provide in-depth explanatory insights into the quantitative findings. The findings reveal that psychological attributes, particularly coping strategies, decision-making processes, and mental health well-being, emerge as the most salient manifestations of the observed adverse effects in rural transformation. Specifically, expert insights indicate that these weaknesses arise from broader contextual mechanisms, including knowledge and awareness gaps, dependency-oriented mindsets, generational disparities, and culturally embedded lifestyle practices. Within the technological dimension, low digital literacy, limited e-commerce adoption, weak Information and Communication Technology (ICT) utilisation, and low mobile banking uptake emerge as key technological constraints. Moreover, these technological constraints are amplified by infrastructural deficits, affordability barriers, and uneven digital exposure, restricting the effective translation of technological access into transformative outcomes. Experts further emphasised that psychological readiness and technological capability are interconnected; misalignment between the two reduces the effectiveness of rural development initiatives. The findings suggest conditional and context-dependent behavioural effects rather than uniformly positive influences. The study advances rural transformation theory by demonstrating that behavioural drivers may become counterproductive when psychological readiness and technological capability are misaligned within structurally constrained environments.

RECONTEXTUALISING FRANCESCO PAOLO TOSTI’S ITALIAN ART SONGS WITHIN LATE NINETEENTH-CENTURY VOCAL CULTURE

Guanyi Chen — 2026-03-31

Francesco Paolo Tosti's Italian art songs have long remained marginal in musicological discourse or merely often dismissed as sentimental salon repertoire or treated merely as elementary material for vocal pedagogy. These categories are inclined to obscure their aesthetic significance and historical value in the late nineteenth-century vocal culture. This article recontextualises Tosti’s Italian art songs within the stylistic, poetic and performative language of the Belle Epoque, with special emphasis laid on the connections to the bel canto tradition and contemporary salon practices. The study employs close readings of selected musical scores and poetic texts to discuss musical repetition, text—music interaction, vowel treatment, dynamic nuance, legato phrasing, and declamatory style. Instead of the pedagogical reading of the works, the analysis focuses on the way they function as micro-dramatic structures that convey intimacy and expressive nuance within a compact musical form. The article reestablishes Tosti’s songs within a historical vocal context, advocating for their reassessment as Italian art-song repertoire and as vital evidence of turn-of-the-century performance practice.

HALAL GASTRONOMY TOURISM THROUGH LOCAL FOOD PROVIDER EDUCATION: A MAQASID SHARIAH PERSPECTIVE ON CULTURAL DIVERSITY

Wan Nazri Che Mat Safiee — 2026-03-31

Local food plays a crucial role in enhancing the tourist experience by allowing travelers to explore regional cuisine and immerse themselves in local culture. With approximately one-third of travel budgets spent on food, gastronomy is a key attraction in tourism. However, if the experience is limited to food tasting without integrating cultural and traditional activities, its impact is diminished. To enrich this experience, local food providers (LFPs) can adopt creative, education-based approaches that not only promote their products but also provide meaningful cultural insights. Alignment with the Maqasid Shariah principle is evident in preserving intellect and promoting knowledge through engagement with local foods. Data were collected via structured thematic indexing of semi-structured interview responses with eight Malaysian LFPs specializing in traditional cuisine. Responses were coded inductively, and similar codes were grouped into themes based on frequency. The study reveals that integrating Maqasid Shariah and Halalan-Toyyiban principles enhances service quality, strengthens religious affiliation, and promotes cultural inclusivity. This approach increases customer trust, facilitates cultural exchange, and supports LFPs’ growth in the global market. Offering a comprehensive model, the study enables LFPs to integrate Maqasid Shariah and Halalan-Toyyiban principles, enhancing halal edugastronomy and fostering spiritual fulfillment and cultural diversity in the Nusantara region.

THE PARADOX OF DIGITAL TRANSFORMATION: HOW INCREASING DATA CENTER ENERGY CONSUMPTION FOR DIGITAL LOGISTICS AFFECTS NET-ZERO GOALS

Xianghong Gao — 2026-03-16

The rapid evolution of digital technologies in supply chains and logistics domains is widely regarded as an enabler of achieving global and corporate net-zero visions. However, this vision overlooks a fundamental paradox: the carbon and energy cost of the digital infrastructure (e.g., artificial intelligence, data centers, and cloud computing) required to make these efficiencies affordable is massive and rising exponentially. This study introduces a new theoretical approach to quantitatively examine this "digital sustainability paradox." We develop a discrete-event simulation model of a multi-echelon supply chain to compare the quantity of carbon reduced by optimizing logistic operations with that of the carbon emissions caused by the enabling digital infrastructure. Our scenario analysis reveals that while digital transformation always increases operational effectiveness, overall carbon impact may not necessarily be minimized. The study's most significant discovery is that the environmental benefits of digital logistics are very much contingent upon the source of energy powering the data centers. We demonstrate that without substituting to renewable power for digital equipment, carbon reductions from efficiency improvements are largely reversed, and in some cases, the total carbon footprint increases. This research provides 3a critical and integrated perspective on the green implications of digitalization, providing actionable policy recommendations for policymakers and practitioners to ride out this paradox and guide a truly sustainable digital future.

FROM ENERGY TARGETS TO GUEST SATISFACTION: SUSTAINABILITY ROI IN KANO HOTELS THROUGH RESOURCE-BASED AND NETWORK LENS

Kuwata Mohammad Goni — 2026-03-30

This study examines the business case for green initiatives in Kano’s hotel sector by linking sustainability investments to financial and guest-related outcomes through a Sustainability Return on Investment (ROI) lens. Drawing on the Resource-Based View (RBV) and Actor-Network Theory (ANT), the study analyses how internal organisational capabilities and external stakeholder networks shape the effectiveness of energy efficiency retrofits, renewable energy adoption, water-saving technologies, and waste reduction initiatives in influencing operating costs, profitability, and guest satisfaction. A multi-site mixed methods case study of six to eight hotels in Kano State combines quantitative data such as utility consumption, maintenance costs, occupancy rates, and guest satisfaction scores with qualitative evidence from management interviews, supplier interactions, and guest feedback. Data analysis includes cost–benefit analysis, difference-in-differences or interrupted time series techniques where applicable, and thematic analysis of qualitative insights. The study contributes by (i) developing a context-sensitive ROI framework for sustainability investments in emerging-market hospitality, (ii) providing practical prioritisation guidance for hotel managers and policymakers, and (iii) enhancing understanding of how green initiatives influence guest satisfaction, brand image, and loyalty under resource constraints. Overall, the study offers a decision-support toolkit for aligning environmental, social, and governance (ESG) objectives with financial performance and guest experience.

UNRAVELING CLOTH RECYCLING TRENDS: A CONSUMER BEHAVIOR PERSPECTIVE USING SCOPUS AI

Yong Azrina Ali Akbar — 2026-03-02

This paper presents a data-driven systematic review of global cloth recycling trends through the lens of consumer behaviour, utilising Scopus AI to synthesise cross-disciplinary literature. While the fashion industry generates 92 million tons of textile waste annually, only 15% to 20% is currently collected for recycling, highlighting a critical need for circular interventions. The study identifies four interconnected pillars: the environmental pillar, which shows that while recycling significantly reduces resource depletion, its benefits depend on high material substitution rates; the industrial pillar, which tracks the transition from traditional upcycling to modern chemical recycling standards; the technological and economic pillar, examining how AI-enabled sorting improves fiber identification accuracy despite high capital costs and the lack of Extended Producer Responsibility (EPR) frameworks; and the human pillar, which reveals a significant "attitude-behaviour gap". By integrating these findings into the Theory of Planned Behaviour (TPB), the research develops a conceptual framework where technological innovation and policy instruments act as primary drivers for a consumer's perceived behavioural control. The results suggest that bridging the gap between environmental awareness and actual participation requires shifting recycling from a high-effort task to a convenient "default" choice through automated infrastructure and stable policy incentives. This review offers essential insights for stakeholders aiming to enhance cloth circularity by aligning macro-level industrial advancements with micro-level consumer psychology.

SERVICE FAILURES AND PERCEIVED FAIRNESS IN MALAYSIAN HOTELS- EVIDENCE FROM LOW-RATING CHINESE-LANGUAGE REVIEWS ON CTRIP AND AN ACTIONABLE RECOVERY PLAYBOOK

Juan Zhang — 2026-03-16

Malaysia’s tourism growth agenda heightens the need for scalable hotel service-quality governance under the public visibility of review platforms. This study analyzes low-rating Chinese-language reviews of Malaysian hotels posted on Ctrip, treating low ratings as diagnostic texts that concentrate critical incidents and fairness cues. Using review-level multi-label coding anchored in a critical incident lens and a distributive–procedural–interactional justice framework, we identify recurring failure domains, test travel-type heterogeneity with category-wise association tests under false discovery rate control, assess robustness to an alternative low-rating threshold, and examine compound failures via co-occurrence intersections. The complaint landscape is highly concentrated: check-in/out and process failures (21.6%), cleanliness and hygiene failures (21.5%), and maintenance and facilities failures (17.9%) dominate low-score narratives, whereas other domains are notably less prevalent. Incident prevalence differs systematically across travel types, with residual-based contrasts indicating distinct segment emphases within the same overall hierarchy. The incident ordering remains stable when tightening the low-rating definition from rating < 3 to rating ≤ 2. Co-occurrence analysis shows that compound failures among the top three domains are common, suggesting layered vulnerabilities spanning front-desk workflow, housekeeping execution, and engineering response rather than isolated mishaps. Fairness-related complaints occur in a meaningful minority of low-score reviews and vary by travel type, while justice discourse is dominated by distributive and interactional concerns and procedural justice is least salient. The study contributes a monitorable recovery instrument that maps incident triggers to justice lenses, executable actions, and platform-reply SOP priorities, enabling hotels to standardize what is monitored and to audit recovery quality as a platform-facing capability.

FACTORS INFLUENCING FRUIT FARMERS’ WILLINGNESS TO ENGAGE IN RURAL TOURISM DEVELOPMENT WITHIN THE FRAMEWORK OF RURAL REVITALIZATION IN YINGKOU, CHINA

Xiaodong Ding — 2026-03-31

Rural tourism has become an important pathway for promoting rural revitalization and narrowing the urban–rural development gap. Yingkou in Liaoning Province is a major fruit-producing area and an important rural tourism destination, making it a suitable setting for this study. This study aims to examine the factors influencing fruit farmers’ willingness to engage in rural tourism development. Based on survey data collected from 275 fruit farmers in two villages and four towns in Bayuquan District, the study employs Structural Equation Modeling (SEM) for empirical analysis. The results show that perceived economic environment has a significant positive effect on participation willingness. Among its dimensions, expected economic benefits emerge as the strongest influencing factor. Perceived policy environment also significantly promotes farmers’ willingness to participate. Although perceived living environment is positively associated with participation willingness, its effect is not statistically significant. These findings offer practical guidance for local governments and rural planners in designing targeted support policies to enhance farmers’ participation in rural tourism.

TRADITIONAL ELEMENTS AND TRANSFORMATION IN PERFORMANCE: A STUDY OF THE GUZHENG CONCERTO NIGHT MOORING AT MAPLE BRIDGE

Qianru Guo — 2026-03-31

Night Mooring at Maple Bridge is a guzheng concerto that fuses traditional Chinese elements into a modern composition. The work, based on classical poetry, folk idioms and operatic traditions, reshapes traditional resources in modern Chinese instrumental music. This study examines the work in two complementary sections: structural and compositional analysis on the basis of the piano reduction score and performance interpretation. The compositional dimension is analysed using score-based study of elements borrowed from Kunqu opera, Jiangnan sizhu, southern Jiangsu folk song styles, and classical poetic imagery and how these affect melodic, tonal and structural design. These elements are transformed rather than directly quoted, forming a modern musical idiom. The performance aspect investigates the achievement of these transformed elements. Through score analysis and performance-based listening, articulation, tempo, and techniques such as glissando, scraping, and tremolo reveal how interpretation shapes poetic atmosphere and expression. The results indicate that traditional components in Night Mooring at Maple Bridge do not only perform at the compositional design level but also reconfigure further by embodied performance. The connection between structural analysis and performance interpretation makes the proposed study add to the body of performance-informed studies on modern guzheng repertoire and provides insights that others can apply to Chinese instrumental performance and pedagogy.

RESILIENCE OF ECHOES: THE HISTORICAL EVOLUTION AND MODERN HERITAGE OF GANNAN TEA-PICKING OPERA IN THE TRANSITION OF SOCIETY

Xiaofan Yang — 2026-03-16

This study investigates the historical evolution and contemporary preservation of Gannan Tea-Picking Opera, a distinctive regional art form that embodies the cultural identity and collective memory of southern Jiangxi, China. It examines how this traditional opera has navigated major socio-political transformations particularly the Cultural Revolution (1966–1976) and how it has sustained its vitality in the post-revolution era. Employing a qualitative research design that integrates archival analysis, field observation, in-depth interviews, and case studies of modern performances, the study explores the mechanisms through which Gannan Tea-Picking Opera has demonstrated cultural resilience. The findings reveal a tripartite trajectory of growth (1949–1966), survival (1966–1976), and rebirth (1976–2023). The results highlight the crucial role of dedicated artists, educational institutions, and community initiatives in ensuring the opera’s transmission and adaptive innovation. By conceptualizing Gannan Tea-Picking Opera as a living cultural heritage rather than a static tradition, this research contributes to the broader discourse on intangible cultural heritage preservation. It underscores the need for dynamic conservation strategies that integrate tradition and innovation.

INFLUENCE OF PSYCHOLOGICAL FACTORS ON GREEN EXERCISE PARTICIPATION: AN S-O-R CONCEPTUAL MODEL

Kanageswary Chantiran — 2026-03-30

Green exercise, defined as physical activity conducted in natural environments, has gained increasing international attention due to its potential dual benefits for physical health and environmental sustainability. In Malaysia, despite abundant natural resources and government initiatives promoting active lifestyles, participation in green exercise remains relatively limited. Rising levels of physical inactivity and non-communicable diseases underscore the need to better understand the behavioural processes that influence engagement in outdoor physical activity. Grounded in the Stimulus–Organism–Response (S-O-R) model, this study conceptualises green exercise participation as a behavioural outcome shaped through internal cognitive processing. Psychological factors namely attitude, subjective norms, perceived behavioural control, and intrinsic motivation are positioned as stimuli that influence green knowledge, which functions as the organism component. Green knowledge reflects individuals’ awareness and understanding of the environmental and health-related value of engaging in physical activity within natural settings. This internal cognitive state is proposed to shape participation in green exercise. By structuring these relationships within the S-O-R framework, this study contributes to the theoretical understanding of sustainable health behaviour and offers insights relevant to policymakers, public health practitioners, and environmental planners. The proposed model provides a foundation for future empirical investigation and may inform the development of strategies aimed at promoting healthier lifestyles and environmental awareness among Malaysians.

MEMORABLE WELLNESS TOURISM EXPERIENCES, SATISFACTION, AND SUBJECTIVE WELL-BEING AMONG ENTREPRENEURIAL TRAVELER: A CONCEPTUAL FRAMEWORK AND RESEARCH AGENDA

Syarifah Nurthaqifah Syed Nasruddin — 2026-03-01

Wellness tourism has gained increasing scholarly attention for its potential to enhance travelers’ satisfaction and subjective well-being. Nevertheless, limited research has examined how memorable wellness tourism experiences (MWTE) influence these outcomes among entrepreneurial travelers, particularly within emerging wellness tourism contexts such as Malaysia. This paper proposes a conceptual framework that integrates MWTE, satisfaction, and subjective well-being, focusing on Traditional Malay Medicine (TMM), including massage therapies, postnatal care, and herbal treatments. In addition, a research agenda is outlined to guide future empirical investigations, including methodological considerations and potential measurement approaches such as Partial Least Squares Structural Equation Modeling (PLS-SEM). By synthesizing existing literature and contextualizing wellness tourism within Malaysia, this paper contributes to theory development and offers strategic insights for policymakers, wellness tourism providers, and destination managers aiming to strengthen Malaysia’s position as a competitive and sustainable wellness tourism destination.

SYSTEMATIC LITERATURE REVIEW: THE USE OF VIRTUAL REALITY AS A MEDIUM OF KNOWLEDGE TRANSFER IN HERITAGE PRESERVATION

Nor Haslinawati Mohd Saad — 2026-03-16

The increasing application of Virtual Reality (VR) technology in heritage preservation has evolved from static documentation towards immersive and interactive knowledge experiences. Despite this growing adoption, the role of VR as a structured medium for heritage knowledge transfer remains insufficiently synthesised in the existing literature. This study investigates the use of VR for heritage knowledge transfer, its effectiveness compared to conventional methods, and its main benefits. A Systematic Literature Review analysed 41 articles published between 2019 and 2025. VR is applied through digital reconstruction, interactive applications, and storytelling-based education. It improves learning outcomes and user engagement, but its impact on long-term knowledge retention is mixed. VR offers four main benefits: immersive learning, skill development, personalised learning, and tacit knowledge transfer. Rather than functioning as isolated advantages, these dimensions operate as interrelated mechanisms that collectively support experiential and structured heritage knowledge transfer. VR is significant as both a pedagogical medium and a heritage conservation tool, but challenges such as cost, infrastructure, and standardisation need to be addressed. Future research should explore hybrid strategies integrating technical, pedagogical, and sociocultural dimensions to maximise the sustainability of heritage knowledge transfer.

CULINARY HERITAGE AND YOUTH: MALAY TRADITIONAL FOOD LOSING RELEVANCE AMONG GEN Z?

Nur Nadia Maisarah Mohd Fisol — 2026-03-31

In an era increasingly shaped by globalization and digital connectivity, traditional food cultures are experiencing significant challenges in maintaining their cultural relevance, particularly among young generations. This generation, born between 1997 and 2012, has grown up in a rapidly evolving food landscape where exposure to global cuisines, fast food, fusion dishes and app-based food delivery services is ubiquitous. Their eating habits are shaped by convenience, novelty and digital influence, leading to potential disengagement from traditional culinary practices and heritage foodways. While numerous studies have examined topics such as traditional food preservation, cultural sustainability and the sociocultural impact of globalization on food, there is a notable gap in the literature regarding a systematic review of challenges in sustaining traditional food for youth. Using the PRISMA protocol, this systematic literature review identifies seven prominent themes critical to sustaining Malay traditional food among Generation Z by rigorously screening and synthesizing relevant academic research. The identified sub-themes highlight critical internal and external factors that provide a framework for addressing future research gaps in the sustainability of traditional culinary heritage.

BUILDING RESILIENT AND EMPOWERED COMMUNITIES THROUGH HOMESTAY TOURISM: A SUSTAINABILITY CASE FROM PERAK, MALAYSIA

Nur Hamizan Ismail — 2026-03-31

There was limited integration between homestay tourism and TVET, particularly in Perak, where cultural heritage, natural attractions, and community participation shape the tourism landscape. Besides, there were insufficient studies on income generation; homestay initiatives offer opportunities for capacity building, skill enhancement, and the empowerment of local communities to engage more effectively in the tourism economy. This study examines the role of homestay tourism in fostering community-based products in Perak by integrating Technical and Vocational Education and Training (TVET). Adopting a qualitative approach, data were collected through in-depth interviews and field observations with eight homestay operators and community leaders in selected villages. Findings indicate that homestay participation nurtures hospitality, entrepreneurial, and interpersonal skills, while simultaneously strengthening community resilience and sustainable tourism practices. However, the study also identifies challenges, including limited access to formal training, resource disparities, and weak policy coordination and institutional support for homestay operators. It is argued that integrating structured training modules, such as knowledge transfer programs, into community-based tourism initiatives can enhance local capacity, improve service quality, and support the long-term sustainability of homestay tourism. The paper concludes with policy recommendations for aligning Malaysia’s tourism development strategies with its national TVET agenda to advance inclusive and sustainable rural empowerment.

STRATEGI PENGURUSAN PEMBAJAAN TANAMAN MANGGA: INTEGRASI DATA KESUBURAN TANAH DAN KLIMATOLOGI

Anizah Mohd Salleh — 2026-03-05

Kajian ini bertujuan menentukan strategi pengurusan pembajaan yang tepat untuk tanaman mangga varieti MA 224 (Chokanan) di tanah bekas lombong, Tasik Utama Kampus Sultan Azlan Shah, Universiti Pendidikan Sultan Idris. Metodologi kajian melibatkan pendekatan kuantitatif berasaskan reka bentuk eksperimen terhadap 73 sampel pokok mangga dengan 2 strategi pembajaan yang dilaksanakan dalam tempoh 1 tahun (Mei 2024 hingga April 2025). Dapatan kajian tertumpu pada penilaian kesuburan tanah dan pola cuaca tempatan untuk membangunkan strategi pembajaan yang bersesuaian dan berasaskan bukti. Analisis tanah menunjukkan kawasan penanaman mangga adalah bersifat berasid sederhana (pH 5.3–5.4), kandungan bahan organik dan kalium yang sangat rendah, serta tekstur berpasir (60–65% pasir halus). Analisis cuaca bagi tempoh Mei 2024 hingga April 2025 merekodkan suhu purata 27.2–28.7°C dan taburan hujan bermusim, dengan bulan Disember 2024 dan Januari 2025 adalah paling lembap (>250 mm/bulan). Berdasarkan dapatan ini, 2 strategi pembajaan organik dicadangkan: (i) penggunaan Baja Organik Bioaktif Diptia dengan foliar Bio-Grow untuk meningkatkan aktiviti mikroorganisma dan ketersediaan fosforus; dan (ii) penggunaan Baja FN Rich Bio-Organik dengan foliar Bio-Grow untuk membekalkan kalium, kalsium dan bahan organik kepada tanah berpasir. Sudut pandang baharu kajian ini terletak pada pemilihan jenis bahan pembajaan organik dan bioaktif yang spesifik untuk mengatasi ciri ekstrem tanah bekas lombong. Integrasi data kawasan penanaman mangga yang spesifik dengan strategi pembajaan organik-bioaktif dapat menjadi model lestari untuk rehabilitasi tanah di ekosistem yang sudah rentan dengan tanaman bernilai ekonomi. Kesimpulannya, strategi pembajaan berasaskan analisis tanah dan cuaca yang spesifik kepada kawasan penanaman adalah penting untuk mengatasi kekurangan nutrisi tanah bermasalah dan mencapai pertumbuhan optimum tanaman mangga.

This study aims to determine an appropriate fertilization management strategy for MA 224 (Chokanan) mango trees in ex-mining soil at the Main Lake of Sultan Azlan Shah Campus, Sultan Idris Education University. The study methodology involves a quantitative approach based on experimental design on 73 mango tree samples with 2 fertilization strategies implemented over a period of 1 year (May 2024 to April 2025). The study findings focus on assessing soil fertility and local weather patterns to develop appropriate and evidence-based fertilization strategies. Soil analysis shows that the mango growing area is moderately acidic (pH 5.3–5.4), very low in organic matter and potassium, and sandy texture (60–65% fine sand). Weather analysis for the period May 2024 to April 2025 recorded an average temperature of 27.2–28.7°C and seasonal rainfall, with December 2024 and January 2025 being the wettest months (>250 mm/month). Based on these findings, two organic fertilization strategies are proposed: (i) the use of Diptia Bioactive Organic Fertilizer with Bio-Grow foliar to enhance microbial activity and phosphorus availability; and (ii) the use of FN Rich Bio-Organic Fertilizer with Bio-Grow foliar to supply potassium, calcium, and organic matter to sandy soil. The new perspective of this study lies in the selection of specific types of organic and bioactive fertilizers to overcome the extreme characteristics of former mine soils. The integration of data from specific mango planting areas with organic-bioactive fertilization strategies can be a sustainable model for soil rehabilitation in vulnerable ecosystems with economically valuable crops. In conclusion, fertilization based on site-specific soil and weather analysis is crucial for addressing nutrient deficiencies in problematic soil and achieving optimal growth of mango trees.

GREENWAY PLANT LANDSCAPE PREFERENCES AMONG WORKERS IN URBAN BUSINESS DISTRICTS

Li Chen — 2026-03-30

Rapid high-density development of central business districts has intensified environmental stressors for urban workers. Research confirms that individuals experience stress-reducing effects when immersed in their preferred natural settings. However, surveys on the preferences of urban business district workers for the greenway plant landscapes in their working areas are still relatively rare. This study selected Zhengzhou's North Longhu Financial Island as its research site, conducting a questionnaire survey among working populations. By October 2025, 582 valid responses were collected. Findings indicate that at the landscape design level, users generally favour greenway environments characterised by colour diversity, diverse plant species, clearly layered planting arrangements, and an emphasis on practicality and comfort. These findings provide a reference for the selection of plant varieties and planting methods in the subsequent design of greenways in urban business districts.

EXTENDING THEORY OF CONSUMPTION VALUES IN CULINARY TOURISM: A VALUE–INTERACTION–SATISFACTION FRAMEWORK FOR REVISIT INTENTION IN MALAYSIA

Mohd Saifullah Rusli — 2026-03-01

Culinary tourism has become an important source of destination differentiation, as local food experiences allow tourists to engage directly with culture, authenticity, and everyday social life in a destination. Although research in this area has expanded, the literature remains conceptually fragmented, particularly in explaining how local food experiences translate into tourist loyalty and revisit intention in multicultural settings. To address this gap, this paper develops an integrated conceptual framework that explains revisit intention in culinary tourism by linking local food consumption values to loyalty outcomes through satisfaction. Drawing on the Theory of Consumption Values, Expectancy–Disconfirmation Theory, and Social Exchange Theory, the framework conceptualises functional, emotional, social, epistemic, and conditional values as key antecedents of tourist satisfaction, and positions satisfaction as a central mediating mechanism leading to revisit intention. In addition, tourist–local interactions are incorporated as an experiential component that strengthens value evaluation and satisfaction formation, while destination image is proposed as a contextual boundary condition that moderates the satisfaction–revisit intention relationship. Based on an integrative conceptual analysis of prior literature, the paper advances theoretical propositions that clarify the roles of consumption values, social exchange, and destination-level perceptions in shaping loyalty-related outcomes. The study contributes by offering a holistic application of consumption values in culinary tourism, embedding tourist–local interactions within value-based explanations, and extending the role of destination image beyond a direct antecedent. Practical implications are also outlined for destination managers and policymakers seeking to strengthen culinary tourism strategies to support sustainable tourism development, and the framework provides a foundation for future empirical testing.

DEVELOPING A CONCEPTUAL FRAMEWORK OF HALAL CERTIFICATION, EMOTIONAL EXPERIENCE, SERVICE INNOVATION, AND DESTINATION LOYALTY IN MALAYSIAN ISLAMIC TOURISM

Liana Natasya Mohd Lazim — 2026-03-16

The primary objective of this study is to propose a conceptual model consisting of the relationship between halal certificates for food and beverages, emotional experience, service innovation, tourist satisfaction, and destination loyalty in the context of Malaysian Islamic tourism. As a preliminary study, this study used a self-administered questionnaire to gather the data for the pilot survey, which focused on Muslim tourists from international Islamic nations visiting Malaysia’s Islamic tourism sites. Purposive sampling was used to choose the respondents with certain criteria. SPSS version 26 was used to examine the demographic profile of the respondents and reliability analysis of halal certification for food and beverages, emotional experience, service innovation, tourist satisfaction, and destination loyalty. The findings indicate a high consistency of measuring items for each construct, which provides a strong foundation for the actual study. Consequently, the administration of Islamic tourism and tour companies will gain profit from the devoted foreign Muslim travellers who come to Malaysia.

PERSUASIVE COMMUNICATION IN MULTILINGUAL SERVICE ENCOUNTERS: A SOCIOCULTURAL PERSPECTIVE FROM SABAH’S TOURISM INDUSTRY

Wan Hurani Osman — 2026-03-31

Persuasive communication plays a critical role in customer service interactions, particularly within multilingual and culturally diverse tourism destinations. Rather than treating persuasion as a set of transferable techniques, this study conceptualises persuasive communication as a sociocultural situated practice shaped by linguistic diversity, cultural expectations, and interactional norms. It explores how sociocultural factors shape the persuasive communication practices of frontline customer service employees in Kota Kinabalu, Sabah, a key tourism hub in East Malaysia. Although research on intercultural communication and service discourse has expanded globally, empirical investigations focusing on persuasion in frontline service encounters in East Malaysian contexts remain limited. To address this gap, the study employs a mixed-method approach, combining survey data with semi-structured interviews involving frontline staff from the hospitality and tourism sectors. The findings indicate that persuasive communication is not only frequently used but also perceived as indispensable for achieving service-related goals such as managing complaints, recommending services, and maintaining customer satisfaction. However, sociocultural differences, including linguistic variation, culturally grounded expectations of politeness, and differing perceptions of value often give rise to misunderstandings and communication breakdowns. These challenges were particularly evident in interactions with international tourists from China, Korea, and Europe, reflecting the diverse visitor profile of the city. Participants consistently highlighted the need for systematic training in intercultural communication, conflict management, and complaint handling to strengthen persuasive effectiveness. By illustrating how persuasive practices are mediated by sociocultural conditions in multilingual service environments, contributes to applied linguistics and workplace communication research. The findings also offer practical implications for integrating sociocultural competence into English for Specific Purposes (ESP) curricula and professional training programmes for customer-facing industries in Sabah and comparable tourism destinations.

A CASE STUDY ON THE DEVELOPMENT OF KAMPUNG TANJUNG ARU LAMA AS A POST COVID-19 RESILIENT COMMUNITY-BASED TOURISM DESTINATION IN KOTA KINABALU, SABAH

Michelle Vun Yi Ling — 2026-03-05

This research explores strategies to enhance post-COVID-19 resilience and promote sustainable growth in community-based tourism (CBT) in Kampung Tanjung Aru Lama, Sabah. In order to guarantee long-term sustainability and profitability, the study assesses the impact of CBT on local communities, looks into the challenges they encounter, and suggests a conceptual framework for CBT. The results of a quantitative approach that includes questionnaire surveys, with field observations and literature review highlight important issues such limited marketing, skill gaps, environmental concerns, and unstable finances. However, the study also identifies possibilities for CBT progress in the community, including a high interest in tourism business, rich cultural assets, and natural coastal resources. To improve local involvement and promote long-term resilience, the suggested approaches include collaborative networking models, financial management systems, and capacity-building initiatives. According to the study's findings, Kampung Tanjung Aru Lama has the potential to develop into a viable CBT model for Tanjung Aru and entire state of Sabah with the right institutional support and community involvement.

THE EFFECT OF AR/VR APPLICATIONS ON INTENTION TO VISIT MUKAH, SARAWAK: AN EMPIRICAL STUDY AMONG HIGHER INSTITUITIONS STUDENTS

Habsah Mohamad Sabli — 2026-03-18

This study examines how Augmented Reality (AR) and Virtual Reality (VR) influence tourism intention towards Mukah, Sarawak among Malaysian university students. Data were collected through an online survey involving 422 respondents from public and private higher education institutions. The analysis combined descriptive statistics, thematic analysis, Pearson correlation, and exploratory factor analysis using SPSS version 27. The findings show consistently positive evaluations of the AR/VR experience, particularly in relation to content informativeness, visual clarity, ease of use, and overall satisfaction. A significant positive relationship was found between user satisfaction and intention to visit Mukah (r = .68, p < .01), indicating that immersive applications can strengthen destination interest even before physical travel takes place. The qualitative responses further suggest that respondents valued the experience for its immersive, informative, and engaging qualities. Nevertheless, the results should be interpreted with caution because the sample comprised students rather than actual visitors. Overall, the study suggests that AR/VR can serve as an effective promotional and educational tool for rural tourism destinations.

BRIDGING HERITAGE AND TECHNOLOGY: A REVIEW OF DIGITAL APPROACHES IN HERITAGE TOURISM

Ruslinda Abdullah — 2026-03-31

This study examines the application of digital technologies in the documentation and promotion of heritage tourism through a systematic literature review using the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) framework. Articles were collected from major academic databases, including Scopus, ScienceDirect, and Google Scholar, covering publications from 2021 to 2024. The screening process resulted in 35 relevant articles for detailed analysis. The findings reveal increasing adoption of digital technologies, including Augmented Reality (AR), Virtual Reality (VR), Geographic Information Systems (GIS), Heritage Building Information Modelling (HBIM), and digital platforms, in heritage tourism. These technologies enhance visitor engagement, improve heritage documentation, and support more effective tourism promotion. The review also identifies several research gaps, particularly the limited attention given to non-United Nations Educational, Scientific and Cultural Organization (UNESCO) cities and smaller heritage destinations. The study provides insights into emerging technological trends. It highlights practical strategies for integrating digital technologies into heritage conservation and tourism development.

CONCEPTUAL FRAMEWORK AND FUTURE RESEARCH DIRECTIONS FOR A WEB-BASED AUGMENTED REALITY FOR SUSTAINABLE TOURISM

Kangadharan Gopinath — 2026-03-16

This paper is a systematic review of the new role of Web-Based Augmented Reality (WebAR) in the promotion of sustainable tourism with particular focus on the educational and environmental value that it adds. The review is conducted using a scoping methodology in line with the PRISMA-ScR guidelines to make the review transparent and methodologically rigorous. The search was conducted in academic databases (Scopus, Web of Science, and Google Scholar) on the keywords WebAR, augmented reality, sustainable tourism, heritage management, and digital learning. It screened 52 articles published since 2012, 26 of which passed through the inclusion criteria in thematic synthesis. The review presents three clusters of dominant research, namely: (i) WebAR as a cultural heritage preservation and environmental protection, (ii) educational and behavioural effects of immersive technologies, and (iii) governance and policy mechanisms to facilitate sustainable adoption. Although the adoption of digital data is fast in Southeast Asian studies, comparative data in Europe and the Middle East shows that there are advanced integration with cloud learning, artificial intelligence, and open-access education platforms. Based on the synthesis, it is proposed to create a conceptual framework that would connect WebAR applications to sustainability results in the environmental, social, and economic aspects. The paper ends by offering recommendations on how the study can be empirically tested, work with other parts of the global community, and more closely aligned with the United Nations Sustainable Development Goals (SDGs), specifically SDG 4 on quality education and SDG 11 on sustainable cities and communities.

GREEN TRANSFORMATIONAL LEADERSHIP AS A CATALYST FOR GREEN HRM IN EMERGING HOSPITALITY MARKETS: EVIDENCE FROM KANO, NIGERIA

Kuwata Mohammad Goni — 2026-03-31

This study examines how green transformational leadership (GTL) influences environmental performance in the hospitality sector through the adoption of green human resource management (GHRM) practices. Drawing on transformational leadership theory, the Ability–Motivation–Opportunity (AMO) framework, and the Natural Resource-Based View (NRBV), the study investigates the mechanisms through which leadership-driven environmental values translate into organizational sustainability practices. Specifically, the research examines whether GHRM mediates the relationship between GTL and environmental performance and whether GTL strengthens the effect of GHRM on environmental outcomes. Data were collected through a survey of over 300 employees from registered hotels in Kano State, Nigeria. The study employs Partial Least Squares Structural Equation Modelling (PLS-SEM) to test the proposed structural relationships. The findings indicate that GHRM practices significantly improve environmental performance in hotels, and that GHRM partially mediates the relationship between GTL and environmental outcomes. The results also suggest that green transformational leadership strengthens the positive relationship between GHRM and environmental performance. This study contributes to sustainability research in emerging hospitality markets by providing empirical evidence from Sub-Saharan Africa and highlighting the strategic role of leadership-driven HR practices in improving environmental performance. The findings provide evidence-based recommendations for hotel managers and policymakers seeking to promote sustainable hospitality practices.