JOURNAL OF TOURISM, HOSPITALITY AND ENVIRONMENT MANAGEMENT (JTHEM)

INVESTIGATING CAREER INTENTION AMONG HOSPITALITY INTERNS: THE INFLUENCE OF CAREER BARRIERS

Mohd Aliff Abdul Majid — 2025-09-07

This research investigates career barriers and career intentions among hospitality interns. The growing hotel and tourism industry has led to increased employment opportunities and expanded hospitality and tourism courses. Despite internships aiming to enhance, personal and social barriers hinder career intentions. The study employs a quantitative, cross-sectional approach with 111 hospitality interns. Data from an online survey was analyzed to explore relationships between career barriers and career intention. The research has been able to identify the best predictor on career intention among hospitality interns. By examining the variables, this study aims to provide insights for academic and practical improvements in career preparation for emerging hospitality professionals.

CULINARY JOURNEY: A QUANTITATIVE ANALYSIS OF AUTHENTIC GASTRONOMIC EXPERIENCES IN WEST SUMATRA, INDONESIA

Naseh Ulwan — 2025-09-18

Gastronomic tourism has become a global phenomenon where tasting local cuisine is a key reason people travel. West Sumatra, Indonesia, renowned for its rich Minangkabau culinary heritage and culture, serves as an ideal destination for those seeking authentic food experiences. Although Padang restaurants are well-known internationally, the true Minangkabau culinary experience is best enjoyed in its place of origin. This study compares the effects of gastronomic motivation and local food authenticity on authentic culinary experiences and tourist satisfaction among both domestic and international visitors in West Sumatra. Using the Stimulus-Organism-Response (S-O-R) model and data from 198 respondents, the results indicate that for domestic tourists, authentic culinary experience mediates the relationship between food authenticity and satisfaction, while gastronomic motivation does not have a significant indirect effect. Conversely, for international tourists, both factors have significant direct and indirect effects on satisfaction through authentic culinary experience. These findings highlight the importance of authenticity and active engagement in shaping tourist satisfaction. Therefore, it is recommended that destination management strategies focus on authenticity and cultural storytelling for international visitors, while enhancing interactive experiences for domestic tourists. This research offers valuable insights for developing more effective gastronomic tourism strategies.

ANALISIS KEPERLUAN PEMBANGUNAN MODEL PELANCONGAN DIGITAL MENGGUNAKAN REALITI LUASAN (AUGMENTED REALITY) BERBAHASA ARAB UNTUK PELANCONG MUSLIM DI NEGERI SELANGOR

Mohammad Imran Ahmad — 2025-08-27

Pelancong Muslim dari Timur Tengah semakin memilih Selangor sebagai destinasi utama pelancongan. Namun, ketiadaan aplikasi pelancongan digital yang menggunakan teknologi Realiti Luasan (AR) dalam bahasa Arab dan berteraskan nilai Islam menyukarkan pengalaman pelancongan yang berkesan. Kajian ini dijalankan untuk mengenal pasti keperluan, kekurangan dan kehendak pelancong Arab Muslim terhadap pembangunan aplikasi pelancongan digital Islamik berasaskan AR di Selangor. Kajian ini menggunakan pendekatan kuantitatif dengan mengedarkan soal selidik kepada 100 orang pelancong Muslim berbahasa Arab. Dapatan kajian menunjukkan bahawa majoriti responden menyokong keperluan aplikasi pelancongan yang bersifat interaktif, mesra pengguna, mengandungi kandungan Islamik serta menyokong fungsi luar talian dan bahasa Arab. Responden juga menekankan kepentingan ciri seperti waktu solat, arah kiblat, tempat ibadah, serta integrasi GPS dan visualisasi lokasi sejarah Islam. Kajian ini mencadangkan pembangunan aplikasi pelancongan digital yang bersifat responsif, inklusif, dan sensitif terhadap nilai dan keperluan pelancong Muslim. Aplikasi sebegini bukan sahaja berpotensi memperkukuh sektor pelancongan Islam di Selangor, malah dapat menyumbang kepada agenda dakwah kontemporari dan pembangunan ekonomi negeri.

Muslim tourists from the Middle East increasingly select Selangor as a preferred travel destination. However, the absence of digital tourism applications that utilise Augmented Reality (AR) technology in Arabic and reflect Islamic values hampers a meaningful tourism experience. This study aims to identify the needs, limitations, and expectations of Arabic-speaking Muslim tourists in relation to the development of an AR-based Islamic digital tourism application in Selangor. A quantitative survey was conducted involving 100 Muslim tourists. The findings reveal that the majority of respondents support the development of an interactive, user-friendly application that incorporates Islamic content, offline functionality, and Arabic language support. Key features emphasised include prayer times, Qibla direction, places of worship, GPS integration, and Islamic heritage visualisation. The study recommends the development of a responsive and inclusive AR-based tourism application that aligns with the values and expectations of Muslim travellers. Such an application holds potential not only to enhance Islamic tourism in Selangor but also to contribute to contemporary da’wah and regional economic development.

THE ROLE OF STAKEHOLDERS IN BAIJIU TOURISM IN CHINA: A STAKEHOLDER THEORY PERSPECTIVE

Xue Han — 2025-09-07

Baijiu tourism is an emerging niche sector that serves as a catalyst for regional economic development by integrating local industries, tourism, and cultural heritage that provide dynamic experiences of modern tourism. This study sets the stage for examining Baijiu tourism in the city of Bozhou in Anhui region of China that centred on stakeholder theory which posits that various groups such as local government, Baijiu liquor enterprises, tourism operators, local communities and tourists play pivotal roles in the developing Bozhou as Baijiu tourism hub. Through the identification of their roles and their interactions in promoting Baijiu tourism in Bozhou, value is co-created which emphasizes the active participation of all stakeholders. Another aim to provide insights into the challenges and opportunities inherent in developing a sustainable and culturally rich Baijiu tourism industry in Bozhou. This qualitative exploratory study employs semi-structured interviews to gather in-depth insights from a diverse group of stakeholders through purposive and snowball sampling of 20 participants, comprising 8 females and 12 males volunteers. The data collected is analyzed using thematic analysis, allowing for the identification of patterns, key themes, and underlying narratives within stakeholder perspectives. Findings revealed that stakeholder value matrix mapping is a strategic tool that categorizes stakeholders based on their roles and interactions with one another in the context of developing Baijiu tourism in Bozhou, China. By identifying stakeholders’ roles and understanding their interactions, the matrix provides a clear overview of stakeholder dynamics to foster a collaborative environment. A thorough examination of the challenges and benefits provides a balanced perspective, guiding the development of Baijiu tourism in Bozhou in order for stakeholders to make informed decisions. Balancing the benefits of promoting Baijiu tourism with an awareness of challenges allows the promotion of cultural and economic growth without compromising local heritage or environment.

HAZARDOUS WASTE AND ITS IMPLICATIONS ON REPRODUCTIVE HEALTH: A REVIEW

Minhalina Masyitah Jauhari — 2025-09-08

Improper management of hazardous waste poses serious risks to public health and environmental integrity. This review discusses how exposure to toxic substances like zinc, lead, cadmium, mercury, arsenic, and vanadium affects reproductive health. These harmful pollutants are known to interfere with sperm production, damage egg quality, and disrupt hormone balance, consequently affecting fertility in men and women. This review also highlights the prenatal exposure pathways for pregnant women living near waste sites, linking these exposures to increased risks of birth defects and developmental disorders. Besides, the dangers faced by waste management workers were also reviewed, exploring the ethical concerns regarding environmental injustice in the siting of toxic waste facilities near vulnerable populations. This review emphasizes the urgent need for integrated public health advocacy, occupational safety regulations, and environmental monitoring to mitigate these risks. Thus, protecting reproductive health from ecological pollutants is essential, and it requires a multidisciplinary approach, informed policy action, and sustained community engagement.

MILLENNIALS’ UNDERSTANDING OF STAYCATION CONCEPT TRENDING AFTER CRISIS

Nor Syuhada Zulkefli — 2025-08-10

The staycations gained popularity as an alternative form of leisure. Staycations involve spending time in nearby locations, typically within one's local environment, to relax and unwind. Millennials and Generation Z are particularly drawn to this trend because they prefer new experiences, convenience, and cost savings. This study used a qualitative approach using in-depth interviews to explore the key terms of the staycation concept, focusing on their behaviors, perceptions, and experiences in Malaysia. The main finding found five themes to describe of staycation concept among Millennials, which are length of stay, distance, intention, flexibility, and the desire to explore local destinations. Findings suggest that staycations are not only a practical alternative to traditional vacations but also a meaningful experience that promotes relaxation, sustainability, and connection to local culture.

CUSTOMER ACCEPTANCE OF ROBOT SERVICE QUALITY AT KLUANG RAIL COFFEE

Siti Hajar Zakariah — 2025-09-01

The integration of robotics into the Malaysian food and beverage (F&B) sector has emerged as a promising innovation, particularly in enhancing operational efficiency and service quality. However, limited research explores customer acceptance of robotic services in this context. This study investigates customer perceptions of robotic service quality at Kluang Rail Coffee, Johor specifically assessing the impact of tangibility, reliability, responsiveness, assurance, and empathy on customer satisfaction. A quantitative approach was employed, collecting structured survey data from 267 respondents representing a broad demographic spectrum. The study found that tangibility, encompassing the robots’ appealing design and user-friendly features, was highly rated. Reliability, measured by task consistency and minimal malfunctions, also gained positive responses. Responsiveness, demonstrated by the robots’ promptness and adaptability, significantly influenced customer acceptance. Assurance, reflecting trust and confidence in robot service, emerged as a critical factor, while empathy, though limited by technological constraints, highlighted potential areas for future enhancement. Statistical analysis, including Spearman’s rank correlation, revealed a strong positive relationship between perceived service quality and customer acceptance. These insights offer practical implications for restaurant operators and policymakers seeking to optimize robotic services in Malaysian F&B settings. The study concludes that strategic improvements in service quality dimensions can drive greater acceptance, enhancing customer satisfaction and operational efficiency. Future research should explore AI-driven personalization to improve empathy in robotic interactions.

EMPOWERING MOUNTAIN GUIDES FOR SUSTAINABLE TOURISM AND VISITOR WELLNESS IN KINABALU UNESCO GLOBAL GEOPARK

Lesley Soon Sang Hiew — 2025-09-07

This paper investigates how tourist well-being and sustainable tourism practices within the Kinabalu UNESCO Global Geopark are affected by mountain guide empowerment. The main goal is to have a thorough awareness of the functions mountain guides perform in advancing environmental consciousness, improving cultural appreciation, and thus supporting visitor general well-being. Using a systematic literature review (SLR) to synthesise current information on the topic, a qualitative research approach was used to reach this. Using topic synthesis approaches, relevant academic papers, reports, and case studies from reputable sources including Scopus, Web of Science, and Google Scholar were methodically located, chosen, and examined.
Three primary theme areas sustainability awareness encouraged by guides, their part in promoting cultural appreciation, and their contributions to visitor wellness were the emphasis of the evaluation. By means of critical examination of thirty peer-reviewed papers released between 2013 and 2024, important trends were clear, underscoring the transforming power of guides as arbitrators between environmental preservation and visitor experiences. Studies have shown that well-trained guides improve tourists' emotional involvement and environmental awareness, therefore enhancing their travel experiences. Often found as contributing elements to good visitor well-being were themes like cultural storytelling, eco-interpretation, and emotional connection. According to the summary, empowering guides via organised training in environmental education and wellness-oriented interpretation techniques greatly increases both tourist enjoyment and ecological responsibility. The study comes to the conclusion that expanding sustainable tourism at Kinabalu Geopark depends critically on formalising guide certification procedures including features of wellness promotion and sustainability education. This study advises further ethnographic and participatory action research to expand knowledge of the lived experiences of guide and guest alike, thereby laying a basis for next policy and training schemes in sustainable tourism.

DEVELOPMENT OF TOURISM APPS IN IMPROVE THE ECONOMY OF ASNAF BUSINESSES IN PERLIS

Muhammad Nurfiqri Mohd Hajar — 2025-08-05

The years 2024-2025 are established as the year to visit Perlis as part of the eco-tourism effort by the Perlis state. Therefore, a study on the effectiveness of the proposed establishment of tourism apps towards the development and economic impact of SME Asnaf Perlis has been proposed. The concept of smart Tourism has become crucial after the launch of the National Tourism Policy (NTP) 2020-2030 on the 23rd December 2020, to ensure the continuity of the country’s tourism industry and to turn Malaysia into a preferred tourist destination globally. In this policy, the Transformation Strategies are to embrace ‘Smart Tourism’, a concept that combines information and communication technologies (ICTs) with tourism to improve visitor experience, efficiency of tourism operations, and to support sustainable tourism development (Gretzel et al., 2015). Input regarding Asnaf Perlis’s SME businesses will be added to various applications per the study's findings, which will help the targeted community drive their business to success and the effectiveness of these apps regarding their business development.

AI GENERATED CONTENT IN HOSPITALITY MARKETING: IMPACTS ON BRAND IMAGE AND BOOKING INTENTIONS

Nur Fathia Saleh — 2025-09-18

Artificial intelligence (AI) is reshaping the way hospitality businesses communicate with customers, offering opportunities to deliver personalized, efficient, and engaging marketing messages. While these advancements create new ways to connect with travelers, they also raise concerns about authenticity, trust, and credibility. Customers increasingly question whether AI-generated content truly reflects a brand’s identity or risks appearing impersonal and untrustworthy, issues that are especially critical in hospitality where trust strongly influences booking decisions. This study investigates how AI-generated content affects brand image and booking intentions in the hospitality industry, drawing on two theoretical perspectives: the Technology Acceptance Model (TAM) and the Source Credibility Theory (SCT). TAM explains how customers evaluate technology based on perceived usefulness and ease of use, while SCT highlights the role of trustworthiness and expertise in shaping acceptance of messages. Integrating these theories, the study proposes a framework to understand consumer responses to AI marketing content. Findings from the framework suggest that AI can positively influence brand perception and drive bookings, but only when messages are seen as credible, authentic, and aligned with customer expectations. Theoretically, this research extends TAM and SCT by applying them to AI-driven hospitality marketing. Practically, it provides guidance for marketers on crafting AI-generated messages that foster trust and credibility while avoiding the risks of over-automation. By addressing current concerns about authenticity and transparency, this study fills a key gap in understanding AI’s role in hospitality marketing and lays the foundation for future empirical research in real-world contexts.

MAPPING THE SCHOLARLY LANDSCAPE: REVISIT INTENTIONS AND MOTIVATION IN SOCIAL MEDIA INTERACTIONS

Zulaffendi Jamalludin — 2025-09-01

This study comprehensive analysis of the scholarly landscape surrounding revisit intentions and motivation in social media interactions. With the ubiquitous use of social media platforms, understanding users' revisit intentions and motivations is crucial. Despite growing interest, there remains a need to systematically map the research landscape, identify key contributors, and discern trends and gaps. Employing bibliometric analysis techniques, we examined publications from 2014 to 2023, utilizing scholarly databases and citation indices. Our methodology involved collecting and analysing publication data, including trends in output, author distribution, and subject areas. Visualizations and statistical analyses elucidated patterns and relationships. Our findings reveal a significant increase in publications, indicating a growing interest and maturity in the field. Fluctuations in publication rates were noted, potentially influenced by technological advancements, research priorities, and emerging trends. Dominant authors and collaborative networks were identified, offering insights into influential voices and collaboration opportunities. Additionally, the multidisciplinary nature of research on revisit intentions and social media interactions was highlighted. In conclusion, our study provides valuable insights into the scholarly landscape of revisit intentions and motivation in social media interactions. By mapping the research landscape and identifying key contributors, our findings can guide future research initiatives, foster collaborations, and inform decision-making processes. Moreover, our study contributes to a deeper understanding of users' behaviours and interactions within the dynamic realm of social media.

THE ROLE OF ISLAMIC PROPAGATION SOCIETY INTERNATIONAL (IPSI) IN FACILITATING EFFECTIVE MOSQUE TOUR: AN ISLAMIC DA’WAH PERSPECTIVE ON INTERPERSONAL COMMUNICATION WITH NON-MUSIM TOURISTS

Zulkefli Aini — 2025-09-07

This study investigates the role of the Islamic Propagation Society International (IPSI) in guiding effective mosque tours, focusing on the implementation of Islamic da'wah through interpersonal communication with non-Muslim tourists. With the increasing globalization and inter-religious interactions, mosques have the potential to act as influential platforms for fostering understanding between Muslims and non-Muslims. However, there is a lack of systematic research on how these interactions are facilitated during mosque tours and the role of organized institutions such as IPSI in this process. The primary objective of this study is to analyze the communication strategies as well techniques employed by IPSI in engaging non-Muslim tourists to ensure informative and respectful mosque tours that align with Islamic da'wah principles. Utilizing a qualitative methodology, the research involved semi-structured interviews with IPSI tour guides especially the President of IPSI, as well as observational studies of mosque tours to collect rich, contextual data on the interpersonal dynamics at play and document analysis from several reading material related to the study. Findings reveal that IPSI's approach to mosque tours emphasizes empathetic communication, structured engagement, and the addressing of misconceptions, which are crucial in creating a positive and enlightening experience for non-Muslim visitors based on several steps of mosque tour. The study highlights the effectiveness of personal narratives and interactive dialogue in enhancing visitors' understanding of Islamic beliefs and practices. The significance of this research lies in its contribution to the field of intercultural dialogue, showcasing how structured da'wah efforts can serve as a bridge to foster greater appreciation and respect among diverse religious communities. The insights gained from this study can inform future strategies for Islamic organizations aiming to enhance outreach and promote harmonious interfaith relations through educational tourism.

DECODING CHINESE CONSUMERS' AMBIVALENT ATTITUDES AND USAGE INTENTIONS TOWARD BAMBOO FURNITURE

JinFeng Wang — 2025-09-18

This study explores the multidimensional perceptions, complex attitudes, and purchase intentions of Chinese consumers towards bamboo furniture, aiming to interpret the paradox between its venerated cultural status and low market penetration. Employing an exploratory quantitative approach, this research surveyed 318 Chinese consumers via an online questionnaire. The instrument combined Semantic Differential and Likert scales to measure consumer perceptions across three dimensions—value, quality, and aesthetics—along with their preferences and intentions. The research reveals inherent contradictions in consumer perceptions. First, the perceptual dimensions exhibit a hierarchical structure: value perception (cultural, environmental) is rated highest, followed by aesthetic perception, and lastly, quality perception. Second, negative stereotypes regarding quality persist, particularly among consumers lacking direct usage experience. Third, while environmental and cultural benefits are core drivers of attraction, concerns over maintenance and stylistic integration act as primary deterrents. Finally, consumer preferences show a significant polarization between traditional and modern design styles. The findings offer practical implications for designers and bamboo furniture enterprises. Companies should adopt differentiated strategies. Design efforts must establish a clear stylistic positioning while emphasizing the product's durability and sturdiness. Marketing initiatives should aim to reshape the "quality narrative," overcoming consumer hesitation through contextualized displays and hands-on offline experiences. This paper is the first to systematically construct a "perceptual map" of Chinese consumers' views on bamboo furniture, identifying key perceptual dimensions and their inherent tensions. It provides a crucial empirical foundation for future research in this field and for the advancement of sustainable consumption practices.

DEVELOPMENT OF A COASTAL OCEAN ACIDIFICATION VULNERABILITY INDEX (COAVI)

Jamil Tajam — 2025-09-01

Coastal ocean acidification (COA), driven by rising atmospheric CO₂ levels and localized stressors such as eutrophication and freshwater inputs, poses significant risks to marine ecosystems, fisheries, and coastal communities. Despite its increasing impact, there is limited assessment of COA vulnerability at regional and local scales. This study proposes the development of a Coastal Ocean Acidification Vulnerability Index (COAVI) to systematically quantify and map the susceptibility of coastal environments. The COAVI integrates three key components: (i) Exposure, which includes coastal Total Alkalinity, pH variability, Sea Surface Temperature, Salinity, fCO₂, Aragonite and Calcite Saturation State (Ω_Ar & Ω_Cal), (ii) Sensitivity, which considers the presence of calcifying species and calcification rates and (iii) Adaptive Capacity, which evaluates socioeconomic resilience, and mitigation strategies. Data will be collected from remote sensing sources, in-situ monitoring, scientific literature, and national reports, followed by normalization, weighting, and spatial analysis using Geographic Information System (GIS) tools. The resulting index will identify high-risk coastal regions, providing a valuable tool for policymakers, researchers, and conservationists to prioritize intervention strategies. By systematically assessing COA vulnerability, this study aims to support sustainable coastal management and enhance climate resilience in marine-dependent communities.

EXPLORING ANTECEDENTS OF SUSTAINABLE PERFORMANCE IN FASHION INDUSTRY, USING A SYSTEMATIC LITERATURE REVIEW APPROACH

Raheleh Alipour Bazkiaei — 2025-09-07

The fashion industry as one of the largest sectors globally, is among the most resource-consuming in the world regarding environmental impact. The fashion firms consist of the different phases of design and production, the activities which are not mostly eco-friendly. On another side, the growing demand for sustainability in this industry has provoked a move in the way firms approach their activities. In the recent past, different changes have been observed in design and production for an improved environmental and social performance to achieve sustainability goals. Hence, with the purpose of exploring and reviewing the available research on sustainable performance and green practices, this study used a systematic literature review protocol. Applying narrative synthesis method and using the Web of Sciences and Scopus databases, it analysed the latest literature from 2014 to 2024 to assess the significant role fashion designers play to drive sustainability trends within the fashion industry. By exploring key concepts such as green practices and the integration of technologies, this paper identified how these approaches contribute to social, economic, and environmental sustainability. The review combined existing studies, highlighting key trends, and factors that fashion designers employ in integrating sustainability into their work, offering insights for future research.

FROM LANDSCAPE TO BRANDSCAPE: THE ROLE OF LOCAL CULTURAL IDENTITY IN SHAPING GUILIN’S TOURISM BRAND PERCEPTION

Xi Huang — 2025-09-08

This article takes the tourism brand of Guilin as the research object to explore how the local cultural identity shapes tourists' brand perception in the transformation process from "landscape" to "brand landscape". Through qualitative research and questionnaire surveys, this paper analyzes how the natural landscapes and distinctive cultural resources of Guilin are refined into symbolic and differentiated brand elements, and examines tourists' cognition and emotional connection to these elements. Research has found that embedding local cultural identity into tourism brands through narrative construction, visual symbols and experience design can not only enhance brand uniqueness, but also stimulate tourists' cultural identity and sense of belonging, thereby improving brand loyalty. The research provides theoretical inspiration for the branding of destinations in the context of the integration of culture and tourism, emphasizing the core role of cultural roots in the long-term competitiveness of brands.

LITTERING AND ENVIRONMENTAL NEGLIGENCE ASIA A BIBLIOMETRIC ANALYSIS OF GLOBAL RESEARCH TRENDS (2000–2025)

Nurul Faezah Yahaya — 2025-08-26

This bibliometric analysis investigates global research trends on littering and environmental negligence in Asia over a 25-year period, from 2000 to 2025. The study aims to explore the development of scholarly attention in this field, identify major thematic areas, and assess the role of technology, tools, and education in shaping the academic discourse. Despite the growing urgency of waste-related environmental issues in the region, systematic evaluations of the academic response remain limited. To address this gap, data were extracted from the Scopus database using a structured search strategy focused on the keywords "technology", "tools", and "education". After applying inclusion criteria based on language, document type, and publication year, a total of 986 articles were selected for analysis. The dataset was processed and refined using Scopus Analyzer, OpenRefine, and VOSviewer software, enabling detailed mapping of publication trends, co-authorship networks, subject area distribution, and keyword co-occurrence. Results show a significant increase in publication output from 2015 onwards, with peak activity observed between 2021 and 2025. Most contributions came from the disciplines of environmental science, agricultural and biological sciences, and earth and planetary sciences, with limited representation from social sciences, behavioural research, and policy studies. Southeast Asian countries, particularly Indonesia, Malaysia, and Thailand, were among the top contributors, though varying in levels of international collaboration. Keyword analysis revealed dominant themes related to ecological impact, marine litter, and decomposition, with emerging interest in microplastics and environmental education. This study contributes to a deeper understanding of the research landscape on environmental negligence in Asia and highlights the need for more interdisciplinary engagement. The findings offer direction for future studies and policy development aimed at advancing sustainable waste management practices through integrated scientific and educational approaches.

FORECASTING RELIGIOUS TOURISM IN KARBALA: ECONOMIC IMPLICATIONS FOR IRAQ'S SUSTAINABLE DEVELOPMENT (2025-2027)

Moslim Ali Obieas — 2025-09-07

This study examines religious tourism in Karbala, Iraq as a strategic driver of economic development, analysing its multidimensional impacts and potential for sustainable growth. The research employs a mixed-methods approach using official statistical records from the Holy Abbas Shrine and the Central Bank of Iraq, applying time-series analysis on visitor data from 2016 to 2023. Findings demonstrate remarkable growth in religious tourism, with visitor numbers increasing from 11.2 million to 22 million, representing 96% growth despite temporary COVID-related declines. Statistical modeling through curve estimation provides reliable projections for 2025-2029, indicating continued growth. Economic analysis reveals that the accommodation services of tourism revenue suggest opportunities for economic diversification. The study identifies religious tourism's distinctive characteristics, including resilience to economic fluctuations, year-round continuity with seasonal peaks, and cross-demographic appeal. The research contributes to theoretical frameworks connecting religious tourism with sustainable development while providing practical insights for policymakers. The study concludes that maximizing economic benefits requires balanced approaches, preserving Karbala's religious identity while enhancing infrastructure and diversifying tourism-related economic activities. This research addresses significant knowledge gaps regarding religious tourism's role in economic development within Iraq's unique context.

ZEN AESTHETICS AND GUEST EXPERIENCE: EXPLORING THE ENVIRONMENTAL AND EXPERIENTIAL IMPACTS OF ZEN-INSPIRED DESIGN IN MODERN LEISURE RESORTS

Pei Feng Wu — 2025-09-08

This study explores the influence of Zen aesthetics on the environmental design and guest experiences within modern leisure resorts. Rooted in the principles of simplicity, harmony, and mindfulness, Zen design offers a unique framework for enhancing guest satisfaction, emotional well-being, and connection with nature. However, the increasing commercialization of Zen aesthetics poses challenges in maintaining authenticity and philosophical integrity. Through an exploratory qualitative approach, this research investigates how Zen-inspired elements—such as natural materials, minimalist spatial design, and integrated nature components—are applied in resort environments and how they affect guest perceptions and experiences. A purposive sample of 20 participants, including resort managers and guests, was selected to provide insights through semi-structured interviews. Thematic analysis revealed five major research themes: the identification of key Zen design components, their role in attracting guests, their contribution to guest tranquility, their ability to foster human-nature connection, and the impact of Zen-inspired activities on guest engagement and well-being. Results indicate that Zen design successfully promotes calmness and introspection through elements such as open spaces, earthy tones, and meditative zones. Zen-related cultural practices—like tea ceremonies, calligraphy, and yoga—were found to enrich guest experiences and encourage cultural appreciation. Despite the positive impacts, the study highlights the need for balance between modern luxury amenities and traditional Zen values. Furthermore, it emphasizes the importance of integrating sustainable practices aligned with Zen philosophy. This study contributes to both academic literature and industry application by offering a conceptual framework that links Zen aesthetics to environmental psychology, design theory, and hospitality experience. Recommendations include designing with ecological awareness, preserving cultural authenticity, and curating immersive experiences rooted in Zen philosophy. Ultimately, Zen-inspired design emerges as a transformative approach for redefining the standards of sustainable and mindful tourism in the contemporary hospitality industry.

BIBLIOMETRIC ANALYSIS OF HERITAGE TOURISM AND DIGITAL TECHNOLOGY RESEARCH: TRENDS, THEMES, AND EMERGING FRONTIERS

Nur Hidayah Abd Rahman — 2025-08-10

This study presents a comprehensive bibliometric analysis of the intersection between heritage tourism and digital technology, highlighting prevailing trends, dominant themes, and emerging frontiers in the field. As heritage tourism increasingly integrates digital technologies to enhance preservation, interpretation, and visitor engagement, it becomes essential to map the scholarly landscape to inform future research and practice. Despite growing academic interest, a systematic and data-driven overview of this interdisciplinary domain remains limited. Addressing this gap, the study analysed 229 publications retrieved from the Scopus database, focusing on works published between 1997 and 2025. Using a combination of Scopus Analyser for initial data filtering, OpenRefine for data cleaning and standardisation, and VOSviewer for network visualisation, the research identified key authors, influential journals, collaborative networks, and thematic clusters. The analysis revealed a sharp increase in scholarly output over the last decade, with significant contributions from countries such as China, the United Kingdom, and Italy. Core research themes include virtual heritage, Augmented Reality (AR), smart tourism, and digital storytelling, with a notable rise in interdisciplinary collaboration. Citation and co-authorship analyses further highlighted strong international research linkages and the emergence of digital innovation as a pivotal axis in the discourse of heritage tourism. The study concludes that digital technology is not only transforming heritage tourism experiences but also reshaping scholarly dialogue through the evolution of research networks and conceptual frameworks. These findings provide valuable insights for academics, practitioners, and policymakers seeking to understand and contribute to this dynamic and rapidly evolving research frontier.

EXAMINING THE FACTORS THAT INFLUENCE TOURISM STUDENTS’ INTENTION TO SERVE PEOPLE WITH DISABILITIES IN THE ACCOMMODATION SECTOR

Fatin Syafiqah Nurrulhisham — 2025-09-18

The purpose of this study is to examine the factors that influence tourism students’ intentions to serve people with disabilities in the accommodation sector. Using the Theory of Planned Behavior (TPB), this study examines the roles of attitude, subjective norms and perceived behavioral control in shaping students’ service intention. The respondents will be students enrolled in the Bachelor of Tourism Management program at Universiti Malaysia Terengganu, selected through purposive sampling. The data for this study will be collected using an online questionnaire distributed through Google Forms. The data obtained will be analyzed descriptively using Statistical Package for Social Science (SPSS) and correlation analysis. The findings are expected to guide education and policy efforts in promoting inclusive practices in the tourism industry.

UNVEILING THE ECOSYSTEM BENEFITS OF ECO FOREST PARKS: A CONCEPTUAL VIEW

Devika Krishnan — 2025-09-01

Eco forest parks are essential for sustaining biodiversity, mitigating climate impacts, and promoting environmental awareness. However, the ecosystem benefits they offer are often undervalued or fragmented in current conservation strategies. This paper addresses the gap by conceptualizing a framework to systematically understand the ecosystem benefits of eco forest parks. The objective is to identify and classify these benefits under four main ecosystem service categories—provisioning, regulating, cultural, and supporting—while aligning them with conservation and sustainable development goals. This conceptual research employs qualitative content analysis of secondary literature from multidisciplinary sources. The findings highlight that eco forest parks provide more than ecological value; they contribute significantly to socio-economic development, education, and public health. However, the lack of integrated planning and recognition limits their potential. It is recommended that ecosystem benefits be incorporated into national green policies and community-based conservation programs to strengthen ecological resilience and public engagement

EXPLORING KEY BARRIERS TO PLANT-BASED MEAT ACCEPTANCE IN MALAYSIA: SENSORY, PRICE, NUTRITION, AND AVAILABILITY DIMENSIONS

Mohd Salehuddin Mohd Zahari — 2025-09-07

The global movement toward a plant-based diet and lifestyle, known as the Plant-Based Revolution, has gained substantial traction in recent years due to its potential benefits for personal health, environmental sustainability, and animal welfare. However, the growing awareness and availability of plant-based options, the widespread adoption of this revolution faces various barriers that hinder its acceptance across diverse populations. This conceptual paper delves into an extensive review of existing literature on the plant-based movement, including its documented health benefits, ecological advantages, evolving consumer attitudes, and the multifaceted barriers impeding its broader societal integration. Drawing upon these interdisciplinary insights, a conceptual framework is proposed. This framework integrates key constructs such as sensory perception, price sensitivity, nutritional skepticism, and product availability each representing salient inhibitors frequently cited in extant literature. Furthermore, the framework is proposed to conceptualize within Malaysia’s diverse demographic landscape. The model aims to elucidate the interplay between these variables and their influence on consumer resistance or acceptance, thereby offering a comprehensive lens through which behavioral patterns can be better understood. Ultimately, this proposed framework not only guide for empirical investigations but contributes both theoretical and practical implications.

THE ROLE OF GREEN INNOVATION IN CATALYZING CIRCULAR ECONOMY PRACTICES TO ENHANCE SUSTAINABILITY PERFORMANCE IN THE ELECTRICAL AND ELECTRONIC INDUSTRY

Putri Nur Azalea Ghazali — 2025-09-18

As global concerns over environmental damage and resource scarcity, the Electric and Electronic (E&E) industry faces increasing pressure in enhancing its sustainability performance. Even though more focus is given to sustainability, limited research on the relationship between green innovation and circular economy practices in enhancing sustainability performance in this sector is being studied. Thus, this study aims to investigate the role of green innovation in driving sustainability performance and examine how circular economy practices affect and mediate this relationship within the E&E industry. The conceptual framework was developed based on two theories, which are the resource-based view (RBV) and natural-resource-based view (NRBV) theories. Both theories were used to explore the connection between green innovation, circular economy practices, and also sustainability outcomes. Using a narrative review approach, it aims at synthesizing and interpreting the data from the existing literature, specifically in E&E firms. The findings revealed that green innovation significantly contributes to improved environmental, economic, and social performance. Moreover, circular economy practices not only directly enhance sustainability performance but also help in mediating the effect of green innovation. This shows their function as a strategic enabler. This study uses a theory which enhances previous models by integrating RBV and NRBV. These theories explain how firms can build sustainable competitive advantage through innovation and resource circularity. From a practical perspective, this study offers important guidance for industry stakeholders and policymakers who aimed at adopting integrated green and circular strategies to achieve long-term sustainability. Since the study focuses solely on the E&E sector in a specific regional context, future research should examine a wider range of industries and include other moderating variables to broaden and enhance the understanding of this subject matter.

A SYSTEMATIC REVIEW OF TECHNOLOGY’S IMPACT ON THE TOURISM INDUSTRY

Zulaffendi Jamalludin — 2025-09-01

This systematic literature review (SLR) explores the impact of technology on the tourism industry, that influence on customer interactions, operational strategies, and sustainability. Rapid technological advancements have reshaped the industry, creating both opportunities and challenges in adapting to digital innovations. Despite extensive research on this topic, the need for a comprehensive synthesis remains to understand the broader implications of technology’s integration across tourism sectors. The review adopts a structured methodology, examining 29 (n=29) peer-reviewed studies published between 2023 and 2024 from databases such as Scopus and Web of Science. A systematic and through review of existing literature was conduct, encompassing studies, experiment and implementation of immersive virtual reality (IVR) in technology on the tourism industry based on Preferred Reporting Items for Systematic Reviews and Meta-Analysis (PRISMA) framework. The selection criteria focused on studies of Technology Integration in Tourism, Behavioural Impacts in Tourism and Sustainable Tourism Development and Psychological. However, issues such as technostress, security concerns, and uneven technological adoption persist. The analysis highlights that while technology has facilitated sustainable growth, achieving a balance between growth and environmental conservation remains complex. The review concludes that strategic management, cross-disciplinary collaboration, and effective policy implementation are essential for maximizing technology's benefits while mitigating its negative effects. The findings offer valuable insights for academics, practitioners, and policymakers aiming to enhance tourism sector resilience and sustainability.