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All Journal Journal of Applied Sciences in Travel and Hospitality
Deen, Anisah
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Social Sciences

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The effect of CSR on brand attitudes, brand image, and trust: A case of restaurants in Iran Omidvar, Mohammadsadegh; Deen, Anisah
Journal of Applied Sciences in Travel and Hospitality Vol. 8 No. 2 (2025): JASTH: Journal of Applied Sciences in Travel and Hospitality
Publisher : Unit Publikasi Ilmiah, P3M, Politeknik Negeri Bali

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31940/jasth.v8i2.225-241

Abstract

Corporate social responsibility (CSR) has increased has received ongoing attention due to its influence on customer behavior thus, a conceptual model is put forward to investigate the effects of CSR on brand attitude, brand trust, brand image and ultimately brand equity. Data were collected via online questionnaires to restaurant customers in Tehran and a total of 468 responses were achieved. Multivariate analysis including confirmatory factor analysis (CFA) and structural equation modeling (SEM) was used to test the conceptual model. Results reveal that CSR has a significant effect on brand attitude, brand image, brand trust and brand equity. These results have major managerial implications particularly for restaurants that are engaged in CSR activities as findings indicate that engaging in CSR activities can lead to added value to their services. This study demonstrates that there is a new bias emerging among Iranian consumers moving towards restaurants adhering to social and environmental issues.
Post-pandemic recovery strategies of Coastal hotels: Durban, South Africa Gareeb, Sai-Risha; São João, Erica; Deen, Anisah
Journal of Applied Sciences in Travel and Hospitality Vol. 7 No. 1 (2024): JASTH: Journal of Applied Sciences in Travel and Hospitality
Publisher : Unit Publikasi Ilmiah, P3M, Politeknik Negeri Bali

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31940/jasth.v7i1.17-29

Abstract

The COVID-19 pandemic caused prevalent effects across multiple industries; the hotel industry in parti-cular was impacted severely. However, Durban hotels derived innovative recovery strategies that could be implemented in most hospitality operations to alleviate financial disruptions. Furthermore, exemplifies the significance of hotel preparedness in times of crisis. This study aims to investigate the effects and recovery strategies post-COVID-19 in Durban hotels to present recommendations to sustain the industry through disastrous events. A qualitative methodology was applied in the primary data collection through semi-structured interviews with hotel general and senior managers. Qualitative computer-assisted software known as ATLAS.ti was used in the data analysis. The findings indicate that the measures taken by hotels resulted in sustainable strategies that aided their survival through the pandemic. Strategies included marketing campaigns, competition analysis, tactical spending, and evolved offerings among others. This paper provides achievable practices that can be used in times of crisis or financial challenges for hotels irrespective of status or size.
Customer behaviour in restaurant establishments in South Africa during the COVID-19 pandemic Deen, Anisah; Kuhudzai, Anesu Gelfand; Geyser, Ita
Journal of Applied Sciences in Travel and Hospitality Vol. 8 No. 1 (2025): JASTH: Journal of Applied Sciences in Travel and Hospitality
Publisher : Unit Publikasi Ilmiah, P3M, Politeknik Negeri Bali

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31940/jasth.v8i1.51-62

Abstract

The tourism and hospitality industry was adversely impacted by the COVID-19 pandemic. Restaurants were affected greatly as businesses shut down because of the lockdown restrictions and limited movement within the country. There were distinct customer behavioural differences when visiting and dining in restaurants. These establishments were expected to execute the recommended safety protocols. Due to the lack of South African studies of this nature, this paper explores the shifts in customer behaviour when customers paid visits to various restaurant establishments in the Gauteng province of South Africa. Using the convenience sampling technique, the study achieved a valid sample size of 156 respondents by visiting ten restaurants. A quantitative research method was applied for an existing questionnaire that included Likert scale questions as well as open ended questions. The data was analysed using an exploratory factor analysis (EFA) as well as a dimension reduction technique. Findings indicate that customers’ behaviour has radically changed when dining out as a direct result of COVID-19. Quantitative analysis illustrates three factors: delivery service option, hospitality establishment hygiene and cleanliness and safety measures are viewed as the distinctive behaviours that customers were gravitating toward as lockdown restrictions eased.  Open-ended responses were analysed using content analysis whereby three themes emerged, namely: feelings of being unsafe; fear of contracting the virus and willingness to return to restaurants. Aspects such as cleanliness, physical environment and availability of delivery services are significant when it comes to customers’ willingness to dine in hospitality establishments during the COVID-19 pandemic.
Co-Authors Gareeb, Sai-Risha Geyser, Ita Kuhudzai, Anesu Gelfand Omidvar, Mohammadsadegh São João, Erica