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International Journal of Tourism and Hospitality in Asia Pasific
Published by AIBPM Publisher
ISSN : 26858800     EISSN : 26547945     DOI : https://doi.org/10.32535/
Core Subject : Humanities,
Humanities
IJTHAP aims to enhance theoretical development in the field of hospitality and tourism. In order to promote those innovations and fresh ideas, the journal alsso accepts conceptual research, book review, as well as essays of experience belongs to hospitality practitioners. The mission of IJTHAP is to publish scholarly empirical and theoretical research articles, offering authors and readers alike a combination of academic rigor as well as professional development. We also strive to develop a community composed of professionals and experts from anywhere around the globe.
Arjuna Subject : Umum - Umum
Articles 10 Documents
 1 
Search results for , issue "Vol 8, No 1 (2025): February 2025" : 10 Documents clear
Integrated Tourism Development Strategy Model in Increasing PAD and Community Economy in Southeast Sulawesi Province Nur, Muh.; Barqi, Sahbin; Budihard, Andi M.; Asraf, Asraf; Paluala, Kusman
International Journal of Tourism and Hospitality in Asia Pasific Vol 8, No 1 (2025): February 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v8i1.3795

Abstract

This study was conducted with the objectives of: (1) identifying factors that influence the development of integrated tourism (2) obtaining information on tourism destination management models to achieve tourism development that can increase Regional Income (PAD) and the community economy, and (3) obtaining information on strategies and concepts. The research locations were Bau-Bau City, North Konawe, Bombana, and Kolaka Regency. The analysis methods used were Partial Least Square (PLS) analysis and SWOT analysis. The conclusion of the results of this study shows are as follows: (1) Facilities and infrastructure in tourist areas currently only consist of several types. The existing facilities and infrastructure do not meet tourism quality standards due to lack of attention from the local government; (2) The Tourism Office faces several challenges in developing the tourism sector. This is because tourism is not considered a primary or leading sector in these areas; (3) The development of the tourism sector cannot be separated from the progress of information technology which is increasingly spreading in various regions in Southeast Sulawesi Province. The suggestion from the results of this study is that the Southeast Sulawesi government should hold/collect levies for each district that has tourist attractions to increase PAD.
From Bean to Brand: Decoding the Mechanisms of Trust and Engagement in Generation Z's Purchase Decisions Xia, Kun Peng; Lee, Yong Yu; Kimberley, Kong Miu Ling; Kong, Mei Yee; Khor, Su Hua; Kong, Jia Xian; A/P Ramachandran, Kirrthana; Kumar, Shravan; Ali, Anees Janee; Kee, Daisy Mui Hung
International Journal of Tourism and Hospitality in Asia Pasific Vol 8, No 1 (2025): February 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v8i1.3836

Abstract

Focusing on Generation Z consumers in Malaysia, this study investigates the role of brand awareness in shaping customer loyalty and purchase intention for Starbucks. The research method involved a multi-stage sampling procedure targeting Generation Z consumers in Malaysia (born 1997–2012) with recent Starbucks purchase experiences, using a pretested online survey to collect 101 valid responses from urban centers like Kuala Lumpur, Penang, and Johor Bahru. The results reveal that brand awareness enhances customer loyalty and fosters brand trust development. The brand trust serves as a powerful catalyst for brand engagement and customer loyalty, while brand engagement emerges as a crucial driver of both loyalty formation and purchase intentions. Customer loyalty exhibits a positive influence on purchase intention. These findings advance brand relationship theory by demonstrating the sophisticated pathways through which brand awareness influences behavioral outcomes among Generation Z consumers, highlighting the crucial mediating roles of trust and engagement. This research contributes to brand management literature by offering a nuanced understanding of how brand relationships develop among digital-native consumers while providing practical guidance for companies seeking to strengthen customer relationships in increasingly competitive markets.
Strategic Marketing in the Development of the Tourism Economy: Meleura Beach Hermawan, La Ode Andi; Rianse, Usman; Batin, Wade Rahma; Rianse, Muhammad Suriyadarman; Ridwan, Ahmad; Sarman, Sarman; Suha, La Ode Muhammad Misran Jumadi
International Journal of Tourism and Hospitality in Asia Pasific Vol 8, No 1 (2025): February 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v8i1.3802

Abstract

Tourism plays a significant role in the economic development of Indonesia, particularly in areas like Meleura Beach, Muna Regency, Southeast Sulawesi, which offers unique natural landscapes and cultural heritage. However, local MSMEs in the region face challenges in promoting their products and services due to limited digital marketing skills and technological adaptation. This study aims to explore the role of strategic marketing, especially digital marketing, in enhancing the attractiveness of the Meleura Beach tourism destination. A qualitative research approach, combining SWOT analysis and FGDs, was employed to assess the current marketing strategies of MSMEs and their potential for growth. The findings revealed that while businesses possess strengths in their unique products and local resources, many face weaknesses such as insufficient digital marketing capabilities and infrastructure. Opportunities for growth lie in leveraging digital marketing tools and community-based tourism, but threats from competition and regulatory changes remain significant. The study concludes that enhancing digital literacy among MSMEs, supported by government and private sector collaboration, is essential for increasing market reach and competitiveness. It is recommended that MSMEs focus on digital marketing, community involvement, and partnerships with international agencies to ensure long-term growth and sustainability in the global tourism market.
Consumer-Driven Growth: Analyzing the Relationship Between Brand Loyalty and Consumer Behavior in the Ice Cream and Tea Industry Hui, Gan Kia; Tan, Lay Hong; Zhang, Qi; Zhang, Jia Hui; Zhang, Shu Kun; Zhao, Ke Xian; Kee, Daisy Mui Hung
International Journal of Tourism and Hospitality in Asia Pasific Vol 8, No 1 (2025): February 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v8i1.3830

Abstract

As the economy grows and quality of life improves, there is a noticeable uptick in beverage consumption among people. Amidst numerous milk tea brands, MIXUE Ice Cream Tea distinguishes itself with its prudent capital management, swiftly expanding its market across various regions of China and overseas. This study aims to delve into the relationships between different aspects of consumer behavior (preferences, purchase intention, service experiences) and brand loyalty towards MIXUE Ice Cream Tea, providing valuable insights for enhancing customer retention and brand competitiveness. The findings suggest that perceived quality, promotions, brand services, and consumer preferences have little to no significant impact on brand loyalty, highlighting that the other factors, like affordability and customer engagement, maybe more influential. These results challenge traditional views and imply that MIXUE should adopt a balanced approach to brand strategy, focusing on deeper customer connections rather than solely relying on quality or pricing strategies. Additionally, this study endeavors to offer valuable insights for other players in the tea industry, potentially shaping their operational strategies and contributing to the overall market development.
Traditional Myth and Culture Tourism in Bali Mahagangga, IGAO; Wiranatha, Agung Suryawan; Sunarta, I Nyoman; Anom, I Putu
International Journal of Tourism and Hospitality in Asia Pasific Vol 8, No 1 (2025): February 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v8i1.3650

Abstract

Cultural tourism in Bali has begun to be forgotten, despite the fact that the first arrival of tourists in the past was driven by a unique culture, an exotic community, and a way of life different from their origins, including traditional myths or local myths. This qualitative research focuses on understanding traditional myths as cultural capital in tourism and whether they still hold power in tourism development, especially through tour guides at tourist destinations through focus observations, in-depth interviews, and literature studies. The research results indicate that at present, cultural tourism has become a symbol with minimal practice in tourism products. The existence of Balinese traditional myths in tourism is threatened by tourism practitioners, such as tour guides, who simply follow market trends and believe that many tourists no longer appreciate traditional myths as they once did. There is a need to raise awareness and return cultural tourism to its roots through traditional myths. The role of local government and other tourism stakeholders is urgent and crucial. In addition, for the younger generation, traditional myths, which contain many hidden moral messages, will be useful for sustainable tourism development. This makes it possible to develop tourism without building splendor and dense infrastructure, but rather by optimizing the traditional myths that already exist throughout Bali.
Strategies for Sustainable Tourism Development: A Case Study of Consumer Behavior in the Fast Fashion Retail Sector Hong, Tan Lay; Gadi, Paul Dung; Ridzal Hef, Syaza Udaimatunnur Safa Binti; Syed Hidzir, Syed Isyraf Muzammil Bin; Joe, Tan Chia; Yan, Tan Chia; Eiwins, Tan; Ali, A. J.; Kee, Daisy Mui Hung
International Journal of Tourism and Hospitality in Asia Pasific Vol 8, No 1 (2025): February 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v8i1.3831

Abstract

Uniqlo, a leading global fashion retailer, has gained popularity due to its affordability, quality, and brand identity. Understanding the key factors influencing consumer behavior is crucial for optimizing marketing strategies and customer engagement. This study examines the impact of psychological, social, cultural, economic, and personal factors on consumer purchasing behavior at Uniqlo. The objective of this research is to assess which of these factors significantly influence consumer decision-making. To achieve this, we conducted a survey and collected responses from 100 participants through Google Forms. The collected data were analyzed using multiple regression analysis to determine the relative impact of each factor. The results indicate that psychological (? = 0.275) and economic (? = 0.261) factors have the most substantial influence on consumer behavior, supporting H3 and H2, respectively. Social factors (? = 0.174) also play a significant role, affirming H1. However, cultural factors (? = 0.092) have a weaker influence, and personal factors (? = 0.008) show an almost negligible effect, rejecting H5. The model explains 41.6% of the variance in consumer behavior (R² = 0.416). These findings suggest that Uniqlo should focus on strengthening psychological and economic appeals in its branding and marketing strategies, emphasizing affordability, quality, and emotional connection to drive customer loyalty and engagement.
Optimizing the Potential of Leather Micro Industry through Innovation and Product Diversification by the Department of Industry, Trade, Energy, and Mineral Resources of Garut Regency Prihatini, Juliati; Wijaya, I Made Aldy
International Journal of Tourism and Hospitality in Asia Pasific Vol 8, No 1 (2025): February 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v8i1.3750

Abstract

Raw materials for sheepskin products are easily obtained in Sukaregang, Kota Wetan Village because it is a leather industry center. The Department of Industry, Trade, Energy, and Mineral Resources (Disperindag ESDM) of Garut Regency strives to improve the welfare of micro-industry business actors from leather through innovation and product diversification. The purpose of this study was to determine efforts to optimize local potential through innovation and product diversification carried out by the department, as well as inhibiting factors and efforts to overcome inhibiting factors. This research method is qualitative descriptive. Data collection techniques with observation, interviews, and documentation. Data analysis techniques include data reduction, data presentation, and drawing conclusions. The theory used is the optimization theory according to Siringoringo. The results of the study indicate that business actors have several inhibiting factors in efforts to optimize local potential. Efforts made by the Disperindag ESDM of Garut Regency to overcome these inhibiting factors include adding employees, providing capital assistance, and providing training and mentoring for product marketing through digital media and e-commerce.
The Factors Influencing the Degree of Digitalization: A Case Study of an International Accounting Firm in Malaysia Gadi, Paul Dung; Chien, Ng Wei; Hui, Yong Qian; Hong, Yeap Zheng; Hang, Yin; Jia, Yong Hui; Bai Hao, Zhang; Ali, A. J.; Kee, Daisy Mui Hung
International Journal of Tourism and Hospitality in Asia Pasific Vol 8, No 1 (2025): February 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v8i1.3837

Abstract

In this Industry 4.0 era, digitalization has become more common since it penetrates every industry and consequently brings drastic changes to firms, and there is no exception in the finance and accounting industry for implementing digitalization. Therefore, this study aims to explore the factors that impact the degree of digitalization in KPMG Malaysia. The survey was carried out by questionnaire distribution, which involved 408 respondents in order to collect the data. The SPSS software was used for data analysis. The regression analysis reveals that strategic corporate management, personal involvement, and employee circumstances significantly positively influence KPMG Malaysia's degree of digitalization, with personal involvement having the strongest impact. Technology and regulation, however, do not significantly affect digitalization. While this factor poses challenges, it does not substantially hinder digitalization. The model explains 47.5% of the variance in digitalization, highlighting the importance of leadership commitment, employee engagement, and personal involvement in driving digital transformation. These findings suggest that KPMG Malaysia should prioritize fostering personal involvement and strategic management while addressing employee needs to enhance digitalization efforts, even as regulatory and technological challenges remain manageable.
Organizational Citizenship Behavior (OCB) in the Management of Situ Leutik Tourist Attraction by the Disporta of Banjar City Government Ruyani, Nyi Raden; Muliawaty, Lia; Farizah, Fitri; Ibrahim, M. Yusuf
International Journal of Tourism and Hospitality in Asia Pasific Vol 8, No 1 (2025): February 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v8i1.3592

Abstract

Community-based tourism management requires the active role of the community and managers in creating a harmonious and productive work environment. Organizational citizenship behavior (OCB) is an important factor in increasing the effectiveness of tourism management, especially in the Situ Leutik tourist attraction, Banjar City. This study aims to analyze the role of OCB in the management of the Situ Leutik tourist attraction using a descriptive qualitative approach. Data were collected through observation, in-depth interviews, and literature studies. The results of the study indicate that five dimensions of OCB, namely altruism, prudence, sportsmanship, politeness, and civic virtue, play a role in improving the quality of tourism services. The community voluntarily helps visitors, maintains cleanliness, and demonstrates a professional attitude in interacting with tourists. However, there are still obstacles to community participation in tourism management decision-making. The conclusion of the study confirms that strengthening OCB behavior through increasing manager capacity and community involvement can increase the effectiveness of tourism management. Therefore, local governments need to implement more inclusive policies to support the sustainability of community-based tourism.
Digital Business Transformation and Business Resilience: The Moderating Role of Perceived Organizational Support in the Hospitality Emerging Business Economy Edeh, Friday Ogbu; Oben, Neji Desmond; Edeh, Blessing Friday; Asinai, Lilian; Muhammad, Kibuuka
International Journal of Tourism and Hospitality in Asia Pasific Vol 8, No 1 (2025): February 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v8i1.3753

Abstract

Hospitality businesses in emerging economies have adopted digital tools to improve service delivery, customer satisfaction, and stakeholder trust, prompting scholars to conduct empirical research to strengthen their resilience, particularly in Nigeria. This research investigated the effect of digital business transformation (DBT) on business resilience in an emerging business economy with perceived organizational support (POS) as a moderating role using a cross-sectional survey. The study focused on workers from selected hospitality businesses in Abakaliki, southeastern Nigeria, using simple random sampling to choose the businesses. Participants' demographics were analyzed with frequency distribution, and research hypotheses were tested using Partial Least Squares-Structural Equation Modeling (PLS-SEM). The study revealed that POS provides resources that moderate the effect of DBT on business resilience. Consequently, the study recommends that the management of hospitality firms should focus on DBT to help the firms to be resilient. This can be achieved through using digital tools, knowledge, skills, and processes to improve the turbulence-handling capability of the firm.

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