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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 9, No 1 (2026): February 2026" : 10 Documents clear
Investigating the Determinants of Eco-Friendly Purchase Intention among Malaysian Consumers in the Food and Beverage Industry Huei Lok, Yee; Mohd Hasri, Fatin Hazimah; Draman, Felix Frall Anak; Mesuan, Fifi Ellia Najwani; Fion, Tew Chin En; Mayur, Rahul; Kee, Daisy Mui Hung
International Journal of Tourism and Hospitality in Asia Pasific Vol 9, No 1 (2026): February 2026
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v9i1.4367

Abstract

The global shift toward sustainability has greatly influenced consumer behavior, particularly within Malaysia’s growing food and beverage (FB) sector. Yet, a persistent gap remains between consumers’ eco-friendly behavior and their actual purchasing decisions. This study investigates the determinants of eco-friendly purchase intention among Malaysian consumers in the FB industry, focusing on environmental concern, environmental knowledge, and perceived consumer effectiveness (PCE). A quantitative research design was employed using an online survey administered to 200 Malaysian consumers. The findings reveal that all three variables exert a significant positive influence on eco-friendly purchase intention, with environmental knowledge emerging as the strongest predictor. The findings provide valuable practical insights into the key determinants influencing Malaysian consumers’ purchase intention toward eco-friendly FB products. The result can assist FB industry in creating effective marketing strategies that promote sustainability while guiding consumers toward environmentally responsible purchasing decisions.
Brewing Loyalty in the Coffee Shop Industry: The Role of Brand Experience and Service Quality in Shaping Customer Commitment Ng, Wei Chien; Xiong, Yu; Xiong, Jingxuan; Xin, Zetian; Xie, Shuhan; Srivastava, Yashasvi; Kee, Daisy Mui Hung
International Journal of Tourism and Hospitality in Asia Pasific Vol 9, No 1 (2026): February 2026
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v9i1.4396

Abstract

This study investigates the determinants of customer loyalty toward The Coffee Bean Tea Leaf (CBTL) in Malaysia by analysing the influence of service quality, ambience/environment, and staff behaviour, with customer satisfaction as a mediating factor. Using a quantitative approach, data were collected from 360 respondents through an online survey, with most participants being female and aged between 21 and 30 years. All constructs demonstrated acceptable reliability, with Cronbach’s alpha values above 0.70, and respondents generally reported positive perceptions of the assessed variables. The findings reveal strong positive correlations among all constructs, and regression analysis shows that service quality (? = 0.287, p .001), ambience/environment (? = 0.305, p .001), and staff behaviour (? = 0.305, p .001) significantly predict customer satisfaction, explaining 69.1% of its variance (R² = 0.691). Customer satisfaction also exhibits a strong positive effect on customer loyalty (? = 0.829, p .001), accounting for 68.8% of the variance (R² = 0.688). Overall, the study confirms that customer satisfaction plays a crucial mediating role linking service-related factors to loyalty outcomes and provides practical insights for café managers seeking to strengthen customer retention in Malaysia’s competitive coffee industry.
Understanding the Antecedents and Consequences of Residents’ Attitudes Toward Tourism Development and Environmental Responsibility in Community-Based Tourism Villages: A Sustainable Tourism Perspective Ismulyati, Sri; Ngarbingan, Hubertina Karolina; Janita, Ike; Ginting, Ginta
International Journal of Tourism and Hospitality in Asia Pasific Vol 9, No 1 (2026): February 2026
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v9i1.4316

Abstract

The development of sustainable tourism has become a central focus in the tourism sector. While its economic benefits are well recognized, tourism must also take responsibility for maintaining environmental sustainability. Despite its positive impacts, tourism can also bring negative effects on the environment. To support the development of environmentally responsible tourism strategies, this study proposes a model that integrates two theoretical approaches: Norm Activation Theory (NAT) and the Theory of Planned Behavior (TPB). Conceptually, this research aims to develop and test a model that provides a more comprehensive understanding of the factors shaping community attitudes toward responsible tourism development from the supply-side perspective. This study involved 165 respondents who are residents of three tourism villages in the Special Region of Yogyakarta (DIY): (1) Nglanggeran Tourism Village (Gunungkidul Regency), (2) Krebet Tourism Village (Bantul Regency), and (3) Kelor Tourism Village (Sleman Regency). The sampling technique used was non-random purposive sampling, and data were analyzed using SmartPLS to examine the relationships among variables. The results show that the intention of local communities in tourism villages to behave in an environmentally responsible way is strongly influenced by a combination of personal and social factors. Personal norms, which reflect individuals’ internal values, are found to be the strongest drivers in shaping positive attitudes toward environmental responsibility. These positive attitudes, in turn, become key predictors of the intention to act responsibly toward the environment. Social norms, or the expectations of the surrounding community, also play a role in encouraging pro-environmental attitudes, although their influence is weaker than that of personal norms. Moreover, perceived behavioral control is also important, as individuals’ confidence in their ability to carry out environmentally responsible actions significantly affects their intentions. The study further reveals a significant mediating effect, showing that personal and social norms indirectly influence behavioral intentions through attitudes. This finding highlights that attitude serves as a vital link that translates personal values and social influences into concrete intentions to act responsibly.
From Craving to Convenience: Factors Influencing Customer Satisfaction in GrabFood Malaysia Kee, Daisy Mui Hung; Jong, Seng Xu; Wei Wong, Jeremy Jin; Kumaraguru, Keerthi A/P; Jia, Yu Xuan
International Journal of Tourism and Hospitality in Asia Pasific Vol 9, No 1 (2026): February 2026
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v9i1.4372

Abstract

GrabFood stands as Malaysia’s leading food delivery platform, a position reinforced by its nationwide expansion in 2023. The rapid growth of food delivery applications has transformed how consumers interact with restaurants and access meals. Among these platforms, GrabFood has distinguished itself by offering speed, convenience, and reliability. This study investigates the factors influencing customer satisfaction toward GrabFood, focusing on the roles of perceived usefulness, perceived ease of use, perceived trust, perceived risk, perceived convenience, and customer experience. A quantitative research design was employed, utilizing an online survey distributed to active GrabFood users across Malaysia. Data were collected from 200 respondents and analyzed to test the proposed hypotheses. Our findings reveal that perceived usefulness, ease of use, trust, and convenience positively influence customer experience and customer satisfaction, whereas perceived risk has a negative impact. Customer experience significantly predicts customer satisfaction. Our study contributes to both theory and practice by demonstrating that enhancing users’ experience can strengthen customer satisfaction and loyalty within Malaysia’s highly competitive food delivery industry
External Support and Supply-Side Strategies For Sustaining Halal Tourism: An Integrated Analysis Maesaroh, Imas; Ngarbingan, Hubertina Karolina; Janita, Ike; Ginting, Ginta
International Journal of Tourism and Hospitality in Asia Pasific Vol 9, No 1 (2026): February 2026
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v9i1.4317

Abstract

Halal tourism represents a rapidly expanding niche within the global tourism industry, driven by the growing demand for services aligned with Sharia principles. However, ensuring its long-term sustainability remains a critical challenge, particularly from the supply-side perspective. Grounded in integrated theoretical and conceptual frameworks, this study examines how attitudes and perceived risks associated with halal tourism influence product design and business continuity. It further explores how external support such as that provided by government agencies and other stakeholders acts as a moderating variable that strengthens the relationship between supply-side factors (attitudes and perceived risks) and the sustainability of halal tourism enterprises.This study investigates the effects of service providers’ attitudes and perceived risks on product design and business sustainability, while also assessing the moderating role of external support. Employing a quantitative approach with purposive non-probability sampling, data were collected from 310 halal tourism entrepreneurs in the Special Region of Yogyakarta, Indonesia. The relationships among variables were analysed using Structural Equation Modelling (SEM) with Partial Least Squares (PLS). Entrepreneurs’ attitudes toward halal tourism exert a significant influence on product design; however, such attitudes alone are insufficient to ensure long-term business survival. Although perceived risk does not hinder the product design process, it poses a substantial threat to business sustainability. External support has been shown to strengthen the impact of positive attitudes on both product design and business continuity, yet it remains less effective in mitigating the adverse effects of perceived risk. This study contributes theoretically to the growing body of supply-side tourism literature and provides strategic insights for policymakers and halal tourism stakeholders seeking to enhance the competitive advantage and sustainable development of halal tourism destinations.
Analysis of Factors Influence Customer Satisfaction: A Case Study in AirAsia Company in Asia Lim, Sheue Hui; Tripathi, Minakshi; Lim, Yin Ting; Lim, Yu Xin; Lim, Zi Jun; Liu, Jun Liang; Singh Sengar, Saurya Pratap; Kansal, Bhavnidhi; Kee, Daisy Mui Hung
International Journal of Tourism and Hospitality in Asia Pasific Vol 9, No 1 (2026): February 2026
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v9i1.4374

Abstract

AirAsia is one of the leading airlines in the Asean region, particularly within the low-cost carrier industry. With more than 130 routes across countries such as Malaysia, Thailand, Indonesia and China, AirAsia has successfully made air travel more affordable and accessible to a wide range of customers. This study aims to examine the key factors that influence customer satisfaction towards AirAsia. The novelty of this study lies in an integration framework that encompasses multiple factors, demonstrating their relative influence on customer satisfaction. The factors investigated in this study include service quality, price, convenience, and Customer Relationship Management (CRM). Quantitative research was conducted through a website-based survey, where data was collected from 150 respondents through a Google Form questionnaire. The findings reveal that CRM has the strongest impact on customer satisfaction while service quality, price, and convenience also contribute significantly, but convenience has the least impact among the factors examined. Managerially, low-cost carriers should prioritize CRM initiatives to enhance customer satisfaction. To conclude, customer satisfaction is an essential driver of sustainability growth in the airline industry. By strengthening service quality, price, convenience, and CRM factors, AirAsia can reinforce its competitiveness in the airline market
The Impact of TikTok Advertising on Purchase Intention in the F&B Industry: The Mediating Role of Brand Awareness Ibrahim, Haslindar; Pandey, Rudresh; Riduan, Rusydina Amirah Mohd; Hui, Saw Jia; Fadzil, Sarah Qamarina Meor Ahmad; Yi, Sally Poh Jia; Kee, Daisy Mui Hung
International Journal of Tourism and Hospitality in Asia Pasific Vol 9, No 1 (2026): February 2026
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v9i1.4380

Abstract

This study investigates the impact of TikTok advertising on brand awareness and purchase intention within the Food and Beverage (FB) industry. With the rapid growth of short-form video content, TikTok has become an excellent platform where businesses can engage with their consumers and effectively promote their brands. Nonetheless, there is limited academic evidence on how TikTok advertising influences consumer behaviour in the FB context. This research adopted a quantitative research design in which data were gathered via an online survey from a sample of 150 active TikTok users who had been exposed to advertisements in the FB industry. Using multiple regression analysis, the data were analysed to test the relationships between TikTok advertising, brand awareness and purchase intention. The findings reveal that TikTok advertising has significantly enhanced both brand awareness and purchase intention, with brand awareness partially mediating this relationship. This study shows the potentiality of TikTok as a digital marketing tool in improving brand presence and driving consumer purchasing behaviour. Thus, the results have important implications for marketers in developing engaging and creative TikTok content strategies to increase consumer engagement and sales in the FB sector.
The Impact of Environmental and Sustainability in The Food and Beverage Company: A Case of Danone Tunde, Odebunmi Abayomi; Kuek, Thiam Yong; Rai, Neha; Loke, Pei Qian; Looi, Er Xian; Muguran, M. Sanggita A/P; Irianuoluwayimika, Mafe Olumwatunmise; Kumari, Kriti; Kumar, K. Sujan
International Journal of Tourism and Hospitality in Asia Pasific Vol 9, No 1 (2026): February 2026
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v9i1.4376

Abstract

This study examines the sustainability practices implemented by Danone, a leading company in the food and beverage sector, and compares these efforts with industry benchmarks to assess their effectiveness. The research aims to determine how corporate sustainability strategies influence environmental performance and brand reputation. A quantitative design was used, with a survey questionnaire distributed through purposive sampling to gather customer perceptions of Danone’s sustainability initiatives. The collected data were analyzed using descriptive and inferential statistics to evaluate the relationship between sustainability practices and organizational outcomes. The findings indicate that Danone shows strong commitment to carbon neutrality, responsible sourcing, and circular packaging, although challenges persist in maintaining supply chain transparency and enhancing customer engagement. The study concludes that effective sustainability integration strengthens both environmental responsibility and corporate competitiveness. It recommends adopting transparent communication, continuous innovation, and stakeholder collaboration to support long-term sustainable growth.
The Impact of Product Quality, Service Quality, and Digital Infrastructure Quality on Customer Loyalty: Evidence from Zus Coffee Malaysia Lok, Yee Huei; Tan, Lay Hong; V, Ranjith P.; Kumar, Bhupendra; Cheng, Wen Xuan; Chen, Zhan Hang; Chen, Zi Xian; Latha, Pullela Sneha; Mohammed P, Hafis; Sarfaraz, Nida; Kee, Daisy Mui Hung
International Journal of Tourism and Hospitality in Asia Pasific Vol 9, No 1 (2026): February 2026
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v9i1.4383

Abstract

This study investigates the impact of product quality, service quality, and digital infrastructure quality on customer loyalty at Zus Coffee Malaysia. As competition intensifies in Malaysia’s coffee retail industry, customer retention has become increasingly challenging, especially with the rise of digital platforms and changing consumer expectations. The main objective of this research is to examine how these three dimensions of quality influence customer loyalty among Zus Coffee customers. A quantitative research method was employed through an online survey of 101 respondents across major Malaysian cities. Our findings present that product quality and service quality have a significant positive impact on customer loyalty, while digital infrastructure quality such as mobile app usability and digital payment efficiency also plays a key supporting role. Our study highlights the importance of integrating both physical and digital quality factors to enhance customer loyalty in the coffee industry. Additionally, it offers practical insights for managers seeking to enhance customer satisfaction through strategic improvements in product consistency, service quality and digital infrastructure engagement, aligning with consumers’ expectations for quality and convenience.
From Local Flavor to Global Engagement: Strategic Localization Approaches for Marrybrown Malaysia Jian, Oh Zi; Pandey, Rudresh; Mazzuan, Nur Alya Maisarah; Sahu, Aditya Kumar; Yusra, Nur Amalina Hadirah; Halim, Nur Aqilah Abdul; Amir Hamzah, Nur Ardina; Tomar, Sania; Kee, Daisy Mui Hung
International Journal of Tourism and Hospitality in Asia Pasific Vol 9, No 1 (2026): February 2026
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v9i1.4375

Abstract

This study examines strategic approaches for enhancing Marrybrown Malaysia’s global competitiveness through menu localization, customer engagement, and brand loyalty. Drawing on localization and engagement theories, the study investigates how customer engagement and brand loyalty influence acceptance of localized menu strategies in international markets. A quantitative research design was adopted, and data were collected from 151 Malaysian consumers using a structured questionnaire. Multiple regression analysis revealed that customer engagement has a significant positive effect on menu localization, while brand loyalty also demonstrates a positive but comparatively weaker influence. The findings suggest that active customer interaction and emotional attachment to the brand enhance consumer acceptance of culturally adapted menu offerings. This study contributes to the limited literature on Malaysian fast-food brands by providing empirical evidence on localization strategies that support global expansion. The findings offer managerial insights for Marrybrown to strengthen digital engagement and leverage loyal customers when implementing international localization strategies.

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