cover
Article Per Year (5 Year)
All
Home Page
OAI Link
Editorial Team
Contact
Reviewer
Google Scholar
Contact Name
Ira Kristiana
Contact Email
journal.ijthap@gmail.com
Phone
+62341366222
Journal Mail Official
journal.ijthap@gmail.com
Editorial Address
Jl. Kahuripan No. 9 Hotel Sahid Montana, Malang, Indonesia
Location
Kab. malang,
Jawa timur
INDONESIA
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 325 Documents
 29   30   31   32   33 
Determinants of Digital Consumer Behavior in Online Food Delivery Applications in the Post-Pandemic Era Lok, Yee Huei; Teoh, Kok Ban; Cheang, Wen Jing; Chen, Liangyu; Chen, Quanxi; Feng, Xinkai; Chen, Zhuyi; Ali, Anees Jane; Kee, Daisy Mui Hung
International Journal of Tourism and Hospitality in Asia Pasific Vol 8, No 3 (2025): October 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v8i3.4226

Abstract

The rapid advancement of digital technology and post-pandemic lifestyle changes have significantly transformed consumer purchasing behavior, accelerating the growth of online food delivery (OFD) platforms. This study aims to examine the factors influencing customer behavior toward FoodPanda, a leading OFD service in Malaysia, focusing on purchase decisions, usage frequency, and satisfaction. Guided by the technology acceptance model (TAM) and the theory of planned behavior (TPB), the study investigates the effects of perceived promotion, perceived convenience, perceived trust, and service quality on consumer behavior. Using a quantitative approach, data were collected from 200 respondents through an online questionnaire and analyzed using multiple regression analysis. The model explains 80.1% of the variance in customer behavior, with perceived convenience (? = 0.303) being the most influential factor, followed by perceived promotion (? = 0.276) and perceived trust (? = 0.248), while service quality (? = 0.126) is positive but weaker. The results underscore the importance of convenience, trust, and promotional strategies in enhancing customer engagement. This study provides insights into post-pandemic digital consumption patterns and offers practical implications for improving user experience and marketing effectiveness in the competitive OFD market.
Determinants of Brand Equity: The Roles of Brand Awareness, Association, Loyalty, and Image in the Airline Industry Teoh, Kok Ban; Gan, Kia Hui; Jia Yee, Foong; Lee Fan, Gan; Shihui, Lin; Binti Harudin, Fathimah Az-Zahra; Wei, Fu; Ali, Anees Jane; Hung Kee, Daisy Mui
International Journal of Tourism and Hospitality in Asia Pasific Vol 8, No 3 (2025): October 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v8i3.4222

Abstract

AirAsia, a Malaysian low-cost airline, has recently faced operational challenges such as customer complaints, IT disruptions, and flight delays that have weakened customer trust and loyalty, leading to a decline in its overall brand equity. This study aims to examine the key factors influencing AirAsia’s brand equity, focusing on four independent variables: brand awareness, brand association, brand loyalty, and brand image. A total of 151 respondents participated in an online survey distributed via Google Forms, and the collected data were analyzed using descriptive and regression analysis through SPSS. The findings reveal that brand awareness (? = 0.260, p 0.01) and brand image (? = 0.394, p 0.001) significantly and positively influence brand equity, while brand association (? = 0.146) and brand loyalty (? = 0.104) have positive but insignificant effects. The model explains 69.6% of the variance in brand equity (R² = 0.696). These results suggest that AirAsia should strengthen brand awareness through digital marketing and improve brand image by enhancing customer experience, reliability, and communication to foster stronger brand equity.
Green Packaging as a Branding Strategy: How Eco-Friendly Materials Influence Brand Image and Customer Loyalty Aryani, Dwi Nita; Chen, Ng Wei; Kia Hui, Gan; Wei, Koh Teng; Ming Hooi, Khor; Ching, Lee Yi; Kesavan, Kashwini A/P; Ainurohmah, Afizah Sabrina; Hung Kee, Daisy Mui
International Journal of Tourism and Hospitality in Asia Pasific Vol 8, No 3 (2025): October 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v8i3.4192

Abstract

Plastic pollution and rising sustainability awareness have shifted consumer expectations toward environmentally responsible packaging. This study examines how green packaging influences brand equity and customer loyalty, focusing on Quaker Oats Malaysia. It specifically investigates the roles of environmental awareness, customer perception, willingness to pay, and brand image, with brand equity serving as a mediating variable. A quantitative survey of 150 Malaysian consumers aged 18–44 was conducted and analyzed using multiple regression in SPSS. The results indicate that willingness to pay (? = 0.323, p 0.01), brand image (? = 0.745, p 0.001), and brand equity (? = 0.367, p 0.01) significantly affect customer loyalty and brand strength. Environmental awareness also positively affects brand equity (? = 0.161, p 0.05) but has no direct effect on loyalty. Mediation analysis confirms that brand equity fully mediates the effects of environmental awareness and brand image on loyalty, explaining 64.6% of the variance in loyalty and 73.4% in equity. These findings emphasize that sustainability-driven brand equity transforms ethical initiatives into customer trust and long-term loyalty, making green packaging both an environmental and strategic advantage for consumer brands.
Examining Key Determinants of Customer Satisfaction in the Post-Pandemic Cinema Experience Binti Abdul Mohsin, Ainul Mohsein; Ali, A. J.; Kee, Daisy Mui Hung; Bin Mohamad Nassa, Muhammad Danish Haikal; Bin Sharuddin, Muhammad Afiq Adid; Bin Mohd Hatta, Muhammad Aiman; Bin Mohd Azrol Nizam, Muhammad Asyqar Widad; Bin Kamarudin, Muhammad Danish Akmal
International Journal of Tourism and Hospitality in Asia Pasific Vol 8, No 3 (2025): October 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v8i3.4221

Abstract

Customer satisfaction has become an important performance indicator for entertainment service providers such as cinemas, particularly in a competitive industry driven by experience and content quality. This study aims to analyze the factors influencing customer satisfaction toward Golden Screen Cinema (GSC) in Malaysia by examining five key determinants: ambience, service quality, accessibility, pricing, and movie genre. Using multiple regression analysis on data from 104 respondents, the findings reveal that ambience (? = 0.296, p 0.01) and movie genre (? = 0.313, p 0.001) have significant positive effects on customer satisfaction. In contrast, service quality (? = 0.172), accessibility (? = 0.045), and pricing (? = 0.138) do not significantly influence satisfaction. The model explains 68.1% of the variance in customer satisfaction (R² = 0.681), indicating strong explanatory power. The results suggest that the cinema experience and film selection are the main drivers of customer satisfaction, emphasizing the importance of enhancing environmental quality and curating appealing movie offerings to maintain customer satisfaction in the entertainment industry.
Understanding the Impact of Food Delivery Services on University Students’ Purchase Intentions Yusof, Rosmelisa; Sin, Liem Gai; Mohamed Fauzi, Nursafiyyah; Mohd Nasir, Nurul Afiqah; Mahidin, Nurul Alis Amira Ahmad; Suhaimi, Nurul Firzanah Mohd; Abu Bakar, Nurul Muzirah Syed; Ali, A. J.; Hung Kee, Daisy Mui
International Journal of Tourism and Hospitality in Asia Pasific Vol 8, No 3 (2025): October 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v8i3.4224

Abstract

GrabFood, one of the leading food delivery applications, has become an essential part of university students’ daily consumption behavior due to its convenience and accessibility. This study aims to examine the factors influencing students’ purchase intentions toward GrabFood by focusing on convenience, price, design, and food variety as independent variables, with trustworthiness serving as a mediating factor. Using a quantitative research design, data were collected from 102 university students in Malaysia through a structured questionnaire and analyzed using multiple regression with SPSS. The results reveal that food variety (? = 0.422, p 0.05) and price (? = 0.343, p 0.05) are the strongest positive determinants of purchase intention, followed by convenience (? = 0.214, p 0.05). In contrast, design (? = ?0.041) and trustworthiness (? = 0.080) do not exhibit significant direct effects. The model explains 69.3% of the variance in purchase intention (R² = 0.693), underscoring the predominance of functional and value-based factors over aesthetic considerations. These findings suggest that GrabFood should continue prioritizing fair and transparent pricing, expanding menu diversity, and maintaining service reliability to strengthen user trust, satisfaction, and long-term loyalty among university students.
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.

Page 32 of 33 | Total Record : 325

 29   30   31   32   33 

Filter by Year

2018 2026


Reset
Filter By Issues
All Issue Vol 9, No 1 (2026): February 2026 Vol 8, No 3 (2025): October 2025 Vol 8, No 2 (2025): June 2025 Vol 8, No 1 (2025): February 2025 Vol 7, No 3 (2024): October 2024 Vol 7, No 2 (2024): June 2024 Vol 7, No 1 (2024): February 2024 Vol 6, No 3 (2023): October 2023 Vol 6, No 2 (2023): June 2023 Vol 6, No 1 (2023): February 2023 Vol 5, No 3 (2022): October 2022 Vol 5, No 2 (2022): June 2022 Vol 5, No 1 (2022): February 2022 Vol 4, No 3 (2021): October 2021 Vol 4, No 2 (2021): June 2021 Vol 4, No 1 (2021): February 2021 Vol 3, No 3 (2020): October 2020 Vol 3, No 2 (2020): June 2020 Vol 3, No 1 (2020): February 2020 Vol 2, No 3 (2019): October 2019 Vol 2, No 2 (2019): June 2019 Vol 2, No 1 (2019): February 2019 Vol 1, No 1 (2018): October 2019 More Issue