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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 325 Documents
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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.

Page 33 of 33 | Total Record : 325

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