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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 329 Documents
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An Integrated Analysis of Key Factors Influencing Customer Satisfaction in Asian Low-Cost Airlines Sheue Hui Lim; Minakshi Tripathi; Yin Ting Lim; Yu Xin Lim; Zi Jun Lim; Jun Liang Liu; Saurya Pratap Singh Sengar; Bhavnidhi Kansal; Daisy Mui Hung Kee
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

The rapid growth of low-cost carriers (LCCs) has intensified competition in the airline industry, making customer satisfaction a critical determinant of long-term sustainability. AirAsia, as a leading low-cost airline in the ASEAN region, must continuously understand the factors shaping passenger satisfaction. This study aims to examine the influence of service quality, price, convenience, and Customer Relationship Management (CRM) on customer satisfaction with AirAsia. A quantitative research design was employed using an online survey administered via Google Forms. Data were collected from 150 AirAsia passengers in Asia and analyzed using multiple regression analysis in SPSS. The results indicate that CRM has the strongest positive effect on customer satisfaction (? = 0.427, p 0.001), followed by price (? = 0.366, p 0.001) and service quality (? = 0.168, p 0.05). Convenience shows a positive but statistically insignificant relationship with customer satisfaction (? = 0.059, p 0.05). These findings suggest that relational and value-based factors play a more decisive role than functional convenience in the low-cost airline context. The study concludes that prioritizing CRM initiatives, alongside competitive pricing and consistent service quality, is essential for enhancing customer satisfaction and sustaining competitive advantage in the airline industry.
The Impact of TikTok Advertising on Purchase Intention in the F&B Industry: The Mediating Role of Brand Awareness Haslindar Ibrahim; Rudresh Pandey; Rusydina Amirah Mohd Riduan; Saw Jia Hui; Sarah Qamarina Meor Ahmad Fadzil; Sally Poh Jia Yi; Daisy Mui Hung Kee
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 Odebunmi Abayomi Tunde; Thiam Yong Kuek; Neha Rai; Pei Qian Loke; Er Xian Looi; M. Sanggita A/P Muguran; Mafe Olumwatunmise Irianuoluwayimika; Kriti Kumari; K. Sujan Kumar
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 Yee Huei Lok; Lay Hong Tan; Ranjith P. V; Bhupendra Kumar; Wen Xuan Cheng; Zhan Hang Chen; Zi Xian Chen; Pullela Sneha Latha; Hafis Mohammed P; Nida Sarfaraz; Daisy Mui Hung Kee
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 Adaptation to Global Acceptance: Customer Engagement, Brand Loyalty, and Menu Localization Oh Zi Jian; Rudresh Pandey; Nur Alya Maisarah Mazzuan; Aditya Kumar Sahu; Nur Amalina Hadirah Yusra; Nur Aqilah Abdul Halim; Nur Ardina Amir Hamzah; Sania Tomar; Daisy Mui Hung Kee
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.
The Influence of Brand Image, Digital Marketing, and Online Customer Reviews on Purchasing Decisions in the Skincare Industry I Gusti Ayu Imbayani; I Made Surya Prayoga; Ni Komang Ayu Putri Dwiyanti
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.v8i3.3756

Abstract

The Indonesian skincare industry has experienced rapid growth, with Somethinc emerging as one of the most popular local brands. Despite its earlier success, recent data indicate a decline in Somethinc’s market position, raising concerns about the factors influencing consumer purchasing behavior. This study aims to analyze the influence of brand image, digital marketing, and online customer reviews on purchasing decisions for the Somethinc brand in Denpasar City. A quantitative research design was employed, using purposive sampling to collect data from 119 respondents who had previously purchased Somethinc products. Data analysis was conducted with SPSS version 26.0 to test the proposed hypotheses. The results show that brand image has a significant positive effect on purchasing decisions (? = 0.680; p 0.05), digital marketing also exerts a significant positive effect (? = 0.178; p 0.05), and online customer reviews significantly enhance purchasing decisions (? = 0.255; p 0.05). These findings highlight the importance of strengthening brand perception, optimizing digital marketing strategies, and managing online reviews to sustain consumer trust and market competitiveness.
Understanding Customer Satisfaction in Budget Airlines: A Malaysian Case Study Lay Hong Tan; Choon Ling Sim; Jia Hui Tan; Jing Hui Tan; Ke Rou Tan; Qiu Yu Tan; Shi Wei Tan; A. J. Ali; Daisy Mui Hung Kee
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.v8i3.4218

Abstract

Customer satisfaction is a crucial determinant of brand loyalty and long-term success in the competitive airline industry. Low-cost carriers, in particular, must continually enhance service quality to maintain customer trust and market advantage. This study aims to examine the factors influencing customer satisfaction among passengers of low-cost airlines in Malaysia. A quantitative research design was employed using an online questionnaire distributed via social media to frequent travelers, resulting in 150 valid responses. Data were analyzed using regression analysis, with customer satisfaction as the dependent variable and perceived convenience, perceived benefits, perceived security and privacy, and perceived trust as independent variables. The results show that perceived convenience (? = 0.110), perceived security and privacy (? = 0.210), and perceived trust (? = 0.334) have positive and significant effects on customer satisfaction, while perceived benefits (? = –0.026) show a minor negative relationship. The model explains 26.5% of the variance in customer satisfaction and is statistically significant (F = 14.555, Durbin-Watson = 1.825). These findings highlight the importance of building customer trust, ensuring transaction security, and enhancing convenience to strengthen satisfaction and loyalty. The results provide practical insights for low-cost airlines to improve service quality and sustain competitiveness in Malaysia’s aviation market.
Taste Beyond the Trend: How Service Quality Drives Customer Loyalty in Malaysia’s Fast-Service F&B Sector Jamin Kun Peng Xia; Louis Yong Yu Lee; Meenu Baliyan; Yeok Teng Chong; Zhiheng Chen; Cherry Lee Chee Chong; Zheng Hung Chin; Alif Aminullah; Sachin Kumar; Daisy Mui Hung Kee
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.v8i3.4206

Abstract

This study investigates the impact of service quality dimensions on customer satisfaction and loyalty in Malaysia’s fast-service food and beverage (FB) sector, focusing on Mixue outlets. Guided by the SERVQUAL framework, the research aims to identify which service dimensions most strongly influence satisfaction and how these effects extend to customer loyalty. Data were collected through a survey of 99 Mixue customers, assessing five service quality dimensions: tangibles, reliability, responsiveness, empathy, and assurance, alongside satisfaction and loyalty indicators. Using regression analysis, the model explained 81.1% of the variance in satisfaction and 78.8% in loyalty. Tangibles (? = 0.208, p 0.01), reliability (? = 0.372, p 0.01), empathy (? = 0.280, p 0.01), and assurance (? = 0.220, p 0.05) significantly affected satisfaction, while only assurance directly influenced loyalty (? = 0.739, p 0.001). Satisfaction also positively affected loyalty (? = 0.275, p 0.05), confirming its mediating role. The findings highlight that while multiple service elements enhance satisfaction, loyalty is primarily driven by psychological trust and staff competence. These insights underscore the importance of assurance-based training, customer feedback monitoring, and standardized service accreditation to strengthen long-term loyalty in youth-oriented FB markets.
Consumer Boycotts and Their Impact on the Relationship Between Brand Awareness and Purchase Intentions Achbar Adi Saputra; Dwi Nita Aryani; Azura Abdullah Effendi; Virly Assa Lunsa; Xu Congbo; Chew Kah Song; Syed Noor Izhar
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.v8i3.4195

Abstract

The global boycott movement against pro-Zionist products has intensified as an act of solidarity, leading to a notable decline in the sales and market value of companies associated with Zionism. This research analyzed the effect of brand awareness on consumer purchase intention, with pro-Zionist product affiliation as a moderating variable. The study involved 110 respondents from Indonesia (52), Malaysia (33), and China (25). The results revealed that brand awareness had a significant positive influence on consumer purchase intention (t = 5.770; Sig. = 0.000), indicating that higher brand recognition and recall strengthen consumers’ willingness to buy. However, the moderating effect of pro-Zionist product affiliation showed a significant negative coefficient (B = -0.100; t = -4.820; Sig. = 0.000), demonstrating that boycott awareness weakens the relationship between brand awareness and purchase intention. This suggests that even when consumers are familiar with a brand, their intention to purchase declines if the brand is perceived to support Zionism. Overall, the findings confirm that while brand awareness remains a dominant factor in shaping consumer purchase decisions, political associations such as pro-Zionist affiliations can significantly reduce consumers’ willingness to buy. These results emphasize the importance of corporate neutrality and value alignment in maintaining consumer trust and loyalty.

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