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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 400 Documents
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Consumer Buying Behavior in Malaysian E-Hailing Services: Examining Price, Service Quality, and Convenience Thiam Yong Kuek; Varalakshmi Dandu; Hassan An Nuqman Hamdan; Yi Chen Han; Xu Guo; Fengyue Guo; Varun Sharma; Inamul Hussain; Shaik Mohammad Afzal; Daisy Mui Hung Kee
International Journal of Tourism and Hospitality in Asia Pasific Vol 9, No 3 (2026): October 2026
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v9i3.5079

Abstract

The rapid growth of e-hailing services has transformed urban transportation through digital technologies and increasing demand for convenient and efficient mobility. This study aims to determine the main factors influencing consumers’ behavior when choosing e-hailing services in Malaysia, focusing on price, service quality, and convenience. A quantitative approach was employed using a structured questionnaire distributed to e-hailing users in Malaysia. A total of 152 valid responses were analyzed using descriptive statistics and multiple regression analysis with SPSS. The findings show that price factors have a significant positive effect on consumers’ behavioral intention (b = 0.546, p 0.001), followed by convenience (b = 0.293, p 0.001). In contrast, service quality has a positive but non-significant effect (b = 0.074, p = 0.138). The regression model explains 67.4% of the variance in behavioral intention (R² = 0.674). These findings indicate that consumers place greater importance on affordable and transparent pricing and convenient service features when choosing e-hailing services. E-hailing providers should therefore focus on competitive pricing, convenient booking and payment functions, and reliable digital service features while maintaining adequate service quality.
The Effects of Brand Value, Customer Relationship Management, and Digital Marketing on Hotel Sales Performance Redy Cahyadi; Kadek Wiweka; Ramon Hurdawaty
International Journal of Tourism and Hospitality in Asia Pasific Vol 9, No 3 (2026): October 2026
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v9i3.4866

Abstract

Increasing competition in the hospitality industry requires hotels to strengthen marketing strategies to maintain sales performance. This study examines the individual and simultaneous effects of brand value, customer relationship management (CRM), and digital marketing on sales performance at Alltrue Hotel Palangka Raya, Indonesia. A quantitative explanatory approach was employed using questionnaire data from 81 respondents selected through purposive sampling. Multiple linear regression was used to test the hypotheses. The results indicate that brand value has a positive but statistically insignificant relationship with sales performance (B = 0.812, p = 0.085). In contrast, CRM (B = 0.356, p = 0.011) and digital marketing (B = 0.521, p 0.001) demonstrate significant positive relationships. The three variables are jointly significant (F = 153.646, p 0.001), explaining 85.69% of the variation in perceived sales performance. These findings highlight the importance of strengthening customer relationships and optimizing digital marketing to support hotel performance. Although brand value is not individually significant, maintaining a positive brand image remains relevant to the hotel's marketing strategy. The findings should be interpreted considering the limited sample and perception-based measurements.
Understanding Consumers’ Willingness to Use Food Delivery Applications: A Diffusion of Innovations Perspective Thiam Yong Kuek; Varalakshmi Dandu; Yuxin He; Hirriishmen Jegatheesan; Prerana S. Joshi; Yiming He; Zhengyuan Huang; Shreenidhi G. S; Midhat Khursheed; Daisy Mui Hung Kee
International Journal of Tourism and Hospitality in Asia Pasific Vol 9, No 3 (2026): October 2026
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v9i3.5080

Abstract

The growing use of food delivery applications has increased the importance of understanding the factors that influence consumers’ adoption decisions. Drawing on the Diffusion of Innovations (DOI) theory, this study examines the effects of relative advantage, compatibility, complexity, trialability, and observability on Malaysian university students’ willingness to use food delivery applications. A quantitative cross-sectional survey was conducted with 149 university students, and the data were analyzed using multiple linear regression. The results show that relative advantage (? = .178, p = .026), compatibility (? = .276, p .001), and trialability (? = .342, p .001) significantly and positively influence behavioral intention, whereas complexity and observability have no significant effects. The model explains 58.0% of the variance in behavioral intention (R² = .580), with trialability emerging as the strongest predictor. In conclusion, students’ willingness to use food delivery applications is primarily driven by opportunities to experience the services, compatibility with their lifestyles, and perceived practical advantages.
Sanitation Transparency on Social Media and Its Influence on Guest Trust, Hotel Image, and Satisfaction Indah Sugiarti; Tuti Iriani; Yudha Sakti Pratama; Shella Nabilla Khoerunnisa; Siti Syumaeroh; Muhammad Fazar Al Farizi
International Journal of Tourism and Hospitality in Asia Pasific Vol 9, No 3 (2026): October 2026
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v9i3.5102

Abstract

Hotels increasingly treat sanitation as a signal of reputation and health assurance after the pandemic, yet many still do not communicate their standards openly. This study aims to analyze the influence of hotel sanitation standard transparency on social media on guest trust, hotel image, and customer satisfaction in Tasikmalaya City. Grounded in Signaling Theory, the study used an associative quantitative approach with a cross-sectional online questionnaire completed by 100 guests or prospective guests of eight star-rated hotels, recruited through purposive sampling. Data were analyzed with IBM SPSS Statistics 26 using validity, reliability, classical assumption, and simple linear regression tests. Sanitation transparency had a positive and significant relationship with guest trust (b = 0.755, p 0.001, R² = 0.751), hotel image (b = 0.728, p 0.001, R² = 0.577), and customer satisfaction (b = 0.859, p 0.001, R² = 0.673), so all three hypotheses were supported. Transparent digital hygiene communication therefore works as a credible quality signal that reduces consumer skepticism. Hotel managers should treat sanitation disclosure on social media as a core communication strategy, and local tourism authorities may develop guidelines for digital hygiene communication.
An Empirical Study on Pricing Strategy and Brand Loyalty: Assessing the Viability of a ‘Starbucks Pass’ Among University Students Jing Foo Yee; Shivaprasad S; Kavyashree B; Likitha D; Sanjay H N; Azad Muzaffar Abdul Rahim; Buvanesswari A/P Gunasekar; Celeste Jie Yu Chin; Tat Cheng Chan; Daisy Mui Hung Kee
International Journal of Tourism and Hospitality in Asia Pasific Vol 9, No 3 (2026): October 2026
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v9i3.5121

Abstract

This study investigates coffee consumption and subscription model acceptance among university students in Malaysia and India. While traditional loyalty programs are widely studied, empirical research on food and beverage (FB) subscriptions for this demographic remains limited. To address this gap, this research evaluates the "Starbucks Pass" to enhance brand engagement. Integrating the Theory of Planned Behavior (TPB) with price sensitivity concepts, the study examines how perceived value, brand loyalty, financial constraints, and convenience influence subscription willingness. A quantitative survey sampled 176 students across both nations. Findings reveal that convenience and perceived value significantly enhance brand loyalty and positive intentions to subscribe. Interestingly, financial constraints did not deter subscription willingness, suggesting that lifestyle benefits and digital convenience outweigh traditional budget limitations. By positioning subscriptions as an innovative digital retail strategy, this study contributes to SDG 9 (Industry, Innovation and Infrastructure) and provides strategic insights for FB chains to retain youth demographics in Asian markets.
Self-Service Kiosks and Customer Satisfaction in the Fast-Food Industry: Evidence from India and Malaysia Zi Jian Oh; Mohamad Imrozuddin; Yan Chee Lum; Basavaraju G.; Logavrishaahee A/P Visvanathan; Lyu Jinglin; Pui Ling Low; Prajwal S.; Srinivasa V.; Daisy Mui Hung Kee
International Journal of Tourism and Hospitality in Asia Pasific Vol 9, No 3 (2026): October 2026
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v9i3.5081

Abstract

 The fast-food industry has increasingly adopted digital technologies to enhance service quality and customer satisfaction, with self-service kiosks becoming an important part of the customer ordering experience. This study examines the effects of self-service kiosks on customer experience and satisfaction at McDonald’s in Malaysia and India, focusing on waiting time reduction, ease of use, order accuracy, and service quality. Using convenience sampling, data were collected from 206 respondents with prior experience using self-service kiosks and analyzed using IBM SPSS Statistics. The results showed that ease of use significantly influenced customer experience (? = 0.150, p .05). Waiting time reduction (? = 0.049, p .05), ease of use (? = 0.088, p .01), order accuracy (? = 0.151, p .001), and service quality (? = 0.171, p .001) significantly influenced customer satisfaction. Customer experience also significantly influenced customer satisfaction (? = 0.614, p .001). The models explained 81.9% and 84.4% of the variance in customer experience and customer satisfaction, respectively. These findings suggest that fast-food operators should prioritize user-friendly interfaces, order accuracy, service quality, and efficient service processes to enhance customer experience and satisfaction.
Factors Influencing Consumer Trust in E-Commerce Platforms in Malaysia Vijayakumar Ramasamy Velar; Kok Ban Teoh; Yun Ning Lee; Levinash A/L Anantha Kumar; Li Shuyi; Li Wangchengpeng; Dhili Krishnan S; Dilvanas T; Daisy Mui Hung Kee
International Journal of Tourism and Hospitality in Asia Pasific Vol 9, No 3 (2026): October 2026
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v9i3.5122

Abstract

Consumer trust in e-commerce platforms is important as it reduces customer attrition and encourages continuous online transactions. In 2025, Malaysia recorded substantial financial losses due to online scams, highlighting the importance of building consumer trust in digital platforms. This study aims to investigate the roles of perceived security, platform reputation and information privacy in influencing trust among university students. Using a quantitative approach, data will be collected from 180 respondents via an online survey and analyzed to test the hypotheses. The study is expected to provide insights into how e-commerce platforms can enhance consumer trust by improving security measures, strengthening platform reputation and ensuring better protection of users’ personal information. It is also expected to suggest that platforms should prioritize secure payment gateways and proactive fraud detection to mitigate financial losses and rebuild consumer confidence in the Malaysian digital economy.
Fast Food and University Students: Exploring the Factors Influencing Consumer Behavior at McDonald's Ainul Mohsein Binti Abdul Mohsin
International Journal of Tourism and Hospitality in Asia Pasific Vol 9, No 3 (2026): October 2026
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v9i3.5083

Abstract

The fast food industry is experiencing rapid growth that is driven by multiple factors, significantly by university students who face lifestyle constraints. Having to balance academic life and their financial resources, students’ dietary choices are usually determined by their external factors rather than nutritional values. The research aims to investigate the factors that could be influencing university students’ behavior as a consumer towards fast food consumption, using McDonald’s as the main case study. A quantitative research design will be used, utilizing questionnaires from validated scales. Data analysis will be handled by using SPSS Statistics to ensure a more accurate result. The expected results suggest that social influence will be the significant factor that influences fast food consumption among students due to the presence of peer pressure and social life. Meanwhile the study expects that perceived convenience and price sensitivity have less impact in influencing students’ fast food consumption patterns. The outcomes of this research will provide insights that are valuable to the food and beverages industry in understanding students’ perception and assist student advocates organization in developing strategies to reshape social norms.
The Role Of Influencers in Shaping Travel behaviour among Genz- A case study of Airbnb Tan Lay Hong
International Journal of Tourism and Hospitality in Asia Pasific Vol 9, No 3 (2026): October 2026
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v9i3.5082

Abstract

This study examines how social media influencer attributes shape the travel behaviour and booking intention of Generation Z, focusing on Airbnb as a platform-based accommodation provider. The objective is to determine whether perceived credibility, authenticity, and content quality of influencers significantly affect Gen Z’s intention to book through Airbnb. A quantitative cross-sectional survey was conducted with 104 Gen Z social media users from India and Malaysia who are exposed to travel-related influencer content and familiar with online accommodation platforms. Data were analysed using descriptive statistics, reliability analysis, correlation, and simple linear regression to test the relationship between influencer attributes and booking intention. The results indicate that influencer attributes have a positive and statistically significant effect on Gen Z’s booking intention toward Airbnb, explaining a substantial proportion of variance in the outcome. The findings support the view that influencers act as trusted, peer-like information sources rather than traditional advertisers for this cohort. The study concludes that influencer marketing is an effective tool for engaging Gen Z in the digital travel ecosystem. It suggests that Airbnb and similar platforms should prioritise authentic, experience-based collaborations with credible influencers to strengthen trust and increase booking likelihood among young travellers.
Tourism Pressure from an Overtourism Perspective: Implications for Sustainable Tourism Management in Gili Trawangan Kharisma Azmi Yoningsih; Dhimas Setyo Nugroho; Rizky Rivaldi Afgani
International Journal of Tourism and Hospitality in Asia Pasific Vol 9, No 3 (2026): October 2026
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v9i3.5118

Abstract

Tourism development in small-island destinations creates environmental, economic, and social pressures that challenge sustainability. This study aims to analyze tourism pressures in Gili Trawangan from an overtourism perspective and identify implications for sustainable tourism management. Using a descriptive qualitative approach, the study draws on documented field observations and interviews, with findings interpreted cautiously due to unavailable original records. The results indicate tourism activity concentration in coastal areas, waste management limitations, potential pressures from marine tourism, and changes in local economic and social conditions. Challenges in infrastructure, human resources, and stakeholder coordination were also identified. These findings highlight the multidimensional nature of tourism pressure, although the available evidence does not conclusively establish overtourism or exceeded carrying capacity. The study recommends integrated waste management, improved visitor distribution, stronger stakeholder collaboration, and adaptive monitoring to support sustainable destination management.

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