Journal of Event, Tourism and Hospitality Studies
Journal of Event, Tourism and Hospitality Studies (JETH) is a newly established and refereed academic journal published in both English and Bahasa Malaysia, annually (July) by UUM Press and managed by the School of Tourism, Hospitality and Event Management (STHEM), Universiti Utara Malaysia. Its main objective is to provide a channel for the publication of articles based on both theoretical and empirical research, original thoughts, comparative studies and commentaries on contemporary issues in event, tourism and hospitality, from various interdisciplinary and global perspectives.
THE RELATIONSHIP BETWEEN MARKETING MIX ELEMENTS AND STUDENT ENGAGEMENT IN UNIVERSITY EVENTS: A CASE STUDY OF PESKON, UNIVERSITI UTARA MALAYSIA
University events have increasingly evolved into strategic platforms that support student engagement, institutional branding and experiential learning within higher education institutions. Despite the growing importance of university-based events, empirical understanding of how marketing mix dimensions shape student engagement remains limited, particularly in higher education event contexts in developing countries. Therefore, this study examines the relationships between marketing mix elements namely Product, Price, Place, Promotion and People and student engagement during the Pesta Konvokesyen (PESKON) event at Universiti Utara Malaysia (UUM). A quantitative research approach was adopted and data were collected from 317 student attendees using a structured questionnaire. Descriptive statistics, reliability analysis and Pearson correlation analysis were employed using SPSS version 28. The findings reveal that all five marketing mix dimensions demonstrated statistically significant positive relationships with student engagement (p < 0.001). Among the dimensions, Price showed the strongest relationship with student engagement (r = 0.929), followed by Place (r = 0.822) and Product (r = 0.788), while Promotion demonstrated the weakest relationship (r = 0.617). The findings indicate that students’ engagement is strongly associated with perceptions of affordability, value-for-money, event accessibility and experiential quality. In contrast, promotional activities and staff interaction appear to play more complementary roles in influencing engagement behaviour. Practically, the findings provide important implications for university event organisers in designing more effective strategies that enhance student participation and overall event experience.
Copyright (c) 2026 Journal of Event, Tourism and Hospitality Studies https://creativecommons.org/licenses/by/4.0
BUILDING LOYALTY THROUGH QUALITY: PERCEIVED VALUE AS MEDIATOR AMONG GEN Z PARTICIPANTS IN RUNNING EVENTS
This study investigates the mediating role of perceived value in the relationships between service quality, programme quality, and loyalty intention among Generation Z (Gen Z) participants in certified running events in Malaysia. Grounded in the Stimulus-Organism-Response (S-O-R) framework, the study positions perceived value as the central evaluative mechanism through which service quality and programme quality shape participants’ loyalty intention. A quantitative cross-sectional design was employed using data collected from 553 Gen Z respondents aged 18–25 who had participated in the certified running event between 2023 until 2025. Data were gathered using a structured questionnaire and analyzed with SPSS version 26 and PROCESS Macro Model 4 with 5,000 bootstrap resamples. The findings indicate that both programme quality and service quality significantly predict perceived value, and perceived value significantly predicts loyalty intention. The indirect effects of both quality dimensions on loyalty intention were significant, while the direct effects were non-significant, indicating full mediation. The results further show that programme quality exerts a stronger influence on perceived value than service quality, suggesting that Gen Z participants place greater emphasis on experiential and engagement-related aspects of running events than on operational delivery alone. These findings contribute to event and consumer-behaviour literature by demonstrating that loyalty intention among young participants is formed primarily through value appraisal rather than direct quality perceptions, extending the S-O-R framework into a youth-focused participatory sport event context. Practically, event organizers should prioritize programme design elements such as atmosphere, fairness, and memorability that strengthen participants perceived value, alongside maintaining sound operational service delivery. The study’s originality lies in its focus on Gen Z participants in certified Malaysian running events, its analytical separation of service quality from programme quality, and its positioning of perceived value rather than satisfaction as the primary loyalty mechanism in this context.
THE INFLUENCE OF TIKTOK ON FOOD TOURISM: MOTIVATIONS OF MALAYSIAN GEN Z TRAVELERS TO VISIT PENANG
The primary objective of this study was to identify the push and pull factors that most influence Gen Z travellers to visit a food destination, focusing on Tiktok influence on food tourism. The theory of push and pull factors was discussed. Data were collected through the self-administered approach to domestic Gen Z travellers in several food destination in the Penang area, such as Gurney Drive, George Town, Lebuh Armenian, and Penang Hill. The sample was collected through a convenience sampling method. A total of 384 respondents were involved in this study revealed that there a variety of push and pull factors that motivate Gen Z travellers to visit food tourism destinations. Findings show that Unique Experience is the most significant contribution in push factors in explaining the young traveller to visit a destination. For pull factors, the most influential factor for young travellers to visit a destination is associated with the Scenery / Food Spots & Visual Appeal. For future research, it may suggest to expand and explore more on the factors that may influence Gen Z travellers in choosing food destination. Finally, this study promotes social media influencers and also local authorities to enhance TikTok as a powerful marketing tool by fulfilling the motivations that may drive the domestic Gen Z travellers to visit a food destination.
ASSESSING COMMUNITY PARTICIPATION IN NATURAL CONSERVATION AND ECOTOURISM ACTIVITIES IN JELI, KELANTAN
Sustainable tourism seeks to balance environmental conservation with socio-economic development, particularly in forest-dependent rural districts such as Jeli, Kelantan. This study aims to assess the level of community involvement in conservation and ecotourism initiatives. A cross-sectional survey of 219 household heads from three villages was conducted, complemented by rapid rural appraisal and consultations with community leaders. Participation was measured across four dimensions, which are planning, implementation, monitoring, and benefit-sharing. Results of studies using an engagement index were analyzed through descriptive statistics and multiple linear regression. The findings indicate moderate overall participation (Engagement Index = 0.33), with stronger involvement in benefit-sharing (0.53) and implementation (0.30), but comparatively low engagement in planning (0.26) and monitoring (0.24), suggesting functional rather than empowered participation. Perceived benefits were largely environmental and social, while direct economic gains were limited. Regression results reveal that knowledge exposure (B = 0.28, p < .001) and association membership (B = 0.18, p = .01) significantly predict participation, whereas years of formal education do not, with the model explaining 23% of variance (R² = 0.23). This study contributes new district-level empirical evidence on participation dynamics in rural Malaysia. It highlights the critical role of environmental knowledge and social capital in strengthening inclusive governance, offering practical insights for designing more participatory and resilient ecotourism frameworks.
THE ROLE OF DHANMONDI LAKE IN ENHANCING ENVIRONMENTAL QUALITY AND SUSTAINABLE RECREATIONAL TOURISM IN DHAKA
Rapid urbanization in tropical megacities has intensified environmental degradation, leading to deteriorating air quality, altered microclimates, and declining green cover, all of which directly affect the environmental comfort and recreational suitability of urban leisure spaces. Dhaka, where particulate matter levels frequently exceed World Health Organization guidelines and green cover has significantly declined, represents a critical case of environmental stress in a high-density tropical setting. This study examines urban green–air interactions and their implications for environmental quality, atmospheric health, and visitor experience around Dhanmondi Lake, a prominent urban recreational landscape in Dhaka, over a decadal period (2015–2025). A mixed-methods framework was adopted, integrating geospatial analysis of NDVI, NDWI, and NDBI derived from Sentinel-2 imagery across 100 m, 200 m, and 300 m buffer zones, alongside high-resolution field measurements of PM1, PM2.5, PM10, temperature, and humidity. Additionally, visitor perception surveys (n=150) were conducted to assess recreational satisfaction, perceived environmental quality, and the site’s usability as an urban leisure destination. Results indicate increasing built-up expansion and declining vegetation cover, contributing to localized thermal stress and elevated pollutant concentrations. Constructed zones recorded temperatures up to 5°C higher and poorer air quality, whereas vegetated and blue-green areas exhibited cooler microclimates and improved atmospheric conditions, enhancing visitor comfort. The study underscores the diminishing yet critical role of urban green-blue recreational spaces in regulating microclimate, improving environmental health, and supporting sustainable urban tourism and visitor well-being in tropical megacities.
EXPLORING THE RESILIENCE STRATEGIES ADOPTED BY INDEPENDENT HOTELS IN KOTA KINABALU, SABAH: A PROPOSED CONCEPTUAL FRAMEWORK FOR SUSTAINABLE RECOVERY
The hospitality industry has once again demonstrated its vulnerability to crises, particularly following the disruptions of the 2020 pandemic. These vulnerabilities vary across hotels depending on factors such as the magnitude of the crisis, ownership and management structure, technology dependence, and operational resilience. While previous studies have emphasised crisis management strategies, most focus on the pre-crisis (preparedness) and response (immediate actions) stages, with limited attention to the post-crisis (recovery) stage, especially among independent hotels. Independent hotels, often characterised by a small ownership structure, typically lack the resources to plan and implement crisis management strategies effectively. Nevertheless, they play a significant role in contributing to the country’s GDP. Although many independent hotels were forced to close, others survived despite the pandemic’s severe impacts. Prior research has identified various survival strategies; however, post-crisis resilience required for long-term sustainability remains underexplored. This study addresses this gap by proposing a conceptual framework to examine the resilience strategies implemented by independent hotels in Kota Kinabalu, Sabah, as they work toward business sustainability in the post-crisis stage, amid rapid technological advancements and evolving guest preferences. The framework integrates dynamic capabilities (sense, seize, and transform) and organisational resilience (absorb, adapt, and recover) to explore how these hotels can achieve sustained performance. A qualitative research design is proposed, using semi-structured interviews with purposively selected participants. Thematic analysis will be employed to identify key patterns in the resilience strategies adopted. The findings are expected to provide practical insights for hotel practitioners, policymakers, and government agencies supporting the resilience and sustainability of the hospitality industry.
MAPPING THE COMMUNITY-BASED TOURISM IN MALAYSIA: SCOPING REVIEW AND BIBLIOMETRIC ANALYSIS OF RESEARCH TRENDS
Community-based tourism (CBT) has gained growing recognition as a key approach to promoting sustainable tourism through stronger local involvement, cultural heritage conservation, and responsible environmental stewardship. While Malaysian CBT research has increased substantially over the last two decades, its overall knowledge development has not been systematically consolidated. To address this gap, this study integrates a scoping review with descriptive bibliometric analysis to investigate the development, dominant themes, and emerging research gaps within Malaysian CBT scholarship published from 2009 to 2025. In total, 49 Scopus-indexed publications were identified and examined using a structured scoping review framework, supported by bibliometric indicators generated through biblioMagika® version 2.9 to assess publication trends, citation performance, and keyword patterns. The findings indicate that CBT research in Malaysia has increasingly centred on socio-economic empowerment, community participation, cultural heritage conservation, and environmental sustainability. However, several areas remain underexplored, particularly digital transformation, adaptive governance, policy integration, and long-term community capacity building. The thematic synthesis also highlights the need for stronger collaboration among policymakers, researchers, tourism practitioners, and local communities to support more resilient and inclusive CBT initiatives. By synthesising existing evidence and outlining future research directions, this study enhances understanding of the progression of CBT scholarship in Malaysia and offers practical insights for sustainable tourism policy and the advancement of the Sustainable Development Goals (SDGs).
ENHANCING ATTENDEE ENGAGEMENT IN VIRTUAL AND HYBRID EVENTS: THE ROLES OF TECHNOLOGY AND DATA ANALYTICS
The rapid growth of virtual and hybrid events has increased the need to better understand how digital technologies influence attendee engagement. This study examines the roles of technology and data analytics in enhancing attendee engagement in virtual and hybrid event settings. Drawing on a socio-technical perspective, the study explores how technology supports data analytics and how both contribute to attendee engagement. Data were collected from participants who had attended virtual or hybrid events in Malaysia and analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The findings show that both technology and data analytics have significant positive effects on attendee engagement. However, data analytics has a stronger influence than technology, suggesting that while reliable digital infrastructure is essential, the effective use of data plays a greater role in creating engaging event experiences. The results also indicate that technology significantly supports data analytics, highlighting the importance of integrating both elements in virtual and hybrid event management. These findings offer practical guidance for event organisers by emphasising the need to combine reliable digital platforms with effective data analytics to improve attendee engagement. The study also contributes to the event management literature by demonstrating how technology and data analytics work together to support meaningful and sustainable engagement in virtual and hybrid events.
MAPPING TECHNOLOGY ADOPTION IN FESTIVALS: AN INTEGRATIVE REVIEW OF APPLICATIONS, BENEFITS, AND BARRIERS
This integrative review synthesises research on technology adoption in festival contexts by examining technology applications, stakeholder benefits, and implementation barriers, while identifying key research gaps and future directions. Despite the increasing integration of digital technologies in festivals, existing studies remain fragmented across contexts, technologies, and outcomes, limiting a comprehensive understanding of how technology contributes to festival performance and stakeholder value creation. Literature published between 2017 and 2025 was identified primarily through Google Scholar and expanded using backward and forward snowballing, resulting in a dataset of 59 articles. A thematic synthesis approach was applied to organise findings into three core dimensions: technology types, stakeholder benefits, and adoption barriers. The findings reveal that technology adoption spans eleven categories, ranging from immersive tools such as augmented reality and metaverse applications to operational and strategic systems including artificial intelligence, data analytics, and platform-based technologies. While prior studies often emphasise experiential technologies, the review highlights the critical role of less visible technologies in supporting coordination, decision-making, and operational efficiency. Technology adoption generates benefits across multiple stakeholders, including enhanced visitor experience, expanded reach, improved marketing effectiveness, and increased organisational resilience. However, these benefits are context-dependent and influenced by stakeholder roles, capability, and festival characteristics. Adoption is further constrained by interrelated challenges, including capability limitations, resource constraints, governance concerns, and experience-design issues in hybrid and virtual environments. Overall, this study provides a structured and analytical synthesis to support more strategic, context-aware, and responsible technology adoption in festival management.
ENVIRONMENTAL QUALITY OF AN ECOTOURISM DESTINATION: EVIDENCE FROM ERIN IJESHA WATERFALLS, NIGERIA
Environmental quality is crucial at any ecotourism site, and tourism locations that neglect these responsibilities risk losing the chance to attract tourists. A sure way to ensure satisfactory environmental quality is to regularly assess the condition of environmental amenities or services. However, the literature has documented only a few studies on Nigerian ecotourism destinations. This study, therefore, evaluates the condition of environmental characteristics at Erin-Ijesha Waterfalls, Osun State, Nigeria, to gain insight into improving environmental quality of ecotourism destinations. An on-site assessment was conducted by experts through direct observation using an assessment instrument developed from empirically adapted standards in the literature. A purposive sampling technique based on tourists’ willingness to participate was adopted, and data were collected from 35 tourists over two weeks using questionnaires on the condition of environmental amenities and services, as well as their availability. Findings revealed that environmental amenities in the study area appeared desolate, as the site was not perceived by the management to be under any serious environmental threat, thus resulting in limited government intervention over the past decade. The availability of amenities was uneven, with critical facilities such as electricity, health services, sports infrastructure, nightlife, and traffic management notably lacking. The mean index of 3.326 and average Relative Condition Index (RCI) of 59.3% indicate that environmental quality does not meet the required standards and reflect a reliance on outdated amenities. The study provides empirical evidence on environmental quality in Nigerian ecotourism destinations within the Global South.
INTERCULTURAL COMMUNICATIVE COMPETENCE IN COMMUNITY-BASED CONSERVATION (CBC): A CASE STUDY OF MEKAR IN TERENGGANU
Terengganu is a biodiversity-rich state hosting four species of sea turtles - Leatherback, Hawksbill, Olive Ridley, and Green Turtle - that are emblematic to the region and critical to its ecological balance. As vital contributors to Terengganu's natural heritage, these species also bolster the local economy through ecotourism. The sustainable management of these natural resources through conservation initiatives not only safeguards the turtles but also ensures the continuity of benefits for local communities. Sustainable education and lifelong learning are key pillars in the conservation efforts for these species in Terengganu. This study aimed to evaluate the intercultural communicative competence of the MEKAR community, a local conservation group, in engaging with a global tourist demographic. This competence is crucial for fostering a sustainable relationship between conservation efforts and tourism, which is a significant source of funding for ongoing protection programs. Adopting a quantitative framework, this study surveyed 187 MEKAR community members, investigating their motivation, knowledge, and skills in intercultural communication. The data was rigorously analyzed using IBM SPSS 21, adopting a descriptive approach that underscores the community's learning curve and adaptive strategies. Results indicate a robust level of intercultural communication competence within the community, signifying a strong foundation for lifelong learning and the capacity to engage with diverse cultures. This competence underpins the sustainable education framework that is critical for conservation efforts to adapt and thrive in a changing global context. The findings provide a framework for ongoing education and growth in conservation, adapting to the changing intercultural landscape. This approach empowers the MEKAR community to sustainably manage their natural heritage and align with global conservation goals.
DECODING THE GLOBAL DISCOURSE ON HALAL TOURISM: A SCOPUS-BASED KNOWLEDGE MAPPING
This study decodes the global discourse on halal tourism through a comprehensive bibliometric analysis of 200 Scopus-indexed publications from 2010 to 2024. As halal tourism emerges as a rapidly expanding segment within the global travel industry, understanding its academic evolution is essential for consolidating fragmented knowledge and guiding future inquiry. Using bibliometric mapping techniques, this study identifies four major intellectual clusters: (1) conceptual foundations of halal tourism, (2) Muslim consumer behavior and service quality, (3) governance and policy frameworks, and (4) emerging frontiers involving sustainability, digital innovation, and inclusive tourism. The findings reveal that Southeast Asia, particularly Malaysia and Indonesia, dominates global scholarly output, while the field still faces theoretical fragmentation, regional imbalance, and limited interdisciplinary integration. The evolution of halal tourism research shows a transition from conceptual definitions to applied, data-driven analyses emphasizing sustainability and policy development. This study contributes by offering a macro-level synthesis of research trends, identifying intellectual gaps, and suggesting future directions for theoretical enrichment and cross-disciplinary collaboration. The results provide actionable insights for academics, policymakers, and industry practitioners to strengthen the halal tourism ecosystem through innovation, sustainability, and inclusive growth. Ultimately, the study reinforces halal tourism’s growing role as a catalyst for ethical, faith-based, and sustainable global tourism development.
BEYOND THE SCREEN: ANALYSING BOLLYWOOD'S DEPICTION OF NORTHEAST INDIA AND THE PROSPECTS FOR CINE-TOURISM
Films and movies offer a window into other places, broadening our knowledge and fueling our desire to explore the world. Tourism is one of the world’s largest and fastest-growing industries. The convergence of two disciplines, ‘Cinema’ and ‘Tourism’, leads to a new, specific discipline that studies the impact of cinema in promoting tourism within an economy. Films are one of the credible and reliable platforms to promote a host of items related to a tourist destination, like the destination itself, about the people, society, culture, religion, flora, fauna, and so on. The present paper attempts to understand the phenomenon by studying the mainstream cinema of India and its reflection on Northeast India, its people, and its topography. The realistic and positive portrayal of the region in mass media like movies is likely to minimise the racial divide and enhance the overall understanding of the region. It will further result in the inculcating of a positive image of the region in the world outside, which will conclusively bring an end to the socio-cultural gap between the Northeast and other parts of India. The paper examines the projection of Northeast India and its people and topography in Bollywood movies and explores the prospects of Cine-tourism in the region.
CAFFEINE CONNECTIONS: IDENTIFYING CONSUMER REVISIT INTENTIONS IN PENANG COFFEE HOUSES
With the global coffee trend fostering growth in coffee-related businesses, understanding these elements such as food quality, service quality, and contextual experience are crucial for sustaining customer loyalty and business competitiveness. This study investigates the factors influencing consumers' revisit intentions to coffee houses in Penang, focusing on food quality, service quality, and contextual experience. The research aims to provide insights for coffee house businesses to enhance customer retention and thrive in a competitive market. The research employs a quantitative approach, analyzing responses from 100 online questionnaires distributed between January and March 2022. The study focuses on three main variables: food quality, service quality, and contextual experience. The study employs descriptive and inferential analyses, specifically Pearson correlation and regression analysis, to examine the relationships between food quality, service quality, contextual experience, and revisit intentions. Findings suggest that high food quality, excellent service, and positive contextual experiences significantly enhance consumers' likelihood to revisit. Furthermore, contextual experience emerges as the most critical factor, significantly influencing consumer revisit intention. The findings reveal that food quality does not significantly influence revisit intentions (p > 0.05), indicating its limited role compared to other factors. In contrast, service quality and contextual experience significantly predict revisit intentions, with contextual experience emerging as the strongest predictor. These insights are crucial for coffee house owners to enhance customer satisfaction and loyalty. The results contribute to a deeper understanding of consumer behavior in the context of Penang's thriving coffee culture.
Copyright (c) 2025 Journal of Event, Tourism and Hospitality Studies https://creativecommons.org/licenses/by/4.0
EMBEDDING SUSTAINABILITY IN CULTURAL EVENTS: INSIGHTS FROM THE PENANG GEORGE TOWN FESTIVAL
This study investigates how environmental, social, and economic sustainability initiatives influence participant satisfaction and experience at the Penang George Town Festival (PGTF), a leading cultural heritage event in Malaysia. Guided by Sustainable Development Theory and the Triple Bottom Line (TBL) framework, the research adopts a quantitative, participant-centered approach to evaluate how attendees perceive and respond to sustainability efforts. Using structured surveys, data were collected from 150 participants and analysed through descriptive statistics, reliability testing, and Pearson correlation analysis. The findings reveal that all three sustainability dimensions significantly affect participant satisfaction, with social sustainability notably cultural inclusivity and community engagement emerging as the strongest predictor (r = 0.68, p < .001). Environmental (r = 0.61) and economic (r = 0.54) sustainability also show meaningful positive impacts. These results affirm that sustainability practices are not only operational imperatives but also critical experiential drivers in cultural events. The study contributes to the limited empirical evidence from Southeast Asian contexts and highlights the need for holistic, multidimensional sustainability strategies in festival planning. The insights derived are particularly valuable for festival organizers, destination managers, cultural policy-makers, and local community stakeholders seeking to enhance event quality, promote inclusive development, and strengthen tourism resilience.
RELATIONSHIPS AMONG EVENT QUALITY, ATHLETE SATISFACTION AND FUTURE PARTICIPATION IN UNIVERSITY SPORTS EVENTS
This study investigates the influence of event quality specifically facilities and support services on athletes’ satisfaction and future participation to the event during the SUKIPT 2024 sports event hosted at Universiti Utara Malaysia (UUM). The primary objective is to evaluate how these elements of event quality affect athlete experiences and their intention for future participation to the event. Using a quantitative research design, data were collected through purposive sampling via a structured questionnaire administered to 233 athletes who directly engaged with the event’s facilities and services. Statistical analyses, including regression and correlation, were conducted using SPSS Version 30. Results reveal that both facilities (β = 0.662, p < 0.001) and support services (β = 0.216, p = 0.021) significantly predict athlete satisfaction, explaining 75.4% of the variance. Moreover, a strong positive correlation (r = 0.929, p < 0.001) was found between athlete satisfaction and future participation to the event, highlighting that improved event quality can substantially enhance athletes’ loyalty and willingness to return. This study makes a meaningful contribution to sports event management by empirically validating the link between event quality dimensions and athlete outcomes in a university sports context. The findings offer actionable recommendations for event organizers to improve facilities, logistics and service delivery ultimately supporting the sustainability and success of inter-university sports events in Malaysia.
MOTIVATION, SATISFACTION AND LOYALTY IN ADVENTURE TOURISM: A CASE STUDY OF KUANTAN 188 TOWER
This study explores the influence of motivation and satisfaction on visitor loyalty in the context of adventure tourism, focusing on the Skywalk activity at Kuantan 188 (K188) Tower in Kuantan Pahang, Malaysia. As experience-driven travel becomes increasingly prominent, understanding the psychological and experiential factors that encourage visitor retention is essential for sustainable tourism development. Employing a quantitative research design, data were collected from 265 visitors using purposive sampling, targeting individuals who had experienced the skywalk activity. A structured questionnaire measured motivation, satisfaction, and loyalty using a 7-point Likert scale, and the instrument demonstrated high reliability across constructs (Cronbach’s α >0.90). The data were analyzed using descriptive statistics and multiple regression analysis to examine the relationships among the variables. The findings reveal that both motivation (β = 0.320, p < .001) and satisfaction (β = 0.531, p < .001) significantly influenced visitor loyalty, with satisfaction emerging as the stronger predictor. These results underscore the importance of delivering fulfilling and emotionally engaging experiences in enhancing loyalty especially in exciting and thrilling adventure tourism and nature-based tourism environments. The study contributes to the growing body of adventure tourism literature by empirically validating the link between visitor experience components and loyalty behavior. The findings offer valuable insights for tourism managers, marketers, and policymakers in designing targeted, experience-based tourism strategies.
UNDERSTANDING THE DETERMINANTS OF RESIDENT SUPPORT FOR HALAL TOURISM SUSTAINABILITY IN POST-COVID-19
This conceptual article focuses on Malaysia's halal tourism sector, which is vital to the country's economic growth. One of the most significant economic sectors where sustainability has gained importance is halal tourism. Without the active support of residents, halal tourism cannot be sustained; nevertheless, while local support for other forms of tourism sustainability has been extensively researched, local support for halal tourism sustainability has received far less attention. Furthermore, it is critically necessary to look into the suppositions that can affect residents' support for sustainable halal tourism. Unfortunately, the quick spread of the COVID-19 outbreak in 2019 resulted in significant losses for the halal tourism industry, both locally and globally, due to the cancellation of majority travel and tour-related activities, including lodging. More research is needed to determine how the pandemic has affected halal tourism in terms of residents' support for halal tourism and its long-term sustainability. Thus, this conceptual study seeks to understand the residents’ attitude and behaviour as well as how residents perceive sustainable halal tourism in their destination. A structured literature review was conducted in this study, with the aim to develop a conceptual framework of residents’ support based on review of literature for sustainable halal tourism development. Importantly, this conceptual work will act as the foundation for future, more focused research in this field.
MALAYSIAN YOUTH PERCEPTIONS OF SOLUTIONS TO ENVIRONMENTAL ISSUES
The tourism industry is a significant contributor to greenhouse gas emissions and climate change. The future of environmental sustainability depends highly on today’s youth. It is therefore crucial that young people today actively participate in dealing with environmental issues besides conserving natural resources by acting responsibly towards the environment. This engagement will ensure ecological sustainability and the ability to meet the needs of future generations. In Malaysia, youth constitute almost half of the total population, hence highlighting the importance of their leadership in environmental sustainability initiatives, and the need to recognize their perspectives. Data for this study was collected from 90 youths aged between 20 to 24 years old. All the responses were categorised into four main themes namely, governance for environmental sustainability, education to enhance awareness, acculturation of environmentally friendly practices and involvement of all stakeholders. To the authors’ knowledge, this is among the first studies in Malaysia to examine the youth’s point of view on strategies for sustaining the environment.
LOCAL SUPPORT FOR FESTIVALS AS TOURISM PRODUCTS: A SYSTEMATIC REVIEW
This paper reviews the formation of locals’ support towards festival as tourism product. This study will provide a clear idea on the connection between locals and festivals at a particular tourism destination. Current literatures show that locals’ support towards tourism product is fostered by various antecedents such as economic gains, perceived benefits, level of community attachment, active local participation, quality of life, as well as locals’ attitude towards tourism development. Methodologically, this paper aims to systematically review past studies to produce a holistic understanding on the antecedents of locals’ support towards festival as tourism product. For the purpose of this study, the authors examined databases such as Scopus, Science Direct, and Google Scholar to select related articles. Articles selected manually from Google Search were also included. All the related articles were subjected to a thorough and systematic quantitative review and content analysis. By identifying the main research gaps, the paper proposes a new model of antecedents for locals’ support towards festival as tourism product. Finally, this paper provides theoretical implications based on the gaps in previous research. Furthermore, it also offers valuable insights in promoting locals’ support for festival development. Essentially, the results of this study using systematic literature review, provides a complete summary of antecedents that form locals’ support towards festival tourism product. Keywords: Local support, festivals, tourism product, systematic literature review
EVALUATING URBAN GREENSPACE SATISFACTION AND BMI OUTCOMES IN DHAKA'S DHANMONDI LAKE PARK: A STEP TOWARD ACHIEVING SDG 11.7
Greenspaces within the built environment are paramount for people’s health and a decent experience in city environments. This research assesses visitor satisfaction and health status in Dhanmondi Lake Park, Dhaka, Bangladesh, following the visionary goal of SDG 11.7 on safe, accessible, and inclusive public spaces. The study hypothesizes a link between frequent park visits and a healthier Body Mass Index (BMI). A mixed-methods approach included a survey of 400 park visitors to assess their satisfaction across seven key dimensions: location, accessibility, environment, facilities, recreation, safety, and maintenance, comprising 29 sub-variables. Participants’ height and weight data were measured to calculate Body Mass Index (BMI), and Pearson’s correlation coefficient was used to investigate the potential relationship between visit frequency and BMI. Additionally, five Focus Group Discussions (FGDs) and two Key Informant Interviews (KIIs) were conducted with the park management, followed by a SWOT analysis to evaluate the park’s strengths, weaknesses, opportunities, and threats. This research established high levels of satisfaction with recreation (4.3), showing that the park meets recreational and aesthetic needs. Participants pointed to maintenance (3.78) and safety (3.9) as areas of concern. Frequent visits showed a strong positive relationship with healthy BMI (r = 0.934, p = 0.006), suggesting the health benefits of regular engagement. Dhanmondi Lake Park provides the community with an opportunity to engage in physical, recreational, and social activities, contributing to the achievement of SDG 11.7. Findings indicate that well-maintained urban greenspaces not only enhance visitor satisfaction but also contribute to healthier BMI, offering effective measures for urban planners and policymakers to promote public health and achieve SDG 11.7 in rapidly growing cities.
ARKEOPELANCONGAN LEMBAH BUJANG: POTENSI DAN STRATEGI PEMASARAN DARIPADA SUDUT PEMAIN INDUSTRI
Penyelidikan arkeologi Lembah Bujang telah mendedahkan bukti-bukti sejarah, budaya dan warisan yang unggul dan mampu dipasarkan sebagai produk pelancongan warisan khususnya di dalam lingkungan arkeopelancongan sebaris dengan tapak-tapak arkeopelancongan di rantau ini dan negara-negara Komanwel. Oleh hal yang demikian bagi memlengkapkan kajian, beberapa metodologi telah diaplikasikan termasuklah survei makmal yang merangkumi rumusan terhadap kajian terdahulu, serta laporan di jabatan kerajaan khasnya data daripada pihak Jabatan Muzium Malaysia. Selain itu, survei lapangan yang merangkumi aktiviti turut serta terhadap program pelancongan yang dianjurkan turut dilakukan bagi mengesahkan lagi potensi arkeopelancongan di kawasan ini secara maksimum. Hasil-hasil kajian akademik yang telah dijalankan sejak 1800 telah membuktikan wilayah ini mempunyai hubungkait sejarah yang rapat bermula dari prasejarah sehingga era kolonial. Produk-produk pelancongan ikonik yang dikenal pasti ialah geopelancongan, arkeopelancongan dan biopelancongan (Jerai Geopark, Tamadun Awal Sungai Batu, Estuari Sungai Merbok dan hutan hujan khatulistiwa) serta produk-produk sokongan pelancongan yang lain seperti sejarah, agro, rekreasi-eko, budaya, kesihatan, pendidikan, sukan dan gastronomi klasik yang saling melengkapi antara satu dengan yang lain. Malah setakat ini kawasan Lembah Bujang sudah terdapat persatuan pelancongan, usahawan komuniti, pengendali bot ke pulau-pulau, pengusaha chalet dan operator-operator yang menyediakan pakej-pakej pelancongan ke lokasi geotapak. Perkara ini akan menyemarakkan aktiviti pelancongan dengan pelibatan komuniti tempatan. Kekuatan arkeopelancongan Lembah Bujang ialah pelawat berpeluang mendapat penerangan dan lawatan tapak daripada penyelidik sendiri yang berpengalaman terlibat di lapangan dengan data-data yang lebih tepat dan terperinci serta tidak terlalu bersifat akademik dengan bayaran lawatan yang berpatutan. Hal ini akan banyak membantu ejen-ejen pelancongan serta pemain industri secara holistik dalam usaha mempromosikan dan memasarkan tapak-tapak warisan lain di dunia.
GIVING BACK, MOVING FORWARD: PERSONAL AND SOCIAL TRANSFORMATION THROUGH VOLUNTEER TOURISM
Volunteer tourism has emerged as a dynamic form of travel that offers youths opportunities for personal development and social impact. However, the developmental and transformational needs of youth involved in volunteer tourism remain underexplored, especially in rapidly developing urban contexts like Ho Chi Minh City. This study aims to investigate the personal development and transformation needs of young individuals in Ho Chi Minh City, with a particular focus on factors such as gender, occupation, and income. The research used a quantitative approach, surveying 522 youths and analyzing their motivations, developmental needs, and the influence of demographic factors on those demands. The findings reveal that young participants are strongly driven by a desire for personal growth, particularly in soft skill enhancement, self-awareness, and meaningful engagement with local communities. Importantly, the study uncovers significant variations in development needs across demographic lines, emphasizing the necessity for inclusive, tailored program designs. Beyond skill acquisition, the data suggest that volunteer tourism plays a critical role in fostering reflective global citizenship and pro-social behavior. By situating personal transformation at the heart of volunteer tourism, this research contributes to both theory and practice, offering new insights into how service-oriented travel can shape empowered, socially conscious youth in rapidly urbanizing contexts.
ECONOMIC, POLITICAL, AND CULTURAL EXCLUSION IN TOURISM DEVELOPMENT: A CASE STUDY OF SAJEK VALLEY, CHITTAGONG HILL TRACTS
This study examines the dynamics of social exclusion within the rapidly expanding tourism sector of Sajek Valley, located in the Chittagong Hill Tracts (CHT) of Bangladesh - a region inhabited by indigenous communities and subject to post-conflict reconstruction. Development of tourism is a part of such reconstruction and peace-building efforts within the region, as well as empowering the indigenous community. However, in many cases the development of tourism lacks proper inclusivity, rather introducing exclusionary elements that hinder the sustainable peace-building and reconstruction efforts. Sajek Valley is not an exception in this case. The research focuses on three intersecting dimensions of exclusion: economic, political, and social, with a particular emphasis on the lived experiences of indigenous groups such as the Tripura and Lusai communities. This location was selected due to the expanding nature of the tourism industry here: while tourism has boomed in Sajek Valley, it has done so without adequately addressing the socio-political vulnerabilities of local populations, making it a critical site for examining exclusion within tourism development. Utilizing qualitative methods, including 20 key informant interviews, 4 in-depth interviews, and 2 focus group discussions, the study employs thematic analysis to interpret the data, allowing for in-depth exploration of recurring exclusionary patterns. Findings reveal political exclusion manifested through lack of involvement in tourism planning, forced displacement, and inadequate indigenous representation in local decision-making bodies. Relationship exclusion is evident in deteriorating inter-ethnic relations, exacerbated by unequal power dynamics and externally influenced favoritism. Economic and resource exclusion appears through severe environmental stress, including water scarcity and deforestation, disproportionately burdening indigenous residents. The study contributes to the literature by offering grounded, context-specific insights into how tourism-driven development can reproduce inequalities in a post-conflict regions like CHT, where tourism is promoted as a tool for peacebuilding. The study underscores the urgent need for inclusive, participatory tourism planning and holistic policies that protects the rights and well-being of local communities.
DEMOGRAPHIC, ECONOMIC AND PSYCHOLOGICAL DRIVERS OF WOMEN'S PARTICIPATION IN RURAL TOURISM IN DARJEELING DISTRICT, WEST BENGAL, INDIA
Rural tourism has gained global popularity, with varying characteristics across regions. This study explores the demographic, economic, and psychological factors influencing women's participation in rural tourism in Darjeeling, West Bengal, India. Despite its proximity to Sikkim, Darjeeling remains under-researched, particularly regarding women's motivations. Data from 200 women, including 50 in the hospitality sector, were collected via a pre-tested, interviewer-administered questionnaire to understand the push factors for their involvement. The analysis shows that middle-aged, married women with secondary or less education dominate the rural tourism workforce. Their primary motivations are economic need, improved educational opportunities for their children, and escaping socioeconomic challenges. Significant economic drivers include contributing to family businesses and achieving financial independence. Psychological factors, such as improving living conditions and securing future stability, also play a crucial role, though aspirations for leadership and decision-making are less prominent due to cultural norms. The findings highlight rural tourism's critical role in providing employment and empowerment opportunities for women in Darjeeling. Enhancing participation and empowerment requires addressing economic and psychological needs, improving income levels, supporting leadership roles, and fostering greater family decision-making power. These efforts can strengthen women's involvement in rural tourism, boosting their socioeconomic development and quality of life.
Copyright (c) 2024 https://creativecommons.org/licenses/by/4.0
SUSTAINING THE MALAYSIAN MONARCHY’S HERITAGE: HOW SHOULD IT BE POSITIONED TO INTERNATIONAL TOURISTS?
Tourism industry relies heavily on good marketing strategy, which becomes imperative for destination marketers to focus on when building long-term consumer engagement, loyalty, and relationships by adopting a sustainable marketing strategy and ultimately safeguard heritage sustainability. This study selects the Malaysian monarchy’s heritage as the research subject and positions strategy as a method to segment and profile international tourists to the said heritage. Respondents were surveyed in July and August 2022, at a museum in Malaysia. Using the Ward method, the clustering analysis identified three clusters, i.e., ‘the royal enthusiast’, ‘the apathetic tourists’, and ‘the inclined royalist’. The main benefits sought by respondents were ‘accessibility’, ‘quality of facilities’, and ‘an increase of knowledge’. Respondents viewed that there should be a focus on ‘representation of the monarchy’s heritage to the Malaysian people and identity’, highlighting that it is ‘a country with nine royal states’, and is therefore unique. Since positioning is about the intention to highlight strengths and distinctiveness in the marketplace, the Malaysian monarchy’s heritage should therefore be positioned in the minds of international tourists as ‘a rich heritage destination with nine royal states’, which is uniquely Malaysia. The clustering of tourists may enhance the consumption intention and achieve continuous sustainable strategic orientation in preserving the Malaysian monarchy’s heritage.
SUSTAINABLE AND ETHICAL VICEGERENCY IN HALAL TOURISM PRACTICES
This paper investigates the sustainable and ethical vicegerency of Halal tourism and the Islamic principles influencing sustainable tourism, particularly in the context of Muslim travel. By conducting a literature review and case study analysis, the qualitative research design was implemented, involving a total of 10 informants. Additionally, successful programmes and best practices that implement these concepts to enhance the sustainability of tourism destinations and experiences were investigated. The results indicate that there are components that can enhance the sustainability of tourism and the experiences of Muslim guests. The paper highlights the importance of incorporating Islamic themes into tourism sustainability frameworks to promote ethical and culturally sensitive behaviours. This paper provides governments and other tourism stakeholders with valuable insights into sustainable tourism programmes that cater to the requirements of Muslim travelers and promote sustainability.
EXPLORING THE MOTIVATIONAL FACTORS INFLUENCING YOUTH ATTENDANCE AT BADMINTON MATCHES
Sports play a significant place in Malaysian culture, serving as both a spectator and participant activity. Organized badminton events have the potential to enhance sport tourism revenue by drawing in both local and international fans keen to support their favourite teams. Understanding the motivations of specific market segments, particularly the youth, is vital for effective sports industry marketing. However, a lack of motivation among youth to attend badminton events can lead to diminished interest in these events. Consequently, this study aims to examine the factors influencing the motivation of youth to attend badminton matches in Malaysia. The study's sample comprises 341 students from UUM, selected through convenience sampling technique. The findings reveal that self-esteem is the foremost motivation for attending badminton matches (mean=4.31), followed by factors of group (mean=4.30), family (mean=4.17), entertainment (mean=4.08), escape (mean=3.98), eustress (mean=3.94), and aesthetics (mean=3.37). Furthermore, most respondents identify as badminton fans, indicating potential growth opportunities for the badminton industry. Understanding fan motivations can enable the industry to better meet their needs, thereby contributing to its expansion and success. This study underscores the importance of engaging youth in badminton events to foster sustained interest and participation in sports tourism initiatives.
Copyright (c) 2024 Journal of Event, Tourism and Hospitality Studies https://creativecommons.org/licenses/by/4.0
CREATING MEMORABLE TOURISM EXPERIENCES THROUGH SERVICESCAPE DESIGN: A PROPOSED MODEL FOR ZOO NEGARA MALAYSIA
This paper explores how different dimensions that form the overall servicescape of Zoo Negara Malaysia impact visitors’ memorable tourism experiences (MTE). The servicescape concept, which describes the overall physical environment within a service setting that can be controlled by the organization, is adopted for the study. In other words, it is suggested that physical cues such as animal conditions, zoo layout, design and facilities may be used by zoo operators to create memorable tourism experiences. Aspects of MTE consist of knowledge, hedonism, meaningfulness, refreshment, local culture, novelty and involvement. A conceptual framework is proposed to investigate the relationship between zoo servicescapes and memorable tourism experience. It is expected that this study contributes towards existing academic research related to zoo tourism and provides insight into how zoo operators could design and manage their zoological facilities to increase visitor numbers.
THE ROLE OF DHAKA'S COMMUNITY-BASED PARKS IN IMPROVING CHILDREN’S MENTAL AND PHYSICAL HEALTH
This study focused on the significance of Community Park for enhancing children’s mental and physical health at the grassroots level of the community of Dhaka city. To assess the practical scenario both primary and secondary data was used in this study. Convenience sampling techniques have been applied to collect data with a pre-designed structured questionnaire. To reach the study goal, regression analyses have been applied to see the correlation between children’s health and community park activities. Furthermore, categorized the impact to understand the vulnerability. The evidence identified that such community park contributes significantly to children's physical and mental well-being, fostering a positive impact on their holistic development. The study findings demonstrated that ∼ 80% of children think community parks significantly contribute to maintaining their mental wellbeing. Similarly, 61% of children expressed that park activities reduce their stress and anxiety. In addition, regular activities impact on their physical growth which was expressed by 90% of respondents. The result also finds out a strong correlation between the physical and mental health of the children. In addition, it analyzed the correlation of impact between their education and health. Besides, the study also assesses the levels of severity of depression, anxiety, and sleeping disorders in children after covid-19 pandemic. Indeed, results also disclose numerous factors such as infrastructural conditions, greenery stock, safety measures, children's activities and community participation in the community parks. The novelty of the study will help public health experts, psychologists, urban planners, environmentalists, policymakers, public representatives to take an ecofriendly sustainable development plan, thereby fostering a positive impact on children’s holistic development. Furthermore, this study provides some recommendations to increase the overall health conditions of the park’s children's zone.