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Open Access
Article
Publication date: 30 December 2021

Mohd Hafiz Hanafiah, Nur Adilah Md Zain, Muaz Azinuddin and Nur Shahirah Mior Shariffuddin

This study investigates the effect of COVID-19 pandemic perceived health risk on traveller's post-pandemic perception and future travel intention. The study aims to provide…

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Abstract

Purpose

This study investigates the effect of COVID-19 pandemic perceived health risk on traveller's post-pandemic perception and future travel intention. The study aims to provide insight into the unprecedented COVID-19 pandemic and its potential influence on tourist behaviour.

Design/methodology/approach

Two hundred and forty-four responses were gathered quantitatively through an online survey. The research hypotheses were analysed using the partial least square structural equation modelling (PLS-SEM).

Findings

This study found that COVID-19 affects tourists' travel behaviour. Key findings found that perceived health risk discourages travel attitudes and eventually lessens their future travel intentions. Results also suggest future strategies/directions for restarting the tourism industry.

Practical implications

The study outcome assists tourism stakeholders in understanding the changes in tourist behaviour amid the heightened perceived health risk of COVID-19. Tourism policymakers and industry players should consider exploring how to mitigate similar health crises in the future.

Originality/value

By extending the theory of planned behaviour (TPB), this study establishes a theoretical framework in exploring the interrelationships between perceived risk, post-pandemic perception and future travel intention. This study sets a significant research agenda for future tourism research in understanding the mechanism behind health risk perceptions and tourist behaviour.

Details

Journal of Tourism Futures, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2055-5911

Keywords

Article
Publication date: 18 March 2022

Nur Shahirah Mior Shariffuddin, Muaz Azinuddin, Mohd Hafiz Hanafiah and Wan Mohd Adzim Wan Mohd Zain

This study aims to provide current and organised insights into past published studies on tourism destination competitiveness (TDC) in the past decade through systematic literature…

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Abstract

Purpose

This study aims to provide current and organised insights into past published studies on tourism destination competitiveness (TDC) in the past decade through systematic literature analysis.

Design/methodology/approach

A comprehensive review was performed by systematically gathering the literature published from 1983 to 2021 and coded according to categories such as author, year, article title, name of journal and TDC determinants.

Findings

The key findings of this review reveal that no universal set of items, attributes or indicators to measure the competitiveness of tourism destinations exists; the complexity and variability of many definitions and measuring elements from various perspectives portray the multi-faceted concept of competitiveness; and synergistic connection between the source of comparative and competitive advantages of TDC focusing on destination image, tourism experience and loyalty.

Research limitations/implications

Research works considered in the study are only from indexed and peer-reviewed journal publications.

Originality/value

The study findings reveal a lack of studies that address the relationship between destination image, tourism experience and loyalty within the TDC realm. Future studies should consider complementing the tourism supply and demand side to avoid a “strategic drift” of TDC concepts, perceptions and practices.

Details

Competitiveness Review: An International Business Journal , vol. 33 no. 4
Type: Research Article
ISSN: 1059-5422

Keywords

Article
Publication date: 17 December 2024

Muhamad Aizuddin Ibrahim, Wan Mohd Adzim Wan Mohd Zain, Nur Shahirah Mior Shariffuddin, Muaz Azinuddin, Muhammad Nur Hidayat Mohd Salim and Nur Hanifa Zainul

This study investigates how tourists’ local food consumption value, local food experiential value and food culture differences influence food destination image, with food…

Abstract

Purpose

This study investigates how tourists’ local food consumption value, local food experiential value and food culture differences influence food destination image, with food destination attractiveness acting as the mediator. The moderating role of social media influencers is also analysed within this interrelationship.

Design/methodology/approach

This study employed a quantitative research design and purposive sampling to collect data. Partial least square-structural equation modelling (PLS-SEM) was employed to test the research hypotheses, with 312 food tourists participating.

Findings

The results indicate that tourists’ local food consumption value, tourists’ local food experiential value and tourists’ food culture differences positively influence food destination attractiveness, which, in turn, mediates their impact on food destination image. However, the moderating role of social media influencers has a significant but negative effect on the relationship between food destination attractiveness and food destination image.

Practical implications

The research findings indicate that, by considering factors such as overall consumption experiences, cultural differences and social media management, destination stakeholders can capitalise on local food to enhance destination attractiveness and image significantly.

Originality/value

This study provides new insights into the significance of food consumption experiences and their values in tourism while highlighting the critical role of local food culture differences in enhancing each destination’s attractiveness and image. Additionally, it emphasises the subtle influence of social media influencers in promoting destinations, particularly within the context of food tourism.

Details

Journal of Hospitality and Tourism Insights, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2514-9792

Keywords

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