Ahmad Shuib

Taylor's University · School of Hospitality, Tourism and Culinary Arts

Traceability system implementation has been suggested to improve data collection in shark and ray product supply chains, thereby supporting their sustainable utilisation and trade. By providing sufficient supply chain information, this system can help to prevent illegal, unreported and unregulated (IUU) fishing and the extinction of these important...

Tourism in the marine park is vital to tourist satisfaction. Tourism and sustainability must be balanced in sensitive regions like marine parks. Tourist feedback helps balance and sustain marine park management. Kapas Island Marine Park (KIMP) in Terengganu receives a high number of tourists annually. The resources and the tourist experience may be...

The average Malaysian disposes of 15,000 tonnes of food waste per day, out of which 6,000 tonnes is avoidable waste that could feed the poor. This study aims to address food security issues (SDG 2) in Malaysia by using Bandura’s Triadic Model of Reciprocal Determination to examine food wastage behaviours among urban post-millennials. Food waste, wh...

Malaysia deforested 6.3 million hectares since independence; 91% of which occurred before Malaysia pledged, at the Earth Summit in 1992, to maintain a minimum 50% of its terrestrial area under forest cover. However, under economic and population pressure, Sarawak—the largest contributing state to the country’s current forest cover of 54.8%—shows co...

The book intended to show various ways in understanding the value of natural services. Using examples, the authors explain method step by step in conducting valuation process for non-market ecosystem services.

Sustainable tourism policies in rural destinations are often complex. Governments strive to ensure that the objectives of sustainable tourism are met through various strata of agencies. As a result, institutional fragmentation has become the undesirable outcome of this approach. The policy Delphi technique was employed in this study to align decisi...

Economic values of various ecosystem services of recreational forests are not well understood in many countries, including Malaysia. Policymakers and resource managers with a lack of such information may make inappropriate decisions to manage forest resources. To address the information problem, this study used data and estimated the economic value...

The objective of this study is to obtain experts’ opinions in identifying factors influencing the implementation of supply chain traceability for shark and ray products in Pahang, Malaysia. The information was obtained through structured key informant interviews (KIIs), which were conducted one-to-one and face-to-face with relevant experts from gov...

Due to the fact that COVID-19 is a novel viral infection, there is no pre-existing immunity in humans, and everyone is presumed to be a susceptible host. Therefore, public awareness of the COVID-19 pandemic's impacts on Malaysia remains unclear for decision-making purposes. Hence, this study sought to ascertain the level of public awareness about t...

Abstract: The benefits of recreational forests are not only for tourists, but also for households and residents living in the surroundings of the forests. Such benefits include supporting services, provisioning services, regulating services, and cultural services. Very limited studies have determined the value allotted by residents to a recreationa...

Carbon pricing is widely recognized as an effective policy instrument for climate change mitigation. Carbon pricing have been imposed in 39 developed countries and eight middle-income countries. Eight more middle-income countries are considering its implementation. As experiences from industrialized countries may not be relevant to developing count...

Direct and indirect use of values and non-use values from forest ecosystem services perform an invaluable set of functions that cater to the needs of both living and non-living things. The values include market services obtained from timber and non-timber forest products, and non-market services (recreation, watershed protection and conservation va...

This study investigates to recognize and test the influence of organizational indicators of stress on the academic performance. The current research collected questionnaire via multi cluster sampling techniques from 32 Malaysian private universities academic staff. Also, 190 completed questionnaires were analyzed through SmartPLS software that has...

TOTAL ECONOMIC VALUE OF ECOSYSTEM SERVICES IN MALAYSIA: A REVIEW

Kilim Karst Geoforest Park is a special conservation area within a Permanent Forest Reserve (PFR), consisting of limestone landscape, an extensive mangrove forest system, beaches, coastal wetlands and islands. However, the limestone, forest reserve and mangrove areas have been identified as environmentally sensitive, and are under threat by develop...

The identification and understanding of the need of the customers are important for market segmentation specifically for tourism marketers. Failure to do such would fail to address the need of adventure visitors, and consequently resulting in dissatisfaction. Hence, this study focuses on the distinction between the socio-demographic, visit characte...

This study aims to examine the domestic marketing of sharks and rays in Sabah. The aspects which examined of domestic marketing of sharks and rays in Sabah, include; the major players in the system, marketing channels and practices. The observation on the domestic marketing of sharks and rays in selected areas in Sabah suggest that the industry is...

The economic value of the resources available at a site can be shown in terms of the benefits gained by the visitors in a quantitative or monetary value. The benefits gained by the visitors could be estimated by using the demand of visitors to the site using the concept of consumer surplus. Travel cost method (TCM) is an alternative technique that...

Quantitative studies on economic value of resources in rural area are carried out by determining the benefits gained by the tourists using the resources at the site. The value then can be used to imply the importance of conservation of resources to the communities. As many rural tourism destinations depend on the natural resources to be the main pr...

There were 7.96 million domestic tourist arrivals to Perak in 2015, which marked an increase of 13.71 percent over the previous year. The arrival of domestic tourists to Perak in general and Kampar in particular have prompted a significant increase in demand for facilities and services for adventure tourism activities in Kampar, which is considered...

Forest degradation and deforestation are some of the major global concerns as they can reduce the forest carbon stock and sequestration capacity. However, the carbon stock and sequestration potential in a mixed dipterocarp tropical forest remains unclear due to a lack of information. This study was carried out on the carbon stock and estimated its...

Tourism industry in Yemen is identified as a priority area for government income. Yemen is rich with tourism products which are categorized into cultural, seaside, and desert. Thus, the government, represented by the Tourism Industry and Yemen Tourism Promotion Board has developed the tourism marketing strategy for the country. However, the tourism...

This paper aims to scrutinise the ethnic characteristics of the Bidayuh community in Sarawak, Malaysia, which could be conserved and capitalised on for the development of indigenous tourism. The community, also called ‘people of the land’, is characterised by its cultural identities such as ‘O gong’ (a gong troupe), massive drums, and ‘pratuakng’ (...

Sustainable tourism emphasises responsible utilisation of economic, socio-cultural and environmental resources for tourism development. Extant literature in sustainable tourism leans towards subjective and qualitative description in explaining the dynamic nature of the trans-disciplinary indicators of sustainability. However, few mechanisms have be...

Marine Protected Areas (MPAs) are useful tool for conserving biodiversity and managing fisheries. The government of Malaysia has established several Marine Protected Areas (MPAs) to enable overexploited marine resources to recover and to conserve coral reef ecosystems. The paper investigates the effect of governance approach on the effective manage...

The purpose of this study is to demonstrate the importance on the sustainable tourism initiatives and consideration of energy in the development of better policy towards innovation of tourism. The study is conducted at an internationally well-known tourism island, Mabul Island. Since natural resources on island are scarce and limited, island touris...

This paper presents a reliable and valid measurement instrument for memorable tourism experiences from the perspectives of real and more regular travelers. The exploratory research involved 13 qualitative interviews with local officials of Mulu National Park and 100 tourists’ who visited Mulu National Park, Sarawak. The study confirmed a reliable a...

The development of sustainable community-based tourism is aimed at satisfying the objectives of all stakeholders in the system. The interrelationships among the stakeholders must be fully recognised since each stakeholder’s needs may be dissimilar from the others. The challenge for local communities and policy makers is to ascertain or generate opp...

This research compares memorable tourism experiences (MTEs) of tourists from two geographical regions: Asia and Europe. Based on a sample of 349 tourists (195 from the Asian region and 154 from the European region), the results showed that 4 of the 7 MTE factors (cultural knowledge, novelty pleasure, stimulation, and meaningfulness) were significan...

Peat soil forest (as used in this study are the natural forest (peat swamp forest)) serves important ecological and environmental functions and provides perpetual benefits, if properly conserved. The peat swamp forest in the Mukah district represents the most significant protected peat soil area in the state. Communities living in the proximity of...

Purpose – This study aims to assess the possibility of adapting evidence-based policies in the daily operations of tour operators in Semporna, Sabah, Malaysia. This intervention is important, as on-site investigations reveal that operators are operating their businesses with little reference to the ecotourism policy guidelines. Design/methodology/...

The Conservation of Giant Panda produces several intrinsic benefits. The Giant Pandas at the Giant Panda Conservation Centre (GPCC) in Zoo Negara Malaysia is the latest edition to the zoo exhibits. To justify the Giant Panda Loan Programme in Malaysia, the Ministry of Natural Resources and Environment (MNRE) and Zoo Negara have requested that an ev...

This paper presents the cultural attributes owned by the Bidayuh community in Malaysia that could be utiziled for tourism development. The Bidayuh community is also known as the ‘people of land’ and well equiped with their cultural products like ‘Ogong’ gong ensemble, gigantic drums and a unique bamboo percussion instrument known as the ‘pratuakng’...

The objective of this study is to examine the influence of destination attributes, memorable tourism experience and revisit intentions in Mulu National Park, Malaysia. A convenient sampling technique was used to select the sample. A total of 349 questionnaires were distributed to tourists at Mulu National Airport and were returned. The result from...

This paper analyses the subject by comparing tourist's profile and travel expenditures between domestic and international tourists to Semporna, Sabah based on socio-demographic characteristics, trip related variables and travel expenditures. Furthermore, travel expenditures are compared based on six different expenditure groups: accommodation, food...

Kilim Karst Geoforest Park (KKGP) located in Langkawi island offers pristine nature-based attractions to visitors. Apart from local visitors, the park receives many international visitor arrivals from all over the world. The demand model of international visitors to the park can be developed using one of the common environmental valuation technique...

The study of rural tourism policies is always the most significant aspect of effective and sustainable growth strategies in rural tourism. In Semporna, Sabah, Malaysia, most of its potential for tourism is within the natural resources of the district. To ensure the sustainability of the industry, it is important to ensure that rural tourism policie...

Kilim Karst Geoforest Park (KKGP) offers rural tourism attractions to visitors from various countries in the world. The information collected from visitors to the park allows categorization to be done on visitors, and such information can be utilized for marketing purposes. Therefore, the objective of this paper is to identify the profi le and the...

The increase in tourist demand for highland experience is inevitable. Cameron Highlands, established as a Tea Plantation Estate during the British Colonial era in 1929, has evolved into a major highland tourism destination providing a cool climatic experience coupled with scenic beauty in the midst of Tudor concept architecture which enhances the d...

Semporna district is situated within the Tawau division, located on the southeastern coast of Sabah. The district is 1,145 square kilometers and is one of the main tourist attractions for both locals and foreign tourist. Most of Semporna's potential for tourism lies within the natural resources of the district. In order to safeguard the sustainabil...

The paper examines the evolution of political philosophers from the time of Plato (428 BC), Ibn Khaldun (1406) and Confucius (479 BC) to the current day political philosophers represented by John Dewey (1952) and Harold Lesswell (1978). The paper further examines how this departure has diluted philosophy from the policy making process, from what us...

The purpose of the study is to reveal the semiotic meaning of The National Ecotourism Plan Malaysia. Semiotic analysis approach is used to achieve this objective. This paper adapts the 4-phase research process of design principle, data elicitation, data analysis and knowledge interest. The structure of meaning from textual angles is reviewed prior...

Rural tourism is importance in many countries and regions due to its ability to generate income for government and local communities. Understand who the tourists are and the motivation of their visit is important for tourism stakeholders to boost the local tourism development and economy through marketing. Thus, this study aims to profile rural tou...

Tourism is perceived as 'white knight' to save the economics of a particular place. Specifically, rural tourism has been perceived as panacea for social ills & economic of the countryside as it is often used to improve the local's livelihood by generating job opportunities and income. However, inappropriate rural tourism development may lead to sev...

The development of rural tourism has been identified as a strategic alternative to overcome the economic decline in the rural agricultural sector. The growth of the rural tourism hinges upon the benefits accruing to the local communities in terms of employment, business opportunities, entrepreneurial development, asset accumulation, environmental c...

Kilim Karst Geoforest Park (KKGP) is one of the three world heritage sites in Langkawi Island that recognized by UNESCO since 2007. It provides nature-based attraction for instance wildlife watching, karst landscape, mangrove river, and karst caves. Last a few years, visitors arrival in KKGP has increased dramatically from 78,145 to 273,450 between...

Cultural heritage (CH) is a public good which is not traded in the market, thus market fails to indicate the true value of the CH, giving the impression that CH has zero or minimal economic value. Furthermore, the public good nature of CH has made the consumption of most CH to be foc or at the minimum price; thus the revenues generated from consump...

The deltaic mangrove forest areas in the District of Kuching which cover an area of about 52,300 ha. are being used for many purposes; some uses are destructive, other uses are supporting the livelihood of communities living in the periphery of the forests. Determining the Total Economic Value (TEV) of the deltaic mangrove forest resources in the D...

Purpose The study aims to conduct a critical analysis of available economic tools to value non‐market rural tourism products and services, and assess the strengths and weaknesses of these tools. Design/methodology/approach The paper reviews existing valuation methods to better understand how estimates of rural tourism products and services are con...

In many countries, tourism is perceived as a tool to generate income and employment to a country and local economy. Therefore, many researchers attempt to estimate the economic impacts of tourism through different kind of methods. Economic impact studies can be carried out using primary or secondary data. However, there is no universally accepted m...

Kilim Karst Geoforest Park (KKGP) is one of the three world heritage sites in Langkawi Island that recognized by UNESCO since 2007. It provides nature-based attraction for instance wildlife watching, karst landscape, mangrove river, and karst caves. Last a few years, visitors arrival in KKGP has increased dramatically from 78,145 to 273,450 between...

This paper examines the push and pull factors affecting tourists' visit to Kilim Karst Geoforest Park (KKGP), Langkawi. In this study, the push and pull model was applied as the construct for tourists' motivation in choosing a holiday destination. Survey sessions were carried out at KKGP. A total of 300 usable questionnaires were collected. Multipl...

Perlis State Park (PSP) is located at the border of Malaysia and Thailand. Apart from its conservation functions, the park is also known as an ecotourism destination for the northern region of Peninsular Malaysia. In PSP, three locations have been identified to provide diversified recreational experiences to visitors. In this study, the length of s...

The existence of pristine natural resources in rural areas is the main assets for the rural tourism development. Kilim Karst Geoforest Park in Langkawi offers rural tourism attractions to the visitors. The rural tourism demand of international visitors to the site can be estimated using the Travel cost method (TCM). The objectives of this study are...

Sago peat swamp forest serves important ecological and environmental functions and could provide perpetual benefits, if managed in a sustainable manner. The main objective of the study is to determine the non-sago agroforestry benefits derived in the sago peatland in Mukah. A sample survey of the villagers living along the fringe of the sago forest...

The main objective of the study is to explore the applicability the choice experiment method to reveal preferences of visitors. The preferences are related to the attributes of eco-tourism resources in Taman Negara Malaysia. Four alternative sets of combinations of attributes which included types of accommodation, congestion levels, permitted lengt...

The growth of the adventure tourism industry has corresponded to the variety of user background. Mountain biking has becoming a browing adventure recreation in Malaysia. Using Bukit Kiara as the study site, the paper intended to investigate the profile of mountain bikers. This paper presents the results from a series of surveys among 137 mountain b...

The economic impacts of tourism have received substantial attention and have been documented by many researchers due to its ability to generate economic benefits to local economy. To date, there is no standard model to estimate economic impact study and most of the studies modify the original model to meet the interest of researchers. This paper ai...

Kilim Karst Geoforest Park in Langkawi offers rural tourism attractions to the visitors. The rural tourism demand model of international visitors to the site can be developed using the non-market valuation techniques. One of the common techniques is using the revealed preference technique, which is the Travel Cost Model (TCM). There have been vario...

Rural resources are subjected to pressure from impacts of economy, social, politics and environment. This paper examines the relationship of rural tourism resources and the advantages of adopting sustainable developments policies and strategies based on a case study in Setiu, Terengganu. A four-step strategy was employed in achieving the goals of t...

The effectiveness of policies has always been debated worldwide. In a broad perspective, there are two main types of policies; the preventive and the punitive. While some policies take a certain type, there is no conclusive evidence to support their effectiveness. The potentials and pitfalls of policies largely lie in the level of policy-making, wh...

This study assessed the quality of services in Niah National Park (NNP) located in Sarawak, a major ecotourism destination in Malaysia. The ECOSERV instrument developed by Khan in 2003 was modified to measure visitors' expectations and perceptions on services quality. Self-administered questionnaires were handed out to registered park visitors and...

An economic impact analysis of a tourism activity could indicate the losses in benefits to the area if the activity were not to take place in the area. The potential losses are equated to the total amount of associated expenditures of visitors spending in the area. An ex post assessment is carried out to measure the impacts of visitors expenditure...

The development of RRT has been widely accepted as an alternative approach to tourism development that benefits individuals, societies (communities) and the nation. Although many consider the benefits of participation in Rural Tourism (RT) to be personal and qualitative, a quantitative measure of the values of RT is needed to facilitate the justifi...

Information about consumer attitudes towards jungle organic foods and the demographic characteristics of consumers of the products are important in helping to increase acceptance of the jungle products and to expand markets for the products. In this study data on attitudes towards the jungle products are collected in a consumer survey at seven farm...

A series of surveys on users was conducted at Putrajaya Challenge Park (PCP) purposely to determine users’ profile. The survey was conducted on 198 users at PCP from December 2010 to January 2011. The study provided results on characteristics of users’ socioeconomic (age, gender, ethnic group, marital status, level of education, profession and mont...

National Parks and Marine protected areas in Malaysia have become increasingly exposed to ecotourism development activities. Greater accessibility and increase in leisure have contributed to an increase in ecotourism destinations visit. Exploitation by ecotourism and development activities has caused negative impacts to the natural resource of thes...

The Wang Kelian Sunday Market, located within the border of the Perlis State Park (PSP) is known for its unique recreational cross-border shopping. This weekend activity, takes place at the border of Malaysia and Thailand, attracting visitors from both countries. By applying the travel cost model, the travel information is then used for the estimat...