Chee Hua Chin

University of Technology Sarawak

Technology plays a crucial role in safeguarding cultural and heritage assets for tourism destinations. Despite youths' apparent technological proficiency, there has been limited research on their intention to use virtual reality (VR) in such settings. This study stands as one of the pioneering efforts to examine young individuals' behavioral intent...

The emergence and popularity of e-commerce have led to a significant shift in the way consumers purchase products and services, and Generation Z (Gen Z) are playing a key role in driving this trend. In Malaysia, the tourism industry has benefited from the growth of e-commerce platforms such as Agoda, Expedia, Klook, and Airbnb. This study examines...

Due to rapid technological advancements, social media platforms have become one of the most significant applications in influencing consumer decisions in this digital era. This study used the Stimulus-Organism-Response (SOR) model as the theoretical foundation to examine the influence of social media advertising based on perceived uniqueness, perce...

With the adverse impact of the COVID-19 pandemic, technology plays a crucial role in the sustainability of businesses. The role of social media and virtual reality technology was discussed, as its capability to act as a business tool to improve business performance. Therefore, this study aims to examine the influence of environmental factors (i.e.,...

Purpose The purpose of this paper is to examine the hard and soft measures of service quality and visitors' satisfaction, which ultimately contribute to visitor loyalty to the destination, specifically in the context of the Borneo Cultural Festival (BCF) in Sibu, Sarawak (Malaysia). Design/methodology/approach The study uses a quantitative researc...

Brand image is crucial for smartphone manufacturers to differentiate their products and influence consumers' purchase intentions, as it affects product differentiation and brand competitiveness through consumers' perceived brand value. This research endeavours to investigate the impact of price value, product features, and social influence on smart...

Purpose This study aims to address existing gaps in the literature and theories by investigating the influence of responsible leadership traits on employees’ sustainable performance (E-SuPer) in the Malaysian service sector. Specifically, the authors focus on three key responsible leadership traits: relationship building, relational governance and...

Purpose This study aims to investigate how artificial intelligence (AI)-powered smart home devices affect young consumers' requirements for convenience, support, security and monitoring, as well as their ability to advance environmental sustainability. This study also examines the variables that impact users' motivation to use AI-powered smart home...

The industry of tourism in Malaysia is highly recognized for its contribution to the national economy and employment opportunities. However, following the strike of global epidemic due to COVID-19, the number of visitations by tourists has plunged and Malaysia is currently in its stage of revitalizing the industry post-COVID-19. To rejuvenate the t...

Purpose Green consumption behaviour (GCB) has been advocated to mitigate the environmental consequences of traditional consumption patterns. Besides the current circumstances, Generation Z college students are a sizable consumer group who are likely to be concerned about the future. Thus, this study aims to examine the factors affecting the college...

Presently, particularly in China, the market for art education is still in the growth stage of industrial development. Nevertheless, there is a huge number of art education businesses competing for a share of China’s art education industry, which is of a very modest size. Given the evolution of the economy and innovative culture, it is of the utmos...

Globally, the COVID-19 pandemic has had a significant influence on international tourist arrivals and receipts. This study examines the effect of environmental stimuli on tourists' satisfaction and intention to revisit rural tourism destinations in Sarawak, Malaysia. To determine the fitness of the measuring model and structural model, a total of 2...

This paper aims to assess the impact of hard and soft measures on the competitiveness of tourism destinations. Additionally, this article examines the impact of tourism destination competitiveness on rural tourism sustainability management. Following that, knowledge sharing is used as a moderator variable to demonstrate its moderating effect on the...

Tourism is widely regarded as one of the largest and fastest growing industries on the world. However, the outbreak of the COVID-19 pandemic has had a significant impact on international visitor arrivals and receipts for countries worldwide. Recognizing the need for tourism destinations to develop entirely new marketing strategies in the post-COVID...

Purpose Following COVID-19, the emphasis on tourism development has shifted to rural tourism and eco-destinations for preventive practice of the three Cs – confined spaces, close contact and crowded spaces. Given the potential growth of rural tourism destinations, to the best of the authors’ knowledge, this study is conceivably the first to provide...

Ecotourism is a foremost promoted tourism product by the Malaysian government and significantly contributed to rural communities’ income. The objective of this study was to explore the empirical evidence of the relationships among service quality, satisfaction, and revisit intention to an ecotourism site in Sarawak, namely, Semenggoh Nature Reserve...

Purpose Rural homestays have emerged as an interesting option for tourists. This study aims to assess the role of destination attractiveness factors and travel motivations in homestay choice. The moderating role of need for uniqueness towards enhancing these relationships is also examined. Design/methodology/approach A survey of 201 Indian tourist...

This study presents a framework to empirically validate the relationship between the tangible and intangible measures on tourism destination marketing efforts. Uniquely, a case study was developed involving two different nature of tourism destinations (semirural and rural) and is incorporated into the framework to assess its moderating effect on th...

Ecotourism is referred to sustainable tourism, whereby responsible travel is endorsed, especially in natural areas that emphasize on relaxation. In Malaysia, the richness of natural areas leads ecotourism to become one of the rapidly growing industries within the nation. Thus, there is a need for complete understanding of ecotourism practice in pla...

Purpose: Corporate social responsibility (CSR) is increasingly being adopted on a global scale and its importance is rising on multi discipline industry. The main purpose of this study is to investigate the key determinants that drive to CSR in its banking service industry. Design/methodology/approach: This study posits that CSR is mainly influence...

Purpose: Past studies have proven that there is an increasing trend showing more tourists are travelling to rural areas for vacation because of its richness of the local natural, cultural, and heritage resources. Despite the potential importance of rural tourism, however there has been an ongoing debate on ways to better develop rural tourism desti...

Environmental sustainability is the key factor for the future development of the tourism industry, particularly in sensitive rural tourism destinations. Green tourism and green marketing are alternative practices that ensure the environmental sustainability of tourism destinations. However, green marketing has received little attention in the conte...

Rural tourism is an integrated part in the services field, and this industry has long been recognized as a valuable tool for economic development in rural destinations. However, the multiplying growth of rural tourism destinations has led to a stiff competition among the industry. Thus, the identification of tourists’ perspective on the hard and so...

Purpose Rural tourism has emerged as one of the potential economic contributors to the country’s economic growth. To this extent, tourism stakeholders are aware of the rural tourism destination competitiveness where the development should be aligned with the objectives in order to achieve destination competitive advantage. Given the importance of...

In the rural tourism industry, the environment has emerged to be of most concern to the local communities, followed by social-cultural and economic issues. Stemming from the awareness, the environment has become one of the main pillars for sustainable tourism development, particularly, rural tourism destination. On the other note, in a competitive...

Despite the importance of quality of services in the rural tourism sector, it is somewhat surprising that little study has been done to delve into the fundamental contributive factors that contribute to quality of services from the tourists’ perceptions. This is the first known study undertaken with a view to understand the fundamental contributive...

Contemporarily, tourism sector is a highly competitive environment, which forces tourism players to provide better visitor services in order to stay competitive. In rural tourism, a growing niche in the tourism market, multiple components of environmental constructs play a crucial role in contributing to the sustainability and competitiveness of ru...

Contemporarily, tourism sector is a highly competitive environment, which forces tourism players to provide better visitor services in order to stay competitive. In rural tourism, a growing niche in the tourism market, multiple components of environmental constructs play a crucial role in contributing to the sustainability and competitiveness of ru...

Contemporary, tourists are more demanding than ever before that lead to an increase in competition for tourism sector. This forces tourism players (supply perspective) to provide better visitor services in order to stay competitive. Hence, the influencing factors like accessibility quality, accommodation, culture heritage, entertainment, tourism in...

Rural tourism is seen as a potential sector in promoting country to the world and at the same time generates incomes to local communities. However, due to the lucrative economic benefits, tourism destination’s sustainability and quality of services is often being ignored. Thus, this study highlights the importance of sustainable management and dest...

Tourism industry is known as one of the largest economic sectors in most of the countries and highly contributes to the economic growth in Malaysia. Contemporary, the sustainability of tourism destination become crucial and highly contributes to the competitiveness of a rural tourism destination. Nonetheless, the high competitive environment in thi...

Orientation plays a vital role for organizations to compete to create sustainable competitive advantage. The objective of this study is to examine the relationship between market orientation (MO) and organizational performance (OP) with service quality (SQ) as a moderator in the context of the hotel industry in Malaysia. MO and OP were conceptualiz...

Orientation plays a vital role for organizations to compete to create sustainable competitive advantage. The objective of this study is to examine the relationship between market orientation (MO) and organizational performance (OP) with service quality (SQ) as a moderator in the context of the hotel industry in Malaysia. MO and OP were conceptualiz...