Rahmat Hashim

Taylor's University · School of Hospitality Tourism & Events

The changing foodscape in society has redefined the role of food beyond the biological needs for survival. Food has always played an essential role in travel experiences; nevertheless, the concept of visiting a place just for its food is claimed to be a recent phenomenon. With the break-out of the COVID-19 pandemic, food tourism and branding have b...

Tourism is seen as a fast and booming industry in this age and is being conducted for a variety of purposes. Notably, the world medical tourism market has grown rapidly over the past decade and is expected to grow at an exponential rate, where one of the clear goals of geriatric medicine is to ensure that older people receive better healthcare, spe...

By and large, Malaysian foodservice business is predominantly dominated by three major ethnic cuisines ─ Malay, Chinese and Indian. In any business, consumer satisfaction was long recognized by scholars and practitioners as one of the main ingredients for business survival and prosperity. However, globalization has an impact on the Malaysian food a...

Brand image strategy is critical to develop and protect firm's reputation at the same time improve financial performance. It is surprising to note that a few five-star hotels were taking advantage of a wide range of brand image elements. Therefore, this study aims to examine the brand experiential value scales against satisfaction and trust in the...

Technology can be defined as a device or machine that helps to fulfill tasks easier and simpler. Indeed, the universal used of technology has been accepted as one of the reasons which helping hotel employees to accomplish their task productively and efficiently. This study is to examine employees’ acceptance on the usages of technology in hotel dai...

There is limited information on how Malaysian consumers perceive celebrity advertising, in which its increasing use brings this study to assess the relationship between perceived value and purchase intention of food products. This study also focuses on the most influential factor from functional value (FV), emotional value (EV), and social value (S...

This paper presents the empirical results of a recently concluded research study about managing menu innovation in a consumer market that has reached to its saturation level. Such market condition resulting in increased competition and, therefore, a need for increased innovation is essential. In this study, an investigation was carried in substanti...

The search for the right 'pedigree' of innovative menus is endless. As the consumer foodservice markets are converging to one global market, increasingly demand for new menus is evitable. In today's global foodservice markets, the fast changing trend of consumers' preferences and acceptances poses a huge challenge for restaurateurs in managing thei...

This paper presents a recently concluded research study on new product innovation process (PIP) of chain restaurants in Malaysia. The aim of this study was two-folded: First, this study advanced both the theoretical conceptualization and the empirical validation of PIP model that have never been attempted before in hospitality management research....

Technology is defined as a tool or machine that helps to fulfill tasks easier and simpler. Despite of its universal advantages and benefits upon the development of the hotel industry, the acceptance of hotel employees towards the usage of technology is still uncertain and imprecise. This study examines employees’ acceptance on the usages of technol...

Building and properly managing brand equity has become essential for any business organizations and hospitality organizations are no exception. As such, branding has become one of the most dominant indicators in the global hotel industry performance. Customer-based brand equity is a valuable tool in brand positioning and evaluating their marketing...

Community-based tourism is seen as an alternative to propel the socio-economic and cultural benefits to the local community. Tourists who visit homestay destinations are those who seek existential meaning and those who quest for pastoral lifestyle. Among many components of culture, food is one of the most elemental. Hence, the concern of food must...

Globally the hospitality and tourism industry is evolving and undergoing radical changes. The past practices are nowadvancing through the rapid development of knowledge and skills acquired to adapt and create innovations in various ways. Hence, it is imperative that we have an understanding of the present issues so that we are able to remedy proble...

Fossil fuels (petroleum, natural gas and coal) are the main resources for generating electricity. However, they have been major contributors to environmental problems. One potential alternative to explore is the use of microbial fuel cells (MFCs), which generate electricity using microorganisms. MFCs uses catalytic reactions activated by microorgan...

Success or failure of tourism industry relies heavily on how the host nations control and manage the industry, strategies and manage its capital and resources, including human. At the core, the survival and competitiveness of the industry depend largely on the workforce. It seems obvious that hospitality management schools are now playing a critica...

Online discussion has proven to be a good platform for students to gain the ability to communicate, inspire, analyze, and slot in into social interaction indirectly. This study aimed to examine the relationship of posting components against level of thinking and solution to the issue. The online discussion was conducted over a month and 85 students...

Innovation is very crucial in a turbulent business environment. In today's business enterprises, it is not only to command effective strategies to overcome rival competitors, but also be able to innovate and meet the buyers demand. Over the past few years, dynamics business environment has call for greater business innovativeness in determining org...

This empirical study investigated to what extent the local restaurant customers accept Thai food. In addition, this study also evaluated any changes in customers' eating patterns of local cuisines. Restaurant customers in the Shah Alam area were selected as a sample. One notable finding was that respondents saw a trend towards Thai foods which are...

Success or failure of tourism industry relies heavily on how the host nations control and manage the industry and its resources, and the implementation of alternative strategies. Business organisations have now turned their attention to the development of managerial competence as a mechanism to stay competitive in this new era of globalized busines...

Thesis (Ph. D.)--Sheffield Hallam University, 2001.