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Papers by NOOR ZATUL IFFAH HUSSIN
Universiti Malaysia Terengganu Journal of Undergraduate Research, 2019
The number of small and medium-sized accommodations (SMSAs) has increased in Malaysia in tandem w... more The number of small and medium-sized accommodations (SMSAs) has increased in Malaysia in tandem with the growth of the tourism industry worldwide. The states involved in this study were Terengganu, Kelantan and Pahang. The SMSAs in these states are rated using Orchid rating, namely 1-Orchid, 2-Orchid and 3-Orchid, generated by the Ministry of Tourism, Arts and Culture Malaysia (MOTAC). This study applied the Resource-based View (RBV) theory to investigate four factors (marketing management, human resources management, innovation capability management and information technology) assumed to be competitive capabilities that may influence accommodation’s performance. The objective of the study is to examine whether the four factors influence the performance of Orchid-rated accommodations located in the East Coast of West Malaysia. The results revealed that the four factors do not have any relationship with the accommodation’s performance. The analysis also singled out one argument of th...
PROCEEDING FOR GLOBAL TOURISM CONFERENCE (GTC) 2021, 2021
The COVID -19 pandemic has posed an unprecedented threat to the hospitality industry. Numerous ho... more The COVID -19 pandemic has posed an unprecedented threat to the hospitality industry. Numerous hospitality firms have been impacted by strategies used to flatten the COVID-19 curve. Hospitality firms are required to significantly alter their operations in the COVID-19 business climate in order to secure industry survival and to mitigate the impact of the pandemic. As a result, this study focuses on small and medium-sized accommodations (SMSAs) on Malaysia’s East Coast, which are particularly hard hit by the pandemic. The study of SMSAs on Malaysia’s East Coast discovered that marketing and human resource management contribute significantly to accommodation performance, while the other two factors have a negligible effect on accommodation performance during this pandemic, as determined by multiple regression analysis.
PROCEEDING FOR GLOBAL TOURISM CONFERENCE (GTC) 2021, 2021
Service failures and the following service recovery of a firm can greatly influence customer sati... more Service failures and the following service recovery of a firm can greatly influence customer satisfaction, customer loyalty and the relationship quality with the firm, regardless of other firm’s efforts to establish strong relationships with its customers in the long run. Airlines in particular are struggling with several obstacles concerning their business continuity and ability to survive. One of the obstacles is the fact that they are subject to inevitable service failures which are unavoidable. Meanwhile, the concept of potent service recovery has become extremely vital in terms of retaining customer satisfaction. This research paper examines the relationship of service failures and service recovery and passenger satisfaction. The data was collected from domestic passengers at the Sultan Mahmud Airport in Terengganu. The relationships among the variables of the study were supported. Based on the findings of this study, it is suggested that the airline management team and staff p...
PROCEEDING FOR GLOBAL TOURISM CONFERENCE (GTC) 2021, 2021
Smart tourism projects are already underway across the globe including Tourism Malaysia. In 2018,... more Smart tourism projects are already underway across the globe including Tourism Malaysia. In 2018, Tourism Malaysia has launched the Malaysia Smart Tourism 4.0 initiative to take the industry to the next level by capitalizing on the new opportunities of the digital age. Despite the increase in the number of studies on customer satisfaction towards smart tourism services, only a limited number of studies were carried out in Malaysia. Therefore, this research proposes to obtain a better overview of this issue from a Malaysian perspective. The main objective of this study is to analyse the relationship between smart tourism technology attributes, tourist service satisfaction levels and to assess the relationship between the levels of tourist service satisfaction and the intention to use new technology. This study was also carried out to examine the moderating effect of trust on the relationship between smart tourism technology. This study will use a structural equation method to find th...
JOURNAL OF SUSTAINABILITY SCIENCE AND MANAGEMENT, 2021
The aim of this paper is to examine the influence of students' differences in gender, nationality... more The aim of this paper is to examine the influence of students' differences in gender, nationality, and educational level on their perception to the educational attributes of teaching quality, research quality, and internationalisation quality of the Malaysia Public Research Higher Education Institutions (MPRHEIs) in meeting the challenge of global sustainability. 500 students from five MPRHEIs were selected as the respondents of the study, which comprised of undergraduates in their second year and above as well as local and international postgraduates. A total of 418 questionnaires were collected from the respondents and inferential statistics namely t-test and the Analysis of variance (ANOVA) analysis were applied in order to explain the relationship between the variables and the features of a sample population. The findings show that most hypotheses in the study are supported. In conclusion, it is believed that MPRHEIs require strong support from the stakeholders particularly the students' perception where their inputs regarding the service quality of MPRHEIs are appreciated as it has the potential of leading MPRHEIs to achieve significant sustainability in this region. It is also suggested for future research to examine the perception of academicians and other stakeholders towards the quality of services in higher education in order to build sustainable MPRHEIs.
European Proceedings of Social and Behavioural Sciences, 2020
This is an Open Access article distributed under the terms of the Creative Commons Attribution-No... more This is an Open Access article distributed under the terms of the Creative Commons Attribution-Noncommercial 4.0 Unported License, permitting all non-commercial use, distribution, and reproduction in any medium, provided the original work is properly cited.
Journal of Policy Research in Tourism, Leisure and Events, 2018
The aim of this study is to understand and explain in detail how tourism development has evolved ... more The aim of this study is to understand and explain in detail how tourism development has evolved in Malaysia, and in particular, what informed its planning and policy. This study draws extensively on a critical analysis of the official plans for Malaysian tourism development, especially from the period of the First Malaysia Plan (1966-1970) to the Tenth Malaysia Plan (2010-2015), and sets this analysis within a Resource Based View (RBV). This study discovered that Malaysia identified individual capabilities that resulted in short-term advantages in tourism that were capitalised upon, and that its strength has been in its four marketing areas of product, price, promotions and distribution channel. However, some areas did not receive full cooperation from all stakeholders, rendering some long-term marketing objectives unachievable. Thus, the government needs to develop a closer relationship with its stakeholders to strengthen its vision and implementation of tourism planning and policies.
Studies of Applied Economics, 2021
The primary purpose of this study is to examine the benefits sought by domestic tourists and acti... more The primary purpose of this study is to examine the benefits sought by domestic tourists and activities they’re involved in while in Kuala Terengganu. A self-administered survey was obtained from a sample of 382 domestic tourists that visited the state. Cluster analysis, the Kruskal-Wallis Test, and Mann-Whitney Test were employed to examine the benefit segment variables. Results from the cluster analysis show that there are significant differences among the clusters based on visitors’ demographics in the activities that they join in Kuala Terengganu. In the meantime, Kruskal-Wallis Test and Mann-Whitney Test also show significant differences between six pairs of clusters regarding activities in the visitors’ demographics. The results can be used to assist state planners and tourism entrepreneurs determine suitable marketing mix strategies that enhance the Kuala Terengganu attractions and ensure their sustainability for receiving new and repeat tourists. The understanding of benefit...
Asian Social Science, 2014
Universiti Malaysia Terengganu Journal of Undergraduate Research, 2019
The number of small and medium-sized accommodations (SMSAs) has increased in Malaysia in tandem w... more The number of small and medium-sized accommodations (SMSAs) has increased in Malaysia in tandem with the growth of the tourism industry worldwide. The states involved in this study were Terengganu, Kelantan and Pahang. The SMSAs in these states are rated using Orchid rating, namely 1-Orchid, 2-Orchid and 3-Orchid, generated by the Ministry of Tourism, Arts and Culture Malaysia (MOTAC). This study applied the Resource-based View (RBV) theory to investigate four factors (marketing management, human resources management, innovation capability management and information technology) assumed to be competitive capabilities that may influence accommodation’s performance. The objective of the study is to examine whether the four factors influence the performance of Orchid-rated accommodations located in the East Coast of West Malaysia. The results revealed that the four factors do not have any relationship with the accommodation’s performance. The analysis also singled out one argument of th...
PROCEEDING FOR GLOBAL TOURISM CONFERENCE (GTC) 2021, 2021
The COVID -19 pandemic has posed an unprecedented threat to the hospitality industry. Numerous ho... more The COVID -19 pandemic has posed an unprecedented threat to the hospitality industry. Numerous hospitality firms have been impacted by strategies used to flatten the COVID-19 curve. Hospitality firms are required to significantly alter their operations in the COVID-19 business climate in order to secure industry survival and to mitigate the impact of the pandemic. As a result, this study focuses on small and medium-sized accommodations (SMSAs) on Malaysia’s East Coast, which are particularly hard hit by the pandemic. The study of SMSAs on Malaysia’s East Coast discovered that marketing and human resource management contribute significantly to accommodation performance, while the other two factors have a negligible effect on accommodation performance during this pandemic, as determined by multiple regression analysis.
PROCEEDING FOR GLOBAL TOURISM CONFERENCE (GTC) 2021, 2021
Service failures and the following service recovery of a firm can greatly influence customer sati... more Service failures and the following service recovery of a firm can greatly influence customer satisfaction, customer loyalty and the relationship quality with the firm, regardless of other firm’s efforts to establish strong relationships with its customers in the long run. Airlines in particular are struggling with several obstacles concerning their business continuity and ability to survive. One of the obstacles is the fact that they are subject to inevitable service failures which are unavoidable. Meanwhile, the concept of potent service recovery has become extremely vital in terms of retaining customer satisfaction. This research paper examines the relationship of service failures and service recovery and passenger satisfaction. The data was collected from domestic passengers at the Sultan Mahmud Airport in Terengganu. The relationships among the variables of the study were supported. Based on the findings of this study, it is suggested that the airline management team and staff p...
PROCEEDING FOR GLOBAL TOURISM CONFERENCE (GTC) 2021, 2021
Smart tourism projects are already underway across the globe including Tourism Malaysia. In 2018,... more Smart tourism projects are already underway across the globe including Tourism Malaysia. In 2018, Tourism Malaysia has launched the Malaysia Smart Tourism 4.0 initiative to take the industry to the next level by capitalizing on the new opportunities of the digital age. Despite the increase in the number of studies on customer satisfaction towards smart tourism services, only a limited number of studies were carried out in Malaysia. Therefore, this research proposes to obtain a better overview of this issue from a Malaysian perspective. The main objective of this study is to analyse the relationship between smart tourism technology attributes, tourist service satisfaction levels and to assess the relationship between the levels of tourist service satisfaction and the intention to use new technology. This study was also carried out to examine the moderating effect of trust on the relationship between smart tourism technology. This study will use a structural equation method to find th...
JOURNAL OF SUSTAINABILITY SCIENCE AND MANAGEMENT, 2021
The aim of this paper is to examine the influence of students' differences in gender, nationality... more The aim of this paper is to examine the influence of students' differences in gender, nationality, and educational level on their perception to the educational attributes of teaching quality, research quality, and internationalisation quality of the Malaysia Public Research Higher Education Institutions (MPRHEIs) in meeting the challenge of global sustainability. 500 students from five MPRHEIs were selected as the respondents of the study, which comprised of undergraduates in their second year and above as well as local and international postgraduates. A total of 418 questionnaires were collected from the respondents and inferential statistics namely t-test and the Analysis of variance (ANOVA) analysis were applied in order to explain the relationship between the variables and the features of a sample population. The findings show that most hypotheses in the study are supported. In conclusion, it is believed that MPRHEIs require strong support from the stakeholders particularly the students' perception where their inputs regarding the service quality of MPRHEIs are appreciated as it has the potential of leading MPRHEIs to achieve significant sustainability in this region. It is also suggested for future research to examine the perception of academicians and other stakeholders towards the quality of services in higher education in order to build sustainable MPRHEIs.
European Proceedings of Social and Behavioural Sciences, 2020
This is an Open Access article distributed under the terms of the Creative Commons Attribution-No... more This is an Open Access article distributed under the terms of the Creative Commons Attribution-Noncommercial 4.0 Unported License, permitting all non-commercial use, distribution, and reproduction in any medium, provided the original work is properly cited.
Journal of Policy Research in Tourism, Leisure and Events, 2018
The aim of this study is to understand and explain in detail how tourism development has evolved ... more The aim of this study is to understand and explain in detail how tourism development has evolved in Malaysia, and in particular, what informed its planning and policy. This study draws extensively on a critical analysis of the official plans for Malaysian tourism development, especially from the period of the First Malaysia Plan (1966-1970) to the Tenth Malaysia Plan (2010-2015), and sets this analysis within a Resource Based View (RBV). This study discovered that Malaysia identified individual capabilities that resulted in short-term advantages in tourism that were capitalised upon, and that its strength has been in its four marketing areas of product, price, promotions and distribution channel. However, some areas did not receive full cooperation from all stakeholders, rendering some long-term marketing objectives unachievable. Thus, the government needs to develop a closer relationship with its stakeholders to strengthen its vision and implementation of tourism planning and policies.
Studies of Applied Economics, 2021
The primary purpose of this study is to examine the benefits sought by domestic tourists and acti... more The primary purpose of this study is to examine the benefits sought by domestic tourists and activities they’re involved in while in Kuala Terengganu. A self-administered survey was obtained from a sample of 382 domestic tourists that visited the state. Cluster analysis, the Kruskal-Wallis Test, and Mann-Whitney Test were employed to examine the benefit segment variables. Results from the cluster analysis show that there are significant differences among the clusters based on visitors’ demographics in the activities that they join in Kuala Terengganu. In the meantime, Kruskal-Wallis Test and Mann-Whitney Test also show significant differences between six pairs of clusters regarding activities in the visitors’ demographics. The results can be used to assist state planners and tourism entrepreneurs determine suitable marketing mix strategies that enhance the Kuala Terengganu attractions and ensure their sustainability for receiving new and repeat tourists. The understanding of benefit...
Asian Social Science, 2014