Browsing by Author "Ahmad, Aznita"

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    Intensifying Hospitality Performance: The Role of Entrepreneurial Orientation, Market Orientation and Environmental Factors in the Homestay Industry
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2021) Supian, Kamisah; Yunus, Ida Farina Muhammad; Ahmad, Aznita
    In the South-East Asian region, a homestay business is a well-known form of communitybased tourism. Leisure travel began to grow in Malaysia in the early 1970s, and tourism contributes significantly to Malaysia's economic growth and is a significant source of foreign exchange earnings. As a result, rural homestays have emerged as an appealing option for tourists. Previous research has looked at the relationship between entrepreneurial orientation and business performance in various organisations; however, there have been few studies on the homestay industry. This research aims to evaluate the role of entrepreneurial orientation (EO), market orientation (MO), and hospitality performance in the homestay industry. The moderating role of environmental factors (EF) in enhancing these relationships is also investigated. Data for this study were collected from 116 homestay operators in Selangor, and the measurement model was evaluated using the Partial Least Square Structural Equation Modelling (PLS-SEM) approach. According to the findings, EO is directly and positively related to hospitality performance. However, the strength and direction of this relationship vary depending on how the EF and MO variables are configured. When EF and MO variables are considered, firms achieve superior performance. As this is a cross-sectional study, one limitation is that firms were not examined longitudinally. Longitudinal research or a focus on other regions may be included in future studies. The study's implications for destination marketers, homestay operators, and owners are discussed, which should aid in attracting discerning tourists to such regions' rural homestays.
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    Mediating Role of Tourists' Satisfaction on the Relationship Between Risk Factors and Continued Use Halal Products
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2021) Ahmad, Aznita; Supian, Kamisah; Yunus Ida Farina Muhammad; Abdullah, Sharifah Hilmi Syed; Rauf, Reeny Karlina Abdul
    Tourism identifies a growing interest in halal perspectives from both industry and research perspectives. As halal issues become more prevalent in the tourism industry, many Muslim and non-Muslim countries are positioning themselves to capture the Muslim and nonMuslim tourist markets by providing tourism products and services that meet their needs. In Islamic dietary laws, halal products and services are any items that are permissible to use or consume in Muslim daily life. Besides, the achievement of emerging and marketing halal tourism destinations among the tourists must be guided by adopting Islamic principles and beliefs in all aspects of halal tourism activities. As a result, the study found the risk factors significant enough to influence tourists' satisfaction and continued use of halal products and services. Using a quantitative and simple random sampling technique, data were collected from 463 tourists by distributing questionnaires. A robust structural model was created, and the construct measurement and proposed structural models were tested using a two-step analytical approach. Statistical Package for Social Science) software and Partial Least Square Structural Equation Modelling was used to analyze the collected data. Risk factors have a significant relationship with tourist satisfaction and continued use the halal items. In terms of Islamic tourism, the study contributes to a better understanding of Malaysian tourist satisfaction as their preferred Islamic tourism destination in various aspects. The availability of halal products and services in the countries is considered, attracting more tourists as part of tourism promotion.