Research Projects
Exploring Digital Frontiers and Tourism in Malaysia: A Qualitative Study on Micro-Entrepreneurship and Digital Transformation​
The digital age presents new opportunities for micro-entrepreneurs in Malaysia to engage with global tourism markets, contributing to the revitalisation of the industry. However, many microenterprises still face significant challenges, particularly in terms of market access and business development. As tourism remains a key contributor to Malaysia’s economy and employment landscape, it is important to understand the factors that drive or hinder the adoption of digital technologies, access to international markets, and improved representation for micro-entrepreneurs. Using a qualitative approach that combines in-depth interviews and the photovoice method, data were collected from four key tourism hubs: Kuala Lumpur, Selangor, Melaka, and Pulau Pinang. The study aims to generate grounded insights into the lived experiences of microenterprise owners, offering valuable input for the development of more inclusive and effective digital support strategies within Malaysia’s tourism landscape.​
Research Collaborators: Farah Atiqah Mohd Noor, Muhammad Safuan Abdul Latip, Alexander Trupp, Marcus L. Stephenson
Beyond the Brochure: Unveiling the Realities of MSME Workers in Phuket and Penang's Tourist Haven​
This study is supported by a matching grant between the Asia Pacific Centre for Hospitality Research, ºìÐÓÊÓƵ University and the Faculty of Hospitality and Tourism, Prince of Songkla University, Phuket Campus, Thailand. It investigates the lived experiences and economic conditions of employees working in micro, small, and medium enterprises within the tourism sectors of Phuket, Thailand, and Penang, Malaysia, two key tourist destinations in Southeast Asia. Tourism is a critical driver of economic growth and community development in both regions, with MSMEs such as artisan craft shops, boutique accommodations, and food stalls playing a vital role in shaping the tourist experience. However, despite their importance, workers in these enterprises often face precarious living and economic conditions, challenges that were further exacerbated by the COVID-19 pandemic. Through qualitative interviews, this research explores how reliance on tourism affects the resilience challenges and opportunities of MSME employees. By highlighting the realities beyond promotional brochures, the study aims to provide valuable insights to guide sustainable development policies that support inclusive recovery and equitable growth within tourism-dependent communities.​
Research Collaborators: Muhammad Safuan Abdul Latip, Alexander Trupp, Ahmad Salman, Chayanon Phucharoen
Food Meets Technology: Unpacking Views on 3D-Printed Food ​
Imagine meals crafted layer by layer by 3D printers, a novel technology blending innovation and creativity to redefine how we eat. This research dives into the perspectives of culinary practitioners and consumers on 3D-printed food, uncovering their hopes, concerns, and expectations. As food technology evolves rapidly, 3D printing presents unprecedented opportunities to customize nutrition, reduce food waste, and create sustainable food systems. The study explores how this innovative technology could drive sustainability and transform the dining experience by offering new textures, shapes, and flavours previously impossible to achieve. By revealing diverse insights from chefs and diners, the study highlights the exciting possibilities and challenges of bringing 3D-printed cuisine from concept to table. These findings will help shape innovation, marketing, and education at the cutting edge of food and technology, ultimately paving the way for more sustainable and personalised culinary futures.​
Research Collaborators: Muhammad Safuan Abdul Latip, Tan Hui Ling, W. Edie Azlie W. Mohd Asri, Sri Puvanesvari Gannasin, Norhaya Hanum Mohamad
The Role of Gastronomy Tourism in Heritage Food Preservation, Community Development, and Tourist Engagement​
This study investigates how gastronomy tourism acts as a catalyst for preserving heritage foods, fostering community development, and enhancing tourist engagement. By focusing on traditional culinary practices and local food cultures, the research examines how food-centred tourism supports cultural identity and economic sustainability within communities. Through qualitative methods such as interviews and participant observation, the study analyses how heritage foods attract tourists and encourage meaningful interactions between visitors and local residents. Additionally, the research addresses the economic and social impacts of gastronomy tourism on community livelihoods, highlighting how food-centred initiatives can contribute to job creation, skills development, and preservation of culinary traditions. The findings aim to provide comprehensive insights and practical recommendations for policymakers, tourism developers, and community leaders to design inclusive strategies that balance cultural preservation with sustainable tourism growth. Ultimately, this study underscores the vital role of gastronomy tourism in keeping culinary heritage alive while promoting economic resilience and meaningful tourist-local interactions.​
Research Collaborators: Muhammad Safuan Abdul Latip, W. Edie Azlie W. Mohd Asri, Daniel Chong Ka Leong, Alexander Trupp
The Revitalisation of Fishing Village as Tourism Destination: A Case on Sungai Lima
Revitalising the fishing village - Sungai Lima, is a community innovation project, led by two researchers, Dr Goh Yi Sheng and Dr Teh Pek Yen from Arts and Design, and Tourism respectively. The villagers of Sungai Lima face severe socio-economic and environmental challenges, such as aging, urban relocation, the vanishing fishing industry, and trash pollution. As such, the initiative of this project is to revitalise the village into a Slow Tourism destination by conserving the local culture and nature surrounding the village. Besides, this project also collaborates with naturalist, Mr. Ng Wai Pak from the Malaysian Nature Society to focus on the ecology of the island, particularly on the migratory birds and mangrove. This subject area has also been integrated into the degree programme to enhance the learning experience of the students, in which field trips have been conducted and students had the opportunity to stay in the fishing village to experience the realities of local fishermen and understand the true challenges faced.
Research Collaborators: Goh Yi Sheng, Teh Pek Yen
Redefining the Past for the Future: The Investigation of Nostalgic Attachment for the Representation of Ipoh Cultural Heritage in the 21st Century
The fundamental of this research taps into redefining how timeless local cultural heritage is represented in the modern world. Nostalgic experiences are lacking in most Malaysian cities. It is a delicate task of balancing economic growth for future sustainability whilst having the need to continue preserving distinct cultural heritage identities. The city of Ipoh is no different where sporadic business, heritage stewards and related agencies are not creating a conducive encouragement for cultural heritage to continue sustaining alongside booming economic growth of the country. Due to this, this current project seeks to examine the unique cultural heritage of Ipoh. To achieve this, several craftsmanship have been identified as declining in its popularity and qualitative interviews with stewards of these craftsmanship will help reveal the reasons for this decline. Along with this mechanism, this research hopes to raise awareness about the uniqueness of Ipoh cultural heritage amongst the local public and tourists. This project aligns with Ipoh's local 2035 development plan as well as supports the United Nations Sustainable Development Goal 12b of creation of sustainable impacts for tourism, creating jobs and promoting local culture and products.
Research Collaborators: Teh Pek Yen, Daniel Chong Ka Leong, Derek Ong Lai Teik, Teoh Chai Wen, John Ap, Sharif Shams Imon, Goh Hong Ching
Investigating the Impalpable Factors of Employee Retention in Hospitality Industry
Employee turnover is costly for organizations and results in low performance and a bad reputation. Many previous studies investigated physical factors on employee retention and employee reason for turnover. The present study tries to apply novel approach and investigate the reason for employee turnover by considering the impalpable factors such as individual personalities and commitment. The research tries to provide a practical solution for hospitality managers and human resource managers of the organizations.
Research Collaborators: Kamelia Chaichi, Dahlia Zawawi, Seyed Farhad Nikhashemi
A Proposed Comprehensive Framework on Factor Effecting Tourists Visit and Revisit Intention
Due to the coronavirus pandemic, there was a global recession in the tourism industry. The present research tries to investigate and identify critical factors that affect tourists visit intention in Malaysia by proposing a comprehensive model of tourism visit and revisit intention. The findings of the research hope to provide insights that can be useful and practical in promoting and developing Malaysia as a perfect tourism destination for travelers and provide various practical suggestion for government, private and public hospitality marketers in Malaysia.
Research Collaborators: Kamelia Chaichi, Hossein Nezakati, Leong Mei Kei, Charuwan Phongpanichanan, Hairani M Nur
Proposing a Model of Customer Loyalty in Hospitality Organization
Different generations feel non-identical about customer loyalty. Many previous studies investigated customer loyalty and the results were inconsistent. The present research tries to propose a novel model of customer loyalty by considering the impact of different generations in the hospitality services context.
Research Collaborators: Kamelia Chaichi, Mei Kei Leong
Exploring the Profound Reasons for Employee Job Satisfaction in Restaurants
Restaurants as a service industry are an important part of the hospitality industry. Employees are an inseparable part of the service industry and their satisfaction is crucial in the restaurants. Past studies investigated mostly customer satisfaction in the restaurants and ignored employees’ satisfaction. The current study tries to apply mixed method research to deeply understand the reasons for employee satisfaction in the restaurant industry which results in better service delivery, and performance.
Research Collaborators: Kamelia Chaichi, Marcus L. Stephenson, Suha Fouad Salem, Mei Kei Leong