Volume 5, January 2016

Effect of Distance in the Behavioural Patterns of Long Haul and Short Haul Business Overnight Visitors to Hong Kong [3 – 12]
Sudipta Kiran Sarkar

Full Text | Abstract

    Distance decay is one of the key concepts critical in determining market behaviour, tourism demand and demand forecasting aspects, destination choice etc. Most previous literatures on distance decay have been done mostly from the perspective of travel from one market to multiple destinations. Few studies that have taken the opposite approach have focused on pleasure tourists or vacation overnight visitor sector. This study looked into the effect of distance factor taking an opposite approach in the context of profiles and behavioural patterns of 3 short haul and 3 long haul business overnight visitor (non-discretionary travel) markets to Hong Kong and compared them. The 3 short haul business overnight markets analyzed was Singapore, Malaysia and India and the 3 long haul business overnight visitor markets analyzed was UK, Germany and France. Since there is little or no literature on significance of distance factor in business travel to Hong Kong, this study looked at the differences in visitors’ profiles, their leisure-related behaviour and activities engaged by both short haul and long haul pleasure tourists and short haul and long haul business overnight visitors even though their main purpose of travel is different. The study found the same differences in profiles and behavioural patterns of short haul and long haul business overnight visitors to Hong Kong as found in the previous studies on pleasure tourists.

    Students’ Perceptions of the Factors that Enhance Service Quality in Higher Education [13 – 22]
    Mazirah Yusoff,   Fraser McLeay

    Full Text | Abstract

      The global educational environment is dynamic and challenging with competition intensifying for both public and private education providers. In response, educational institutions are increasingly adopting approaches aimed at enhancing their service quality to remain competitive and sustain quality education. This paper aims to evaluate the students’ perceptions of service quality in higher education. Students are the recipients of educational services as such; understanding their perspectives is crucial for managers and policy makers seeking to develop appropriate strategies to reach students successfully. More specifically, we analyse students’ perceptions of the importance of factors that influence quality in the Malaysian private higher educational environment and evaluate the influence of demographic variables. Using a “service-product bundle” model with three elements (physical or facilitating goods; sensual or explicit services; and psychological or implicit services) as a theoretical underpinning, we present the results of a survey of students studying at a private educational institution in Malaysia. The findings will enable the educational institutions to understand factors in the “bundle” from students’ perspectives and to provide more efficient and effective mechanisms towards quality education in a dynamic environment.


    Investigating University Students’ Perception of Online Forum Discussions to Improve Language Proficiency [23 – 36]
    Harizah Faiz,   Ong Mei Lin

    Full Text | Abstract

      Online forum discussions are a growing importance in higher education as the sector seeks new teaching-learning-assessment methods which can promote students’ autonomy as managers of their own virtual learning environment. It is also a growing concern for second language learners as a means to improve their proficiency of the target language. The purpose of this study is to analyse descriptively the tertiary students’ perceptions, attitudes and behaviour when using online forum discussions to support their language learning and assessment in an English course at a university college of hospitality in Malaysia. The participants are 76 students who are studying English through a blended learning mode at both diploma and degree levels. Data was collected through questionnaires and content analysis of the students’ online forum postings. A mixed method analysis was applied in order to study the impact of this technological innovation on students and their satisfaction which show students’ perception of using Online Forums is mostly inconclusive in order to improve their English language proficiency.

    The Effects Of Perceived Justice On Customer Satisfaction In E-Retailing Service Recovery Strategy [37 – 52]
    Venny Shirleen,    Choe Kin Hwa

    Full Text | Abstract

      E-Commerce such as business-to-consumer (B2C) has grown from online retailers to services such as banking, travel services, auction, health information and real estate site. With the current trends in direct shopping scenarios, the online retailers are facing more intense customer service pressures than before because customer satisfaction is crucial to the survival of this industry. Service failures are often unavoidable due to human and non-human errors. When a service failure occurs, the organisation’s response has the potential either to restore customer satisfaction and reinforce loyalty or to aggravate the situation and the customer to a competing firm. The aim of this paper is to study the effects of service recovery on customer satisfaction which examine the impact of service recovery effort on perceived distributive, procedural, interactional justice towards customer satisfaction when the failures occurred during e-retailing services. Besides, this study indicates the perception of “justice” in service recovery and how it affects the level of satisfaction to organisation’s profitability. To test the proposed method, quantitative data which include distributing direct and structured questionnaire or online survey method were applied in this study. 271 respondents from Kuala Lumpur were analysed according to their experience in purchasing good from E-retailing services.
      Factors Motivating Local Travelers Selecting 4 Star Hotels in Subang Jaya, Selangor, Malaysia [53 – 62]
      Vanessa Kwan Wan Ling,    Haryati Abu Husin

      Full Text | Abstract

        The purpose of this paper is to identify the factors that lead the local traveller’s decision making in selecting 4 star hotels in Subang Jaya, Selangor Malaysia. The area of focus will be in hotel facilities, hotel price, location of hotel and brand image of the hotels. In most cited literature reviews, many researchers have studied on the factors influencing hotel guests in selecting hotels to stay in. However, there were not many researches done on hotels in suburban cities ofMalaysia. This study uses quantitative method to measure and obtain the information from a statistical and numerical point of view. Total 150 participants of local travellers around Subang Jaya suburban city were approached to answer the self-designed questionnaire. The results show that out of the four factors picked (price, location, facilities and brand image), only three have influences on the traveller’s decision making. The results also show that price has the major influence on local traveller’s selection of hotel to stay in. This paper will be able to contribute to the literature and provide opportunity for a comparative study of traveller’s decision making with other studies taken in different parts of the globe.

      The Implementation of English Medium Instruction in the Education System of National University of Malaysia (UKM) [63 – 75]
      Thinusha Selvaraj,    Aishvarya Nair Chandrasekran,    Jayarajoo Santhanam

      Full Text | Abstract

        The purpose of this study is to identify is to investigate the importance of conducting education using English medium in the National University of Malaysia. The main reason to this was because public universities such as UKM conducted the courses using the Bahasa Malaysia, the national language. This study also aims to investigate This study aims to investigate the importance of changes made in terms of language in a higher educational institution and its impact on the university as well as to find out the challenges faced due to the change in language in the education of university and to explore the ways to improve the acceptability rate of English as the second language. This study is considered essential because a big change can be seen in the trend of higher education system due to the needs of tradition and nationalism. The researcher also believes that this study is vital because the change in language in UKM was only successful in 2002 after the failure of the first attempt of the change back in 1993. A qualitative research involved two different methods of collecting the information. The first approach is the direct interaction with the individuals on a one-to-one basis. On the other hand, the second approach is the direct interaction with individuals placed in a group setting. In this research, the researcher seeks for obtaining both primary and secondary data. For the secondary data, sources like books and e-books, online and offline journal articles, publication were referred to. As far as the collection of primary data is concerned, the researcher conducted interviews with the respondents and inquire them about the issues which are being addressed in the research.


      Exploring Tourists’ Understanding and Experience of Ecotourism [76 – 93]
      Siti Intan Nurdiana Wong Abdullah

      Full Text | Abstract

        By large, ecotourism is gaining popularity in Malaysia as it provides opportunities for tourists especially the city slickers to run away from the busy urban life and enjoy the nature. However, one of the main challenges that the ecotourism industry face is meeting different consumers’ demand whilst operating in a sustainable manner. As such, an exploratory qualitative study using in-depth interview and observation were conducted on tourists visiting Rantau Ecopark to gain more knowledge on the understanding of tourists of ecotourism through their personal experience. Based on the interviews conducted; four main themes emerged including cultural interaction, relaxation, fun family outing and challenges faced in ecotourism. Recognising the elements that form tourist experiences are vital for sustainable tourism.As such, the findings from this exploratory study can be used by ecopark operators to differentiate their destinations through family-oriented cultural events and local community involvement to create a more holistic and unforgettable ecotourism experience for the tourists.