FBEA Postgraduate Colloquium 2021

The 11th FBEA Postgraduate Colloquium
18-19 November 2021 | Cisco Webex

Research on the Sustainable Livelihood Evaluation and Influencing Factors
of Immigrants from Relocation Poverty Alleviation in Liangshan
Prefecture, China

Cai Changyan
Faculty of Business, Economy and Accounting, Universiti Malaysia Sabah

Abstract

In 2020, China lifted all people out of poverty. Liangshan Prefecture, as a deeply poverty-stricken area
in the country, with the strong support of the government, Liangshan has relocated 74,429 poor families,
353,200 poor people.After the relocation, how to help immigrants solve the transformation of livelihood
strategy from pure farming strategy to hybrid livelihood strategy and non-farm livelihood strategy, to
improve the livelihood sustainability ability,this is a key problem of research in this paper.This paper
will conduct a field investigation on the livelihood status of migrants in 11 poverty-stricken counties in
Liangshan, and compare and analyze the livelihood changes before and after their relocation,and use
the principal component analysis method to evaluate the sustainable livelihood ability of immigrants,
and compares the sustainable livelihood ability of poverty alleviation migrants in different counties and
cities.then,this paper will use the structural equation model to conduct the regression path analysis of
immigrant livelihood strategy and sustainable livelihood ability, to find out the key factors affecting the
transformation of immigrant livelihood strategy and sustainable livelihood ability,based on the final
estimate, this paper will explore possible livelihood capital combinations, selects sustainable livelihood
models, and proposes effective countermeasures and suggestions. This paper will use literature research,
questionnaire survey, comparative research, measurement analysis method, look up relevant
information and conduct in-depth field research,combining theoretical research with empirical and
qualitative research with quantitative ,to study the sustainable livelihood of Liangshan Prefecture, and
put forward feasible countermeasures and suggestions. Comparing analysis of the livelihood capital can
get the conclusion, after migration to the new centralized resettlement, part of the immigrants lost the
original land, natural capital will reduce, but compared with before, the overall environment and policy
is better, material capital, financial capital, social capital, human capital will increase.b.Use the SPSS
principal component analysis to evaluate the sustainable livelihood ability of immigrants, and Compare
the sustainable living ability of different counties in Liangshan Prefecture,and the counties near the
Anning River basin have higher sustainable livelihood ability than others.c.Use the structural equation
model to analyze the impact path of "livelihood capital-livelihood strategy-sustainable livelihood",it
will show that natural capital and material capital have significant negative effects on livelihood
strategy,and human capital, social capital and financial capital have significant positive effects on
livelihood strategy,natural capital has a significant negative effect on sustainable livelihood,and human
capital,material capital,social capital and financial capital have significant positive effects on
sustainable livelihood.Finally, the intermediary effect test shows that livelihood strategy plays an
indirect role in the impact path of livelihood capital on sustainable livelihood..More than 70,000
households have been relocated from inhospitable areas in Liangshan Prefecture. A sample survey of
this paper will be conducted in 11 poor counties in Liangshan Prefecture, however, due to the limitation
of time and funds, we plan to investigate only 30 immigrant households in each county, compared with
the more than 70,000 households, the sample size is relatively small, so there is a lack of
comprehensiveness of the sample, which may lead to limitations in the evaluation and measurement
results.b. Since the sustainable livelihood survey involves the income and assets of farmers, some
farmers enjoy the benefits brought by the relocation policy of poverty alleviation from inhospitable
areas, and have the lazy idea of "relying on government support", they may deliberately conceal their
income, make it is difficult to obtain all kinds of livelihood capital information for farmers, and the
questionnaire information collected may be distorted.

Keywords: Sustainable Livelihood Evaluation, Influencing Factors, Relocation Poverty
Alleviation

51

The 11th FBEA Postgraduate Colloquium
18-19 November 2021 | Cisco Webex

Global Crisis: Challenges, Characteristics and Strengths Of Women
Leaders In Sabah Tourism Industry

Yuko Kyogoku
Faculty of Business, Economy and Accounting, Universiti Malaysia Sabah

Abstract
The global crisis is widely known to have an impact toward on people in many ways not such as their
health, economies, and livelihood. It is even so, towards the vulnerable group such as the elderly,
women, and children. Women, who make up the majority, 54% of the tourism workforce (WTTC, 2020).
Global tourism suffered its worst year on record in 2020. Therefore, it is much needed to explore the
implication of global crisis such as COVID-19, Sars in 2003 and the great recession in 2008 on the
tourism industry in Sabah, generally and on women leader in tourism particularly. This research will be
conducted using the combination method of qualitative through a semi-structured interview of the
women leaders in the tourism industry and quantitative by mean of questionnaire distribution. This
study is expected outcome of this research will contribute in looking at characteristics and strengths to
overcome challenges in crisis and to ensure that women will continue to play a role in the industry.
Theoretically, it will contribute to gender studies in the tourism industry during the time of crisis. In
the context of COVID-19, gender disparities have risen to epic proportions and threaten to undo recent
advances of women in leadership by greatly intensifying the challenges women face in their work
(McKinsey & Company & LeanIn.org, 2020). In 2019, the Global Preparedness Monitoring Board
called for the involvement of more women in planning and decision making as a vital part of sustainable
outbreak preparedness efforts. Yet analysis of recent emergencies demonstrates little has been done to
ensure that women’s voices are included in decision-making responses. Drawing lessons from previous
disease outbreaks, namely the 2014–2016 West Africa Ebola and Zika, women were less likely than
men to have power in decision making around the outbreak and their specific needs, resulting in their
health needs being largely unmet (Meagher, Singh and Patel, 2020). The research questions proposed
are outlined as follows: What are the challenges faced by women leaders employed in Sabah’s tourism
industry during the global crisis? What are the factors that empower women to overcome the global
crisis? What would be women role in crisis recovery and future development in the tourism industry?
The pandemic has significantly impacted women in the tourism industry particularly in Sabah, however
there is limited information on how it impacts the women leaders in the industry. As many crises before,
increasing women’s participation in economic activity can be part of the solution to the post-pandemic
recovery and this can be done starting from the women holding a leadership position that is best suited
as a role model for the organization and industry as a whole. Therefore, this research examines
specifically women leaders in employment with a tourism company, to better understand how it can
affect them wholly. This research will be utilising mixed-methods, whereby the experience faced by
the research participants is drawn out using a combination of both methods of quantitative whereby data
will be collected based on a structured questionnaire and qualitative method where semi-structured
interview will be conducted. The participants of this research are expected to be the women leaders in
a supervisory role who are working in the tourism industry in Sabah. The tourism players narrowed
down to the tour company and accommodation registered under the Ministry of Tourism, Arts and
Culture (MOTAC). Additionally, the findings of this research contribute theoretically to gender studies
of the tourism industry in crisis. Practicality towards the industry is to provide actionable guidelines to
tourism company leaders and owners on how to support women leaders in the organization to perform
better during a crisis. Globally, In the light of supporting this year 2021 United Nations’ agenda towards
equality and empowering women with the theme of Women in leadership: Achieving an equal future
in a COVID-19 world. This research will give insights on women’s contribution to their company and
industry during this trying time of facing the COVID-19 Pandemic. With this, it will create better
appreciation towards women leadership contribution and value which will sustain a place for women in
the recovery and future development of the industry.
Keywords: Women, Tourism, Global Crises, Empowerment

52

The 11th FBEA Postgraduate Colloquium
18-19 November 2021 | Cisco Webex

Research on the Mechanism of Entrepreneurial Learning Effect on
Entrepreneurial Intention in China

Zhen Bowen
Faculty of Business, Economy and Accounting, Universiti Malaysia Sabah

Abstract
The purpose of this paper is to research the impact that what factors will affect the college students’
entrepreneurial intention? In China the government has taken measures to promote the entrepreneurial
intention for college students and the higher institutions are appealed to utilizing more entrepreneurial
forces to help the students overcome the misunderstanding of entrepreneurship. Findings were derived
from the analysis of both secondary and primary data. Extensive reading of literature and combination
of scenario study background in China, combs the research literature about the entrepreneurial intention
at home and abroad. In the course of entrepreneurial learning, various learning patterns and behaviors
exist and what kinds of learning activities have key influence on the entrepreneurial intention is one of
the topics in this essay. This paper verifies the intermediation effect of entrepreneurial opportunity
identification in the relationship of experiential learning, social network learning and entrepreneurial
intention. This paper focuses on the relevant research on the effect of college students' entrepreneurial
learning on entrepreneurial intention under China's national conditions. This essay puts forward the
evidence that entrepreneurial learning influences entrepreneurial self-efficiency, entrepreneurial
opportunity identification and entrepreneurial intention. This paper analyzes and compares the
entrepreneurial ecosystem in China and provide the beneficial enlightenment for Chinese students’
entrepreneurial intention.
Keywords: Entrepreneurial learning, Entrepreneurial self-efficiency, Entrepreneurial opportunity
identification, Entrepreneurial intention

53

The 11th FBEA Postgraduate Colloquium
18-19 November 2021 | Cisco Webex

Research on the Development and Training Mechanism of the Graduate
Employees in SMEs in Counties

Zhang Zhenzhen
Faculty of Business, Economy and Accounting, Universiti Malaysia Sabah

Abstract
Staff recruitment and retention of small and medium-sized enterprises has always been a difficult problem
in many places. Nowadays, it is in some small counties that the development and training of graduate
employees in small and medium-sized enterprises is the most prominent. In order to help SMEs to absorb
and train graduate employees in counties better meanwhile improve the quality of their talents to a higher
position, this paper designs to find an effective mechanism by combining the theoretical research method
and empirical research method. Firstly, this paper will conduct a survey of 30 SMEs in Wuzhi County of
Henan Province and hand out an amount of 1000 questionnaires to graduate employees. Secondly, using the
statistic approach of SPSS processes the data collected from the survey and questionnaires to obtain the
factors which affect employees’ decision to go or stay, such as salary, living conditions, organizations’
location and staff’s loyalty, etc.. Thirdly, the dissertation will focus on some critical factors which influence
employees’ dimission and retention in SMEs in counties by reanalyzing the related data. And then the weight
of each factor will be calculated by establishing mathematical models. Finally, an efficient mechanism for
developing and training graduate employees in SMEs in counties will be put forward so that graduate
employees and SMEs in counties can reach a win-win situation. This research aims to discover the problems
exiting in the development and training of graduate employees in SMEs, then figure out the reasons behind
the problems and the factors which impact the development and training of graduate employees in SMEs in
counties; By analyzing the data collected from survey and questionnaires, the research is designed to come
up with some effective and feasible tips to address the problems mentioned and make better plans for SMEs.
The expected findings of this paper will be derived from the analysis of both secondary and primary data.
The academic journals and authoritative reports will be analyzed. Besides that, the expert survey and
questionnaire are designed to investigate the factors influencing graduate employees’ retention, professional
tips for solving problems in the process of graduate employees’ development and training as well as talents
plan. By looking up multitudes of literature, this paper reveals the current problems existing in the
development and training of graduate employees in SMEs in counties; b. Through the survey and
questionnaires, this paper can be conductive to figure out the factors which affect the retention and
development of graduate employees; c. By establishing mathematical models, this paper can be able to reach
the weights of each factor which impacts the employees’ retention and development; d. By elaborating the
factors which affect graduate employees retention and development, this paper will put forward some
pertinent suggestions to perfect the development and training mechanism of graduate employees in SMEs in
counties. Taking small and medium-sized enterprises in Wuzhi County, Jiaozuo City, Henan Province as the
research standpoint, the graduate employees as the research objects, and analyzing the development and
training mechanism of graduate employees from the county perspective, this is not available in other research
documents. So this is an innovation in terms of research scope and research perspective. By using the
methods of questionnaire survey and interview (including field interview and telephone interview), some
related views and opinions of the both parties namely small and medium-sized enterprises and graduate
employees can be obtained on the issues of graduate employees’ developing and training. Meanwhile, the
abstract essence and theories are to be revealed by empirical research. This is also an innovation in terms of
research methods. The paper concentrates on the problems existing in SMEs in counties. The strategic and
practical tips may not be suitable for others cities or other types of organizations. On the one hand, this paper
can help SMEs to tackle the problems existing in the development and training of graduate employees in
counties; On the other hand, the outcomes from this paper may also serve as useful reference for other
enterprises to develop sound and scientific plans for their talent cultivation and training. It is hoped that the
problems encountered by small and medium-sized enterprises in counties can attract the attention form
various walks of the society. Efforts for improving the talent situation in small and medium-sized enterprises
in counties need to be made by all the sections of the society.

Keywords: Development And Training, Graduate Employees, Small And Medium-Sized
Enterprise

54

The 11th FBEA Postgraduate Colloquium
18-19 November 2021 | Cisco Webex

The Influence of Human Resource Qualities to Teacher’s Job Performance
in China

Zhang Hui
Faculty of Business, Economy and Accounting, Universiti Malaysia Sabah

Abstract
This paper mainly analyzes the factors that affect teachers' job performance from the perspective of
human resource management, and then cultivates teachers with high professional quality and
outstanding ability in China. Focusing on three aspects of knowledge, skills, ability to analyze the
impact on teachers' work performance. Providing research support for the important role of human
resource qualities in teacher’s job performance in China.
Keywords: Quality, Job Performance

55

The 11th FBEA Postgraduate Colloquium
18-19 November 2021 | Cisco Webex

The Effect of Financial Literacy Overconfidence and Risk Perception on
China Household Investment Behaviour

Shi Linxi
Faculty of Business, Economy and Accounting, Universiti Malaysia Sabah

Abstract

With the rapid development of the globalized economy and the growing popularity of investment
concepts, the financial investment needs of China households have gradually expanded, and the
proportion of household financial investments in the total assets owned by households has been rising.
Financial investment is a highly information-intensive and risky activity, in which the cognitive process
is reflected in the perception of investor’s own information processing ability, as well as investor’s
perception of the degree of financial knowledge and risk. The financial literacy of investors influences
the investment behaviour of residential households. In addition, investment is also affected by
psychological factors such as overconfidence. Overconfidence can affect a person’s ability to make
investment decisions, causing several consequences. In this case, overconfidence can cause an investor
to bear a greater risk. This dissertation uses the variable of financial literacy overconfidence to study
the impact of self-awareness bias on financial investment. Based on traditional risk-related variables
such as risk appetite, risk perception is then introduced as the bias of object cognition to study its
influence on financial investment, and after finding the possible connection between financial literacy
overconfidence and risk perception, the mediating effect of risk perception in the whole impact
mechanism is explored. The purpose of this dissertation will be to explore the impact of financial
literacy overconfidence and risk perception bias on China household financial investment.
Generalizability (G-) Theory, Structural Equation Model. The Chinese securities market is still
dominated by individual accounts in terms of the number of accounts, which accounted for 99.77% in
2020. As a major participant in the financial market and a major consumer and investor of financial
products, the health and rationality of individual financial market participation behavior has an
important impact on whether the overall financial market can obtain sustainable, effective, rational and
healthy development. Although overconfidence and financial literacy are receiving more and more
attention from academia, there are fewer studies directly on financial literacy overconfidence combining
cognitive biases and financial investment behaviors, and the mediating effect of risk perception in them
needs to be further explored and improved. To bridge this research gap, this dissertation study focuses
on the effect of financial literacy overconfidence as the independent variable and risk perception as the
mediating variable on the financial investment behavior of Chinese households. It is conducive to
forming a more realistic explanation of individual investors' behavioral motives and outcomes in the
Chinese financial market, and further understanding the classical financial theory model and the
Chinese.It is also helpful to formulate more effective economic policies from the perspective of
residents' cognition, which is of great practical significance for the development of Chinese securities
market.

Keywords: Financial Literacy, Overconfidence, Risk Perception, China Household,
Financial Investment Behaviour.

56

The 11th FBEA Postgraduate Colloquium
18-19 November 2021 | Cisco Webex

Motivational Factors and Readiness for Higher Education: The Mediating
Roles of Zakat Management

Nurul Athirah Jamlin
Faculty of Business, Economics and Accountancy, University Malaysia Sabah

Abstract
Purpose: The purpose of this paper is to study the motivational factors towards the poor asnaf student’s
readiness for higher education. Besides, the study will examine whether the role of zakat management
as a mediator for the impacts on the relationships between motivational factors and the poor asnaf
student’s readiness for higher education. Study design/methodology/approach: This study using a
quantitative approach and a cluster sampling method was incorporated as the study population will be
expected to comprise of poor asnaf students from 114 secondary school on five districts in Sabah which
are at Ranau, Tenom, Keningau, Kudat, Sandakan and Tawau. The data from this study will be analyzed
using SmartPLS version 3.3.3. Originality/value: This study contributes to the literature because it
focuses on the poor asnaf student’s motivational factors towards readiness for higher education as there
are limited study on prior research has overlooked on the motivational factors which it facilitates to
understand the poor asnaf student needs to be consider for higher education. Additionally, it enables the
roles of the zakat management to enhance the educational assistance with the provided important
resources, so it appears to be more comprehensive.. Research limitations/implications: The study sought
the input of on the motivational factors for ascertaining the poor asnaf student readiness for higher
education and the role of the zakat management in facilitating educational assistance for the poor asnaf
student to pursue for higher education.
Keywords: Motivational, Readiness, Zakat Management, Poor Students

57

The 11th FBEA Postgraduate Colloquium
18-19 November 2021 | Cisco Webex

The Impact of Service Quality on Customer Experience:
The Moderating Role of Environmental Practice

Raini Anne Laipan
Faculty of Business, Economics and Accountancy, University Malaysia Sabah

Abstract
The growth of technology has spurred an increase in lifestyle for consumers resulting in increased
expectations of customer experience from service providers. This has resulted in continuous efforts to
ensure that the services provided can provide an engaging experience to users. Therefore, this study
aims to determine the impact of service quality (Interaction quality, physical environmental quality, and
outcome quality on customer experience in four- and five stars hotels in Malaysia. To achieve the
objectives of the study, quantitative method, a questionnaire was developed and distributed. The study
population consists of all hotel’s customers in Malaysia. The present study in the customer experience
standpoint seeks to examine the direct relationship between hotel’s multidimensional service quality
(main dimension: interaction quality, physical environmental quality and outcome quality) and
customer experience moderated by environmental practices. Research added a sub-dimension of digital
media touchpoint into the literature of the hierarchical service quality. This study is important for
researchers and practitioners as it provides new literature into the hotel’s marketing strategy and new
insight to gain benefit from firm’s good service practice.
Keywords: Customer Experience, Interaction Quality, Physical Environmental Quality,
Outcome Quality, Environmental Practices

58

The 11th FBEA Postgraduate Colloquium
18-19 November 2021 | Cisco Webex

The Impact of Corporate Culture on Corporate Strategic Management in
China

Chen Kaiyue
Faculty of Business, Economics and Accountancy, University Malaysia Sabah

Abstract
In the current era, the trend of world economic integration has gradually strengthened, and international
competition has become increasingly fierce. The current Chinese economy has also entered a stage of
adjustment of the new normal. The role of corporate culture in corporate management is more important,
especially for corporate strategic management. The impact is more prominent. Corporate culture and
corporate strategic management have also received attention as an important factor in corporate
development, and have a profound impact on corporate growth and development. Therefore, the
comprehensive realization of the analysis of the impact of corporate culture on corporate strategic
management has more important theoretical and practical significance for corporate strategic
management. Based on this, this article analyzes and explores the impact of corporate culture on
corporate strategic management, focusing on four important factors in corporate culture (values, social
norms, management practices, and government) and four influencing factors of corporate strategic
management (business model, Internal environment on, external environment, market competition), and
then analyzed the impact of corporate culture on corporate strategic management, thereby promoting
better development of the company, and also providing references for related scholars. China is a
multicultural country, and Shanghai is an important development city in China, and its status in China
cannot be underestimated. Shanghai’s unique geographical location and economic development
advantages, as well as diversified business types, have increased the research persuasive. Therefore,
this study will be conducted in Shanghai in the form of a questionnaire.
Keywords: Corporate Culture; Corporate Strategic; Strategic Management; Management

59

The 11th FBEA Postgraduate Colloquium
18-19 November 2021 | Cisco Webex

Exploring the Problems of Elderly Education in China

Sun Yi
Faculty of Business, Economics and Accountancy, University Malaysia Sabah

Abstract
The aging of China has become a socialized problem. Therefore, it is imperative to study the life quality
of the elderly. Geriatric education is a major embodiment of achieving the quality of life and well-being
of the elderly. The elderly universities have been developing in China for more than 30 years, which
have begun to take shape, but some private and non-profit elderly universities have exposed some
problems. This study will explore the problems in the management of elderly universities in China, for
example, curriculum design, staff qualification, students' needs, and management system. This paper
makes a comprehensive review of active aging, geriatric education, geriatric psychology, and elderly
university. By reviewing journals, news, newspapers, and other reading materials, the author classifies
the problems into a table. The author finds that the main causes of the problems in the management of
Chinese geriatric universities can be classified into four categories, namely, individual factor,
community factor, institutional factor, and environmental factor.
This research expands the literature on elderly education. The author also attempts to apply the research
results to the actual management of the elderly university. This paper builds a typology of elderly
education problems that draws from the literature review to provide greater understanding of elderly
education situations in China. There is a need for data collection in future so that elderly education
research can be expanded and enhanced by scientific data.
Keywords: Active Aging, Geriatric Education, Elderly University

60

The 11th FBEA Postgraduate Colloquium
18-19 November 2021 | Cisco Webex

Sustainability Of Chinese Tourism-Assisting the Poor Policies: The
Perspective of Policy Values

Guo Yan
Faculty of Business, Economics and Accountancy

Universiti Malaysia Sabah
Abstract

Sustainability is a widely discussed issue closely related to tourism through sustainable tourism. Poverty
alleviation on the top of agenda of 2030 SDGs is also an important part in the conceptualization of
sustainable tourism. China’s tourism assisting the poor (TAP)initiative targets poverty reduction and
sustainable development in poor areas. Tourism policies in many countries are criticized to have
overemphasized economic growth. Chinese fulfillment of SDG1 in 2020 is mainly evaluated through
economic poverty line. Chinese TAP has contributed significantly to SDG1 since 1980s under the
guidance of the tourism assisting the poor policies (TAPPs). But little literature investigates whether
and how Chinese TAPPs promote sustainable development in poor areas. This study aims to fill in this
gap by identifying TAPPs sustainability values from the perspective of policy values. Through content
analysis of TAPPs documents during 1984-2020, this study explores the sustainability values in TAPPs
under the framework of sustainability value dimensions. It’s found that the overall sustainability value
structure of TAPPs is mainly dominated by economic and social & cultural values, contributing to the
success of Chinese absolute poverty eradication. The steady increase of environmental values implies
Chinese government’s growing attention to environmental problems caused by TAP though still far
from enough. The evolution of TAPPs sustainability values is consistent with Chinese economic and
social development strategies. The research is expected to help international scholars better understand
TAPPs’ role in achieving SDGs and offer implications for Chinese government to improve
sustainability in rural revitalization strategy.
Keywords: Poverty alleviation through tourism; Tourism sustainability; Policy values

61

The 11th FBEA Postgraduate Colloquium
18-19 November 2021 | Cisco Webex

Assessing Destination Marketing Organisation (DMO) Website Role And
Reliability Using Web Quality Index (WQI)

Muhammad Adzham Fathy Abdul Halim
Faculty of Business, Economics and Accountancy

Universiti Malaysia Sabah
Abstract

To study the performance Sabah Tourism Board (STB) and Langkawi Development Authority (LADA)
official tourism website (Sabahtourism and naturallylangkawi) through Website Quality Index (WQI)
model. This study will then bring forward the strength and weaknesses found using the assessment
model. Selection of method of evaluation/assessment. This study implemented content analysis which
website evaluation method from hospitality and tourism industry are collected and screened based on
the objective to assess official DMO tourism website. Destination Management Organisation Website
Assessment. This study will use a panel of expert as participants to score the website using WQI.
Selection of method of evaluation/assessment: WQI come out as the most suitable method of assessment
for this niche website. During this research is ongoing, there are still no research on the selected website
using this method of assessment. This paper suggests WQI as recommended assessment model for
tourism website generally and DMOs specifically.
Keywords: Destination Marketing Organisation (DMO), Web Quality Index (WQI), Tourism
Website

62

The 11th FBEA Postgraduate Colloquium
18-19 November 2021 | Cisco Webex

Overtourism And Tourist’s Place Experience in Asian Historic City: The
Case Of Hoi An Ancient Town And Melaka Historic City

Kamarul Mizal Bin Marzuki
Faculty of Business, Economics and Accountancy

Universiti Malaysia Sabah

Abstract
Tourism industry has been growing and diversifying over the past decade and in a rapidly changing
global context. As a result of travel activities, overtourism has become a phenomenon and provides
significant effect particularly to historic city destination. Overtourism not only contribute significant
negative impacts to urban economy, environment, sociocultural, residents but also to tourist experience.
The overall aim of this proposed research is to identify and conceptualize tourist place experience (sense
of place) in Hoi An Ancient Town and Melaka Historic City (Asian case studies) that currently facing
overtourism phenomena. This proposed research followed the pragmatism methodology by employing
innovative research which called as ‘Mixed-method Phenomenology-based Netnography Research’
(MMPNR) to achieve research objectives. The proposed research employs qualitative data from user-
generated content (TripAdvisor.com) and analysing through three phases of data analysis which are (1)
Phase 1: Qualitative Analysis (content analysis, word cloud); (2) Phase 2: Quantitative Analysis
(sentiment analysis, Structural Equation Modelling) and (3) Data Integration and Index Development
(Overtourism Place Experience Index). The substantive contribution of this proposed research is in
suggesting both concepts and methods (new insights) which are useful in understanding the tourist place
experience in historic city that currently facing overtourism phenomena using data derived from user-
generated content. Furthermore, the outcomes of the research may be the basis for the re-adaptation of
the urban design model (form-activities-meaning) for the better understanding of the tourist experience
in the identified historic cities.
Keywords: Overtourism, Tourist’s Place Experience, Asian Historic City

63

The 11th FBEA Postgraduate Colloquium
18-19 November 2021 | Cisco Webex

The Role of Character Strengths In Tourist Well-Being: A Conceptual
Model

Huang Ruisi
Faculty of Business, Economics and Accountancy

Universiti Malaysia Sabah

Abstract
To fill the gap of the mechanism that connects tourism to happiness utilizing character strengths in
guiding tourism experience design. This paper lays the groundwork of theory building for the
conceptual model through a critical literature review. This paper proposes a conceptual model to
investigate the role everyday character strengths and travel employed character strengths play in tourists’
happiness and overall life well-being. A number of propositions are outlined, and potential research
design is discussed to guide future research in character strengths and tourist well-being. This study
contributes to the application of positive psychology to tourist well-being study. Which helps us to
better understand the mechanism of the role character strengths in tourists’ happiness and further impact
on their overall well-being. Travel motivation and travel goals may assume a moderator role between
character strengths and tourists' overall well-being should be discussed in the future study.
Understanding the mechanism of enhancing tourists’ well-being by activating and developing character
strengths have important implications for individual tourist，tourism enterprises and public sectors.
Post-pandemic the role of travel employed character strengths and further impact on their well-being
could be the deciding factor for tourist decision making and indeed motivation. We argue that tourism
has the potential of applying character strengths-based intervention to optimal tourist experiences and
well-being.
Keywords: positive psychology, well-being, everyday character strengths, travel employed character
strengths, interventions

64

The 11th FBEA Postgraduate Colloquium
18-19 November 2021 | Cisco Webex

Understanding Adventure Tourism as A Pathway to
Well-Being for Scuba Divers

Norzaris Bin Abdul
Faculty of Business, Economics and Accountancy

Universiti Malaysia Sabah

Abstract
The purpose of this study is to explore adventure tourism in relation with positive tourism to understand
how dive travel participation contributes to SCUBA divers’ well-being or eudaimonia. This study is
approached through an interpretative inquiry paradigm focused on SCUBA divers’ experiences as
adventure tourists. A qualitative method will be used with the researcher as instrument. Finding will
contribute to knowledge on understanding why adventure tourism is an important niche market for well-
being and tourism. This study combines the body of literature adventure tourism, dive tourism and
positive tourism to enhance our understanding of pursuit of the good life. This study should provide a
better understanding of why SCUBA divers pursue this activity and participate in international dive
travel, knowledge of which provides opportunities to the industry to deliver better care and target this
market. This study will provide valuable knowledge for the tourism industry to attract special interest
tourists. This study provides an impetus to encourage more youth to take up SCUBA diving as the
conditions of this activity (training/certification; physical and social environment) are conducive to
well-being and striving for a good life.
Keywords:Adventure tourism, positive tourism, well-being, SCUBA diving tourism

65

The 11th FBEA Postgraduate Colloquium
18-19 November 2021 | Cisco Webex

Exploring Sense of Place of Residents in Traditional Tourism Cities

Yan Jie
Faculty of Business, Economics and Accountancy

Universiti Malaysia Sabah

Abstract
With the continuous development of tourism, some traditional tourism cities are facing stagnation and
even decline. This study explores whether places experiencing major tourism development have
positive or negative residents’ sense of place. Through the form of semi-structured interview, from the
perspective of “insiders”, retrieve the lost “genius loci” for the tourism destination. The purpose of this
study is to explore the under researched concept of genius loci within the literature on Sense of Place
(SoP) for tourist attractions. Genius loci or spirit of the place provides for a sensitive approach to
planning and development of attractions. The main research question is how tourism development in
Guilin has changed the destination for residents. This study uses a qualitative research approach through
semi-structured interviews with a purposive sample of residents living in an ancient village in Guilin,
Guangxi, China. Thematic analysis will be used for data analysis. This study aims to obtain residents’
true SoP as an “insider”. This includes to understand which settings within Guilin experienced the most
and the least changes, which sites have lost or kept their “genius loci”. This study enriches the
theoretical basis in this field and puts forward long-term and effective governance schemes for tourism
destinations focusing on social sustainability. The scope of this study is the permanent residents of the
village (living in the local area for more than 20 years), excluding the migrant population, so the
immigrants’ SoP needs to be explored in future work. Findings should provide ideas for relevant
departments on environmental protection of tourism resources.
Keywords: Sense of place, tourist attractions, social sustainability

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Online Destination Image: Exploring Outbound Multigenerational Travel
For China

Ke Zhang
Faculty of Business, Economics and Accountancy

Universiti Malaysia Sabah

Abstract
The purpose of this study is to explore online destination image (ODI) from a multigenerational travel
perspective. The focus is on outbound China tourists as the generating region and Sabah as the tourist
destination region following Leiper’s tourism system. This study aims to explore perception similarity
and disparity of the online destination image of Sabah among Chinese tourists of different generations.
This research design follows an exploratory sequential mixed methods approach combining a
combining qualitative content analysis (QCA) and Q-Methodology. Phase one will consist of a QCA
of a purposive sample of TikTok videos/travel websites produced by holidaying Chinese tourists. The
QCA will clarify the attributes of the ODI of Sabah for this market. Q-methodology is the systematic
study of participants’ subjectivity. In Phase Two, potential outbound tourists in China consisting of
different generations (50s, 60s, 70s, 80s, and 90s) will participate in a Q-sort of images and statements
related to the key ODI attributes for Sabah. Data reduction will follow to interpret the variety of shared
viewpoints on ODI and why they hold such views. Preliminary findings were presented at an
international conference December last year winning the Best Paper Award (Sunset, Seafood and Sea-
Gypsies In Malaysian Borneo: An Alternative Destination Image For China Tourists). ODI for Sabah
based on TikTok videos included sunset, seafood and sea-gypsies which differs from the original 3S in
tourism of sun, sea and sand. Extends an understanding of the importance of User Generated Content
as a growing trend in promotion of ODI. Findings contribute to the growing body of literature on
multigenerational travel from the outbound China market.
Keywords: Online destination image, Multigenerational travel, China tourists, QCA, Q-
Methodology

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The Effectiveness Of Branding Equity On Tourism Destination Marketing:
A Study On Japanese Tourists.

Khairul Anwar Bin Adani
Faculty of Business, Economics and Accountancy

Universiti Malaysia Sabah

Abstract
This study aims to investigate the relationship of brand equity multidimensional elements with Sabah
overall branding equity. Through the literature analysis, only several studies have been applying the
Customer-Based Brand Equity (CBBE) approach to evaluate the brand equity of the destination. The
empirical study, which is based on a consumer survey in Japan that measures the brand dimensions of
Sabah, identifies the relational linkages between four major brand equity dimensions (brand awareness,
brand image, brand associations, and brand loyalty) and overall customer-based brand equity. Data is
collected using a questionnaire to explain the relationship between the dimensions of brand equity and
Sabah's overall brand equity. To date, few empirical studies have explored the relationship between
destination marketing and branding equity. Besides that, no empirical studies were conducted to
investigate Sabah's destination brand equity as a tourism destination. In addition, the researcher has
added one scale item (Safety) to the adapted framework that addresses not only general concerns but
includes the post-pandemic element. The contribution of the research is to broaden the understanding
of tourists' sentiment from Japanese tourists that travelling to Sabah as a tourism destination. The results
of this research will be beneficial as this study may indicate a few strategies that can support
policymakers to enhance Sabah as a destination brand performance.
Keywords: Sabah, Tourism Destination, Brand Equity, Consumer Based Brand Equity,

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Conservation Tourism: Plant4borneoelephants A Community Tourism
Project

Shavez Cheema
Faculty of Business, Economics and Accountancy

Universiti Malaysia Sabah

Abstract
The purpose of this paper is to review if elephant tourism in palm oil plantation is a sustainable and a
practical framework to be deployed. Brumas Camp in the Softwoods in Tawau district has been chosen
as the main case study for this study. The program is titled as Plant4BorneoElephants and involves the
local community. This is the first of its kind documented program focusing on elephant tourism in Palm
oil plantations in the world. Elephant deaths are a norm in Malaysia and predominantly most of the
casualties occur in Palm Oil plantations. Elephants are viewed as a ‘liability’. Various mitigation
methods have been executed to reduce Human Elephant conflict. The goal is to find out if Elephant
tourism, te first of its kind initiative is an effective to help mitigate the damages and also if it can be a
game changer in Elephant and tourism conservation. A qualitative approach is being deployed.
Interviews with former tourists to the plantation, plantation staff and local tourism players are being
involved. To date, October 2021, it is proven that is indeed a desirable program. One travel company
has already brought it over 150 international tourists to this plantation and over 50,000Rm has been
contributed to the local economy. At present, the results and data from interviewees are very
encouraging. This is the first of its kind case study and program in the world This could potential be a
game changer In the wildlife tourism world. Due to covid19, most of the operations have halted. More
companies will collaborate with private plantations and execute this program. The government will
encourage and incentive Elephant tourism in Palm Oil Plantations.
Keywords: Conservation, Experience, Palm Oil tourism

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Sustainable Community Based-Ecotourism Development: A Study In
Bombon Marakau

Shamezah Shamsul
Faculty of Business, Economics and Accountancy

University Malaysia Sabah
Abstract

Bombon Marakau is a new tourist destination located in Ranau, Sabah. The business is run by an
association of the community called The Association of Sungai Mansahaban Kg. Marakau, Ranau
turned it into community-based ecotourism. Due to its potential, Bombon Marakau is becoming an ideal
tourist destination, however, the business faced serious challenges that can lead to its downfall. To
discover the real issues faced by the community of Bombon Marakau as community-based ecotourism
and how the theory of human resource quality, social capital, and risk-taking propensity could be
applied for sustainable development of their business. The methodology used is through qualitative
research which gathers data from (1) observations and research data, and (2) conducting interviews
using open-ended questions on 15 personnel of the communities. The theory applied is resource-based
view.
Keywords: Sustainable Development, Human Resource Quality, Social Capital, Community-Based
Ecotourism and Risk-Taking Propensity

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Developing And Promoting Sustainable River Tourism Products And
Services Along The Petagas-Putatan River

Siti Faridah Husna Binti Sharudin
Faculty of Business, Economics and Accountancy

Universiti Malaysia Sabah
Abstract

The purpose of this study is to develop and promote sustainable river tourism products and services
along the Petagas-Putatan River. In order to do this, the local community’s awareness on the benefits
that they will gain from river tourism would make them be more proactive in protecting the river.
Furthermore, sustainable river tourism products and services will be identified as well as the market
segments. Qualitative Research method will be used. Four stakeholders: Sabah Tourism Board, District
Officer, Tour Operators, and local residents. Though the tourists are one of the main tourism
stakeholders, but tourists are not involved as respondent due to the nature of this study whereby this
research aim to develop sustainable river tourism from the tourism suppliers’ perspectives. After
gaining potential activities and ways to promote the activities, such as floating market and river water
cruise tour, it would increase the number of tourists in Petagas-Putatan area. The knowledge on
developing and promoting sustainable river tourism products and services along the Petagas-Putatan
River is crucial as it will bring benefits towards the four major stakeholders that is involved in this study.
Keywords: River, Sustainability, Tourism (include up to 3 keywords)

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A Case Study of Community-Based Tourism Business Sustainability in The
New Norm of Sabah Tourism Industry:
A Stakeholder Perspective

Aminah Faheeza Bashier Ahmad
Faculty of Business, Economics and Accountancy

Universiti Malaysia Sabah

Abstract
Based on the Stakeholder Theory, this is an exploratory study that will explore business sustainability
aspects of community-based tourism as one of the areas focused on Sabah Tourism Master Plans,
specifically of their relevance and development prospects in a new norm-shaped tourism industry in
Sabah, Malaysia. The plans were formulated in 1995 and 2011 by Institute for Development Studies
(IDS) under the Ministry of Tourism, Culture, and Environment (KEPKAS); as blueprints to, among
others, turn the state into a rural tourism destination with global standards by the year 2025. By January
2020, all 25 districts in the state were prepared to resume participating in the five-year plan but as
CoVid-19 pandemic hit in March of the same year, they too were severely affected. Preliminary findings
showed that the community-based tourism operators have since either gone into hibernation mode and
are focusing on capacity-building by upskilling and reskilling or have exited the industry. This research
employs a single case study approach and will draw its findings from semi structured interviews with
key community-based tourism stakeholders in the state, post-pandemic. The findings will then be
processed using Nvivo Software, a qualitative data analysis computer software package, for thematic
analysis. This is possibly a pilot study of its kind emphasizing on the theory via post-pandemic
perspective, tailored to only explore and address the status quo and prospects of the industry in this
state. Nevertheless, this research will present recommendations on managerial and theoretical
implications that can be included in the body of knowledge of the aforementioned theory and be put
into practice for the betterment of community-based tourism.
Keywords: Stakeholder theory, community-based tourism, post-CoVid-19

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Research On Story Marketing of Chinese Scenic Spots Based on Multi
Case Analysis

Li Han
Faculty of Business, Economics and Accountancy

Universiti Malaysia Sabah

Abstract
In the marketing of scenic spots, storytelling is a very popular strategy. However, the stories of China's
scenic spots are still moving forward in exploration and imitation, with serious homogenization and
uneven quality. We urgently need to sort out the analysis system to adapt to the story marketing of
Chinese scenic spots, in order to better guide the story marketing practice of Chinese scenic spots. In
addition, with the popularization of the network, the behaviour of tourists has also changed. They are
used to commenting or putting their reviews online. Therefore, it is of great significance to explore the
tourists' perception of the stories of scenic spots from the network text, so as to realize the marketing
purpose of scenic spots. In terms of research ideas, this paper selects the top 10 scenic spot stories with
high popularity and reputation through the questionnaire survey, uses the method of network text
analysis, and obtains network comments by taking professional tourism websites Ctrip, Ma honeycomb,
mainstream network communities Sina Weibo, Baidu Post Bar, Tianya community and Douban
community as data collection websites, The network comments of netizens on 10 scenic spots are
selected, summarized and refined by obtaining word frequency and using the method of grounded
theory, so as to build an analysis system suitable for story marketing of Chinese scenic spots. Using the
content analysis method, this paper analyzes the word frequency and semantic network of the text
content. Combined with word frequency and semantic network analysis, this paper applies an in-depth
analysis of the impact of stories on tourists' perception in many cases from the three aspects of "story
cognition, emotional experience and willing behavior", so as to modify and improve the analysis system.
Based on the construction of the above analysis system and multi case analysis, a universal analysis
system of story marketing in China's scenic spots is obtained. This is an attempt to build a systematic
analysis system, which has a certain reference significance for the future development of this field and
has a certain guiding significance for the practice of how to build a tourism brand by telling stories in
China's scenic spots.
Keywords: Story marketing; Text analysis; Multi case analysis

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Pengaruh Kejayaan Perusahaan Kecil Dan Sederhana Dalam Industri
Pelancongan: Kajian Terhadap Usahawan Makanan Warisan Di Sabah

Putriku Nuraishah Khairanni Binti Asby
Faculty of Business, Economics and Accountancy

Universiti Malaysia Sabah

Abstrak
Kajian ini dijalankan adalah untuk memahami pengaruh perusahaan kecil dan sederhana (PKS) dalam
industri pelancongan dari persepsi dan pengalaman usahwan tersebut. Penyelidik memilih PKS yang
terlibat dalam penghasilan atau penjualan makanan warisan. Peranan makanan dalam mengekpresikan
budaya dan warisan sering diabaikan dan hanya lebih tertumpu kepada unsur-unsur nyata seperti
monumen, bangunan dan kawasan semula jadi. Selain itu, makanan warisan masih gagal menjadikan
Malaysia mendapat banyak perhatian di kalangan pelancong terutama pelancong yang melancong untuk
pertama kalinya. Secara keseluruhannya, kajian ini akan mengenalpasti faktor yang mempengaruhi
usahawan PKS dalam memulakan perniagaan menghasilkan makanan warisan. Serta mengkaji
bagaimana faktor tesebut boleh mempengaruhi usahawan meneruskan perniagaan sehingga kini. Akhir
sekali mengenalpasti apa kah isu yang dihadapi oleh usahawan dalam industri pelancongan. Isu dan
faktor yang diperolehi dari hasil temubual oleh usahawan dapat menghasilkan strategi dan penyelesaian
untuk kelestarian usahawan dalam industri pelancongan di Sabah. Bagi mendapatkan hasil dapatan
kajian, metodologi yang digunakan adalah kajian berbentuk kualitatif. Kaedah kualitatif membolehkan
penyelidik mendapatkan maklumat daripada informan dengan lebih mendalam dari segi pandangan dan
pemahaman mereka. Kajian ini akan memilih informan sebanyak 10 orang dan akan berubah mengikut
ketepuan data. Instrumen kajian adalah secara temubual semi berstruktur bagi memudahkan usahawan
PKS. Transkrip temubual akan dianalisis menggunakan Teknik thematic analysis dan menggunakan
perisian Atlas.ti 9 dalam pengumpulan serta mengenalpasti tema dan sub-ma mengikut objektif. Soalan
temubual diadaptasi dari kajian lepas oleh Wong et al (2019). Limitasi penyelidikan (jika berkaitan
dengan kertas kerja anda): Limatasi penyelidikan lebih tertumpu kepada metodologi kajian. Dengan
berlakunya, Covid-19, temubual secara bersemuka sukar dilakukan demi mematuhi SOP yang diberikan
oleh KKM. Dengan itu, temubual dijalankan secara atas talian mengikut masa dan tarikh yang
ditentukan oleh PKS sendiri.
Keywords: Perusahaan Kecil dan Sederhana, Makanan warisan, Industri Pelancongan

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AN EXPLORATORY STUDY OF TECHNOLOGY ADOPTION IN
MICE INDUSTRY IN MALAYSIA

MARRY TRACY PAWAN
Faculty of Business, Economics and Accountancy

Universiti Malaysia Sabah

Abstract
The study aims to examine factors influencing the technology adoption in MICE industry in the
Malaysia and develop a model of innovative formats in MICE. This study will reveal the factors that
are more influential towards the technology adoption by the MICE players. This study will employ the
mixed-method sequential exploratory design, consisting of two distinct phases, qualitative in the first
phase and quantitative in the second phase. The two phases are connected by the development of an
instrument based on the result of the first phase. The objective of this phase is to develop the model of
technology adoption. Purposive sampling will be used in this study, and the targeted respondent will be
MICE event planner, General Manager of the Convention Center, Manager of different operational
divisions in Convention Center. The expected finding of this study will come out with a model of
technology adoption for the MICE industry to enhance their capabilities to design significant events
and experiences. This study contributes to the continuing research in innovation adoption and diffusion
in the MICE industry using Technology Organization Environment (TOE) framework. This study will
provide new insight toward innovation in the MICE industry in Malaysia. The outcome of the model
will be used as a guideline for the MICE industry to embrace technology to full capacity.
Keywords: Technology, Adoption, MICE

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GREEN MANAGEMENT PRACTICES AND CONSUMER
INTENTION’S AT COFFEE SHOPS IN KOTA KINABALU, SABAH

DEWIE TRIEANA ARFIANIE AZAHAR
Faculty of Business, Economics and Accountancy

Universiti Malaysia Sabah

Abstract
This study aims to explore the intention to adopt green management practices among coffee shop
operators in Kota Kinabalu Sabah. Other than that, to identify the level of knowledge of coffee shops
operator in Kota Kinabalu towards green management practices and to examine the level of customers’
acceptance towards green management practices in Kota Kinabalu coffee shops. This study will take
place in Kota Kinabalu, Sabah. A sequential mixed-method approach will be adopted in this study. It
involves a qualitative approach in the first phase, where a depth-interview will be conducted with the
coffee shop operators. The second phase will employ a quantitative approach with a self-administered
questionnaire that will be distributed randomly to the customers. The gathered data will be keyed into
IBM Statistical Package for Social Sciences (SPSS) software. This study expected findings would
reveal that coffee shops operators in Kota Kinabalu is gradually adopting green management practices
in their operations. It is expected to have utmost support from the customers. This study will impart the
importance of green management practices in coffee shops and contribute to the Kota Kinabalu City’s
aspiration to move towards Green City. This study extends a new body of knowledge in the foodservice
sectors, specifically in coffee shops in Kota Kinabalu and challenges on their sustaining and giving
attention to green management practices in coffee shops literature. This study will demonstrate the
importance of green management practices in the food and beverage industry, such as coffee shops.
Keywords: Green Management; Consumer Intention; Coffee Shops.

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THE TOURIST EXPERIENCE THROUGH ONLINE REVIEWS:
THE CASE OF THE LAYANG LAYANG ISLAND, SABAH

ARNY AZRYANNA PONIRAN
Faculty of Business, Economics and Accountancy

Universiti Malaysia Sabah

Abstract

Island has been a popular tourist destination for years; apart from urban and mainland developments, it
is opposite from the city life, but it delivers the apparent space and various typical routines that supply
fundamental components such as authentic culture and nature for vacations that attract tourists to the
island (Carlsen and Butler, 2011).The study will be focusing on Layang-Layang Island which is located
in the middle of the South China Sea and known for its hammerhead sharks, and it is one of the world's
most thrilling diving destinations. The result will be revealed, the human interaction elements and
physical experience elements of tourist experience in a context of island tourism in Layang-layang island.
The purpose of this research is to examine human interaction elements and physical experience elements
of a tourist experience Layang-layang island. Research techniques that will be use in this research is
content analysis this is because the use of conventional tourism research methods such as surveys and
interviews to assess tourist experience has limitations due to fieldwork costs, low response rates, and
self-report bias (Zhang and cole, 2016). Therefore, the method that will be implied in this research is
using secondary data, particularly online review from the TripAdvisor website. There seems to be little
solid research that uses online reviews to record the tourist experience, especially in the specific context
of island tourism. In addition, Leximancer software will be used to analyze the data and is typically
used to analyze large amounts of contextual data for content analysis. The expected finding for this
research is the positive human interaction elements and physical experience element of tourist
experience in Layang-layang island. The originality of the study is more on fill the research gap in
identify human interaction elements and physical experience in the context of Layang-layang island
using secondary data. There seems to be little solid research that uses online reviews to record the tourist
experience, especially in the specific context of island tourism. The limitation of this research consists
of insufficient resources due to fieldwork costs and logistics, as well as the pandemic that has ravaged
Malaysia in recent years, it is unfeasible to perform a large scale research study, particularly in Layang
Layang Island. The finding in this will be practically used by Layang-layang island Resort and
government. The resort will use the information to improve their services, their facilities, activities and
their marketing plans so that the resort will be growing and well known. Moreover, government could
use this information to to strengthen the proof of the ownerships of Layang-Layang island.

Keywords: Layang-layang island,tourist experience, human interaction, physical
experience

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PERCEIVED AUTHENTICITY TOWARD TOURIST EXPERIENCE OF
CULTURAL HERITAGE IN MALAYSIAN HOMESTAY PROGRAM

NUR AMILIN ABDUL HALIM
Faculty of Business, Economics and Accountancy

Universiti Malaysia Sabah

Abstract
Homestay is a type of holiday or visit in which one stay in the home of an unknown person. In Malaysia,
homestay is an alternative tourism product that allows tourists to observe experience and learn about
the way of life of the residents of their cultural heritage and destinations. The objective of this study to
explore tourists’ perceived authenticity of Malaysia Homestay on their experience; to investigate
whether any of the different theoretical perspectives of authenticity are shared by tourists and Malaysia
homestay operators; and to provide practical measures to enhance the sustainable development of
Homestay in Malaysia. Therefore, this paper aims to exploring the tourists experience and satisfaction
in Malaysian homestays based on authenticity attributes. This is qualitative research that uses interviews
as a method of collecting data. Provides qualitative data in terms of the actual application of the
theoretical perspectives that the scholars have proposed. The outcome of this research will reveal
whether any of the different theoretical perspectives of authenticity are shared by tourists and Malaysia
homestay operators. The data will gather through a convenience sample using a “partial” group of
respondents (visitors to only seven homestay villages in seven different states out of thirteen states in
the country), and therefore, the issue of respondent exhaustion should be addressed. Another limitation
concerns the results where the issue of generalizing Asian homestay tourism perspectives and findings
to Western homestays needs to be considered.
Keywords: Homestay Program, Tourist experience, Tourist authenticity.

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MANAGING AND SURVIVING THE IMPACT OF COVID-19
PANDEMIC: A STUDY ON INDEPENDENT HOTELS IN SABAH,

MALAYSIA.

JAMIE CHIU SUET YIEE
Faculty of Business, Economics and Accountancy,

Universiti Malaysia Sabah

Abstract

This study aims to investigate the impacts of COVID-19 (intra-pandemic) crisis towards the
independent hotels located in Sabah. Four research questions will be answered (1) the short-term and
long-term impacts of COVID-19 to the independent hotels located in Sabah and (2) to identify the
strategies and practices employed by the independent hotels to survive in such hard time. This study
will also (3) examine the implications of employed strategies and practices to independent hotels in
adapting the different restriction control orders which are the Movement Control Order (MCO),
Conditional Movement Control Order (CMCO) and Recovery Movement Control Order (RMCO). In
addition, this study will (4) collect suggestions from the independent hotels on business recovering
strategies planning during the post-pandemic in order to rebuild the customer relationship. This research
will evaluate all the strategies and practices employed by the hotels to survive in the challenging market.
Finally, suggestions will be drawn out for the implications for hotels to address for future evolving
pandemic situation. This paper is concerned with offering tourism and hospitality operators both
practical and strategies tips. Findings will be derived from the analysis of both secondary and primary
data. Extensive coverage was given to the COVID-19 in both the popular press and academic journals
as well as through reports, briefs, and presentations by members of concerned and associated
organizations (e.g. WHO, Conference Board of Malaysia). In addition, this study will centre on 20
virtual in-depth interviews (conducted via video conferencing applications) with independent hotel in
Sabah and will be based on two sets of semi-structured questionnaires. Questions will be designed based
on the objective of the study. This study will be able to show and provides information on how
independent hotel industry dealt with a major, extended pandemic and at the same time implement and
integrate strategies to sustain and dealing with the crisis. Prior research on pandemics (such as Middle-
Eastern respiratory syndrome [MERS], severe acute respiratory syndrome [SARS], Spanish flu, etc.)
has been undertaken in the hospitality industry but there is little prior work done on the independent
hotels especially in Sabah. The paper concentrates on the effects of pandemic in independent hotels in
Sabah. The strategic and practical tips may not be suitable in other jurisdiction. Besides, future research
in this area should focus on each strategy thus, more in depth interview shall be conducted to understand
how implementation changes during the crisis and how these hotels managed to sustain during the
pandemic. Future studies should also make comparison with other types of hotels such as chain vs
independent hotels to see the differences on different types of hotels handle such situation. The
recommended research areas are intended to advance the knowledge base to help hotels, especially
independent hotels to recover from the COVID-19 pandemic. The suggested research streams are
expected to provide actionable insights to promote the development and sustainability of the hotel
sector. This study is expected to provide lessons from the experience of the Sabah independent hotel
industry during the Covid-19 pandemic and offers practical and strategic tips for preparing for and
managing crises.

Keywords: COVID-19, disaster management, survival during pandemic

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RESTAURANT MENU ANALYSIS: A QUANTITATIVE EVIDENCE
FROM MALAYSIAN INDEPENDENTLY OWNED RESTAURATEURS

SAIRAH SAIEN
Faculty of Business, Economics and Accountancy

Universiti Malaysia Sabah

Abstract
This study aims to develop a menu analysis tool that will help restaurant operator to analyze their menu.
Since the 1980s, scholars have introduced several approaches to identify the most productive to the less
efficient menu items offered by operators. Each approach adopted different dimensions as their
propositions in the tools. Approaches with different dimensions will result in a perplexed action among
operators. Scholars have highlighted four dimensions in their analysis approach: popularity,
profitability, costing, and sales price. This study will explore the dimensions by taking them to the
industry to see its' practicality. This is quantitative research that uses questionnaires as a method of
collecting data. A restaurant operator needs to complete the questionnaire set, asking them their
practices over all four dimensions. A Likert scale is used to measure the operator's practice and opinion
on popularity, profitability, costing, and sales price to determine how they evaluate their menu. It
provides quantitative evidence in terms of the actual application of the theories that the scholars have
proposed. The outcome of this research will reveal the actual practice of the menu analysis approach
played by the practitioners. It will provide the researchers with an industry evidence-based analysis
towards the theoretical formula proposed by the previous scholar. This research will only cover
individually owned restaurants that meet specific criteria.
Keywords: Restaurant, Menu, Analysis

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ONLINE PURCHASE INTENTION TO SABAH ETHNIC CUISINES
AND THE ASPECTS OF GASTRONOMY TOURISM

AHMAD SHAKANI ABDULLAH
Faculty of Business, Economics and Accountancy

Universiti Malaysia Sabah

Abstract
Malaysia, like other countries, considers food to be a significant component of a destination's
gastronomic appeal, because its numerous ethnic groups, races, cultural customs, and beliefs. Each
ethnic group is said to have its own cuisine that would be intriguing to advertise to potential tourists
and its now acknowledged as a critical component in drawing more tourist to visit Malaysian areas such
as Sabah. The survey research and cross-sectional data methodology are used. A questionnaire is a good
way to acquire information. Because of its usefulness in measuring the relationship between the
variables of interest, this approach has been adopted by social science researchers. This study is
quantitative in nature due to the ease with which observable and measurable data on variables may be
collected. The quantitative data for this study will be obtained using structured closed-ended questions
or the likert scale. Culinary tourism, which formerly viewed as a niche industry, as component in
drawing more visitors. Tourist are looking for any information about unique local meals and more likely
to try traditional foods, which can enrich their experience and create more enjoyable vacation
atmosphere when visiting Malaysia. Food image, food awareness, social influence, and in predicting
the dependent variable of consumer attitude and impact on online purchase intention to Sabah ethnic
foods, the theory of reasoned action with three new independent factors is used. Instead of being used
as an independent variable as in prior studies, internet trust is used as a moderator, with visitor
experience serving as a mediator. Theoretical foundations and empirical study in the online buying
attitude of a tourist in Malaysia have not been thoroughly established, according to a review of the
existing literature. As a result, this study contributes to the field by expanding and moving beyond
existing online purchasing attitude studies.
Keywords: Online Purchase Intention, Tourist, Local Food

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DETERMINANTS AND SERVICE QUALITY DIMENSIONS OF
PURCHASE INTENTION TOWARDS PEER-TO-PEER
ACCOMMODATION IN MALAYSIA

WONG TZE SHENG
Faculty of Business, Economics and Accountancy

Universiti Malaysia Sabah

Abstract

The research develops a service quality model specifically for peer-to-peer accommodation. The
development of a service quality model specifically for peer-to-peer accommodation is important
because it is still new compared to traditional hotel and it is no empirical data of the service quality
dimensions in the context of Malaysia. Exploratory sequential design was used. Semi-structured
interviews were undergone in focusing on the purchasing behaviour, the perception of service quality
and the strategies to overcome the challenges of peer-to-peer accommodation in Malaysia. The
information from the qualitative research was used to design a new quantitative instrument for
conducting a questionnaire survey. Path analysis is used as the statistical method to explain the
relationship of the exogenous variables and the endogenous variables. The findings revealed feeling
like a home, interaction with host, local cultural experience, price competitiveness, location, and
accommodation design as the key determinants of purchase intention towards peer-to-peer
accommodation with attitude as the mediator. Besides, the findings also showed that responsiveness,
reliability, caring, home facilities, personal advice, feeling welcome and helpfulness positively
influence the purchase intention towards peer-to-peer accommodation with attitude as the mediator.
Furthermore, the findings confirmed the usefulness of the Theory of Planned Behaviour in the context
of peer-to-peer accommodation in Malaysia. Considering this research was conducted during the
Movement Control Order due to the COVID-19 pandemic, hence all the interview participants in the
qualitative research and the questionnaire survey respondents in the quantitative research were Malaysia.
On the other hand, the type of peer-to-peer accommodation host is used in distinguishing this hospitality
product. For instances, micro-entrepreneurs, the accommodation operators, the respectable operators,
and the selling firms. Secondly, the respondents of the questionnaire survey were not evenly from the
states whereby 82.61% were from Sabah. Thus, the findings may not be able to represent the entire
population. From the practical perspective, this research will help the peer-to-peer accommodation
hosts to understand the determinants of the purchase intention towards peer-to-peer accommodation
and to launch the most effective marketing strategies using minimum cost. In addition, the hosts also
will be able to provide a better service to their guests through understanding the service quality
dimensions which developed in this research. Lastly, the entire hospitality industry will be benefit
through acquiring the extensive knowledge from this research.

Keywords: Peer-to-peer accommodation, determinants, service quality

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THE INFLUENCE OF PSYCHOLOGICAL AND ENTREPRENEURIAL
MARKETING ON THE BUSINESS PERFORMANCE OF CREATIVE

INDUSTRY IN SABAH

SORAYAH BINTI NASIP
Faculty of Business, Economics and Accountancy

Universiti Malaysia Sabah
Abstract

This study examines the relevance of psychological and entrepreneurial marketing in the context of
creative industry in Sabah. The roles of psychological and entrepreneurial marketing can improve the
business performance among the creative entrepreneurs that produce artworks product. This study also
examines the moderator and mediator factor. Data will be collected from creative industry among
creative entrepreneurs via a survey questionnaire that adopted from related literature. The data will be
analysed using structural equation modelling (SEM) via Smart PLS and SPSS software. The findings
of the study will be revealed the relationship between exogenous and endogenous variables and also the
roles of moderator and mediator that influencing the business performance. Creative industries play a
critical role in introducing local artwork’s identity that brings value-added activities to the development
of the nation. Creative entrepreneurs act as an agent of soul solution through artworks, music and
movies. The study contributes to filling the gap from a conceptual perspective. This study foci on the
creative industry, which not involve other small and medium industries. This study provides knowledge
to the creative entrepreneurs and prospective creative entrepreneurs on how important of psychological
and entrepreneurial marketing aspects in enhancing the business performance. For the policy maker this
study may give some insight about creative entrepreneurs in Sabah that required more attention in order
to redesign and strengthening the existing policy. Therefore, the development of creative industry
activities be able to boost the economy of the nation. Creative entrepreneur activities encourage creative
culture among society as a way of communication.
Keywords: Psychological, entrepreneurial marketing, business performance, creative industry

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RESEARCH ON THE EVOLUTION MECHANISM OF VALUE
CREATION IN DIGITAL TRANSFORMATION ENTERPRISES: A

LONGITUDINAL CASE STUDY BASED ON RESOURCE
ORCHESTRATION

JING MU
Faculty of Business, Economics and Accountancy

Universiti Malaysia Sabah

Abstract
Digital transformation has completely overturned the traditional value creation logic of enterprises, but
the evolution mechanism of value creation is still unclear. Following the logic of “cause-process-result”
and based on the theory of resource orchestration and value creation, this study explores how enterprises
can achieve value creation through resource orchestration at different stages of digital transformation
through longitudinal single case study of Xindingsheng enterprise. The research finds that
environmental uncertainty will affect the way companies manage resources to create value. At different
stages of digital transformation, under the influence of different strategies, the process mechanism that
drives companies to achieve value creation through resource orchestration changes. The resource
orchestration behavior adopted by enterprises adapting to specific strategies, through differentiated
resource structuring and resource integration behaviors at different stages to generate brand capabilities-
digital capabilities-value co-creation capabilities, and ultimately leverage corporate capabilities to
achieve product value creation-digital value creation-ecological value Creation, Correspondingly the
key resources, subjects, focus of attention and value types that support value creation have undergone
adaptive changes. This study, to a certain extent, opens up the internet “black box” of how digital
transformation companies realize value creation through effective management and allocation of
resources, and provides practical guidance for digital transformation companies.
Keywords: Digital transformation enterprise，Value creation，Resource orchestration

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BUSINESS PERFORMANCE OF WOMEN ENTREPRENEURS IN THE
RESTAURANT INDUSTRY IN SABAH, MALAYSIA

NURAFFIENNA BINTI BACHO
Faculty of Business, Economics and Accountancy

Universiti Malaysia Sabah

Abstract

This study aims to investigate the influential factors that determine the business performance of women
entrepreneurs. Recognizing the significance of the food industry for women entrepreneurs, this study
will be contextualized on women entrepreneurs who operate restaurant businesses in Sabah. A
quantitative research approach will be adopted to explore the determining factors of women’s business
performance in the restaurant industry in Sabah. This study is expected to contribute to the existing
literature on women’s entrepreneurship by investigating the determinants of women’s business
performance that stem from the complexity of their environment. Consequently, this study bridges the
gap between women’s entrepreneurship theory and the reality of women in business, providing
policymakers with guidance on how to create a conducive environment for women entrepreneurs to
achieve long-term business success.There are some limitations that need to be identified in this study.
First, the influential factors approach is a broad phenomenon and can be extended beyond the studied
factors to areas such as growth stages. Second, the sample size of the study should be improved both in
terms of size and gender; this study concentrated only on women owned business, so male-owned
businesses should be included in a comparative analysis which will strengthen existing knowledge.
Finally, contemporary, and past studies concentrate on a women entrepreneur, limited to specific states;
this may limit generalizability; that is, future research can add other states beyond Sabah to the existing
model. This study has important implications for women entrepreneurs both locally and internationally.
First, this study is beneficial for women business owners in providing a rational knowledge of the
aspects that contribute to success regarding the individual, the internal and external environment, and
supportive factors in the restaurant industry. The woman entrepreneur should have sound knowledge
about the studied factors that have been proven supportive of high business performance. Second, this
study also provides cultural understanding to the business community. In general, the suggested model
can be used as a strategic tool for evaluating and selecting the possible set of success factors to fulfil
their interest. Third, this study provides policymakers with practical recommendations and deep insights
on the women’s entrepreneurship in the restaurant industry. This study will motivate them to develop
growth-friendly rules and regulations that will provide opportunities for the women entrepreneurs to
easily obtain financing and resources. Last but not least, this study will useful implications for research
institutions that wish to conduct more comprehensive cross-border studies on women’s
entrepreneurship from economic, technological, cultural, and natural perspectives.

Keywords: Women entrepreneurs, business performance, restaurant industry, Sabah

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THE DIGITAL ADOPTION OF RURAL SMES IN SABAH

WONG VUI CHUEN
Faculty of Business, Economics and Accountancy

Universiti Malaysia Sabah

Abstract

This study aims to investigate the factors that contribute to and hinder the digital adoption of SMEs in
rural areas in Sabah. A triangulation mixed-method research design will be used in investigating the
phenomenon of the digital adoption of SMEs in rural areas. A quantitative research method that utilizes
a questionnaire as the research instrument will be used to test the theory that predicts the relationships
between multiple factors and the digital adoption of SMEs in rural areas. Meanwhile, a qualitative
research method that capitalizes on an in-depth interview will be adopted to explore the perceptions and
views of SMEs owners on the adoption of digital applications in their business’s operations. The review
of literature identified gaps that helps to clarify the research focus. The gaps are: i) the need to integrate
theories in explaining the phenomenon of digital adoption of SMEs (Ibrahim et al., 2018; Othman &
Shahdaz, 2016), ii) the need to expand the methodological approach by utilizing a mixed-method
approach to provide richer and informed view of the issue (Basit et al., 2020), and iii) the need to
research the issue of digital adoption of SMEs in a different context, i.e. rural areas (Rozmi et al., 2020;
Zaremohhzzabieh et al., 2015). The findings of this study will provide insights on the concept of
digitalization within the context of SMEs in rural areas; thus, adding new knowledge to the SME’s
literature. In addition, integrating two main theories (Technological, Organizational, and Environmental,
and Unified Theory of Acceptance and Use of Technology) will allow for a better understanding of the
digital adoption phenomenon among SMEs that either theory could provide on its own. Further, a
mixed-method approach enables to allow more comparison and coherence understanding of digital
adoption among rural SMEs than what quantitative and qualitative results alone can provide. At the
same time, it can validate the phenomenon of digital adoption among SMEs in the rural context. The
proposed framework for rural SMEs’ digital adoption and a mixed-method approach is recommended
for future empirical research. For policymakers: this study may help them to design and strengthen the
support system for SMEs in general and SMEs in rural areas. For SMEs themselves, they can understand
their barriers and participate in their current technologies to explore new opportunities in their existing
business operations.

Keywords: SMEs, Rural, Digitalization, Technology, Sabah

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FACTORS INFLUENCING ENTREPRENEURIAL SUCCESS AMONG
YOUNG ENTREPRENEURS IN SABAH

MOHAMAD ASHRAF ISMAIL
Faculty of Business, Economics and Accountancy

Universiti Malaysia Sabah

Abstract
Although the Malaysian government through its agencies and non-governmental organizations (NGO),
has been providing several initiatives and programs to support young entrepreneurs in their business,
the performance of small enterprises owned by young entrepreneurs in Sabah is considered not
satisfying in terms of survivability. In addition, much is still unknown about the significant factors and
the extent to which any of these factors have an impact on the business performance of small enterprises
owned by young entrepreneurs. Thus, this study aims to investigate the factors influencing the
entrepreneurial success of young entrepreneurs in Sabah through the research objective of: To
understand the nature of issues in relating to entrepreneurial success among young entrepreneurs from
official agencies and young entrepreneurs’ perspectives through key informant interview. This study
will be materialized through literature review, key informant interview with the agencies and young
entrepreneurs, consisting of questions related to the nature of issues in relating to entrepreneurial
success of young entrepreneurs. The data collected from this interview will be analysed using thematic
analysis via Atlas.ti. This study is expected to help the Malaysian government to develop effective
support policies for young entrepreneurs based on the proposed factors including mechanisms to
encourage more young entrepreneurs towards becoming ‘high performing entrepreneurs’ as stipulated
in the National Entrepreneurship Policy 2030. It is also hoped that this study’s findings can inculcate a
culture of entrepreneurship to drive this sector to contribute 50 percent to the nation’s Gross Domestic
Product (GDP) by 2030.
Keywords: Young entrepreneur, entrepreneurial success, Sabah

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THE IMPACT OF INTELLECTUAL PROPERTY RIGHTS (IPR) AND
INFORMATION AND COMMUNICATIONS TECHNOLOGY ON
INTERNATIONAL TRADE IN SOUTHEAST ASIA COUNTRIES

HEMLEEN SOOSAI MANICKAM
Faculty of Business, Economics and Accountancy

Universiti Malaysia Sabah
Abstract

This study aimed to investigate the impact of ICT and IPR in five selected Southeast Asia countries
namely Malaysia, Singapore, Philippines, Indonesia and Thailand on international trade. In accordance
to the Industry 4.0 Revolution and ASEAN IP Rights Action Plan 2016-2025, this study emphasises the
importance of ICT and IPR in early member countries of ASEAN and also ASEAN Framework
Agreement on Intellectual Property Cooperation. The major concern of this particular study is that
majority of the Southeast Asia countries are still in the category of developing nations with weaker ICT
and IPR where they need to be more strong in terms of trade activities to level up and reach the global
standards as well as to curb legal issues like imitations in businesses. Hence, this study employed
quantitative method of panel data estimator approach for over 10-year period. Based on the data, the
impact of ICT access and usage together with the impact of IPR against international trade was
discovered. Moreover, the causality runs between IPR and international trade also was investigated.
The government policy which played a moderating role between IPR and international trade also had
been studied. Thus, the findings of the study revealed the benefits of ICT and IPR for better borderless
trade activities in those Southeast Asia countries as well as the importance of moderating role of
government policies on IPR towards international trade. Overall this research managed to contribute
insights to traders, governments and policy makers as to further enhance ICT and IPR. Future
researchers can expand on the scope of the countries and also determine the ways on how to improve
IPR and ICT in ASEAN nations.
Keywords: international trade, IPR, ICT, government policy

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CHINA’S MANUFACTURING INDUSTRY AND ITS UPGRADING
STRATEGY AND PATH IN THE ERA OF DIGITAL ECONOMY -

BASED ON THE GLOBAL VALUE CHAIN FRAMEWORK

ZHANG YUJIE
Faculty of Business, Economics and Accountancy

Universiti Malaysia Sabah
Abstract

This paper attempts to study the transformation of China's textile industry under the condition of digital
economy and summarizes the upgrading strategies and paths suitable for the textile industry. Firstly,
this paper makes an econometric Empirical Study on the positive role of digital investment, and then
enriches the theory of manufacturing global value chain embedded in digital economy and makes a case
analysis. Specifically, it is the theory and framework knowledge of global value chain on governance,
upgrading and value-added distribution, and explores the realistic path of upgrading through the
empirical research on additive manufacturing and online retail. There are a lot of studies on China in
the field of global value chain, which is closely related to the important role of China in the global
production network after China's entry into WTO. At present, China's digital economy is developing
rapidly and has become one of the important engines leading China's economic growths in the painful
period of transformation. However, this new change has rarely been concerned by researchers of the
global value chain, which is limited by the lack of cross-border trade data on the Internet. The
emergence of digital economy has indeed brought about great changes in the production organization
and behavior of China's manufacturing industry. For example, on the upgrading path, China's
manufacturing industry has shown functional upgrading, product upgrading, end market upgrading and
inter chain upgrading. These new observations and viewpoints should be paid attention to, recorded and
investigated in detail.
Keywords: Global Value Chain, Manufacturing industry, Digital Economy

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SUSTAINABILITY CERTIFICATION: THE PALM OIL INDUSTRY

SEAN ANDREW LABANSING
Faculty of Business, Economics and Accountancy

Universiti Malaysia Sabah
Abstract

Increasingly, it is the view that the palm oil industry is progressing unsustainably and that actors
substantially entangled in this process. In this context, the purpose of this study is to explore the
possibilities for Unit of Certifications to foster sustainability certification in sustainable development,
with a focus on the essential challenges with Unit of Certification’s stakeholders and how to approach
them. Managerial, organisation-centric interpretations dominate the literature on palm oil and
sustainable development, focusing on corporate performance rather than planetary sustainability. This
study seeks to demonstrate this mainstream literature, engage with more nuanced viewpoints and
examine the values and co-values subtleties of the conflicting claims raised by both works of literature.
Content Analysis will be used to determine the theme of the issues or factors of sustainability
certification in the palm oil industry. Additionally, Foucault Discourse approach will be use when
conducting a series of unstructured interviews with Unit of Certifications and stakeholders. A variety
of Unit of Certifications and stakeholders will form the basis of a review of the issues or factors to gain
a spectrum of viewpoints on sustainability certification in sustainable development.
Keywords: Sustainability, Sustainable Development, Stakeholder Theory, Business Ecosystem

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THE RELATIONSHIP BETWEEN PERCEIVED THREAT,
APPRECIATION AND ENDORSEMEND OF INTEGRATION
TOWARDS ATTITUDE OF LOCAL PEOPLE TOWARDS EXPATRIAT

IN SABAH

MOHAMAD SHYAFIQ EZZAT
Faculty of Business, Economics and Accountancy

Universiti Malaysia Sabah
ABSTRACT

To fulfil the labour force, a lot of country in the world resort to taking expatriate or foreign workers.
Other than taking professional workers, blue-collar workers also needed to ensure the economy keeps
going. As a developing county Malaysia also employed a lot of expatriates in its rank especially in the
manufacturing industry, infrastructure industry and plantations industry. In certain industry like
plantation, the number of expatriates is higher than local workers Usually these expatriates or foreign
workers are subjected to bad impression from the local’s particularly in the case of increase of crimes
rate, job opportunity and pay differences. This raised the issue of what is the attitude of local workers
towards expatriates. We used Sabah as a background of this study. While most expatriate in Sabah are
working in the Palm Oil industry. In this study, Perceived Threat, Appreciation and Endorsement of
Integration are used to measure Attitude towards Expatriates or foreign workers. A sample of 124
questionnaires are regressed using SmartPLS 3. This paper will contribute to future research and the
body of knowledge.
Keywords: Attitude, Expatriate, Appreciation, Endorsement of Integration, Palm Oil

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THE EVOLUTION AND INFLUENCING FACTORS OF CHINA’S
POSITION IN GLOBAL CULTURAL TRADE NETWORK

HOU XIAOLI
Faculty of Business, Economics and Accountancy

Universiti Malaysia Sabah
Abstract

The purpose of this paper is to investigate China’s position and its evolution in global cultural trade
network and discuss three important factors influencing the position. Strategies for further development
of China’s cultural industry were proposed to improve China’s cultural influence. Social network
analysis (SNA) was used to analyze the trade flow between 195 countries from 2000 to 2017 to visualize
China’s position and evolution in global cultural trade network. Influence of the carefully chosen factors
was testified by Quadratic Assignment Procedure (QAP). China’s position in global trade network of
core cultural products is much lower than that of related cultural products, indicating the relatively weak
cultural influence, due to the insufficiency of cultural consciousness, trade alliances and internet
popularity. This paper adds a geographical perspective to the research of global cultural trade. Due to
the lack of data and non-uniform statistical standard, the visualized global cultural trade network may
not be absolutely complete. This paper provided a visual recognition of China’s position in global
cultural trade network, pinpointed the potential partners, and found a strategic path to build China’s
cultural industry. Discussing the enhancement of China’s position in global cultural trade provided
insights indirectly to develop a healthy cultural ecology.
Keywords: Cultural Trade, Social Network Analysis, Influencing Factors

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Title (TBD)

Teng Xi
Faculty of Business, Economics & Accountancy, University Malaysia Sabah, Malaysia

Abstract
The demand for mobile commerce is growing very fast and the website is no longer important for e-
commerce. Mobile shops are creating more kind of environment for the consumer, however the current
e-servicescape could not explain the new social and entertainment environment enough. Therefore, this
study will enrich the elements, such as live streaming commerce social and entertainment elements, into
the current e-servicescape framework. And how each dimension influences customer experience and
customer loyalty or repurchase intension. The stimulus-organism-response framework will be adapted
to formulate a conceptual model, in which the e-servicescape (stimulus) features are modelled as an
antecedent of customer experience (organism) online that directs customer purchase intention
(response). The research will utilize the mixed research method—exploratory sequential design. The
research subjects will be the consumer of Taobao, which is the largest e-commerce platform in China.
The qualitative research could discover more dimension for the e-servicescape framework (stimulus),
and then the quantitative research will test the effectiveness of the new conceptual model. This study
expecting more e-servicescape dimensions than the current one, such as social element, the interaction
between buyers to sellers and also buyers to buyers. A new e-servicescape dimension, which is
entertainment function, would be discovered. And whether it has a significant impact on customer
purchase intention will be studied. The enrichment of the e-servicescape framework. And the study will
show which e-servicescape dimension is more important in the model. The new e-servicescape
framework in the context of China will be believed applicable in all kind of e-commerce e-servicescape
in the world. The business of e-commerce will learn which element of e-servicescape they should pay
more attention of in the context of mobile commerce at present.
Keywords: E-Servicescape, S-O-R, E-Commerce, Live Streaming E-Commerce, Customer Experience,
Purchase Intension

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A Review of Frontier Researches on Development of China's Internet
Insurance Market and Future Prospects

Yao Di
Faculty of Business, Economics & Accountancy, University Malaysia Sabah, Malaysia

Abstract
Purpose: In recent years, with the general growth of residents' income and the rapid popularity of the
Internet, China's Internet insurance market has developed rapidly. Based on relevant data and literature,
this paper reviews the development history and current situation of Internet insurance market from the
analysis of China's Internet development change history and current situation and looks forward to its
development trend. Deeply analyzes and summarizes six prominent Internet insurance business models
and representative enterprises, analyzes the characteristics of Internet insurance market and its products,
summarizes the advantages and main problems of China's Internet insurance market development. The
study concludes that China's Internet insurance should provide accurate pricing and personalized
services through big data mining, rely on Internet terminals to achieve self-service for consumers and
operate across borders with other e-commerce brands, as well as promote the synergistic development
of Internet insurance with other Internet industries.
Keywords: Internet Insurance, Customer Behavior, Big Data

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Oil Palm Planter Readiness to Adopt Green Pesticide: A Conceptualization

Mohammed Nizar Bin Khir Azman
Faculty of Business, Economics & Accountancy, University Malaysia Sabah, Malaysia

Abstract
This research intends to adopt the theory of planned behavior or TPB (attitude, subjective norms, and
perceived behavioral control or PBC) for a sound conceptualization framework of green pesticide
adoption impacts among Malaysian oil palm planters. Past literature analysis and reconceptualized into
TPB including studies from sustainability, green consumption, psychology and technology acceptance.
Variable identified from thematic analysis from the help of software called Atlas.ti. Oil palm planter
still preferring old method of practices by relying heavily to conventional pesticides including
hazardous chemicals making green pesticide to be less option.Various research being conducted on
green pesticide in oil palm industry through R&D by MPOB, however the level of acceptance among
the planter remains lacking. This research therefore intends to identify factors affecting the planter
readiness to adopt green pesticide. The proposition will lead to future empirical findings which is
anticipated to facilitate the industrial transition towards utilizing environmentally-friendly pesticides.
Keywords: TPB, Green Pesticide

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The Effectiveness of E-Servicescape towards Customers’ Loyalty: Online
Shopping App Context

Nur Aqilah binti Samsuddin
Faculty of Business, Economy and Accountancy, Universiti Malaysia Sabah

Abstract
This research intends to study the effect of e-servicescape dimensions in the context of the online
shopping app as of virtual service environment. Employing the Stimulus-Organism-Response (S-O-R)
model as a theoretical background, this research proposed a framework investigating the relationship
of e-servicescape, online customers’ flow experience and customer loyalty towards online shopping
apps. Data were gathered using online questionnaire in which 145 online shoppers participated who had
recent online purchase experience. The research model was analyzed using the Smart PLS software.
Results identified e-servicescape (aesthetic appeal, layout and functionality, financial security and
social factor) have a positive influence over customers’ loyalty in online shopping app mediate by flow
experience. This research is expected to benefit online business industry for future strategies and
determine the factors that influence customer intention on the basis of e-servicescape. Assist marketers
to better understand the potential of online shopping apps market expansion among consumers in
Malaysia. The novelty of this conceptualization is in the integration of the customer’s flow experience
as a mediator in strengthening the relationship between e-servicescape dimensions and customer loyalty.
Keywords: E-Servicescape, Flow Experience, Consumers’ Loyalty

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Consumption Behavior on Functional Foods Among Millennial in
Malaysia: An Application of the Health Belief Model

Flaviana Ivy Febian
Faculty of Business, Economics and Accountancy, Universiti Malaysia Sabah, Kota Kinabalu,

Malaysia.
Abstract
The term "functional food" refers to a new category of products that claim to provide health benefits.
Recent studies have reported that Malaysia is the fattest country in Asia in the past 30 years. Therefore,
the aim of this paper is to examine consumption behavior of functional foods towards consumers
specifically on Millennial in Malaysia. A systematic literature review is performed to meet the objective
of this paper. Search terms were developed using the keywords of “functional foods” and “Millennial”
in Google Scholar from all periods until 2021. This study also employs a qualitative methodology to
examine consumer behavior of the links between diet and health in general. Based on review of past
literature, conceptualized that are five variables, perceived susceptibility, perceived barriers, perceived
benefits, cue to action, and perceived familiarity were developed to define the consumption behavior of
functional foods among Millennial in Malaysia. The acceptance and marketing of functional food
depends on various parameters. The results of this research could be used in planning further
development of the functional foods market and consumption behavior for Millennial as a consumer.
This paper is the first one, to our knowledge, that focuses specifically on consumption behavior towards
functional foods. This paper contributes to extend functional foods literature by exploring functional
foods consumption behavior among Millennial.
Keywords: Consumption, Functional Food, Millennial

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The Influences of Social Media Marketing Activities on Consumer
Behavior: In Sabah Tourism

Shaidathul Binti Jemin
Faculty of Business, Economics and Accountancy, Universiti Malaysia Sabah, Kota Kinabalu,

Malaysia.
Abstract
In this era of social media, social media marketing has become very important for many
scholars from various fields of study to investigate its effectiveness, as well as for marketers in
aiming for implementing an effective marketing plan. However, in services literature,
especially in the Malaysian tourism context, there are scarce studies that have been conducted
particularly in investigating the effectiveness of Social Media Marketing (SMM) Activities on
tourist behaviours, although Malaysia is the second most visited Southeast Asian country in
the world and among the major contributing industries to national income. Additionally, brand
image plays an important role in tourism as it can influence a company's future profits, long‐
term cash flow, consumer's willingness to pay premium prices, affect decision making, stock
prices, sustainable competitive advantage, and marketing success. Yet, there is still a vague
understanding of the relationship between SMM activities and brand image even though SMM
activities is identified as an important factor in building a strong tourism brand image.
Therefore, to clearly understand the relationship between these variables, this conceptual paper
makes a review on the brand image as a mediator on the influence of SMM activities on tourist
response particularly e-WOM and intention to revisit tourism provider social media sites. This
article contributes to the growing body of knowledge regarding social media marketing and
customer behaviour in developing countries by emphasizing the importance of every social
media marketing activity in the tourism sector.
Keywords: Social Media Marketing, Tourism

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Application of Social Media Marketing In Transnational Brand Image
Building of Colleges and Universities

Majunri
Faculty of Business, Economics and Accountancy, Universiti Malaysia Sabah, Kota Kinabalu,

Malaysia

Abstract
With the popularity of smart phones, social media is currently widely used, and most users use it to
obtain useful information they want (Berman S, Kesterson-Townes L, 2012). The new crown epidemic
has affected the study abroad market around the world (Zhou, Li, Wu, 2020). The changes in the policy
of studying abroad, the drastic decrease in the number of students (Hurley, Peter,2020), and the
transformation of teaching methods have greatly affected colleges and universities, and the demand for
studying abroad has also undergone tremendous changes(Zhou, Li, Wu,2020). Learn about the use of
foreign social media by colleges and universities around the world. The status quo of colleges and
universities using foreign social media for brand image building. Classify the communication subjects
in social media and analyze the relationship between communication content and brand image.System
analysis method, combination of quantitative analysis and qualitative analysis, and comparative
research method -the similarities and differences of the social media marketing application between
China and other countries in brand image building. Provide reference for colleges and universities to
use social media to shape their brand image and carry out international enrollment. Massive data in
social media is constantly updated, and research is limited to a certain period of time. The brand image
of colleges and universities is the overall impression and evaluation of the internal quality and external
performance of the public. It is also the comprehensive embodiment and reflection of the school in
many aspects formed in the long-term construction and development. The international brand image of
colleges and universities is affected by many factors. At present, the communication content in social
media is an important factor. Therefore, the shaping and dissemination of transnational brand image on
social media plays a vital role in the development of colleges and universities. Colleges and universities
use social media marketing theories to build the image of transnational brands, which not only has
important value for the college itself, but also has an important impact on the image of a country.

Keywords: Social Media Marketing, Transnational Brand Image of Colleges And Universities，
Brand Image Building

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Analysis of Literature Review for Para-social Interaction

Mohammad Zulkhairi Bin Juman
Faculty of Business, Economics and Accountancy, Universiti Malaysia Sabah, Kota Kinabalu,

Malaysia
Abstract
Examining past studies related to para-social interaction and in the same time, identifying the future
topics of research that can contributes to the theory of para-social interaction. The authors read and
reviews collections of 30 past studies by previous researcher from 1990s until current year, which are
using the para-social interaction theory.
Keywords: Para-social Interaction

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