Purpose The purpose of this paper is to investigate the interrelationships among coffeehouse brand experiences, customer satisfaction and perceived value in generating patrons’ repeat purchase intention. Design/methodology/approach survey sample consisted 379 patrons who visited an international chain a metropolitan city South Korea. Findings results structural equation modeling revealed that experience exerted significant influence on value. repurchase intention was found be positive...

Purpose This paper aims to demystify the creative experiences of an extraordinary group pastry chefs – The Malaysian World Pastry Team, champions 2019 Cup. authors adopted expressionist theoretical lens informed by two aesthetic philosophers John Dewey and Wassily Kandinsky. Design/methodology/approach A two-year portraiture was conducted a qualitative methodology that draws features from phenomenology narrative inquiry, rendering artistically empirically written “portraits” reflect themes...

This study developed a framework of the self-identity-based electric product adoption model to comprehend air travelers’ intentions adopt eco-friendly airplanes. Through quantitative process and survey method, our analysis revealed that satisfactorily accounted for airplane intentions. The comprised concepts green self-identity, care environmental consequences, moral obligation, attitude, anticipated feelings. Moreover, we extended by considering moderating impact perceived risks. Overall,...

Purpose Informed by Mihaly Csikszentmihalyi’s systems view of creativity and Chad Borkenhagen’s conceptualization open source cooking, this study explored how a group extraordinary pastry chef used Instagram to openly express creativity, disseminate knowledge reveal culinary secrets. The subsequent impacts such actions were also assessed. Design/methodology/approach A qualitatively driven mixed-method approach was conducted using nested design. total 2,456 posts visually analyzed alongside...

This paper critiques the sterile, formulaic, and positivist tendencies in hospitality tourism qualitative research, exposing several dangerous misconceptions including false gold standard of data saturation, mistreatment subjectivity as a flaw, notion that research can be adequately taught single course alone. The author concludes with idea living qualitatively, mode inquiry prizes becoming, resists sterile simplification, centers epistemic humility—a process getting lost, to found, only lost again.

Burnt out, frustrated, and fed up with the glorification of publishing in tourism academy, authors this critical viewpoint touch on counter-ideologies rarely acknowledged within academy. We discuss toxicity publication glorification, systemic racism scientific community, eugenic roots statistical analysis, how they may lead to our academy’s downfall eventual demise. Drawing inspiration from Saldaña’s rant as a method inquiry provocation, letter invites readers confront uncomfortable truths...

This study aims to examine why international hospitality and tourism (H&T) undergraduates (IHTUs) travel Malaysia for higher education what factors influence their choices. In-depth interviews were conducted with IHTUs studying in six different private institutions. Thematic analysis found five noble factors: price, people, location, culture reputation. Our findings can assist Malaysian institutions better meeting IHTUs' expectations reinforcing loyalty the institution. results also be...

This study focuses on elite Malaysian pastry chefs who have participated in the World Pastry Cup. It poses question, “How do Cup experience creative process?” Specifically, this explored rhetoric (identity formation) of during process. Findings show that bounce between two distinct rhetorics process, ‘the scientist’ and artist.’ identity interchange is presented as a ‘duality,’ one’s way being revolves around detailed experimentations rationalism (the scientist), whilst other poetry artistic...