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Continuous skilled-employee shortage has been reported in the hospitality industry despite the mushrooming growth of higher learning institutions off ering the Bachelor of Hospitality Management (BHM) programme. The purpose of this study is to assess the BHM graduates’ areas of employment and their justifi cation for not seeking employment or leaving the hospitality industry. To meet the purpose, a quantitative research paradigm supported by open-ended questions was used. This study focused on Universiti Utara Malaysia (UUM) BHM graduates. The fi ndings revealed that the UUM BHM graduates’ Islamic faith plays a signifi cant role in the religious Muslim graduates’ career paths. However, as widely documented in the literature, unattractive compensation in the hospitality industry appears to be the most important reason for graduates to seek employment in other industries. This is followed by poor career development opportunities and working conditions. Information from this study may help remedy the continuous shortage of skilled employees in the industry. It may also ensure the graduates’ ability to secure suitable jobs. In addition, it indirectly helps in the initiative to improve the BHM curriculum. Keywords: Hospitality, workforce, graduate, employment, hospitality industry, career, Malaysia.

Continuous skilled-employee shortage has been reported in the hospitality industry despite the mushrooming growth of higher learning institutions off ering the Bachelor of Hospitality Management (BHM) programme. The purpose of this study is to assess the BHM graduates’ areas of employment and their justifi cation for not seeking employment or leaving the hospitality industry. To meet the purpose, a quantitative research paradigm supported by open-ended questions was used. This study focused on Universiti Utara Malaysia (UUM) BHM graduates. The fi ndings revealed that the UUM BHM graduates’ Islamic faith plays a signifi cant role in the religious Muslim graduates’ career paths. However, as widely documented in the literature, unattractive compensation in the hospitality industry appears to be the most important reason for graduates to seek employment in other industries. This is followed by poor career development opportunities and working conditions. Information from this study may help remedy the continuous shortage of skilled employees in the industry. It may also ensure the graduates’ ability to secure suitable jobs. In addition, it indirectly helps in the initiative to improve the BHM curriculum. Keywords: Hospitality, workforce, graduate, employment, hospitality industry, career, Malaysia.

This paper examines the nation brand image notion. Literature review is employed as the method to develop the conceptual model. This paper suggests that the multifaceted nature of a nation can be covered in the nation brand image. In addition, the theoretical relationship between national brand identity, national identity, tourism brand and nation brand image and is also explored. This paper eventually proposes a conceptual model of nation brand image and suggests that future research include the multi elements of national brand identity and national identity as the components of nation brand image. Keywords: Conceptual model, nation brand image.

This paper examines the nation brand image notion. Literature review is employed as the method to develop the conceptual model. This paper suggests that the multifaceted nature of a nation can be covered in the nation brand image. In addition, the theoretical relationship between national brand identity, national identity, tourism brand and nation brand image and is also explored. This paper eventually proposes a conceptual model of nation brand image and suggests that future research include the multi elements of national brand identity and national identity as the components of nation brand image. Keywords: Conceptual model, nation brand image.