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A successful firm in the tourism and hospitality industry requires skilled and committed employees. However, in the current tourism and hospitality industry, the top challenge lies in the attraction and retention of qualified and skilled employees and a great proportion of the graduates fail to enter the industry. It is therefore important to provide a value conceptual model that expounds on the theoretical relationships existing between the perceptions of undergraduate students and their intention to join the industry. This study contributes to literature by clarifying the perceptions of students-intention to join the industry relationship and by determining the moderating influence of the internship program on such relationship.

A successful firm in the tourism and hospitality industry requires skilled and committed employees. However, in the current tourism and hospitality industry, the top challenge lies in the attraction and retention of qualified and skilled employees and a great proportion of the graduates fail to enter the industry. It is therefore important to provide a value conceptual model that expounds on the theoretical relationships existing between the perceptions of undergraduate students and their intention to join the industry. This study contributes to literature by clarifying the perceptions of students-intention to join the industry relationship and by determining the moderating influence of the internship program on such relationship. Keywords: Intention to join industry, students' perception, internship program, tourism and hospitality industry. JEL Classifications: L83; M39

A successful firm in the tourism and hospitality industry requires skilled and committed employees. However, in the current tourism and hospitality industry, the top challenge lies in the attraction and retention of qualified and skilled employees and a great proportion of the graduates fail to enter the industry. It is therefore important to provide a value conceptual model that expounds on the theoretical relationships existing between the perceptions of undergraduate students and their intention to join the industry. This study contributes to literature by clarifying the perceptions of students-intention to join the industry relationship and by determining the moderating influence of the internship program on such relationship. Keywords: Intention to join industry, students' perception, internship program, tourism and hospitality industry. JEL Classifications: L83; M39

A successful firm in the tourism and hospitality industry requires skilled and committed employees. However, in the current tourism and hospitality industry, the top challenge lies in the attraction and retention of qualified and skilled employees and a great proportion of the graduates fail to enter the industry. It is therefore important to provide a value conceptual model that expounds on the theoretical relationships existing between the perceptions of undergraduate students and their intention to join the industry. This study contributes to literature by clarifying the perceptions of students-intention to join the industry relationship and by determining the moderating influence of the internship program on such relationship. Keywords: Intention to join industry, students' perception, internship program, tourism and hospitality industry. JEL Classifications: L83; M39

Customer relationship management (CRM) has a growing popularity and is becoming one of the hottest academic and practical topics in the business field. In fact, due to the competitive environment, CRM is crucial and has become a niche for firm performance. However, there is limited research that reveals the relationship between CRM dimensions and hotel performance. Therefore this study is an attempt to provide a value conceptual model that explains the theoretical linkages existing between CRM dimensions and hotel performance. This study serves not only to clarify the relationship between CRM dimensions and hotel performance, but also to explain the mediation role of marketing capabilities in this relationship.

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.

Customer relationship management (CRM) has a growing popularity and is becoming one of the hottest academic and practical topics in the business field. In fact, due to the competitive environment, CRM is crucial and has become a niche for firm performance. However, there is limited research that reveals the relationship between CRM dimensions and hotel performance. Therefore this study is an attempt to provide a value conceptual model that explains the theoretical linkages existing between CRM dimensions and hotel performance. This study serves not only to clarify the relationship between CRM dimensions and hotel performance, but also to explain the mediation role of marketing capabilities in this relationship. Keywords: CRM; Marketing capability; Hotel industry JEL Classifications: M31; L84; L83

Customer relationship management (CRM) has a growing popularity and is becoming one of the hottest academic and practical topics in the business field. In fact, due to the competitive environment, CRM is crucial and has become a niche for firm performance. However, there is limited research that reveals the relationship between CRM dimensions and hotel performance. Therefore this study is an attempt to provide a value conceptual model that explains the theoretical linkages existing between CRM dimensions and hotel performance. This study serves not only to clarify the relationship between CRM dimensions and hotel performance, but also to explain the mediation role of marketing capabilities in this relationship. Keywords: CRM; Marketing capability; Hotel industry JEL Classifications: M31; L84; L83

Customer relationship management (CRM) has a growing popularity and is becoming one of the hottest academic and practical topics in the business field. In fact, due to the competitive environment, CRM is crucial and has become a niche for firm performance. However, there is limited research that reveals the relationship between CRM dimensions and hotel performance. Therefore this study is an attempt to provide a value conceptual model that explains the theoretical linkages existing between CRM dimensions and hotel performance. This study serves not only to clarify the relationship between CRM dimensions and hotel performance, but also to explain the mediation role of marketing capabilities in this relationship. Keywords: CRM; Marketing capability; Hotel industry JEL Classifications: M31; L84; L83