Azizul is an Associate Professor at School of Maritime Business and Management, Universiti Malaysia Terengganu (UMT). Prior to his appointment at UMT, Azizul served International Islamic University Malaysia (IIUM) in a different capacity. Azizul holds a PhD in Marketing obtained from University of Surrey, United Kingdom in 2011 with a doctorate study titled “Tourists’ Attitudes towards Advertising in a Malaysian Tourism Context”. His research interests are in the field of Consumer Behaviour (including Tourist Behaviour) and Marketing Communication (especially in Advertising Attitudes and Social Media Studies). He has been leading some projects funded by the Malaysian government for the past five years. Recent research projects are related to university brand identification, innovation in online shopping behavior and advertising effectiveness in Malaysian higher education institutions. Azizul is one of the editors for Journal of Tourism, Hospitality and Environment Management and has been a reviewer for a number of journals, among others, Jurnal Pengurusan, Jurnal Ekonomi Malaysia and Journal of Sustainability Science and Management. He is deeply engaged in publishing international journals. He has also been teaching several undergraduate and MBA courses such as Social Marketing, Tourist Behaviour and Tourism Marketing.
BIMP-EAGA Journal for Sustainable Tourism Development
The engagement of local community in environmental and marine life conservation is crucial for th... more The engagement of local community in environmental and marine life conservation is crucial for the development of a successful conservation promotion and other related initiatives. This would possibly lead to a sustainable conservation and marine-based tourism and community-based strategies for environmental planning and management. Given the attention of sea turtle conservation in the islands on the east coast of Peninsula Malaysia, the symbiotic relationship between local communities and the environment could become the most effective common marketing strategy in promoting sea turtle conservation, which has not been explored extensively now. Considering the above, this paper aims at developing a community engagement framework for a sustainable sea turtle conservation and other related tourism activities. The methodology of this conceptual paper is based on the development of community engagement factor as it was developed in previous studies. Besides that, the conceptual framework...
The widespread use of mobile phones, the various information access means that it provided to its... more The widespread use of mobile phones, the various information access means that it provided to its users, and the vast presence and significant impact of mobile phone on users' daily life make mobile phones important devices to study. This paper focuses on studying the importance of different choice criteria in mobile phone selection among Malaysian consumers. A quantitative study drawing data from 376 university students was employed. The collected data were analyzed using SPSS. Descriptive statistics, factor analysis, and Friedman test have been employed in the study. The principal components factor analysis resulted in seven independent dimensions: (1) innovative features, (2) image, (3) price, (4) personal recommendation, (5) durability and portable aspects, (6) media influence, and (7) post-sales service. The top three most important factors influencing consumer choice of mobile phones are: innovative features, recommendation and price. Several managerial implications are dr...
The current unemployment rate in Malaysia among graduates is distressing despite the increase of ... more The current unemployment rate in Malaysia among graduates is distressing despite the increase of interest of becoming entrepreneurs among students. The call for graduates to create job instead of look for job has just been launched recently by the Ministry of Higher Education Malaysia. Thus this study is attempted to identify the dominant motivating factor and obstacle among final year students in a higher learning institution to become entrepreneurs. Besides, this study investigates the relationship between motivating factors and entrepreneurial intention among them. Respondents were final year students of eight faculties; with the sample size of 324 students out of 2081 students from the total population. This study employs quantitative method by using questionnaire and data were analysed by using the latest version of Statistical Package for Social Sciences. The results show that behavioural control (self-efficacy beliefs) is the dominant motivating factor (mean value = 4.07) mea...
Islamic tourism is rapidly growing to become the largest tourism sector due to its increasing dem... more Islamic tourism is rapidly growing to become the largest tourism sector due to its increasing demand of Islamic tourism products especially in a country like Malaysia. However, little research has been done to explore more about travelers' perceptions on Islamic tourism in Malaysia. This study used Partial Least Square (PLS) analysis as a tool to explore the dimensions of Islamic attributes of destination, i.e., Availability of Halal food and Worship Facilities (WF), Banning of Immoral Activity (IA) and Islamic Dress Code (DC) that maybe important to the segment of Muslim travelers for Halal hospitality in Malaysia. About 396 Muslims travelers participated in this study. The findings revealed that availability of Halal food and Worship Facilities (WF) and Dress Code (DC) have positive relationships on Behavioral Intentions (BI) among Muslims travelers for Halal hospitality in Malaysia. The study indicated that banning of Immoral Activities (IA) significantly affects Muslim trave...
The purpose of this study was to investigate the antecedents of consumer behavioral intention in ... more The purpose of this study was to investigate the antecedents of consumer behavioral intention in social commerce. The conceptual foundation of this study was based on the extended Technology Acceptance Model (TAM). Cross-sectional data were collected from 520 Facebook users in Malaysia through an online survey. The analysis results indicated that perceived ease of use and perceived risk impacts consumers' attitude toward continuance intention of using Facebook for online shopping. Two additional variables to the extended TAM namely perceived trust and perceived risk also proved to have significant effects on consumer behavioral intention. This paper provides a more rounded, albeit partial, view of consumer behavioral intention in social commerce. Practical implications for online marketers are discussed.
Taylor’s 7th Teaching and Learning Conference 2014 Proceedings, 2015
In recent years, web-based interactive learning tools have gained significant recognition in Mala... more In recent years, web-based interactive learning tools have gained significant recognition in Malaysia’s public and private universities. Like any other Internet-based systems, the adoption requires a solid understanding of user acceptance process. In Malaysia, however, the knowledge of users’ behavior toward web-based interactive learning is somewhat limited but is fundamental and essential as part of employing the system in the classroom. This study was conducted to examine students’ behavioral intention to use web-based interactive learning tools and analyze the Technology Acceptance Model (TAM). In this paper, the authors present the findings from a quantitative survey of 174 respondents and focus on student responses to perceived usefulness (PU), perceived ease of use (PEOU), attitudes toward usage (ATU), and behavioral intention to use (BIU) web-based interactive learning tools. All hypotheses are supported. A closer look at the constructs reveals a full mediating role of attitude toward usage (ATU) between perceived ease of use (PEOU) and behavioral intention to use (BIU). The findings suggest that TAM can be applied legitimately in the context of determining students’ behavioral intention to use web-based interactive learning tools.
Entrepreneur are not born but can be created and taught. Entrepreneurship can be grown in each in... more Entrepreneur are not born but can be created and taught. Entrepreneurship can be grown in each individual. To become a successful entrepreneur, enthusiasm and interest only is not enough. Training and development is important in contributing entrepreneurial competencies. University plays important role in producing a successful entrepreneur by completing the graduates with skills and knowledge on entrepreneurial. Multiple program also has been conducted by the government in order to develop technology entrepreneurs at the stage of post graduate such as National Unipreneur Development Program, Technopreneurs Development Training Program and Technological Entrepreneurship Development Program (TEDP) (Zakaria, 2016). TEDP is a program where the academic community in the higher education institutions are expected to support the development of new products and companies to play a role as a producer of graduates who have their own businesses (Zakaria, 2016). This paper is reviewing TEDP ba...
Islamic tourism is rapidly growing to become the largest tourism sector due to its increasing dem... more Islamic tourism is rapidly growing to become the largest tourism sector due to its increasing demand of Islamic tourism products especially in a country like Malaysia. However, little research has been done to explore more about travelers' perceptions on Islamic tourism in Malaysia. This study used Partial Least Square (PLS) analysis as a tool to explore the dimensions of Islamic attributes of destination, i.e., Availability of Halal food and Worship Facilities (WF), Banning of Immoral Activity (IA) and Islamic Dress Code (DC) that maybe important to the segment of Muslim travelers for Halal hospitality in Malaysia. About 396 Muslims travelers participated in this study. The findings revealed that availability of Halal food and Worship Facilities (WF) and Dress Code (DC) have positive relationships on Behavioral Intentions (BI) among Muslims travelers for Halal hospitality in Malaysia. The study indicated that banning of Immoral Activities (IA) significantly affects Muslim travelers' Behavioral Intentions (BI) in Malaysia. The findings also suggested that Tourist Satisfaction (TS) mediated the relationships between Islamic attributes of destination and Behavioral Intention (BI). This study used quantitative method; the data was collected by using a set of self-administered questionnaire. It is hoped that the study will be used as a guideline for destination marketers to develop marketing strategies to attract Muslim travelers come to Malaysia.
One of the prominent functions of advertising is to communicate to the targeted audience about th... more One of the prominent functions of advertising is to communicate to the targeted audience about the existence of a product or service. This communication strategy is materialized through various forms of paid or non-paid media -- TV and radio commercials, print ads, billboards, product placement and more recently, the social media. Advertisements are placed where advertisers believe they will reach the largest, most relevant audience. Similar to commercial businesses, non-profit organizations like political parties may place political ads to various media in order to raise awareness or encourage a change in voters’ behavior or perceptions. During the past a few general elections in Malaysia, public witnessed changes in political campaigns with the use of advertisements not only on the mainstream television and in the newspapers, but also in other form of online media like websites. In the recent 13 th General Election the use of the social media was even aggressive and widespread. Th...
The tourism industry is among the most important industries capable of stimulating economic growt... more The tourism industry is among the most important industries capable of stimulating economic growth. In Malaysia, in 2008 alone, tourist arrivals to this country had generated national income of RM49.6 billion. This study was conducted to see whether travelers are satisfied with their visit to the country and also to highlight factors that contribute to tourist satisfaction. The results showed that the overall tourist satisfaction with their visit to the country gave the mean score of 3.74. Among factors that attracted tourist to visit the country are beautiful scenery, customs and culture, hospitality of the service providers, the quality of food and the friendliness of the locals. Continuous efforts are recommended to improve the satisfaction of the tourists because of its impact on their attitudes to revisit this country
... this research is fairly little. Sohail and Saeed (2004) were the first to examine Malaysians‟... more ... this research is fairly little. Sohail and Saeed (2004) were the first to examine Malaysians‟ attitudes towards advertising by readdressing the advertising attitude dimensions by Shavitt et. al. (1998). In general, the result indicated ...
BIMP-EAGA Journal for Sustainable Tourism Development
The engagement of local community in environmental and marine life conservation is crucial for th... more The engagement of local community in environmental and marine life conservation is crucial for the development of a successful conservation promotion and other related initiatives. This would possibly lead to a sustainable conservation and marine-based tourism and community-based strategies for environmental planning and management. Given the attention of sea turtle conservation in the islands on the east coast of Peninsula Malaysia, the symbiotic relationship between local communities and the environment could become the most effective common marketing strategy in promoting sea turtle conservation, which has not been explored extensively now. Considering the above, this paper aims at developing a community engagement framework for a sustainable sea turtle conservation and other related tourism activities. The methodology of this conceptual paper is based on the development of community engagement factor as it was developed in previous studies. Besides that, the conceptual framework...
The widespread use of mobile phones, the various information access means that it provided to its... more The widespread use of mobile phones, the various information access means that it provided to its users, and the vast presence and significant impact of mobile phone on users' daily life make mobile phones important devices to study. This paper focuses on studying the importance of different choice criteria in mobile phone selection among Malaysian consumers. A quantitative study drawing data from 376 university students was employed. The collected data were analyzed using SPSS. Descriptive statistics, factor analysis, and Friedman test have been employed in the study. The principal components factor analysis resulted in seven independent dimensions: (1) innovative features, (2) image, (3) price, (4) personal recommendation, (5) durability and portable aspects, (6) media influence, and (7) post-sales service. The top three most important factors influencing consumer choice of mobile phones are: innovative features, recommendation and price. Several managerial implications are dr...
The current unemployment rate in Malaysia among graduates is distressing despite the increase of ... more The current unemployment rate in Malaysia among graduates is distressing despite the increase of interest of becoming entrepreneurs among students. The call for graduates to create job instead of look for job has just been launched recently by the Ministry of Higher Education Malaysia. Thus this study is attempted to identify the dominant motivating factor and obstacle among final year students in a higher learning institution to become entrepreneurs. Besides, this study investigates the relationship between motivating factors and entrepreneurial intention among them. Respondents were final year students of eight faculties; with the sample size of 324 students out of 2081 students from the total population. This study employs quantitative method by using questionnaire and data were analysed by using the latest version of Statistical Package for Social Sciences. The results show that behavioural control (self-efficacy beliefs) is the dominant motivating factor (mean value = 4.07) mea...
Islamic tourism is rapidly growing to become the largest tourism sector due to its increasing dem... more Islamic tourism is rapidly growing to become the largest tourism sector due to its increasing demand of Islamic tourism products especially in a country like Malaysia. However, little research has been done to explore more about travelers' perceptions on Islamic tourism in Malaysia. This study used Partial Least Square (PLS) analysis as a tool to explore the dimensions of Islamic attributes of destination, i.e., Availability of Halal food and Worship Facilities (WF), Banning of Immoral Activity (IA) and Islamic Dress Code (DC) that maybe important to the segment of Muslim travelers for Halal hospitality in Malaysia. About 396 Muslims travelers participated in this study. The findings revealed that availability of Halal food and Worship Facilities (WF) and Dress Code (DC) have positive relationships on Behavioral Intentions (BI) among Muslims travelers for Halal hospitality in Malaysia. The study indicated that banning of Immoral Activities (IA) significantly affects Muslim trave...
The purpose of this study was to investigate the antecedents of consumer behavioral intention in ... more The purpose of this study was to investigate the antecedents of consumer behavioral intention in social commerce. The conceptual foundation of this study was based on the extended Technology Acceptance Model (TAM). Cross-sectional data were collected from 520 Facebook users in Malaysia through an online survey. The analysis results indicated that perceived ease of use and perceived risk impacts consumers' attitude toward continuance intention of using Facebook for online shopping. Two additional variables to the extended TAM namely perceived trust and perceived risk also proved to have significant effects on consumer behavioral intention. This paper provides a more rounded, albeit partial, view of consumer behavioral intention in social commerce. Practical implications for online marketers are discussed.
Taylor’s 7th Teaching and Learning Conference 2014 Proceedings, 2015
In recent years, web-based interactive learning tools have gained significant recognition in Mala... more In recent years, web-based interactive learning tools have gained significant recognition in Malaysia’s public and private universities. Like any other Internet-based systems, the adoption requires a solid understanding of user acceptance process. In Malaysia, however, the knowledge of users’ behavior toward web-based interactive learning is somewhat limited but is fundamental and essential as part of employing the system in the classroom. This study was conducted to examine students’ behavioral intention to use web-based interactive learning tools and analyze the Technology Acceptance Model (TAM). In this paper, the authors present the findings from a quantitative survey of 174 respondents and focus on student responses to perceived usefulness (PU), perceived ease of use (PEOU), attitudes toward usage (ATU), and behavioral intention to use (BIU) web-based interactive learning tools. All hypotheses are supported. A closer look at the constructs reveals a full mediating role of attitude toward usage (ATU) between perceived ease of use (PEOU) and behavioral intention to use (BIU). The findings suggest that TAM can be applied legitimately in the context of determining students’ behavioral intention to use web-based interactive learning tools.
Entrepreneur are not born but can be created and taught. Entrepreneurship can be grown in each in... more Entrepreneur are not born but can be created and taught. Entrepreneurship can be grown in each individual. To become a successful entrepreneur, enthusiasm and interest only is not enough. Training and development is important in contributing entrepreneurial competencies. University plays important role in producing a successful entrepreneur by completing the graduates with skills and knowledge on entrepreneurial. Multiple program also has been conducted by the government in order to develop technology entrepreneurs at the stage of post graduate such as National Unipreneur Development Program, Technopreneurs Development Training Program and Technological Entrepreneurship Development Program (TEDP) (Zakaria, 2016). TEDP is a program where the academic community in the higher education institutions are expected to support the development of new products and companies to play a role as a producer of graduates who have their own businesses (Zakaria, 2016). This paper is reviewing TEDP ba...
Islamic tourism is rapidly growing to become the largest tourism sector due to its increasing dem... more Islamic tourism is rapidly growing to become the largest tourism sector due to its increasing demand of Islamic tourism products especially in a country like Malaysia. However, little research has been done to explore more about travelers' perceptions on Islamic tourism in Malaysia. This study used Partial Least Square (PLS) analysis as a tool to explore the dimensions of Islamic attributes of destination, i.e., Availability of Halal food and Worship Facilities (WF), Banning of Immoral Activity (IA) and Islamic Dress Code (DC) that maybe important to the segment of Muslim travelers for Halal hospitality in Malaysia. About 396 Muslims travelers participated in this study. The findings revealed that availability of Halal food and Worship Facilities (WF) and Dress Code (DC) have positive relationships on Behavioral Intentions (BI) among Muslims travelers for Halal hospitality in Malaysia. The study indicated that banning of Immoral Activities (IA) significantly affects Muslim travelers' Behavioral Intentions (BI) in Malaysia. The findings also suggested that Tourist Satisfaction (TS) mediated the relationships between Islamic attributes of destination and Behavioral Intention (BI). This study used quantitative method; the data was collected by using a set of self-administered questionnaire. It is hoped that the study will be used as a guideline for destination marketers to develop marketing strategies to attract Muslim travelers come to Malaysia.
One of the prominent functions of advertising is to communicate to the targeted audience about th... more One of the prominent functions of advertising is to communicate to the targeted audience about the existence of a product or service. This communication strategy is materialized through various forms of paid or non-paid media -- TV and radio commercials, print ads, billboards, product placement and more recently, the social media. Advertisements are placed where advertisers believe they will reach the largest, most relevant audience. Similar to commercial businesses, non-profit organizations like political parties may place political ads to various media in order to raise awareness or encourage a change in voters’ behavior or perceptions. During the past a few general elections in Malaysia, public witnessed changes in political campaigns with the use of advertisements not only on the mainstream television and in the newspapers, but also in other form of online media like websites. In the recent 13 th General Election the use of the social media was even aggressive and widespread. Th...
The tourism industry is among the most important industries capable of stimulating economic growt... more The tourism industry is among the most important industries capable of stimulating economic growth. In Malaysia, in 2008 alone, tourist arrivals to this country had generated national income of RM49.6 billion. This study was conducted to see whether travelers are satisfied with their visit to the country and also to highlight factors that contribute to tourist satisfaction. The results showed that the overall tourist satisfaction with their visit to the country gave the mean score of 3.74. Among factors that attracted tourist to visit the country are beautiful scenery, customs and culture, hospitality of the service providers, the quality of food and the friendliness of the locals. Continuous efforts are recommended to improve the satisfaction of the tourists because of its impact on their attitudes to revisit this country
... this research is fairly little. Sohail and Saeed (2004) were the first to examine Malaysians‟... more ... this research is fairly little. Sohail and Saeed (2004) were the first to examine Malaysians‟ attitudes towards advertising by readdressing the advertising attitude dimensions by Shavitt et. al. (1998). In general, the result indicated ...
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Papers by Azizul Yaakop