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This paper aims to examine the factors that measure different satisfaction levels between the Asian and Western travellers during their stay in hotels in Malaysia. The paper also seeks to analyse the importance of the tangible and intangible factors in the hotel industry.

The research questions are utilised to measure the differences between Asian and Western perception of hotel attributes. A questionnaire with five‐point Likert scale is applied to measure customer satisfaction. Data is analysed using SPSS software by employing factor analysis, multiple regression, and analysis of covariance (ANCOVA).

Results indicate that there are significant differences between Asian and Western evaluations of hotel quality, with clear indication that satisfaction levels Malaysian hotels were higher among Western travellers than the Asian travellers. Both Asian and Western travellers perceive hospitality as an influential factor in determining the overall satisfaction level.

The limitation of the study is that the sample is taken only from travellers who are leaving Malaysia by plane. Future research can be carried out on the travellers arriving at and depart from Malaysia using different mode of transportations.

For practitioners, it is worth noting that Asian travellers are exclusively concerned with the value for money services, while Western travellers regard security and safety, and food and beverage as important factors for them to stay in the hotels or revisit the country.

Malaysia is an emerging market for tourism industry and the information obtained from the travellers can be utilised to enhance a much more efficient marketing strategy in the hotel industry. This paper contains material relevant to education as well as to the tourism industry, and implementable solutions are sufficiently well suggested.

This study aims to explore the meanings of solo travel for Asian women, focussing on how Asian women construct and negotiate their identities in the heteronormalised, gendered and Western-centric tourism space.

In-depth interviews were conducted with 35 Asian solo female travellers from ten Asian countries/societies and analysed using constructivist grounded theory. The interpretation was guided by a critical stance and intersectionality lens.

The findings show that solo travel provides a means for self-discovery but the path was different for Asian women, for whom the self is constructed by challenging the social expectations of Asian women. Western-centric discourse was identified in the participants’ interactions with other (Western) travellers and tourism service providers, as well as in the ways these Asian women perceive themselves in relation to Western travellers. In addition to gendered constraints and risks, the findings also reveal the positive meaning of being Asian women in the gendered tourism space.

By labelling Asian women, the study risks adopting an essentialised view and overlooking the differences within the group. However, this strategic essentialism is necessary to draw attention to the inequalities that persist in contemporary tourism spaces and practices.

This study investigated Asian solo female travellers, an emerging but under-researched segment. It provides a critical examination of the intersectional effect of gender and race on identity construction for Asian solo female travellers. This study shows the need for a more inclusive tourism space.

Given the rapidly changing profile of travellers, in terms of their nationality, this study investigates Asian and Western travellers’ perceptions about the service quality of Hong Kong hotels. Using a principal component factor analysis with a VARIMAX rotation technique, this study identifies seven hotel factors out of 33 hotel attributes and determines the levels of satisfaction among Asian and Western travellers. The seven hotel factors derived from factor analysis are: staff service quality, room quality, general amenities, business services, value, security, and IDD facilities. The results from the regression analysis suggest that Asian travellers’ overall satisfaction is primarily derived from the value factor, whereas their Western counterparts are influenced by the room quality factor. This study is strategically and managerially important to the Hong Kong hotel industry. Using the results of the study, hoteliers can focus their efforts to provide quality service and facilities that their Asian and Western customers perceive as being important and as having high value.

The purpose of this paper is to draw upon the various articles in this theme issue and identify the key services management principles that merit re-thinking in the face of the growing and enduring trend of Asian travellers.

As a conclusion, this paper reviews the findings of the articles in this theme issue collection and synthesizes them thematically as well as strategically for both scholars and practitioners of services management and marketing.

There are five key assumptions that need re-thinking if services management organizations are to adequately meet the challenges of a more demographically diverse wave of travellers led by Asian visitors. Briefly, service organizations need to re-think: how they identify significant shifts in customer profile, the limits of their current service systems, decisions on service integration versus separation, how to transcend the traditional 5 Ps of services and, not least, how to prioritize humanism over efficiency in terms of service manpower training and development.

Though not exhaustive, the service management issues summarized and highlighted by this paper (and comprising this theme issue of WHATT) should serve to amplify the need to address the significant and enduring changes brought by the new wave of Asian travellers now enveloping services organizations throughout the world.

The paper serves to identify several areas for service organizations to review and re-think which includes, among others, service interactions between front line service providers and customers, the evolving needs of visitors from Asia, how Asian customers perceive concepts of courtesy and politeness, as well as the use of language and culture in shaping and interpreting socio-cultural interactions in a service setting.

The concept of bleisure is a tourism term that has emerged recently and has become popular. Participation of employees, especially managers and people in business who go on business trips, in leisure activities during their full-time business trips has revealed the bleisure trend. Although bleisure has emerged as a term in recent years, it has been seen that people combine vacations and business trips in previous years.

Considering the research on bleisure tourism, it is thought that bleisure tourism can be helpful to increase employee productivity. The fact that individuals who go on business trips very often are away from their family or friends can create a social deformation. However, people who go on business trips within the scope of bleisure tourism sometimes can take their close friends or family members with them. This provides extra motivation for bleisure tourists and increases work efficiency. However, it is beneficial to plan bleisure tourism. Excessive entertainment or shopping can lead to distraction, being late for work and being over budget on a business trip. For this reason, bleisure should be planned jointly with tourism agencies and companies.

Bleisure tourism will benefit business travellers, travel companies, hotels, restaurants, other tourism businesses and local people. For this reason, it is necessary to focus on studies related to bleisure tourism, a new tourism trend.

Tourists with different cultural backgrounds think and behave differently. Accurately capturing and correctly understanding cultural differences will help tourist destinations in product/service planning, marketing communication and attracting and retaining tourists. This research employs Hofstede's cultural dimensions theory to analyse the variations in destination image perceptions of Chinese-speaking and English-speaking tourists to Xiamen, a prominent tourist attraction in China.

The evaluation utilizes a two-stage approach, incorporating LDA and BERT-BILSTM models. By leveraging text mining, sentiment analysis and t-tests, this research investigates the variations in tourists' perceptions of Xiamen across different cultures.

The results reveal that cultural disparities significantly impact tourists' perceived image of Xiamen, particularly regarding their preferences for renowned tourist destinations and the factors influencing their travel experience.

This research pioneers applying natural language processing methods and machine learning techniques to affirm the substantial differences in the perceptions of tourist destinations among Chinese-speaking and English-speaking tourists based on Hofstede's cultural theory. The findings furnish theoretical insights for destination marketing organizations to target diverse cultural tourists through precise marketing strategies and illuminate the practical application of Hofstede's cultural theory in tourism and hospitality.

This paper aims to explore the rationale for the theme issue question “Services management and the growing number of Asian travellers – what needs re-thinking?” and profile the theme issue.

This paper explains the approach taken to investigate and respond to aspects of the theme issue question and the specific contribution of each article in the theme issue collection.

This paper identifies a number of action points arising from the theme issue which are discussed in the final article: Conclusion: What needs re-thinking in services management in the dawning age of Asian travellers?

There are very few articles that address the implications of rapidly growing outbound Asian travel for services management; so, this theme issue provides a significant step forward, with implications for both academics and practitioners.

Solo travelling has been one of the rising types of travelling, especially after the pandemic. This study is focused on solo female travellers and aims to present a comprehensive literature review on solo travelling. For this aim, a detailed literature review is performed. The significance of this study lies in the recent developments in countries like Iran regarding women's rights, and it needs to be understood that women are powerful, and they can prove that by travelling solo. This study is aimed to contribute to women's empowerment because it is important to set various examples and pave the way for the next generations towards a more free, enlightened, conscious and modern future. As a segment, solo female travellers need to be characterised in terms of their demographics and motivations for solo travelling, and destinations should take precautions for their safety and security to be represented and promoted as a safe and modern location where the freedom of each individual is secured.

This study aims to unpack the notion of travelling mobilities from the perspectives of an Asian solo traveller using the context of the 2019 Rugby World Cup in Japan.

An autoethnography was used for this research, analysing reflective notes drafted on hand-written journals over the duration of six days over three host cities of the sporting event.

Asian solo men appear to be treated very differently from their Western counterparts and solo female tourists. In addition, engaging with a sport that is highly Western-centric exposes the liminal spaces of in-between. Being of Asian appearance and conversant in Japanese further blurred the travelling mobilities of being an unlikely sports fan, an impromptu translator, a presumed local resident and an unconventional wanderer.

These limitations notwithstanding, the research has contributed to the paucity of knowledge surrounding Asian solo male tourists and some aspects of their corresponding travelling mobilities. Such nuanced understanding then inform tourism and hospitality knowledge and practice of offering relevant experiences to such a market.

The purpose of this paper is to profile the Worldwide Hospitality and Tourism Themes (WHATT) theme issue “Services management and the growing number of Asian travellers: what needs re-thinking?” with reference to the experiences of the theme editor and the theme issue outcomes from countries within and beyond Asia.

The paper uses structured questions to enable the theme editor to reflect on the rationale for the theme issue question, the starting point, the selection of the writing team and material and the editorial process.

This paper reports on research and discussions between academics and practitioners about an issue faced by many countries with established hospitality, tourism and travel industries. Specifically, what are the adjustments needed to mirror the radically changing demographic landscape of inbound tourism – now characterized by more affluent and mobile Asian visitors?

This paper builds on the outcomes of an international conference on “Managing and Delivering Services in the Asian Century”, and offers a response to the changes needed to better serve Asian travellers.

It provides guidelines for destinations, hospitality organizations and travel operators that have traditionally relied on European and American source markets to help them re-think their service delivery process, management and operations.