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The purpose of this study is to examine the link between research and practice within the context of Islamic marketing (IM), an issue which is controversial in the literature. It offers reasonable answers that bridge the gap between research and practice, as well as the way to mitigate it.

This study uses a critical approach to analytically review the literature on IM, and relates it to research and practice.

The study finds that the advancement of knowledge on IM necessitates research and practice. There is a gap between research and practice which evolved from decades of objectivity between researchers and practitioners in the field of IM. It is necessary to search for some practicable solutions that can narrow the gap between theory and practice.

The basic limitation of this study is that IM has not yet emerged as a distinct discipline. Hence, there is limited study on IM issues in the context of research and practice.

This study makes essential contributions to the chastisement by research and practice, a theoretically new field of IM subject.

This paper aims to investigate and reflect upon the effects of personality traits on expatriate adjustment within the context of Malaysia’s multicultural society.

Drawing on the multicultural personality questionnaire (MPQ) and extrapolating from the literature on expatriate adjustment, the authors introduce five hypotheses, which are then tested based on data derived from 101 expatriates working in Malaysia.

The results indicate a positive relationship between both open-mindedness and adjustment as well as between flexibility and adjustment. However, the authors did not observe any significant positive relationship between the three remaining MPQ personality traits and expatriate adjustment.

While various studies have investigated the relationship between personality and expatriate adjustment in an Asian context, the majority have been conducted in largely monocultural settings, or at least on the implicit assumption of a single societal culture within the host country. This paper contributes to the literature by exploring the relationship in the context of a multicultural Asian host country.

The revival of local foods in the tourism context plays a significant role in attracting visitors. Unexpectedly, empirical evidence on food festivals aimed at reviving local cuisine in non-Western countries is scarce. This study aimed to examine and clarify the concept of food culture attributes on visitors' satisfaction and patronage intention in a food festival setting to revive local foods.

A quantitative approach was used. Convenience sampling and questionnaires were administered to 172 attendees as the final response to a food festival. The conceptual framework identifies the assumptions of structural equation modelling (SEM).

Food culture attributes significantly impacted visitor satisfaction based on the results. Cooking methods had an insignificant influence on satisfaction and indirect effects on patronage intention. Additionally, the authors persuaded satisfaction to act as a mediator, and food culture was a significant contributor to the hypothesised framework.

To the best of the authors’ knowledge, this is one of the first empirical studies to employ food culture attributes (flavour, presentation, cooking method and gastronomic identification) and patronage intention in the mediating role of satisfaction with Iranian cultural heritage as a revival of a visitor’s attraction towards local cuisine. The results revealed that the resurrection of local dishes serves as an alternative truth that aids in preserving Iranian cultural heritage.