This research delves into the intricate interplay between the quality of food and price fairness and explores how these elements impact customers' inclination to return to UiTM hotel restaurants at the Shah Alam (Selangor Branch), Permatang Pauh (Pulau Pinang Branch), and Dungun (Terengganu Branch) locations. By examining the connection between these factors, this study aims to distinguish the individual influence they have on the likelihood of customers revisiting these establishments. To achieve this, a quantitative methodology was employed, involving the distribution of survey questionnaires to a sample of 366 participants who were patrons of UiTM hotel restaurants. Analysis of the data was conducted using SPSS software, specifically through the application of multiple regression analysis. By analyzing the perceived quality of food and fairness of pricing, this study seeks to illuminate the connections that shape customers' decisions to return to UiTM hotel restaurants. Understanding these relationships is most important for both practitioners and researchers in the hospitality industry, providing insights that can inform strategies for enhancing customer satisfaction and loyalty. The findings contribute valuable knowledge, offering a comprehensive understanding of the factors that drive repatronage intentions in the context of UiTM hotel restaurant experiences. Finally, this exploration serves as a foundation for refining business practices and developing stable relationships between restaurants and customers.

HRMARS is well established journal publisher based in Pakistan. It is publishing prominent journals in social sciences since 2011.

Against the backdrop of China's rural revitalization strategy, the development of rural homestays has emerged as a key driver for upgrading the rural tourism economy. Examining how the cultural atmosphere of rural homestays influences tourist happiness and loyalty can contribute to exploring sustainable development models for homestay tourism, while offering practical insights into the integration of rural culture and tourism. This study takes Hongcun Village as an example and constructs a theoretical model based on self-regulatory attitude theory, incorporating variables such as rural homestay cultural atmosphere, tourist happiness, and loyalty. Empirical analysis was conducted using SPSS 27.0 and SmartPLS 4.1. The results indicate: (1) The cultural atmosphere of rural homestays has a significant positive impact on tourist happiness; (2) Tourist happiness positively influences loyalty; (3) The cultural atmosphere significantly and positively affects loyalty. Based on these findings, it is recommended that rural homestays deepen their local cultural characteristics, improve service quality, enhance tourist emotional experiences, and strengthen brand appeal through targeted marketing, thereby increasing tourist loyalty and promoting the high-quality development of rural homestays.

Green restaurants are establishments that prioritize environmental sustainability by implementing practices such as reducing energy consumption, minimizing disposable product use, and curbing food waste. This study aims to investigate the factors within a modified Theory of Planned Behavior (TPB) framework that influence repurchase intentions toward green restaurants in the Klang Valley. Specifically, it examines how sustainable attitudes, price perceptions, and subjective norms affect consumer decisions while fostering greater awareness and understanding of green dining practices to promote environmental sustainability. A quantitative approach was adopted, surveying 390 Klang Valley residents with prior experiences at green restaurants. Purposive sampling was used to select participants, and data were collected through a structured questionnaire. The responses were analyzed using descriptive statistics, reliability testing, and multiple regression analysis via the Statistical Package for Social Science (SPSS). The findings revealed that all TPB variables, sustainable attitudes, price, and subjective norms, positively influence repurchase intentions, with sustainable attitude emerging as the most significant predictor. These results underscore the importance of fostering pro-environmental attitudes to drive consumer loyalty toward green restaurants. This study contributes to the limited body of research on green restaurants in Malaysia, offering practical insights for restaurant owners, policymakers, and community groups to integrate eco-friendly practices such as reducing paper waste, optimizing energy consumption, and adopting biodegradable disposables. Academically, the study serves as a foundation for future research, encouraging scholars and practitioners to further investigate the potential of green restaurants in advancing environmental sustainability.

Nowadays, entrepreneurship education is crucial not only in business management programs but also in technical and vocational education and training (TVET), to foster a well-rounded and sustainable educational landscape. This study explores the perceptions of diploma in architecture students at a Malaysian polytechnic on the role of entrepreneurship education within their TVET curriculum. Through a qualitative approach, semi-structured online interviews are conducted among second-year students who actively engaged in entrepreneurship courses and events, allowing for a deep exploration of their insights. Using NVivo 14 for thematic analysis, focusing on the identification of recurring themes and insights linked to students' experiences and perspectives on entrepreneurship education. The findings indicate a positive reception among architecture students toward institutional entrepreneurship education, highlighting their aspirations to enter the business world and emphasizing the value of an entrepreneurial mindset within technical fields. This research contributes to the understanding of how entrepreneurship education aligns with institutional goals, aiming to reveal insights into how the study objective contributes to students' sustainable educational development within a technical and vocational context. Nonetheless, the insights obtained serve as a critical foundation for future research and highlight key variables worth investigating for their role in shaping entrepreneurship education, particularly in developing nations like Malaysia.