Cultural Moderation in Virtual Reality Tourism: Comparing Satisfaction and Travel Intentions Between Individualistic and Collectivist Orientations Husam Ahmad Kokash Journal of China Tourism Research, 2026 This study examines how virtual reality (VR) tourism experiences influence user satisfaction and travel intentions across different cultural orientations. Utilizing the DeLone and McLean Information Systems Success Model, Uses and Gratifications Theory, and Hofstede’s Cultural Dimensions Theory, this analyzed data from 766 respondents equally divided between individualist and collectivist cultural orientations. Structural Equation Modeling (SEM) with SmartPLS and multigroup analysis were employed to test hypotheses. Findings reveal significant differences between cultural groups in the impact of system quality, information quality, service quality, and visual quality on satisfaction and subsequent travel intentions. Notably, system and information quality had a more substantial effect on satisfaction and travel intentions for individualists, while service quality had a greater impact on collectivists. The mediation analysis demonstrated that satisfaction plays a critical role in translating VR quality dimensions into travel intentions, with cultural differences moderating these relationships. These results underscore the necessity for culturally tailored VR tourism experiences to enhance user satisfaction and travel intentions. This study contributes to the theoretical understanding of cross-cultural consumer behavior in VR contexts and offers practical insights for tourism marketers and VR content creators aiming to design culturally responsive and effective VR tourism experiences.
Does ethics perception foster hotel booking intention in livestreaming commerce platform? A cognitive-affective perspective Mst. Nilufar Ahsan, Saad Almosa, Husam Ahmad Kokash, Saif Ahmed, Syed Shah Alam Journal of Hospitality Marketing and Management, 2026 Livestreaming commerce is expanding rapidly in hospitality, yet existing research has largely emphasized hedonic and social drivers and has paid limited attention to ethics-related cues that can be decisive in high-involvement, higher-risk decisions such as hotel booking. Addressing this gap, this study examines how ethics perceptions in hotel livestreaming shape booking intention through cognitive – affective mechanisms, drawing on the Stimulus – Organism – Response (S–O–R) framework and the Cognitive – Affective Personality System (CAPS). Ethics perceptions are operationalized via six cues – surveillance transparency, remuneration fairness, fulfillment reliability, streamer ethics, privacy protection, and non-deception. A three-wave survey of 312 Saudi consumers with recent hotel livestreaming experience was analyzed using PLS-SEM. Results indicate that non-deception and privacy protection strengthen both emotional arousal and self-efficacy, while fulfillment reliability and remuneration primarily enhance self-efficacy and surveillance influences arousal only. Streamer ethics shows limited effects, suggesting that credibility is anchored more in transaction- and platform-level assurances than in presenter-level impressions in this setting. Emotional arousal and self-efficacy jointly increase perceived pleasure, which subsequently predicts hotel booking intention. Contrary to common assumptions, social presence weakens the pleasure – intention relationship, implying that heightened interactivity may introduce distraction or evaluative pressure that dampens conversion-oriented motivation in hotel livestreaming.
Using Virtual Reality in Tourism Destination Decision: A Young Saudi Tourists’ Perspective with Habit is a Mediator Husam Ahmad Kokash, Syed Shah Alam, Saif Ahmed, Amira Naqeeb Khattak, Beenish Tariq Journal of Quality Assurance in Hospitality and Tourism, 2026 This study investigates the impact of Virtual Reality (VR) on Tourist Destination Decision (TDD), surveying 425 participants in Saudi Arabia. We explored the influence of self-efficacy, hedonic motivation, and social influence within the VR context in tourism. Our findings reveal the significant, yet non-dominant role of hedonic motivations and the unexpected prominence of habitual behaviors in TDD. Notably, the study challenges traditional assumptions by highlighting VR’s transformative impact on tourist decisions, diverging from previous research that underplayed technology’s role. This research contributes new insights into the interplay of technology and human behavior in tourism, offering valuable implications for industry practices. It emphasizes the importance of integrating VR into tourism strategies in today’s digital age, signaling a shift in the landscape of tourist decision-making processes. This study investigates the influence of Virtual Reality (VR) on Tourist Destination Decision (TDD) against the backdrop of the digital age, surveying 425 participants from major cities in Saudi Arabia. It uniquely contributes to the existing literature by examining the interplay of factors like self-efficacy, hedonic motivation, social influence, and habitual behaviors within the context of VR and tourism. Contrary to traditional assumptions, our findings reveal that while hedonic motivations are significant, they do not dominate VR-influenced TDD. Instead, habitual behaviors and social influence emerge as more influential. These challenges prevailing perspectives in tourism research and underscore the importance of VR in reshaping tourist decision-making processes. The study’s novelty lies in integrating contemporary technological trends with established tourism theories, thereby offering fresh insights into how technology, particularly VR, interacts with human behaviors in tourism. It also highlights the need for industry adaptation to these technological advancements. In essence, this research provides a foundational understanding of the evolving tourism landscape, marked by the synergy of VR technology and human predispositions, and sets the stage for further exploration into how these factors interplay with various demographic, cultural, and economic contexts.
Organizational and External E-Readiness, AI Adoption in Hospitality Industry: Empirical Study Muhammad Haroon Hafeez, Husam Ahmad Kokash, Mst. Nilufar Ahsan, Beenish Tariq, Syed Shah Alam Journal of Quality Assurance in Hospitality and Tourism, 2026 This study investigates the interplay among perceived organizational e-readiness, perceived external e-readiness, AI Adoption, and non-financial performance in the hospitality industry. Employing the E-Commerce Adoption Model, Organizational Readiness for Change (ORC) Framework, and Comprehensive Theory of Use and Adoption of Technology (CTUAT), the research examines AI adoption as a mediating mechanism. Data from 476 mid- and senior-level hospitality professionals in Malaysia were analyzed using Structural Equation Modeling (SEM), revealing strong predictive power and robust effect sizes. Results confirm that external e-readiness exerts a stronger influence on AI adoption than organizational e-readiness. AI Adoption significantly enhances non-financial performance metrics, including market share, customer care services, and effectiveness. By bridging readiness factors with performance outcomes through AI Adoption, the study provides novel insights into the nuanced dynamics of AI adoption in developing economies. These findings have broad implications for advancing the theoretical discourse and guiding strategic AI integration globally.
Effect of destination brand quality on students’ decision on determining a country of their study: A case of international students at Jordanian Private Universities Journal of Legal Ethical and Regulatory Issues, 2021
Does ethics perception foster hotel booking intention in livestreaming commerce platform? A cognitive-affective perspective MN Ahsan, S Almosa, HA Kokash, S Ahmed, SS Alam Journal of Hospitality Marketing & Management, 1-33 , 2026 2026
Circular Economy Performance Among Readymade Garments Manufacturing Companies in Bangladesh: Institutional Pressure, Technological Readiness, Workforce Capability and … SS Alam, MN Ahsan, S Almosa, HA Kokash, S Ahmed Circular Economy and Sustainability 6 (2), 85 , 2026 2026
Organizational and External E-Readiness, AI Adoption in Hospitality Industry: Empirical Study MH Hafeez, HA Kokash, MN Ahsan, B Tariq, S Shah Alam Journal of Quality Assurance in Hospitality & Tourism, 1-25 , 2026 2026
Cultural Moderation in Virtual Reality Tourism: Comparing Satisfaction and Travel Intentions Between Individualistic and Collectivist Orientations HA Kokash Journal of China Tourism Research 22 (1), 1-32 , 2026 2026 Citations: 3
Using virtual reality in tourism destination decision: A young Saudi tourists’ perspective with habit is a mediator HA Kokash, S Shah Alam, S Ahmed, AN Khattak, B Tariq Journal of Quality Assurance in Hospitality & Tourism 27 (1), 76-109 , 2026 2026 Citations: 21
Environmental Concern and Digital Engagement as Drivers of Circular Product Buying Intention in Malaysia: an Integrated SOR, TPB, and DOI Perspective HA Kokash, MN Ahsan, MH Hafeez, AN Khattak, S Ahmed, SS Alam Circular Economy and Sustainability 5 (6), 5429-5454 , 2025 2025 Citations: 8
Creating Value Through Co-Production: A Malaysian Study of Hotel Livestreaming and Customer Engagement SS Alam, MN Ahsan, HA Kokash, AN Khattak, S Ahmed International Journal of Hospitality & Tourism Administration, 1-30 , 2025 2025 Citations: 1
Relationship among industrial iot, circular supply chain management practices and sustainable performance of manufacturing companies: an empirical study SS Alam, MM Latif, HA Kokash, MN Ahsan Circular Economy and Sustainability 5 (4), 3159-3186 , 2025 2025 Citations: 6
Advancing circular economy implementation in Malaysian SMEs: the role of financial resources, operational alignment, and absorptive capacity S Ahmed, N Ahsan, SS Alam, HA Kokash Circular Economy and Sustainability 5 (4), 2843-2871 , 2025 2025 Citations: 27
Live streaming characteristics, motivational factors, trust and impulsive hotel booking intention: mediating role of customer engagement and moderating role of time pressure SS Alam, MN Ahsan, HA Kokash, S Ahmed Journal of Hospitality Marketing & Management 34 (5), 651-680 , 2025 2025 Citations: 28
Cultural Values, Environmental Concern, and Ease of Purchase: A Behavioral Model for Remanufactured Product Adoption in Saudi Arabia HA Kokash, S Almosa, N Ahsan, SS Alam, S Ahmed Circular Economy and Sustainability, 1-26 , 2025 2025 Citations: 3
Drivers of waste separation behavior in urban Bangladesh: Leveraging social norms and environmental awareness for circular economy success SS Alam, IMMS Haque, HA Kokash, S Ahmed, MN Ahsan Circular Economy and Sustainability 5 (3), 1631-1663 , 2025 2025 Citations: 12
Approaches and applications of business research methods SS Alam, MR Haq, HA Kokash, S Ahmed, M Ahsan IGI Global , 2025 2025 Citations: 18
A students’ behaviors in information security: Extension of Protection Motivation Theory (PMT) SS Alam, N Ahsan, HA Kokash, S Alam, S Ahmed Information Security Journal: A Global Perspective 34 (3), 191-213 , 2025 2025 Citations: 18
Relationship between technology readiness, AI adoption and value creation in hospitality industry: Moderating role of technological turbulence SS Alam, HA Kokash, MN Ahsan, S Ahmed International Journal of Hospitality Management 127, 104133 , 2025 2025 Citations: 22
Does Virtual Reality Marketing Affect User Stickiness in Virtual Reality Tourism? Mediating Analysis S Shah Alam, M Alshohail, HA Kokash, S Ahmed, AN Khattak, MR Haq Journal of Quality Assurance in Hospitality & Tourism, 1-30 , 2025 2025
Remanufactured consumer goods buying intention in circular economy: Insight of value-belief-norm theory, self-identity theory SS Alam, MN Ahsan, HA Kokash, S Ahmed, W Di Journal of Remanufacturing 15 (1), 179-206 , 2025 2025 Citations: 16
Adoption of big data analytics and artificial intelligence among hospitality and tourism companies: Perceive performance perspective S Shah Alam, MN Ahsan, M Masukujjaman, HA Kokash, S Ahmed Journal of Quality Assurance in Hospitality & Tourism, 1-35 , 2024 2024 Citations: 24
Correction: application of TPB-SOR theory on remanufactured product buying intention among Malaysian consumers: Mediation of TPB constructs and functional value SS Alam, M Masukujjaman, HA Kokash, NMHN Hashim Journal of Remanufacturing 14 (2), 359-359 , 2024 2024 Citations: 2
Circular economy practices and sustainable performance of the textile and apparel industry: The roles of corporate environmental ethics and green self-efficacy SS Alam, M Masukujjaman, MN Ahsan, HA Kokash Circular Economy and Sustainability 4 (3), 2365-2394 , 2024 2024 Citations: 18
MOST CITED SCHOLAR PUBLICATIONS
The driving forces of Facebook social commerce AS Al-Adwan, H Kokash Journal of theoretical and applied electronic commerce research 14 (2), 15-32 , 2019 2019 Citations: 214
Building customer loyalty in online shopping: the role of online trust, online satisfaction and electronic word of mouth AS Al-Adwan, H Kokash, AA Adwan, A Alhorani, H Yaseen International Journal of Electronic Marketing and Retailing 11 (3), 278-306 , 2020 2020 Citations: 212
Impact of entrepreneurship programmes on university students PP Iglesias-Sánchez, C Jambrino-Maldonado, AP Velasco, H Kokash Education+ Training 58 (2), 209-228 , 2016 2016 Citations: 199
Readiness of the university students towards entrepreneurship in Saudi Private University: An exploratory study A Iqbal European Scientific Journal , 2012 2012 Citations: 147
Data analytics in digital marketing for tracking the effectiveness of campaigns and inform strategy A Al Adwan, H Kokash, R Al Adwan, A Khattak Growing Science , 2023 2023 Citations: 114
Faculty Perception of Stress and Coping Strategies in a Saudi Private University: An Exploratory Study. A Iqbal, H Kokash International Education Studies 4 (3), 137-149 , 2011 2011 Citations: 84
The impact assessment of demographic factors on faculty commitment in the Kingdom of Saudi Arabian universities A Iqbal, HA Kokash, S Al-Oun Journal of College Teaching & Learning (TLC) 8 (2) , 2011 2011 Citations: 70
Utility and hedonic perception-Customers’ intention towards using of QR codes in mobile payment of Generation Y and Generation Z SS Alam, S Ahmed, HA Kokash, MS Mahmud, SZ Sharnali Electronic Commerce Research and Applications 65, 101389 , 2024 2024 Citations: 58
Interplay of perceived organizational and external e-readiness in the adoption and integration of augmented reality and virtual reality technologies in Malaysian higher … SS Alam, S Ahmed, HA Kokash Education and Information Technologies 29 (11), 13735-13761 , 2024 2024 Citations: 39
Application of TPB-SOR theory on remanufactured product buying intention among Malaysian consumers: mediation of TPB constructs and functional value SS Alam, M Masukujjaman, HA Kokash, NMHN Hashim Journal of Remanufacturing 14 (1), 125-154 , 2024 2024 Citations: 30
Live streaming characteristics, motivational factors, trust and impulsive hotel booking intention: mediating role of customer engagement and moderating role of time pressure SS Alam, MN Ahsan, HA Kokash, S Ahmed Journal of Hospitality Marketing & Management 34 (5), 651-680 , 2025 2025 Citations: 28
Towards a circular economy: cleaner production technology adoption among small and medium enterprises in an emerging economy SS Alam, M Masukujjaman, S Ahmed, HA Kokash, A Khattak Circular Economy and Sustainability 4 (2), 1357-1386 , 2024 2024 Citations: 28
Advancing circular economy implementation in Malaysian SMEs: the role of financial resources, operational alignment, and absorptive capacity S Ahmed, N Ahsan, SS Alam, HA Kokash Circular Economy and Sustainability 5 (4), 2843-2871 , 2025 2025 Citations: 27
Adoption of big data analytics and artificial intelligence among hospitality and tourism companies: Perceive performance perspective S Shah Alam, MN Ahsan, M Masukujjaman, HA Kokash, S Ahmed Journal of Quality Assurance in Hospitality & Tourism, 1-35 , 2024 2024 Citations: 24
Relationship between technology readiness, AI adoption and value creation in hospitality industry: Moderating role of technological turbulence SS Alam, HA Kokash, MN Ahsan, S Ahmed International Journal of Hospitality Management 127, 104133 , 2025 2025 Citations: 22
Consumer’s acceptance of retail service robots: mediating role of pleasure and arousal S Alam, S Abdullah, H Kokash, S Ahmed, N Omar Journal of Decision Systems, 1-27 , 2024 2024 Citations: 22
Using virtual reality in tourism destination decision: A young Saudi tourists’ perspective with habit is a mediator HA Kokash, S Shah Alam, S Ahmed, AN Khattak, B Tariq Journal of Quality Assurance in Hospitality & Tourism 27 (1), 76-109 , 2026 2026 Citations: 21
Jordanian travel agencies' websites assessment: Experts vs tourists' perceptions HA Kokash International Journal of Marketing Studies 4 (2), 80 , 2012 2012 Citations: 21
Approaches and applications of business research methods SS Alam, MR Haq, HA Kokash, S Ahmed, M Ahsan IGI Global , 2025 2025 Citations: 18
A students’ behaviors in information security: Extension of Protection Motivation Theory (PMT) SS Alam, N Ahsan, HA Kokash, S Alam, S Ahmed Information Security Journal: A Global Perspective 34 (3), 191-213 , 2025 2025 Citations: 18
