Journal of Trade Science

Editorial: Issue 1 (volume 12)

Dinh, Van Son , Nguyen, Ninh

DOI: 10.1108/jts-03-2024-033

Study motivations of Bhutanese students in hospitality and tourism courses

Strickland, Paul Christopher , Ratten, Vanessa

DOI: 10.1108/jts-10-2023-0023

Abstract
PurposeThe main purpose of this article is to understand the motivations for Bhutanese students to study hospitality and tourism courses. The second objective is to analyse what countries are the preferred destinations f... Read more

Promoting university brand through student co-creation behaviors: the role of online brand posts

Vo, Thanh-Thu , Le, Quynh Hoa , Duong, Linh N.K.

DOI: 10.1108/jts-11-2023-0026

Abstract
PurposeThis study investigates the role of social media brand posts on customer response and whether said impacts foster engagement in brand co-creation behaviors, especially in the higher education sector. The study fur... Read more

Coastal communities’ participation in reducing single-use plastic bags: the role of awareness of harm and responsibility for environmental protection

Le, Huy Van , Chi Cong, Le , Leenders, Mark A.A.M.

DOI: 10.1108/jts-12-2023-0030

Abstract
PurposeThis research aims to explore the role of awareness of harm and responsibility for environmental protection in reducing pollution from single-use plastic bags (SPBs) in coastal communities (CCs). To this end, this... Read more

The influence of service quality on student satisfaction and student loyalty in Vietnam: the moderating role of the university image

Nguyen, Hoang Viet , Vu, Tuan Duong , Saleem, Muhammad , Yaseen, Asif

DOI: 10.1108/jts-12-2023-0032

Abstract
PurposeImproving service quality, student satisfaction and student loyalty is important to higher education institutions’ sustainable growth. The objectives of this study are a twofold: first, the study seeks to determin... Read more