jason ms lam, ahmad azmi m. ariffin.  (2019).  do travel images affect international students' on-site academic value? new evidence from the malaysia's "higher edutourism" destination.  - journal of vacation marketing.  499-514. 

jason m. s. lam, david yoon kin tong, ahmad azmi m. ariffin.  (2017).  exploring perceived risk and risk reduction strategies in the pursuit of higher education abroad: a case of international students in malaysia.  - journal of studies in international education.  83-104. 

ahmad azmi m. ariffin.  (2013).  generic dimensionality of hospitality in the hotel industry: a host-guest relationship perspective.  - international journal of hospitality management.  35:171-179. 

ariffin, a.a.m., maghzi, a..  (2012).  a preliminary study on customer expectations of hotel hospitality: influences of personal and hotel factors.  - international journal of hospitality management.  31(1):191-198. 

alireza habibi, ahmad azmi m. ariffin.  (2019).  value as a medical tourism driver interacted by experience quality.  - anatolia an international journal of tourism and hospitality research.  35-46. 

jabar s. a. mansour & ahmad azmi m. ariffin.  (2017).  the effects of local hospitality, commercial hospitality and experience quality on behavioral intention in cultural heritage tourism.  - journal of quality assurance in hospitality & tourism.  149-172. 

ahmad azmi m. ariffin, ehsaneh nejad mohammad nameghi, yee kar soon.  (2015).  the relationships between national identity, hospitality, and satisfaction among foreign hotel guests.  - journal of travel & tourism marketing.  778-793. 

ahmad azmi m.ariffin, ehsaneh nejad nameghi, noor izyana zakaria.  (2013).  the effects of hospitableness and servicescape on guest satisfaction in the hotel industry.  - canadian journal of administrative sciences.  30(2):127-137. 

ahmad azmi m. ariffin, mohd fahmi yahaya.  (2013).  the relationship between airport image, national identity and passengers delight: a case study of the malaysian low cost carrier terminal (lcct).  - journal of air transport management.  31:33-36. 

ahmad azmi m. ariffin, geetha nadesan, asim alamssi.  (2025).  the relative impacts of physical, social and e-servicescape on the resort hotel guest loyalty.  - cogent business & management.  1 - 23. 

mohd fahmi yahaya, ahmad azmi m. ariffin.  (2025).  creative process and creative environment: impact on experience quality and behavioural intentions in creative tourism services.  - creativity studies.  399 - 419. 

yanan cai, ahmad azmi mohd. ariffin.  (2025).  the influence of perceived cultural distance on chinese tourists’ travel intention to malaysia: the mediating roles of perceived risk and personality traits.  - international journal of advanced and applied sciences.  36 - 45. 

mohd fahmi yahaya, ahmad azmi m. ariffin.  (2025).  four ps of creativity and behavioural intentions in creative tourism: the mediating role of experience quality.  - tourism and hospitality management.  61 - 80. 

jason m. s. lam, metin kozak, ahmad azmi ariffin .  (2024).  would you like to travel after the covid-19 pandemic? a novel examination of the causal correlations within the attitudinal theory of planned behaviour.  - journal of tourism, heritage & services marketing.  58 - 68. 

ahmad azmi mohd ariffin, kifayat nahiyan rafi, nik mohd hazrul nik hashim, norzalita abd aziz.  (2026).  harnessing the power of marketing analytics for sustained competitive advantage: strategic market agility as a mediator.  - proceedings of data analytics and management.  409 - 418. 

mohamed, m., mohd ariffin, a.a..  (2012).  the impact of perceived commercial hospitality on perceived service fairness and behavioral intentions.  - 2012 current issues in hospitality and tourism research and innovations - proceedings of the international hospitality and tourism conference, ihtc 2012;kuala lumpur.  . 

ahmad azmi mohd ariffin, kifayat nahiyan rafi, nik mohd hazrul nik hashim, norzalita abd. aziz.  (2024).  marketing analytics for sustainable healthcare in society 5.0.  - .  142 - 154. 

norzalita abd aziz, ahmad azmi m. ariffin.  (2021).  pemasaran perkhidmatan pelancongan.  - .  17-36. 

norzalita abd aziz, ahmad azmi m. ariffin.  (2021).  pendahuluan.  - .  11-16. 

norzalita abd aziz, ahmad azmi m. ariffin.  (2021).  industri pelancongan nadi penggerak sektor perkhidmatan negara.  - .  144-145. 

monizaihasra mohammad, ahmad azmi m. ariffin, norzalita abd aziz.  (2021).  pemasaran penerbangan.  - .  128-143. 

kuok wei chong, ahmad azmi m.ariffin.  (2023).  pengaruh atribusi kegagalan perkhidmatan penerbangan terhadap niat penerbangan dengan syarikat penerbangan.  - jurnal pengurusan.  1-14. 

abdul samad kechot, shahidi a hamid, novel lyndon, mohd nor shahizan ali, ahmad azmi mohd ariffin, rahim aman, lam kuok choy, khazri osman.  (2021).  dasar kebudayaan negara 2021 (daken 2021).  - .  72. 

norzalita abd aziz, ahmad azmi m. ariffin.  (2021).  industri pelancongan nadi penggerak sektor perkhidmatan negara.  - .  144-145. 

monizaihasra mohammad, ahmad azmi m. ariffin, norzalita abd aziz.  (2021).  pemasaran penerbangan.  - .  128-143. 

jason m.s. lam, ahmad azmi m.ariffin, norzalita abd aziz.  (2021).  pemasaran pelancongan pendidikan.  - .  108-127. 

ahmad azmi m.ariffin, jabar salah mansour.  (2023).  revisit intention in the context of cultural heritage tourism: destination authenticity versus hospitality.  - the 10th international scientific research conference.  1-7. 

abdul samad kechot, shahidi a hamid, novel lyndon, mohd nor shahizan ali, ahmad azmi mohd ariffin, rahim aman, lam kuok choy, khazri osman.  (2021).  dasar kebudayaan negara 2021 (daken 2021).  - .  72. 

ab samad kechot, novel lyndon, mohd nor shahizan ali, rahim aman, shahidi abdul hamid, ahmad azmi ariffin, lam kuok choy dan khazri osman.  (2018).  kajian dasar kebudayaan kebangsaan.  - .  100. 

mohd zaher mohd zain,syed uzair syed othman,helmy had sabtu,fatimah othman,fazli idris,ahmad azmi ariffin,wan hirwani wan hussain,sokhibul helmi mazlan,mohd.hafizi azmi,muhammad haziq zainal,nabilah azwa mohamad adrus,noraliza abdul wahab, samruhaizad sam.  (2016).  laporan akhir makmal isu penjaja asing.  - .  16. 

mohd zaher mohd zain, helmy had sabtu, azmi ariffin & nasuha nordin.  (2016).  abest21 kaizen report 2016.  - .  1-16.