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. 

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. 

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. 

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. 

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. 

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 pelancongan strategik.  - .  68-91. 

norzalita abd aziz, ahmad azmi m. ariffin.  (2021).  pemasaran perhotelan.  - .  92-107. 

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. 

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

norzalita abd aziz, ahmad azmi m. ariffin.  (2021).  pemasaran perhotelan.  - .  92-107. 

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

norzalita abd aziz, ahmad azmi m. ariffin.  (2021).  pemasaran pelancongan strategik.  - .  68-91. 

norzalita abd aziz, ahmad azmi m. ariffin.  (2021).  pemasaran pelancongan warisan budaya.  - .  37-67. 

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

mohd zaher mohd zain, helmy had sabtu & ahmad azmi ariffin, nasuha.  (2016).  aacsb progress report 2.  - .  1-10.