Welcome to the Journal of Social, Management and Tourism Letter (JSMTL)
ISSN: 2783-4239 | Open Access | Peer-Reviewed
The Journal of Social, Management and Tourism Letter (JSMTL) is an international, peer-reviewed, open-access journal that publishes original and high-quality research across the disciplines of social sciences, management, and tourism. Our aim is to provide a dynamic platform for scholars and practitioners to share insights that contribute to academic development, policy formation, and practical application.
JSMTL welcomes empirical and theoretical articles that address contemporary challenges and innovations in areas such as:
Social sciences: sociology, psychology, political science, human geography
Management: business strategy, entrepreneurship, HRM, marketing, operations, and logistics
Tourism: sustainable tourism, hospitality management, tourism economics, and destination planning
We accept submissions from a global authorship and encourage interdisciplinary perspectives that bridge research and practice.
Why Publish with Us?
No Article Processing Charges (APC)
Rapid peer review (decision within ~30 days)
Continuous publication model
Wide dissemination through open access
Submissions are accepted on a rolling basis. We invite authors to contribute to advancing research and knowledge in these interconnected fields.
The rapid advancement of Artificial Intelligence (AI) has transformed global e-commerce, with AI-driven personalization emerging as a pivotal strategy for enhancing customer experience and boosting sales performance. This study investigates the implementation and impact of AI personalization in Iran’s online fashion industry through a case study of Modiseh, one of the country’s leading e-commerce platforms. Utilizing a qualitative research approach, data were collected through semi-structured interviews, content analysis of the platform, and internal performance metrics. The findings reveal that AI-enabled recommendation systems and real-time personalization significantly improved user engagement, conversion rates, and average order values. Moreover, the integration of AI fostered internal operational efficiencies and cross-functional collaboration within the firm. Despite these benefits, the study identifies ongoing challenges such as algorithmic bias, data quality issues, and user concerns over privacy. By contextualizing AI adoption within Iran’s socio-cultural and regulatory environment, this research offers practical implications for local retailers and contributes to the broader discourse on digital transformation in emerging markets.
Tax authorities worldwide are experiencing radical transformations in their operations which largely driven by the integration of digital technologies. This shift has brought the crucial issue of technology adoption to the forefront of tax administration. Applying the Unified Theory of Acceptance and Use of Technology (UTAUT) framework, this study examines the response of tax professionals to the ongoing digital technology integration initiatives at the Federal Inland Revenue Service (FIRS). Survey data, collected from a sample of 168 FIRS tax officials (Mean Age = 43.13, SD = 10.72), were analysed using JASP version 0.18 and SmartPLS version 3.3.9. The results revealed a significant relationship (β = 0.605, t = 6.489, p < 0.001) between performance expectancy and tax professionals’ response to digital technology integration, indicating that perceived usefulness engenders positive response to digital technology integration. However, the relationship between effort expectancy and digital technology integration response was inconclusive (β = 0.132, t = 1.677, p = 0.094), suggesting that ease of use may not be a primary motivator. Surprisingly, the role of social influence (β = -0.039, t = 0.470, p = 0.638) and facilitating conditions (β = 0.023, t = 0.223, p = 0.824) in shaping digital technology integration response was not supported. These findings underscore the complex nature of digital technology integration in tax authorities and highlight the pivotal role of performance expectancy in driving digital adoption.
This study investigates the mediating role of job satisfaction in the relationship between work environment dimensions—physical, psychological, and social—and employee organisational commitment within the public sector. Using survey data from 124 employees of the Ministry for Local Government in Yobe State, Nigeria, the analysis employed Partial Least Squares Structural Equation Modelling (PLS-SEM). Results revealed a strong direct effect of job satisfaction on employee commitment (β = 0.701, p < 0.001). Among the work environment dimensions, the social work environment had a significant positive effect on job satisfaction (β = 0.444, p < 0.01) and an indirect effect on employee commitment via job satisfaction (β = 0.311, p < 0.01). However, the physical and psychological work environments did not exhibit significant direct or mediated effects. These results underscore the central role of fostering a supportive and holistic work environment in public sector organisations to enhance employee satisfaction and commitment. Practical recommendations include strategic investments in workplace facilities, psychological support systems, and social cohesion initiatives.
This study investigates the influence of anxiety and fear of failure on students’ learning outcomes in French language classes at a College of Education in Northeast Nigeria. Using a quantitative research design, regression analysis revealed that these psychological factors accounted for 42% of the variance in learning outcomes (R² = 0.42, F(2,79) = 28.60, p < .001), with fear of failure (β = −0.40, p < .001) exerting a slightly stronger negative effect than anxiety (β = −0.32, p = 0.004). The findings align with Foreign Language Anxiety Theory, which posits that situation-specific constructs such as communication apprehension and fear of negative evaluation inhibit language learning, and Expectancy-Value Theory, which explains the role of fear of failure as a motivational barrier. The study highlights the detrimental impact of these psychological barriers, suggesting that learners’ perceptions of competence and anticipated negative judgments create self-fulfilling prophecies that hinder performance. Practical implications include integrating emotional intelligence training into curricula and fostering supportive environments to mitigate anxiety and fear of failure. These findings contribute to the literature on foreign language learning by highlighting the importance of addressing psychological barriers to enhance students’ engagement and academic success.
This study examines the influence of intrinsic and extrinsic motivations on students’ attitudes towards learning French in a College of Education in Northeast Nigeria, through the lens of Self-Determination Theory. Using a cross-sectional survey design, data were collected from 83 respondents through a Likert-scale questionnaire and analysed using descriptive statistics, correlation analysis, and regression analysis. Findings reveal that both intrinsic (β = 0.46, p < .001) and extrinsic motivations (β = 0.33, p < .001) significantly influence attitudes towards learning French, with intrinsic motivation emerging as the stronger predictor. Together, these motivational factors account for 45% of the variance in students’ attitudes. The results highlight the importance of fostering intrinsic motivation through engaging pedagogical strategies while leveraging extrinsic motivators such as career counselling and institutional policy alignment. These findings contribute to the discourse on language education, highlighting practical implications for curriculum design and policy in multilingual contexts like Nigeria. Future research should explore the impact of specific teaching methods and broader socio-cultural influences on language learning motivation.
This paper explores strategies to enhance supply chain agility through a multifaceted approach encompassing technological integration, collaborative methodologies, leadership principles, and proactive risk management. In a rapidly evolving business landscape, the demand for adaptable supply chains is paramount. Leveraging state-of-the-art technologies such as cloud computing, data analytics, and automation is identified as a key solution. These technologies empower organizations to streamline operations, facilitate real-time communication, and make informed decisions, thereby enhancing the flexibility and responsiveness of the supply chain. Concurrently, adopting Agile methodologies, such as Scrum or Kanban, fosters cross-functional collaboration, iterative development, and a culture of continuous improvement. Leadership emerges as a critical factor in this transformation, necessitating the cultivation of Agile leadership skills. Leaders are advised to prioritize servant leadership, empower teams, and champion the Agile mindset, fostering a workplace culture conducive to agility. Furthermore, proactive risk management strategies aligned with Agile principles are recommended. Regular risk assessments, contingency planning, and a transparent reporting culture contribute to building a resilient supply chain capable of navigating uncertainties. In conclusion, this paper advocates for a holistic and dynamic approach to supply chain agility. By combining technological innovation, collaborative methodologies, effective leadership, and proactive risk management, organizations can create a robust and adaptable supply chain that not only responds to current market dynamics but also anticipates and navigates future challenges and opportunities.
Welcome to the Journal of Social, Management and Tourism Letter (JSMTL)
ISSN: 2783-4239 | Open Access | Peer-Reviewed
The Journal of Social, Management and Tourism Letter (JSMTL) is an international, peer-reviewed, open-access journal that publishes original and high-quality research across the disciplines of social sciences, management, and tourism. Our aim is to provide a dynamic platform for scholars and practitioners to share insights that contribute to academic development, policy formation, and practical application.
JSMTL welcomes empirical and theoretical articles that address contemporary challenges and innovations in areas such as:
We accept submissions from a global authorship and encourage interdisciplinary perspectives that bridge research and practice.
Why Publish with Us?
Submissions are accepted on a rolling basis. We invite authors to contribute to advancing research and knowledge in these interconnected fields.
Editor-in-Chief: Prof. Tahir Bin Ahmad
https://www.htpub.org/Journal-Of-Social,-Management-And-Tourism-Letter
The rapid advancement of Artificial Intelligence (AI) has transformed global e-commerce, with AI-driven personalization emerging as a pivotal strategy for enhancing customer experience and boosting sales performance. This study investigates the implementation and impact of AI personalization in Iran’s online fashion industry through a case study of Modiseh, one of the country’s leading e-commerce platforms. Utilizing a qualitative research approach, data were collected through semi-structured interviews, content analysis of the platform, and internal performance metrics. The findings reveal that AI-enabled recommendation systems and real-time personalization significantly improved user engagement, conversion rates, and average order values. Moreover, the integration of AI fostered internal operational efficiencies and cross-functional collaboration within the firm. Despite these benefits, the study identifies ongoing challenges such as algorithmic bias, data quality issues, and user concerns over privacy. By contextualizing AI adoption within Iran’s socio-cultural and regulatory environment, this research offers practical implications for local retailers and contributes to the broader discourse on digital transformation in emerging markets.
Tax authorities worldwide are experiencing radical transformations in their operations which largely driven by the integration of digital technologies. This shift has brought the crucial issue of technology adoption to the forefront of tax administration. Applying the Unified Theory of Acceptance and Use of Technology (UTAUT) framework, this study examines the response of tax professionals to the ongoing digital technology integration initiatives at the Federal Inland Revenue Service (FIRS). Survey data, collected from a sample of 168 FIRS tax officials (Mean Age = 43.13, SD = 10.72), were analysed using JASP version 0.18 and SmartPLS version 3.3.9. The results revealed a significant relationship (β = 0.605, t = 6.489, p < 0.001) between performance expectancy and tax professionals’ response to digital technology integration, indicating that perceived usefulness engenders positive response to digital technology integration. However, the relationship between effort expectancy and digital technology integration response was inconclusive (β = 0.132, t = 1.677, p = 0.094), suggesting that ease of use may not be a primary motivator. Surprisingly, the role of social influence (β = -0.039, t = 0.470, p = 0.638) and facilitating conditions (β = 0.023, t = 0.223, p = 0.824) in shaping digital technology integration response was not supported. These findings underscore the complex nature of digital technology integration in tax authorities and highlight the pivotal role of performance expectancy in driving digital adoption.
This study investigates the mediating role of job satisfaction in the relationship between work environment dimensions—physical, psychological, and social—and employee organisational commitment within the public sector. Using survey data from 124 employees of the Ministry for Local Government in Yobe State, Nigeria, the analysis employed Partial Least Squares Structural Equation Modelling (PLS-SEM). Results revealed a strong direct effect of job satisfaction on employee commitment (β = 0.701, p < 0.001). Among the work environment dimensions, the social work environment had a significant positive effect on job satisfaction (β = 0.444, p < 0.01) and an indirect effect on employee commitment via job satisfaction (β = 0.311, p < 0.01). However, the physical and psychological work environments did not exhibit significant direct or mediated effects. These results underscore the central role of fostering a supportive and holistic work environment in public sector organisations to enhance employee satisfaction and commitment. Practical recommendations include strategic investments in workplace facilities, psychological support systems, and social cohesion initiatives.
This study investigates the influence of anxiety and fear of failure on students’ learning outcomes in French language classes at a College of Education in Northeast Nigeria. Using a quantitative research design, regression analysis revealed that these psychological factors accounted for 42% of the variance in learning outcomes (R² = 0.42, F(2,79) = 28.60, p < .001), with fear of failure (β = −0.40, p < .001) exerting a slightly stronger negative effect than anxiety (β = −0.32, p = 0.004). The findings align with Foreign Language Anxiety Theory, which posits that situation-specific constructs such as communication apprehension and fear of negative evaluation inhibit language learning, and Expectancy-Value Theory, which explains the role of fear of failure as a motivational barrier. The study highlights the detrimental impact of these psychological barriers, suggesting that learners’ perceptions of competence and anticipated negative judgments create self-fulfilling prophecies that hinder performance. Practical implications include integrating emotional intelligence training into curricula and fostering supportive environments to mitigate anxiety and fear of failure. These findings contribute to the literature on foreign language learning by highlighting the importance of addressing psychological barriers to enhance students’ engagement and academic success.
This study examines the influence of intrinsic and extrinsic motivations on students’ attitudes towards learning French in a College of Education in Northeast Nigeria, through the lens of Self-Determination Theory. Using a cross-sectional survey design, data were collected from 83 respondents through a Likert-scale questionnaire and analysed using descriptive statistics, correlation analysis, and regression analysis. Findings reveal that both intrinsic (β = 0.46, p < .001) and extrinsic motivations (β = 0.33, p < .001) significantly influence attitudes towards learning French, with intrinsic motivation emerging as the stronger predictor. Together, these motivational factors account for 45% of the variance in students’ attitudes. The results highlight the importance of fostering intrinsic motivation through engaging pedagogical strategies while leveraging extrinsic motivators such as career counselling and institutional policy alignment. These findings contribute to the discourse on language education, highlighting practical implications for curriculum design and policy in multilingual contexts like Nigeria. Future research should explore the impact of specific teaching methods and broader socio-cultural influences on language learning motivation.
This paper explores strategies to enhance supply chain agility through a multifaceted approach encompassing technological integration, collaborative methodologies, leadership principles, and proactive risk management. In a rapidly evolving business landscape, the demand for adaptable supply chains is paramount. Leveraging state-of-the-art technologies such as cloud computing, data analytics, and automation is identified as a key solution. These technologies empower organizations to streamline operations, facilitate real-time communication, and make informed decisions, thereby enhancing the flexibility and responsiveness of the supply chain. Concurrently, adopting Agile methodologies, such as Scrum or Kanban, fosters cross-functional collaboration, iterative development, and a culture of continuous improvement. Leadership emerges as a critical factor in this transformation, necessitating the cultivation of Agile leadership skills. Leaders are advised to prioritize servant leadership, empower teams, and champion the Agile mindset, fostering a workplace culture conducive to agility. Furthermore, proactive risk management strategies aligned with Agile principles are recommended. Regular risk assessments, contingency planning, and a transparent reporting culture contribute to building a resilient supply chain capable of navigating uncertainties. In conclusion, this paper advocates for a holistic and dynamic approach to supply chain agility. By combining technological innovation, collaborative methodologies, effective leadership, and proactive risk management, organizations can create a robust and adaptable supply chain that not only responds to current market dynamics but also anticipates and navigates future challenges and opportunities.