This thesis would not have been possible without the guidance and support from my supervisory committee, Dr. Karen Hughes and Professor Roy Ballantyne. To my main supervisor, Karen, I thank you from the bottom of my heart for her time, advice, guidance and encouragement all the way through.-Power ON‖ and-Keep Going!‖ were your mantra that got me to the finish line. To Roy, thank you for your guidance and for always reminding that research is about making a real difference. Thank you for your famous-so what‖ question that inspired many of your students, including me. I am grateful for the opportunity to embark on this PhD journey. It would not be possible without the funding provided by University Putra Malaysia and the Ministry of Higher Education, Malaysia. I thank you also to the UQ Business School and the Graduate School for their support during my final year. Thank you to Tourism Cluster academics who have provided valuable feedbacks for my thesis. Assoc. Prof Dr. Jan Packer provided detailed feedbacks for my final thesis review document. Dr Gabby Walters and Dr Lisa Ruhanen reviewed and gave feedbacks for my confirmation document. I also thank EPU and Sabah Wildlife Department for approval to conduct my study, as well as to the Sepilok staff for sharing their experiences with the orangutans. Big thanks to the academics and individuals who responded to my emails, giving me valuable advice and materials for reference, and sharing images for me to use in my study. This PhD would not be completed without the enduring love and support of my family and friends. To my number one cheerleader, my mother, Glynis, who have stuck with me for 3 ½ years in Brisbane, you have willingly cared for your grandchildren with so much love while I was busy completing my studies. Thank you for instilling that strong will inside of me and for always believing in me. To my wonderful husband, Alsraf, who have made huge sacrifices for my PhD, I thank you for your patience and endless love. To my sisters, Farah and Effy, Thank you for always listening to my rants and my-out-of-the-blue‖ outbursts. To my dad and my in-laws, I thank you for your endless prayers from far. To my PhD colleagues and friends near and far, thank you for being good friends who is always ready to lend a hand and an ear. It is always nice to know that I am surrounded by wonderful and kind-hearted friends. Last but not least, to my children, Akeef and Hanna, Thank you for teaching me excellent time-management skills, multitasking skills, and to have faith and patience when everything seems to fall apart. Most of all, thank you for all the warm hugs and kisses that made all the sacrifices worthwhile. It's a wonder how little children can give so much joy and happiness. This has been a wonderful experience. I am one happy PhD hustle mama!