Dr. Azizul Hassan is a member of the Tourism Consultants Network of the UK Tourism Society. He earned his Ph.D. in eTourism from the UK. His main areas of research are: technology-supported marketing in tourism; innovative marketing dynamics; destination branding in tourism; cultural heritage tourism; heritage interpretation; and sustainable management/marketing alternatives for cultural heritage industries. Hassan authored over 100 articles and book chapters in leading tourism outlets. He is also part of the editorial team of 25 book projects from Routledge, Springer, CAB International and Emerald Group Publishing Limited. Hassan is a regular reviewer of Tourism Management, Journal of Hospitality and Tourism Management, Tourism Analysis, the International Journal of Human Resource Management, Journal of Ecotourism, Journal of Business Research, eReview of Tourism Research (eRTR), International Interdisciplinary Business-Economics Advancement Journal and International Journal of Tourism Cities.

Dr. Nor Aida Abdul Rahman is an Associate Professor in Universiti Kuala Lumpur, Malaysian Institute of Aviation Technology (UniKL MIAT). Currently she is serving as a Head of Aviation Management at her university. Her research focuses on marketing logistics, strategy and supply chain, supply chain relationship, Halal logistics and supply chain, aviation management, air travel and tourism. Her research work has appeared in several reputable academic journals such as Industrial Marketing Management, Journal of Humanitarian Logistics and Supply Chain, International Journal of Quality and Reliability Management, Journal of Islamic Marketing and others. She has also published a number of book chapter and refereed conference proceedings, and part of the editorial team of book project with Routledge.

 

ABSTRACTS

Chapter One

Technology Application in the Southeast Asian Tourism and Hospitality Industry: The ASEAN Influence, Issues and Challenges

Au Yong Hui Nee

Dean

Faculty of Business and Finance

University Tunku Abdul Rahman (UTAR), Perak

Malaysia

Abstract

Tourism and hospitality industry is among the largest foreign exchange contributor in Malaysian as well as ASEAN economy. This chapter reviews the issues in the tourism and hospitality sector and issues in current and future situation. The study suggests that the foreign direct investment in tourism and hospitality of Southeast Asia is relatively low compared to other sectors. Issues identified are operating issues and quality issues considered to be the most critical issues. Future challenges such as legislation and competition are to be confronted by the tourism and hospitality industry to stay competitive and sustain profit. Improved technology infrastructure will alleviate to a new landscape within the ASEAN tourism and hospitality industry. The tourism and hospitality industry as a services sector offers rich opportunities in balancing the pace of technology adoption with the priority of job creation. The integrated marketing communication (IMC) programs provide essential contributions to the brand equity building. On the other hand, travelers are constantly connected, using technology; mobile and online travel planning is a norm. The impact of the fourth technology revolution has been enormous, affecting industries such as tourism and hospitality. The tourism and hospitality industry applying technology changes the way it approaches customer service to transform the travel experience and reinvent business models. The paper enhances to the literature of tourism and hospitality studies which is very inadequate in ASEAN as a community.

Keywords: ASEAN, Challenges, Hotel, Hospitality, Issues, Restaurant and Food Operations, Technology

Chapter Two

Technology Application in the Southeast Asian Tourism and Hospitality Industry: Background and Context

Zuhra Junaida binti Ir Mohamd Husny

Universiti Teknologi Malaysia (UTM))

Malaysia

and

Mohd. Iskandar Illyas

Universiti Teknologi Malaysia (UTM)

Malaysia

Abstract

Southeast Asia is among the three fastest growing tourism region apart from Middle East and South Asia. Tourism activity has continued to play an important economic role in the regions. This chapter aims to provide deep discussion on technology application in the tourism and hospitality industry with focusing on South east Asia perspective. A comprehensive review on the and a number of recommendation for future research are also deliberated. Specifically, this chapter, highlights issue on internet marketing, computer system, mobile communication, technology trends, artificial intelligence (AI) technology in travel and tourism, Augmented reality technology, Virtual reality technology, internet of things, vopice technology and many more.

Keywords: Technology, Southeast Asia, Hospitality, Information technology

Chapter Three

Blockchain technology in Aviation, Tourism and Hospitality: Theoretical and Practical Understanding

Anis Najiha Ahmad

International Institute for Halal Research and Training

International Islamic University Malaysia

Malaysia

and

NurHusna Samsudin

International Institute for Halal Research and Training

International Islamic University Malaysia

Malaysia

Abstract

Blockchain, the underlying technology of Bitcoin has a promising future beyond the realm of digital currencies. The experts predict that technology could potentially transform many industries including the tourism industry. The potential applications of this new, rapidly evolving technology in tourism are wide, ranging from secure payment, co-ordination and management of hotel, transportation, and baggage. The technology is beneficial to the entire value chain of tourism which include hotels, restaurants, airlines, travel agencies, and other hospitality services. Although the technology is still in early stages of development, this technology is projected to continue reshaping the tourism industry. The chapter introduces the fundamental underlying technology of blockchain, putting forward its application in the tourism industry, which include aviation and hospitality sectors. The principal challenges associated with blockchain adoption are also discussed. The chapter contributes to the body of knowledge by clarifying the role, potential application and adoption challenges of blockchain in tourism industry.

Keywords: Blockchain, aviation, tourism, technology, hospitality

Chapter Four

Artificial Intelligence (AI), Biometric Technology & Mobile Technology Application in Aviation & Tourism: How it changes the landscape of Tourism and air travel

Nor Aida Abdul Rahman

Uniiversiti Kuala Lumpur (MIAT Campus)

Malaysia

Reshminder Kaur Satvindar Singh

Universiti Kuala Lumpur

Malaysia

Mohd Khir Harun

Universiti Kuala Lumpur

Malaysia

Azlina Ali

Universiti Kuala Lumpur

Malaysia

and

Zawiah Abdul Majid

Business School

Universiti Kuala Lumpur

Malaysia

Abstract

This paper aims to provide brief discussion on the selected technology such as Biometric technology, artificial intelligence and also mobile technology in the area of tourism, aviation and air travel sector. In the 21st century, there are 9 main pillars of technology related to industry revolution across industries. Using qualitative document analysis with adoption of content analysis method, this study aims to provide deep discussion on the fourth industrial revolution in the aviation and tourism sector, with focusing on how these technology is changing current and future landscape of aviation and tourism technology.

Keywords: Aviation Tourism, Mobile technology, Artificial intelligence (AI), Biometric Technology, Air Travel, Industry 4.0, Industry 5.0

Chapter Five

Big Data Analytics in The Southeast Asian Aviation, Tourism and Hospitality Industries: Current and Future Developments

Nor Hisham Ghafar

Universiti Kuala Lumpur

Malaysian Institute of Aviation Technology (UniKL MIAT)

Malaysia

Abstract

With current advancement of technology, big data technology has assumed a crucial role in changing the global travel and providing significant challenges in aviation, tourism and hospitality sector. All these sector can get valuable information on Big Data for predicting tourist demand, enabling better decision-making, managing knowledge flows and interaction with customers, and providing the best service in a more efficient and effective way. This can result in improved productivity, increased customer satisfaction, personalized marketing campaigns, and more efficient operations. This chapter aims to provide detail discussion on big data analytics with focusing on recent development and key challenges of this technology.

Keywords: Tourism, Hospitality, Big data, Aviation Tourism, Technology

Chapter Six

Big Data Analytics in the Aviation, Tourism and Hospitality Industry: Current and Future Development from Malaysia Perspective

Rita Zaharah Wan-Chik

Universiti Kuala Lumpur

Malaysian Institute of Aviation Technology (UniKL MIAT)

Malaysia

and

Siti Salwa Hasbullah

Universiti Kuala Lumpur

Malaysian Institute of Information Technology (UniKL MIIT)

Abstract

In this chapter we will discuss an overview of big data and data analytics current and future development within the aviation, tourism and hospitality industries. The study was done by reviewing past and recent developments on adopting big data and data analytics in the aviation, tourism and hospitality industries. This chapter discusses how the adoption of data analytics by the various stakeholders in the particular industries such as decision makers, domain scientists, application users, and ordinary consumers due to its ability to help companies improve its business decision-making, knowledge discovery and process optimization. Several current initiatives on the adoption of data analytics in the aviation, tourism and hospitality industry in Malaysia are discussed. Overall benefits of adopting data analytics as well as the challenges on having a successful adoption are also discussed. As a conclusion, the study found that for the aviation industry, data analytics adoption is helping the industry on airlines and airports performance management, weather forecast, air pollution and congestion prediction, aircraft performance and maintenance prediction, and airspace congestion prediction, and improve future planning of fleet management, crowd management, and asset management. In the tourism and hospitality industry, the adoption of data analytics on data generated within this industry helps to facilitate marketing personalisation, offer convenience to customer, save costs and overall gain competitive advantage for the tourism-related companies. For the industry to optimize and gain data analytics' fullest capabilities, it will need comprehensive and sufficient information generated from various data sources and accurate prediction operated by skilled data scientists and engineers.

Keywords: big data, data analytics, internet of things (IOT), aviation, tourism, hospitality, smart airport, mobile apps, biometric ID

Chapter Seven

Technology and Catering: How it helps in Air travel & hospitality industry

Nor Aida Abdul Rahman

Uniiversiti Kuala Lumpur (MIAT Campus)

Malaysia

and

Azizul Hassan

Tourism Consultant Network

The Tourism Society

UK

Abstract

Essentially, the global aviation IT provider, needed a new technology approach to enable airlines and caterers to predict patterns of demand for in-flight meals. In-flight meals are recognized as one of the important factors in choosing the airlines by travelers in their tourism activities. This study aims to explore technology application in airline caterer company and how that technology helps them to improve travelers experience during their tourism activities. Future recommendation with regards to technology adoption among the airline caterer are also provided.

Keywords: Airline Catering, Tourism, Hospitality, Air Travel, Technology

Chapter Eight

Technological Policy Guidance On the Rural Tourism Sustainability in Indonesia

Tri Wahyuningsih

Widya Mandala Tourism Academy

Indonesia

Ilham Sentosa

Universiti Kuala Lumpur

Business School (UniKL UBIS))

Malaysia

and

Sheikh Muhamad Hizam

Universiti Kuala Lumpur

Business School (UniKL UBIS))

Malaysia

Abstract

Sustainable tourism development has become a global agenda in every development process. Therefore, all stakeholders including the government in various development sectors must apply the principles of sustainable development in every policy and technology development plan that will be implemented. The application of the concept of sustainable technological development in the tourism sector is known as the concept of sustainable tourism development, which in essence implies an understanding of tourism development that is responsive to the interests of tourists and direct involvement of the local community while still emphasizing its long-term oriented protection and management efforts. Efforts to develop and manage resources must be directed to meet economic, social and aesthetic aspects. at the same time can maintain the integrity and or preservation of ecology, biodiversity, culture and living systems. The present study conceptualized technological policy guidance on the rural tourism sustainability in Indonesia.

Keywords: Technological Policy, Rural Tourism, Tourism Sustainability, Indonesia.

Chapter Nine

Sustainable Rural Tourism Development through Technology Development Process and Community Resources in Malaysia

Ravindra Kumar A/L Perumal

Asia Pacific University of Technology

Malaysia

Ilham Sentosa

Universiti Kuala Lumpur

Malaysia

and

Farah Hida Sharin

International University of Malaya-Wales

Malaysia

Abstract

This paper is intended to analyse the role of rural tourism in the development of rural areas within Peninsula Malaysia. Rural tourism was introduced in Malaysia in 1995. The number of operators in this market is comparatively small and many of these operators have taken advantage of the various incentives offered by the Malaysian government. This paper attempted to identify the strengths, weaknesses, opportunities and threats within existing rural tourism destinations in Peninsula Malaysia, explore mechanisms available to develop, enhance and promote this product globally, identify initiatives that can be taken to attract international tourist segments and recommend strategies for business sustainability and lasting policies to the relevant government agencies. Therefore, this study will attempt to establish an empirical model to ensure the sustainability of rural tourism in Peninsula Malaysia. The integrated model to be specified would be capable of affirming the attractiveness of Malaysia as a destination for rural tourism in the region. This integrated model will synchronize the relationships between the attractiveness of the attributes of rural areas in Malaysia as a multi-cultural tourism destination (supply) and the behavioural intentions of tourists seeking experience from the rural tourism products (demand). These attributes have been investigated as they are seen not only as qualifying factors representing the supply-side but also their perceived value from the perspective of prospective customers. Based on the current trends in demand for rural tourism, Malaysia is undoubtedly facing intense global competition and is poised to be the destination of choice for rural tourism in the region. More information is needed to understand segments of the rural tourism market as there is great potential for developing this market locally and also to ensure sustainability to revive the declining agriculture-based rural economies due to government industrialisation policies and promote community development to prevent mass migration of rural residents to urban areas due to poverty in the rural areas.

Keywords: Rural Tourism Malaysia, Sustainability, Community Development

Chapter Ten

Technology Application in the Asian Tourism and Aviation Industry: Cross Country Cases

Suhaila Abdul Kadir

Universiti Malaysia Kelantan

Malaysia

and

Siti Zaleha Noraini Binti Hussin

Universiti Malaysia Kelantan

Malaysia

Abstract

The tourism and aviation industry are two of the sectors which are as the main contributor to the economic growth. Besides, tourism and aviation development as one of the causes to economic growth, the fast development of the information technologies have changed the industrial structures around the world. Applications in the smartphones have become a new evolution in the technologies around the world. This study endeavor to investigate the technological application of tourism and aviation industrial development among the major ASEAN countries namely Malaysia and Thailand. This study also investigates the relationship between the technological application of smartphones in the tourism and aviation industry in Malaysia and Thailand. Apps available on smartphones have been commonly used by travelers like Trip advisor, plate culture, off peak, chatthatbus and KL Transit can help travelers to better plan their holidays. In addition, the study also investigates the role of the internet as a medium of information in the tourism and aviation industry. Website features with real pictures and animated video views can further encourage the use of travel websites. The technological development cannot be stopped. However, with sufficient flexibility and openness, tourism and aviation industry can prepare for the future challenges. This is in line with the government's desire to develop the tourism and aviation industry through the use of technology in ASEAN countries.

Keywords: Technology, Asian Tourism, Aviation Technology, Cross Case

Chapter Eleven

An Empirical Study On the Technology Usage Dimensions Within Tourism Craft Industry in Bali, Indonesia: A Structural Equation Modelling Approach

Putu Ngurah Suyatna Yasa

Warmadewa University

Indonesia

and

Ilham Sentosa

Business School

Universiti Kuala Lumpur

Malaysia

Abstract

The present study configured an interaction between technology usage and business growth on the dynamic movement of tourism craft industry using quantitative approach. A 2nd order confirmatory factor analysis (CFA) was employed to determine three dimensions of technological usage as hypothesised. In Bali, small and medium enterprise (SMEs) are important businesses that support people's lives in supporting the tourism sector. SMEs are very important in supporting all tourism activities. The growth of Bali tourism which continues to increase cannot be separated from SMEs, especially supporting the availability of various needs of tourists visiting Bali, including various types of souvenirs, culinary, beverages and various other supporting needs, both for domestic consumption and export. The Bali Provincial Government makes SMEs one of the pillars of development through integration with the agricultural sector with the leading sector being the tourism sector. Bali tourism as cultural tourism cannot be separated from the role of Balinese culture. This paper has determined a significant integration role of Balinese people with their local wisdom provides nuances that cannot be separated from the existence of SMEs.

Keywords: Technology Usage, Small Medium Enterprise, Local Wisdom, Bali

Chapter Twelve

The Future of Researching Technology Application (TA) in Tourism Event

Nor Aida Abdul Rahman

Uniiversiti Kuala Lumpur (MIAT Campus)

Malaysia

and

Azizul Hassan

Tourism Consultant Network

The Tourism Society

UK

Abstract

Technology and digitalization has changed the global landscape of business sector and industry including tourism worldwide. It is always being a question on what and how does technology looks like in the next five years or ten years, and in the future. At present, many country has entered and experienced fourth industrial revolution (IR4.0) and some other developed country has entered the Fifth industrial revolution or known as Internet of Thought (IR5.0). Among the technology discuss in the area of Fourth Industrial revolution are known as artificial intelligence (AI) technology, Internet of things (IOT), cyber security, big data, data analytics, block chain technology and many more pillars of technology has been discussed. In the telecommunication industry, it has moved from 4G technology to 5G technology. This transition, development or enhancement of technology usage are accelerated in many industry including aviation, tourism and hospitality industry. In this paper, the researcher aims to discover the latest and future technology, with providing insightful discussion on the future technology from the perspective of tourism industry, and how does technology improve tourism and air travel industry as a whole. At the end of this chapter, a number of conclusion and recommendation are also provided.

Keywords: Technology, Digitalization, Industry 4.0, Industry 5.0, Air Travel, Aviation

Chapter Thirteen

Technology and the safety of Aviation and Tourism Sector: Past, Current and Future Trend

Azlina Mohammad Ali

Universiti Kuala Lumpur

Malaysia

and

Nor Aida Abdul Rahman

Uniiversiti Kuala Lumpur (MIAT Campus)

Malaysia

Abstract

This chapter extents discussion on safety in the context of aviation and tourism with highlighting the importance of ensuring safety for travellers throughout their tourism activity or journey from one destination to other destination. This study opts to highlight the role of technology to ensure safety of the travellers for air travel and tourism activities they have joined.

Keywords: Safety, Security, aviation, Air Travel, Tourism, Travellers, technology

Chapter Fourteen

Technology Application in Aviation, Tourism and Hospitality Promotion

Azizul Hassan

Tourism Consultant Network

The Tourism Society

UK

Abstract

In the present world, Southeast Asia occupies as the most important aviation market with lots of scopes for market growth and the faster growing population. The aviation, tourism and hospitality industry in this part of the world thus needs to be analyzed in terms of current trends and likely futures. The aim of this research is to explore the dynamics of the Southeast Asian aviation, tourism and hospitality sector with focus on technology application in their promoting activities. This research addresses two particular research queries: first, understand the management and marketing failure few of the airliners and travel agency in the Southeast Asia; second, on the basis of findings, propose some suggestions to overcome the existing situations.

Keywords: aviation, Southeast, Asia, tourism, promotion