The use of technology in supporting business processes has become an integral part of business in the post-pandemic era. This study focuses on two aspects of technology which are digitization and digitalization of business processes in tourism industry in Malaysia. Due to movement constraints in Covid-19 pandemic, most of the related studies are conducted based on media report, peered review articles and research letters or empirical articles. There is a lack of case study to examine the effectiveness of various factors and how these factors impact the recovery of the post- pandemic tourism industry. A research case in earlier study implies that digitization and digitalization have an impact in recovery of tourism industry and insight gained motivates this study on effectiveness of smart tourism in Malaysia. Hence, this study aims to investigate effectiveness of smart tourism by using a self-developed mobile application which enables multiple trips organize in Kuala Lumpur, Malaysia. Test cases are conducted among eleven managers in travel agencies and positive feedback are collected on system quality, perceived mobility, mobile usefulness, mobile ease of use and usage intention. Findings show that ICT has a major role in reviving business processes when tourism enters recovery phase. The study also discovered the importance of understanding the new patterns emerging which may include new tour packages or travel destinations that are emerging in future. In future work, artificial intelligence or machine learning based smart tourism models are introduced to analyse the new pattern emerging.


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Thong, C., Chaw, L., Cherukuri, A., Jalil, A., Chit, S. & Lee, C. 2022, 'The Effectiveness of Smart Tourism in Malaysia in Covid-19 Post-pandemic Era: A Case Study', Design, Operation and Evaluation of Mobile Communications - Third International Conference, 13337, pp. 60-73. https://doi.org/10.1007/978-3-031-05014-5_6

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Last updated: 13 October 2022
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