Discussion on the Role of Technology in The Tourism Sector in Malaysia for Uplifting Customer Experience and Satisfaction

Abstract

The advent of Web 3.0 and the lightning-fast advancement of ICT have revolutionised the tourist business, opening the door to digital co-creation by altering the production and dissemination of experiences.   This article takes Malaysia as an example of a country where tourists may actively participate in creating their own travel experiences via the use of contemporary technologies.   Service-Dominant (S-D) logic supports a more participatory and collaborative environment, exemplifying the change from conventional goods-dominant logic to a service-oriented paradigm. Social networking and travel blogs are two examples of digital platforms that are crucial for personalising trips and making genuine relationships.  The integration of IoT devices with AI enhances customisation and authenticity even more.  Researchers talk about the challenges of data management and the requirement of a healthy corporate culture, as well as the opportunities for sustainable expansion and new tourist items.  Future research should focus on determining the long-term effects of digital co-creation on tourism. The role of trust as a moderator in the connection between smart tourism technologies was also investigated in this research.  In order to determine the connection between the smart tourism technology traits of trust, service satisfaction, and intention to use, this research will use a structural equation technique.  Online questionnaires were provided to visitors from Malaysia as part of this study's quantitative methodology.  A chart detailing appropriate sample sizes was used for this purpose. Researchers anticipate that the research will reveal that the qualities of smart tourism technology are significantly linked to levels of service satisfaction, which will positively impact the intention to employ this technology.