An establishment of Malaysia smart tourism framework (MSTF)

Abstract

Smart tourism is a new tourism concept applied based on technological capabilities of particular destination, attraction or tourist. The concept has brought significant contribution towards economic growth for several countries. The improvement of technologies has arisen the integration of tourism products and activities. However, there are several issues and problems need to take into consideration in order to improve the implementation of smart tourism in Malaysia, which are: 1) no specific framework for smart tourism in solving improper tourism settings; 2) poor digitalization and utilization of innovation affecting tourism development in Malaysia; and 3) numeral global scale crises affecting the environment and number of tourists. On that count, this study aims to establish a Malaysia Smart Tourism Framework (MSTF). Therefore, the data are collected by using theoretical literature reviews and two stages of structured interview sessions. As for theoretical literature reviews used Atlas.ti as data collection tool. A total of20 interviewees (for first session) and 5 interviewees (for second session) were selected for structured interview with purposive sampling method. This study involves three phases of content analysis for I) identifying, 2) evaluating and 3) validating the interim characteristics and sub-characteristics to form MSTF. With hopes, MSTF could lead for better improvements and bring positive impacts to all tourism products. This research has established a comprehensive Malaysia Smart Tourism Framework (MSTF) that consists of six components, namely smart economy, smart environment, smart people, smart environment, smart mobility and smart digital infrastructure. The findings found that significant characteristics for MSTF are smart economy, smart environment, smart people, smart government, smart mobility and smart digital infrastructure. Most interviewees agreed that these characteristics highly influence the tourism industry. Smart economy showed the strongest literature and findings supporting MSTF as it captures the interest of many parties. Moreover, smart environment contributes to the overall framework as it requires a system (or digital technology) and people to fulfil the objectives of protecting the wellbeing of nature. Smart people also significant to MSTF in relation to several concerns such as gender, employment and tourist satisfaction. In addition, a smart government is also important in improving ways of communication and data delivery for both the demand and supply sides. Not only that, most interviewees agreed that smart mobility provides accessibility and promoting sustainability Lastly, smart digital infrastructure is significant to MSTF as it becomes the key for physical and virtual connectivity. The recommendations for this study are establishing integrated action plans and development initiatives, managing private-public partnership, the locals and education, as well as promoting awareness for both demand and supply sides through SDGs. On that count, MSTF may assist the national and state tourism agencies to plan and coordinate tourism destinations for better future implementations.