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The Digitainability Strategic-Technology Connection: A Mechanism for Ecotourism Sustainment in the Midst of the Pandemic

In: Technology Application in Aviation, Tourism and Hospitality

Author

Listed:
  • Farah Hida Sharin

    (Universiti Kuala Lumpur (UniKL) Business School)

  • Ilham Sentosa

    (Universiti Kuala Lumpur (UniKL) Business School)

Abstract

The COVID-19 crisis has contributed significantly to a global decline in tourism activity. A dynamic environment during the outbreak of COVID-19 significantly impacted on the resilience of the ecotourism industry. As a result, the focus of this paper is on identifying the strengths, weaknesses, opportunities, and threats associated with existing ecotourism destinations in Malaysia, on examining available mechanisms for developing, enhancing, and marketing this product globally, on identifying the initiatives that can be implemented to attract both domestic and also international tourist segments, and on making strategic recommendations. Additionally, this article established an empirical model to ensure the sustainability of ecotourism, which will be capable of verifying Malaysia’s attractiveness as an ecotourism destination in the region. This integrated model will synchronise the relationships between the attractiveness of ecotourism product attributes as a multi-cultural tourism destination (supply) and the behavioural intentions of tourists seeking ecotourism experience (demand) in Malaysia. These attributes have been investigated because it’s not only as supply-side qualifying factors, but also as indicators of prospective tourists’ perceived value. According to current trends in demand for ecotourism, Malaysia is undoubtedly facing stiff global competition and is well positioned to become the region's preferred destination for ecotourism. Additional information is required to comprehend segments of the ecotourism market, as there is tremendous potential for growth both locally and globally.

Suggested Citation

  • Farah Hida Sharin & Ilham Sentosa, 2023. "The Digitainability Strategic-Technology Connection: A Mechanism for Ecotourism Sustainment in the Midst of the Pandemic," Springer Books, in: Azizul Hassan & Nor Aida Abdul Rahman (ed.), Technology Application in Aviation, Tourism and Hospitality, chapter 0, pages 13-27, Springer.
    • Handle: RePEc:spr:sprchp:978-981-19-6619-4_2
    DOI: 10.1007/978-981-19-6619-4_2
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