A SCOPING REVIEW OF SURVIVING AND INNOVATING THROUGH DIGITAL SHIFTS IN THE TRAVEL INDUSTRY FROM THE TRAVEL AGENCIES’ PERSPECTIVES

Siti Yuliandi, Ahmad and Nur Afif Najwa, Abdul Rahman (2025) A SCOPING REVIEW OF SURVIVING AND INNOVATING THROUGH DIGITAL SHIFTS IN THE TRAVEL INDUSTRY FROM THE TRAVEL AGENCIES’ PERSPECTIVES. In: 9th International Symposium of Education and Values ​​(ISOEVA), 7-10 October 2025, Famagusta/TRNC.

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Abstract

The tourism industry has been a major contributor to the country’s economy and has experienced significant growth since the pandemic. It also has a substantial impact on various sectors, including the tourism industry. The travel industry is experiencing accelerated digital transformation driven by shifting consumer behaviour, global disruptions, and the rise of innovative technologies. While the Business Model Canvas (BMC) offers a strategic framework for adaptation, its implementation in tourism enterprises often faces barriers, including operational fragmentation, technological limitations, and low digital literacy. This study explores how travel agencies strategically redesign their business models, sustain operations, and integrate digital solutions to remain competitive. Anchored in the Technology Acceptance Model (TAM), which explains user adoption of technology through perceived usefulness and ease of use, the research investigates how digital strategies influence internal operations and customer engagement. A qualitative approach employing purposive sampling and semi-structured interviews with travel professionals provides deep insights into the challenges and success factors shaping digital innovation in the sector. Findings aim to illuminate effective BMC strategies, sustainability practices, and digital integration pathways, offering a roadmap for resilience and growth in a rapidly evolving travel landscape.

Item Type:	Proceeding Paper (Plenary Papers)
Uncontrolled Keywords:	Tourism Industry; Travel Agencies; Digital Transformation; Business Model Canvas (BMC), Technology Acceptance Model (TAM); Sustainability
Subjects:	T Technology > T Technology (General)
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button):	Kulliyyah of Sustainable Tourism and Contemporary Languages
Depositing User:	Dr. Siti Yuliandi Ahmad
Date Deposited:	24 Nov 2025 21:27
Last Modified:	24 Nov 2025 21:27
Queue Number:	2025-11-Q152
URI:	http://irep.iium.edu.my/id/eprint/124605

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