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p-Index From 2020 - 2025
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All Journal Global Review of Tourism and Social Sciences Advances in Tourism Studies
Rifqi, Husni Muhamad
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Navigating Trends of Marketing Innovations in the Hospitality and Tourism Industry: A Comprehensive Review Rifqi, Husni Muhamad
Global Review of Tourism and Social Sciences Vol. 1 No. 3 (2025): Global Review of Tourism and Social Sciences
Publisher : Yayasan Ghalih Pelopor Pendidikan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53893/grtss.v1i3.339

Abstract

The hospitality and tourism industry is undergoing rapid transformation driven by technological advancements, evolving consumer behaviours, and external disruptions. This study investigates marketing innovations within the sector, with a particular emphasis on digital transformation, AI-driven personalisation, big data analytics, and emerging technologies such as blockchain and virtual reality. It further examines the impact of global crises, notably the COVID-19 pandemic, on marketing strategies, highlighting shifts in consumer engagement and business resilience. Employing a qualitative literature review, the study synthesises insights from peer-reviewed journals and conference proceedings sourced from Scopus, Web of Science, Google Scholar, and ScienceDirect. Through a narrative synthesis approach, key trends, challenges, and gaps in hospitality marketing research are identified. The findings suggest that although digitalisation and AI contribute to enhanced consumer engagement and improved business performance, significant challenges remain, including concerns around data privacy, resource limitations, and barriers to adoption. This study offers practical implications for businesses seeking to optimise marketing strategies and outlines avenues for future research. Notable limitations include a reliance on secondary data and the need for empirical validation of emerging trends.
Emotive AI and the Soul of Heritage: Investigating How Emotionally-Intelligent AI Shapes Cultural Tourism Experiences in Taiwan Rifqi, Husni Muhamad; Bastiar, Agus
Advances in Tourism Studies Vol. 2 No. 1 (2024): Advances in Tourism Studies
Publisher : Centre for Tourism Studies and Journal Publication of Sekolah Tinggi Pariwisata Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53893/ats.v2i1.49

Abstract

As emotionally-intelligent artificial intelligence (AI) becomes increasingly integrated into tourism experiences, its role in shaping cultural engagement warrants deeper exploration. This study investigates how AI emotional recognition and AI-driven cultural storytelling influence tourists’ emotional engagement, perceived cultural authenticity, and overall satisfaction in Taiwan’s heritage tourism context. Drawing on affective computing theory and narrative transportation, the research employs a cross-sectional survey of 235 tourists across three AI-enhanced cultural sites. Using partial least squares structural equation modeling (PLS-SEM), the findings reveal that both AI features significantly enhance emotional engagement, which in turn mediates their effects on authenticity and satisfaction. Perceived authenticity emerges as the strongest predictor of tourist satisfaction, especially in Indigenous heritage sites. Furthermore, tourists with higher cultural interest experience stronger authenticity outcomes from emotionally engaging encounters. These results underscore AI’s potential not only as a functional tool but as an affective co-creator of meaning in cultural tourism. The study contributes to tourism theory by integrating emotional responsiveness into smart tourism discourse and offers practical guidance for AI system design in heritage interpretation.
Education and Economic Growth in Morocco: what’s new through Vector AutoRegressif (VAR) approach? Fikri, Yahya; Rhalma, Mohamed; Rifqi, Husni Muhamad
Global Review of Tourism and Social Sciences Vol. 2 No. 1 (2025): Global Review of Tourism and Social Sciences
Publisher : Yayasan Ghalih Pelopor Pendidikan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53893/grtss.v2i1.435

Abstract

The purpose of this article is to investigate This study examines the connection between Morocco's economic growth (EG) and education from 1990 to 2023 using a Vector AutoRegressif (VAR) approach. The primary inquiry is whether education and economic growth (EG) are related in the short and long term. The World Bank provided the data, which includes significant attributes like economic growth (EG) and education. The goal of this research is to increase understanding of Morocco's development factors by illuminating the relationship between economic growth and education. It also aims to improve the conversation about the effectiveness of fiscal policy considering socioeconomic shifts. As a result, we can formulate the following issue: What connection exists, in the Moroccan context, between economic growth and education? In conclusion, each nation, like Morocco, may offer unique and inspiring solutions to the problems of the modern world, which call for a careful but daring approach. Morocco is a prime example of how to strike a balance between tradition and progress while actively engaging in the most important debates of our time, balancing cultural heritage and innovation, local concerns and global perspectives.
Co-Authors Bastiar, Agus Fikri, Yahya Rhalma, Mohamed