Numerous models on perceived service quality are discussed in literature besides SERVQUAL including technical and functional quality model. Functional quality attributes have been well studied but studies about technical quality attributes are rather limited. This article aims to integrate existing frameworks and propose antecedents towards perceived service quality and resulting customer satisfaction. A total of 204 questionnaires were collected from the guests staying at hotels in Malaysia. Partial least squares (PLS-SEM) method was employed to test the proposed relationships. Findings from the study support the significant relationship between functional quality, technical quality, overall perceived service quality and guest satisfaction. Furthermore, the first order constructs on the designated second order constructs support that both functional quality and technical quality as second order reflective constructs with five and three first order dimensions respectively. Practical implications and limitations of the study are discussed in detail.

With rapid AI advancements, AI chatbots have become vital for hotels to enhance customer experience and optimize marketing strategies. This chapter examines AI chatbot integration in hotel marketing, its impact on customer experience, and implementation strategies. Through literature and case studies, it highlights AI chatbots' roles and challenges in hotel marketing and offers strategic solutions to technical, user acceptance, management, operational, and socio-cultural issues. AI chatbots personalize services, boost operational efficiency, and enhance customer satisfaction and loyalty by understanding and responding to customer needs. They provide instant information and solutions, offering more humane and efficient services. Additionally, AI chatbots help hotel management better understand customer behavior and preferences, leading to accurate market positioning and service optimization. This chapter explores how AI chatbots transform guest engagement and marketing in the hotel industry and provides strategic recommendations and a research agenda for further exploration.

This study aimed to analyze the effectiveness of virtual reality technologies among millennial travel behavioral intention and engagement towards tourism destinations providing an insight into technological and sustainable capacity and capability building for Malaysian destination marketers. The research framework integrates the technology acceptance model (TAM) and the stimulus–organism–response (SOR) to conduct an empirical analysis of 263 valid participants using a partial-least-squares-based structural equation modeling approach, identifying several positive consequences. Expanding the millennial's travel panorama through virtual reality technologies at tourism destinations can significantly help the marketers position themselves uniquely and attract more potential customers in the future.

The rapid advancements in ICTs and the rise of Web 3.0 have revolutionized the tourism industry, reshaping the creation and delivery of experiences through digital co-creation. This article explores how these technologies facilitate active tourist participation in developing travel experiences, with a focus on the Malaysian tourism sector. Using the Service-Dominant (S-D) logic framework, it highlights the shift from traditional goods-dominant logic to a service-oriented approach, fostering a more interactive and collaborative environment. Digital platforms like social media and travel blogs play a crucial role in personalizing experiences and building a sense of community. The integration of AI and IoT further enhances authenticity and personalization. The article also addresses challenges in data management, the need for a supportive organizational culture, and opportunities for innovative tourism products and sustainable development. Future research should examine the long-term impacts of digital co-creation on tourism.