Citation

Hashim, Fathiah and Hamzah, Nurul Dyanna and Darus, Norliza and Yeo, Sook Fern (2026) Assessing the Perception on the Benefits of Mobile Application Technology in Agrotourism Industry in Malaysia. Technology and Entrepreneurship: Systems Driving Innovation, 612. pp. 827-836. ISSN 2198-4182

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Abstract

providing producers with a huge opportunity to generate more revenue and an approach for direct marketing to customers. Agriculture and Tourism sector is one of the sectors that have been given a focus under 10–10 Malaysian Science, Technology, Innovation and Economy (Mystie) Framework. The use of technology in mobile application in agrotourism is aligned with the emerging of global technology (10 S&T drivers) where it will give the impact toward tourism and agriculture industry in Malaysia. The investigation of this study is focusing on assessing the perception on awareness and interest and the usefulness and age factor on the benefits of mobile application technology in Agrotourism Industry in Malaysia. The agrotourism mobile application will help to promote the agriculture and tourism industry in Malaysia providing the information about statewide agritourism activities and leveraging value creation in the usage of AI and technology in the agrotourism industry. The agrotourism mobile application will provide information pertaining to agrotourism places and act as a hub on statewide agrotourism activities. This will increase the level of awareness and interest among local tourists and will support sustainable development of the agriculture and tourism industry. The research methodology consists of grounded theory and survey questionnaire that will be collected among the local tourist in Malaysia to investigate the levels of awareness, interest in agrotourism mobile applications, perceived usefulness, and age-related preferences. The result of this study expected to have significant contribution to understanding these factors awareness and interest, usefulness, and age factor is vital for promoting the adoption of mobile application technology in Malaysia's agrotourism industry.

Item Type:	Article
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28-70 Management. Industrial Management > HD30.2 Electronic data processing. Information technology. Including artificial intelligence and knowledge management
Divisions:	Faculty of Business (FOB)
Depositing User:	Ms Suzilawati Abu Samah
Date Deposited:	10 Feb 2026 00:56
Last Modified:	10 Feb 2026 00:56
URII:	http://shdl.mmu.edu.my/id/eprint/15252

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