Technology’s role in enhancing human interaction in service industry

KUCHING: Technology may not replace human capabilities, but it complements them in the service industry, enhancing the overall experience for people.

This was the sentiment shared during the second day of the Education in Hospitality and Tourism Forum (EHTF), on Friday (Oct 25) at UCSI Hotel.

The session explored the evolving digital landscape in the event and tourism sectors.

Moderated by Professor Dr Hashim Fadzil Ariffin of Universiti Teknologi MARA (UiTM) Pulau Pinang, the forum featured Professor Dr Mohd Hafiz Mohd Hanafiah from UiTM Puncak Alam, Awang Saifeluddin of Grit Event Management, and Team Magnifico managing director Michael Chai Khim Chuan, who discussed digital transformation within the industry in depth.

Prof Mohd Hafiz highlighted the importance of digital presence in the event industry, noting that platforms like TikTok make it easier for venues to reach potential customers.

He illustrated how tools like ChatGPT enhance travel experiences by providing real-time recommendations, thanks to readily available online data.

He also addressed the evolving nature of events, emphasising the shift toward personalised, app-driven interactions.

“Good news for potential customers: finding event spaces is easier than ever with platforms like TikTok.

“But it’s unfortunate for those venues that aren’t present on these platforms. For event organisers, not having a digital footprint means missing out on opportunities, as people now expect instant access to information,” he said.

He stressed the irreplaceable role of human interaction in tourism and hospitality, framing technology as a supportive rather than a standalone element.

While acknowledging that chatbots and AI are useful for 24-hour customer service, he said they’re no substitute for human touch.

For the industry to thrive, he stressed the necessity of adapting to new digital trends while maintaining the personal connection that defines the industry.

“Technology supports but cannot replace the human touch. However, the event industry must embrace digital transformation to remain competitive.

“Adapting to these trends is essential for growth in today’s digital world,” he said.

Awang on the other hand emphasised the crucial role of events in sustaining his organisation and the importance of visibility in the tourism sector.

He pointed out that creating awareness and easy access to information is vital for promoting eco-tourism and community-based events across Sarawak.

By utilising digital transformation, he stated that their approach aims to reduce friction and empower potential attendees.

“Our event is our bread and butter. If it doesn’t give us the result, our staff is not going to get paid.

“In Sarawak, especially for Grit Event Management, we focus on eco-tourism and sports events, which often take place in various kampung, such as Kampong Kit in Padawan,” he shared.

Awang also discussed how technological advancements have simplified the registration process for events, making it comparable to online shopping.

He shared his experiences with previous registration methods, highlighting the improvements that digital solutions have brought to the industry.

“Previously, registering for events involved queuing at the council office and paying manually.

“Now, with our technology, signing up is as easy as buying something online, just like on Lazada. We make it simple, informative, and empowering for our participants,” he said.

He further emphasised the importance of providing comprehensive information to potential attendees, covering aspects like transportation and accommodation.

Awang’s insights revealed that making these details readily available helps to spark interest in future events, even if individuals can’t attend immediately.

“We need to reduce the friction for attendees. People want to know how to get there, where to stay, and what activities are available.

“Even if they can’t sign up this year, we want to inspire them for next year,” he added.

Additionally, Awang highlighted the significance of promoting Sarawak’s cultural heritage and unique experiences.

By showcasing local attractions, such as caves and waterfalls, he said the target niche markets are needed rather than mass tourism.

“We are not targeting big groups of tourists. Instead, we focus on passionate individuals who appreciate the unique experiences Sarawak has to offer.

“Our role is to create visibility and make it easier for people to explore our rich heritage and culture.

“We believe that the most important aspect of digital transformation is visibility. We’re selling experiences, and we need to show people what we have to offer,” he asserted.

Meanwhile, Chai discussed how the pandemic accelerated digital transformation within the events and tourism industries, compelling practitioners to embrace new trends.

He noted that while the transition to technology can be challenging due to high initial investments, it is crucial for staying competitive in a changing landscape.

Chai emphasised the importance of balancing technological reliance with human involvement.

“I think change and digital trends can really kick in because of the pandemic. That was the main driving force for everyone to steer their ship in a new direction,” he said.

Chai highlighted the rise of virtual and hybrid events as a significant trend, especially in Sarawak, which faces geographical limitations.

He noted that these formats have expanded access to international participants, breaking down barriers that previously hindered engagement.

“With the popularisation of hybrid and virtual events, we can now attract a lot of international participants through these platforms.

“Mobile apps have become common in the event and tourism industries, offering instant access to information about the program, speakers, and even how to find the restroom.

“With all this digital transformation, our events have become more visible on international platforms, especially with the help of social media. Seamless integration of registration and payment systems enhances the experience for clients and stakeholders,” he said.

However, he cautioned against over-reliance on technology, sharing a personal anecdote about a recent event where unexpected issues arose.

“Technology can be my good friend, but it can also be my worst enemy,” he reflected.

He recounted a challenging situation at a recent event, saying, “We had a technical issue with our lighting, and despite having backup plans, we were unable to control it.”

Chai concluded by emphasising the need for a human touch in the technology-driven landscape of the industry.

He ultimately highlighted the balance that must be struck: “Technology will never replace what you are doing; it will complement the client or stakeholder experience.”