New Book Alert! "Emerging Technologies and Business Development in the Tropics: A Roadmap for Transformation".

Co-edited with Dr Kim-Lim Tan, MSHRI, FHEA, Dr Haejin Jang, Dr Jacob Wood, and Dr Thirumaran K., the book features a distinguished foreword by Prof Jochen Wirtz and 13 chapters from an amazing team of global experts touching on areas of diffusing innovations in the Tropics, designing digital customer touchpoints in the Tropics, synergizing operations and connectivity in the Tropics, and securing the future of Smart Tropics.

🌟Chapter 12: Optimizing Resources for Smart Tourism Development - A Sequential Explanatory Study of Selected Smart Cities in the Philippines by Marife Cabug-os, Daryl Ace Cornell

This book chapter was born from a simple question: Why do some cities that invest in smart initiatives still struggle to achieve sustainable smart tourism?

After being immersed in the world of data science and smart technology, this curiosity grew into case studies, deeper explorations, and eventually a vision for a framework intended to support tourism planners across the Philippines. With the guidance of my mentor & chapter co-author, Dr. Daryl Ace Cornell, who suggested the use of SEM, this study finally came to life.

To my family, who stood beside me through the beautiful chaos of my PhD journey and the research endeavors that followed;

To my ASITE family and LPU mentors who sparked this work;

To my RCCCM Marikina babies, who helped in the rigorous work of gathering data;

To the community representatives from Baguio, Manila, Cebu, and Davao, and to the LGU &Tourism Office representatives whose insights strengthened this work; Thank you, and may God send you abundant blessings.

Above all, thank God for the passion, wisdom, and perseverance.

This journey took time, faith, and unwavering support. Every step was worth it!

To God be the glory! 🙏

Read more about the book launch from here.

I’m grateful for the opportunity to present my research at the APacCHRIE 2024 Conference, held on 24–26 May 2024 at Yonsei University, Seoul, South Korea, with the theme “Big Leap Forward: Reshaping, Innovation, and Opportunity.” This international gathering of scholars and professionals in hospitality, tourism, and education provided a dynamic platform for sharing forward-thinking ideas that shape the future of our industries.

My presentation, titled "Optimizing Resources for Smart Tourism Development: A Sequential Explanatory Study of Selected Smart Cities in the Philippines," delves into how strategic resource management and smart city initiatives can support sustainable tourism growth in the Philippines. 

Abstract:
This study investigates the transformation of Philippine smart cities into sustainable smart tourism destinations. Employing a sequential explanatory design with SEM and thematic analysis, it uncovers a strong influence of smart initiatives on tourism development. Findings underscore the significant role of smart city components—especially leadership structures, innovation, and social infrastructure—in fostering smart tourism and sustainability. The study concludes with a robust framework advocating for strategic technology deployment and stakeholder collaboration, providing actionable insights for policymakers and urban planners aiming to harness smart city capabilities for enhanced tourism development.

Keywords: Smart Cities, Smart Tourism, Sustainable Tourism, Resource Management, Tourism Planning

How to Cite this Presentation:
Cabug-os, M. M. (2024). Optimizing resources for smart tourism development: A sequential explanatory study of selected smart cities in the Philippines. In APacCHRIE (Ed.), Proceedings of the APacCHRIE 2024 Conference: Big Leap Forward – Reshaping, Innovation, and Opportunity (pp. 1145–1157). Yonsei University.
Source: https://www.apacchrie.org/wp-content/uploads/2025/02/APacCHRIE-2024-Stand-up-Presentation-2.pdf

In today’s rapidly evolving world, sustainability is no longer just a buzzword—it’s a necessity. As industries adapt to new challenges, the tourism sector is stepping up with innovative, tech-driven solutions to minimize environmental impact while enhancing efficiency.

In my recent speaking engagement, I had the opportunity to discuss "Promoting Sustainability through Smart Initiatives", highlighting cutting-edge approaches like smart energy management, waste reduction technologies, and digital infrastructure advancements. These solutions are not only reshaping the tourism landscape but also paving the way for a more sustainable future.
 

In the digital age, data is more than just numbers—it’s the key to smarter, more efficient, and more personalized tourism experiences. As travelers demand more seamless and customized journeys, Big Data has emerged as a game-changer in the industry, influencing everything from destination planning to customer engagement.

In my recent talk, "Decoding Destinations: The Role of Big Data in Tourism", I explored how analytics, AI, and digital tools are revolutionizing tourism. This presentation covered topics such as smart tourism ecosystems, data-driven decision-making, predictive analytics, and the integration of AI and blockchain in travel.
 

This compilation includes five case studies related to tourism policy, strategies, and governance described as follows:

1. Using empirical case study method and the results of Cities and Municipalities Competitive Index (CMCI), the governance performance of San Mateo, Rizal will be examined with focus on its approach and activities during the pandemic.
2. Years after dubbing Angono, Rizal as the Art Capital of the Philippines, this study shall analyze the effectiveness of the town’s tourism destination policies and governance in terms of properly positioning the desired destination image of Angono to its potential and target markets.
3. Bolstering the economy through mass tourism may cause severe negative impacts in the future. This study shall look at the status of Tagaytay City and how it can steer away from stagnation after reaching the critical stage of water, road, and air carrying capacities.
4. The fourth case shall revisit the tourism journey of Georgia as it slowly built its industries after freedom from Russia, until its sudden collapsed due the pandemic. The result of the changes in tourism policies, as well as the result of the governance approach will be scrutinized towards any possible corrective actions and/or recommendations.
5. Analysis of Bahrain’s transition towards the new tourism strategy was studied in the last case. It aims to revisit the current state of tourism in the kingdom as it relates to the changes in the policies while maintaining its course towards sustainability.

This compilation of five case studies is aimed to take a look, review, and analyze the existing tourism policies and governance of selected tourism destinations, three domestic and two foreign, based on varying situations to devise recommendations and propose action plans as needed.