Contact:
Email : nurbalqish.hassan@utm.my
Phone : 07-
Dr. Nur Balqish Hassan
My research expertise resides at the confluence of tourism management and digital innovation, with a particular focus on market segmentation, tourist behavior, and community-centric destination development. I investigate how cutting-edge technologies such as artificial intelligence, sentiment analytics, the Internet of Things (IoT), gamification, and immersive digital tools can be strategically harnessed to elevate visitor experiences, inform decision-making processes, and fortify destination resilience. A hallmark of my work is the employment of participatory, stakeholder-driven research methodologies that engage local communities, youth organizations, governmental entities, and industry partners in the co-creation of inclusive and sustainable tourism solutions. These collaborations prioritize capacity building, shared stewardship, and the generation of enduring social value. I am actively engaged in government-funded national and international research endeavors pertaining to sustainable tourism recovery, intelligent destinations, sports and event analytics, and digital transformation. My research aligns with national policy priorities and global sustainability frameworks, thereby ensuring both scholarly rigor and practical applicability. Alongside my research pursuits, I am deeply committed to curriculum development, experiential learning, and mentoring students through applied, interdisciplinary projects that unite tourism theory, digital technologies, and societal impact.
Research Interest
Marketing
