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RCDTT Launched Large Language Model-Based Hong Kong Tourism Satisfaction Index

The Research Centre for Digital Transformation of Tourism (RCDTT) of the School of Hotel and Tourism Management (SHTM) at The Hong Kong Polytechnic University (PolyU) launched its Large Language Model (LLM) Based Tourist Satisfaction Index for Hong Kong (HKTSI) on 25 April 2025. The research team, led by Prof. Haiyan Song, Director of RCDTT and Mr and Mrs Chan Chak Fu Professor in International Tourism, developed the index based on the theoretical frameworks of the SERVQUAL and Cognitive-Affective models to evaluate tourists’ perceptions of tourism service quality across five tourism-related sectors in Hong Kong and consolidated the results into a comprehensive destination TSI. The results of HKTSI over the years have been highly encouraging. Overall, visitors have expressed positive perceptions of the services they received during their Hong Kong stay. Since 2012, the HKTSI has shown a steady upward trend, despite a temporary decline during the COVID-19 pandemic. By 2024, HKTSI scores had fully recovered to pre-pandemic levels. Sectors such as transportation and attractions have consistently demonstrated outstanding performance, while restaurants and retail shops have lagged behind. Notably, the hotel sector has seen significant improvement for two consecutive years since 2019. From a spatial perspective, all administrative districts recorded TSI scores above 73 points. However, a notable north-south disparity remains, with southern districts generally achieving higher TSI scores than their northern counterparts. The highest satisfaction levels are concentrated along the two banks of Victoria Harbor, whereas the Kowloon City District recorded markedly lower TSI scores, creating a noticeable satisfaction gap compared to neighboring districts. By leveraging the Large Language Model-based TSI system, Hong Kong can accurately evaluate its performance and competitiveness as an international tourist destination relative to other regions. This allows the city to pinpoint key areas for strategic improvement, enhancing its overall competitiveness. Given the tourism-dependent nature of Hong Kong's service industries, consistently measuring and monitoring tourist satisfaction is crucial for sustaining growth and success.

Prof. SONG Haiyan featured in i-CABLE News programme on smart tourism

Prof. SONG Haiyan, Director of Research Centre for Digital Transformation of Tourism (RCDTT), Associate Dean and Chair Professor of School of Hotel and Tourism Management, Mr and Mrs Chan Chak Fu Professor in International Tourism, was interviewed by i-CABLE News programme “Inno Action” for his insights on digital transformation of the hospitality and tourism industry. Prof. Song shared that to accelerate the integration of technology in tourism, PolyU has established the Research Centre for Digital Transformation in Tourism (RCDTT), dedicated to translating research outcomes into industry applications. The Centre focuses on interdisciplinary research and industry partnerships, consolidating resources across PolyU faculties including computing, engineering and more to co-develop feasible smart tourism solutions with businesses, with the aim to help build Hong Kong into an international hub for smart tourism. He explained that smart tourism involves leveraging technologies such as the Internet of Things (IoT), artificial intelligence (AI), robotics and big data to optimise the tourism value chain. Examples include using augmented reality (AR)/virtual reality (VR) technologies to revitalise museum exhibitions and deploying smart systems to predict visitor flows at attractions and plan optimal routes for visitors. He also emphasised that these technologies can be applied in the entire process before, during and after the trip, from itinerary planning, tour experience, to feedback survey, not only enhancing the tourist experience, but also helping the industry improve services and marketing through data analytics. Prof. Song remarked that Hong Kong has technological and geographical advantages to boost smart tourism development, though there is still room for improvement in terms of policies and the applications of robotics in hotels. For instance, over 80% of hotels in Mainland China are using robots for tasks like room service and check-in, while similar applications in Hong Kong are still in trial phase. He suggested that the government can adopt more flexible policies to attract tech firms to Hong Kong and encourage various businesses in the supply chain to work together to drive smart tourism. Online coverage: i-Cable TV - https://www.i-cable.com/%E6%96%B0%E8%81%9E%E8%B3%87%E8%A8%8A/333611/%E6%99%BA%E5%89%B5%E6%9C%AA%E4%BE%86-%E6%99%BA%E8%83%BD%E7%9C%BC%E7%9D%9B (00:00 – 11:45)

Innovative Technology Opens a New Chapter of High-Quality Service

On 17 April 2025, Prof. Dan Wang, Associate Professor at the School of Hotel and Tourism Management (SHTM) of The Hong Kong Polytechnic University (PolyU) and Associate Director of the Research Centre for Digital Transformation of Tourism (RCDTT), was invited by the Hong Kong Productivity Council (HKPC) to deliver a keynote speech at the “Smart Service Industry Digital Solution Fair” co-organised by the HKPC "Digital DIY" Portal and the Hong Kong Small and Medium Enterprises Association (HKSME). This event focused on the service industry's digital transformation and smart technology applications, attracting over one hundred SMEs, technology partners, and industry professionals to collectively explore practical pathways for empowering service upgrades through innovation. As a special guest, Prof. Dan Wang delivered her keynote speech under the topic “Smart Tourism Era: Innovative Technology Unlocking a New Chapter in Service Excellence.” AI, Big Data, and IoT technologies are reshaping the tourism ecosystem. From smart guidance and personalized itinerary planning to real-time optimization of customer groups, innovative technology enhances service efficiency and captures tourists' evolving needs with greater precision. This approach creates immersive tourism experiences and drives the tourism industry to shift from “standardized service” to “value creation.”

Prof. Haiyan Song Spoke at the Hong Kong Tourism Forum Hosted by the Hong Kong Tourism Board and China Tourism Group

Prof. Haiyan Song, Director of the Research Centre for Digital Transformation of Tourism, Mr and Mrs Chan Chak Fu Professor in International Tourism, participated as a panelist at the Hong Kong Tourism Forum. This event, hosted by the Hong Kong Tourism Board and China Tourism Group, was held at the Kerry Hotel in Hong Kong on April 16, 2025. The forum focused on discussing emerging issues related to rebranding Hong Kong as an international tourism destination to enhance its competitiveness. The panel featured several distinguished speakers, including Professor DAI Bin, President of the China Tourism Research Institute; Mr. CHEN Xianghong, Chairman of Dingdu Group Co. Ltd; Ms. Lucy Lu, Head of the Meituan Culture and Tourism Research Institute; Mr. Murphy ZHU, President of Asia Pacific H World Group; and the Honorable YIU Pak-leung, MH, JP, a Legislative Council Member (Tourism). The event attracted over 500 attendees, comprising industry leaders, government officials, and academics from around the world, all gathered to explore strategies for advancing Hong Kong's position in the global tourism market.

Research Seminar Delivered by Prof. Peng Liu

On 3 April 2025, Prof. Peng (Peter) Liu, a distinguished Professor of Real Estate and Finance at Cornell SC Johnson College of Business, Cornell University, delivered an insightful seminar titled “From Competence to Capital: How Managerial Ability Shapes Hotel Market Value”. The event was chaired by Prof. Haiyan Song, Director of the Research Centre for Digital Transformation of Tourism (RCDTT), and was attended by faculty members and students from the School of Hotel and Tourism Management (SHTM) as well as members of the RCDTT, sparking vibrant discussions about the role of managerial skills in driving hotel market performance and competitive advantage. Prof. Liu, who holds the Singapore Tourism Board Distinguished Chair in Asia Hospitality Management at Cornell’s Nolan School of Hotel Administration and serves as Editor of The Journal of Real Estate Portfolio Management, shared his extensive expertise on the intersection between managerial competence and hotel valuation. Drawing on a comprehensive analysis of 38,845 hotel-year observations from the top 40 U.S. hotel markets spanning 2010 to 2024, his study demonstrated the significant impact of managerial ability, measured through Data Envelopment Analysis (DEA), on hotel market value. Prof. Liu revealed that a one standard deviation increase in managerial ability corresponds to approximately a 20% higher transaction price for sold hotels and about a 30% higher market value for those not listed for sale. This seminar follows recent presentations by Dr Junxi Qian from The University of Hong Kong and Prof. Scott McCabe from the University of Birmingham. Prof. Qian explored the rural renaissance movement in China, emphasizing cultural, economic, and social revival, while Prof. McCabe discussed “Social Tourism: Enhancing Participation and Well-being”, examining the inclusion of disadvantaged individuals in tourism through socially oriented measures. Collectively, these seminars illustrate RCDTT’s dedication to exploring diverse perspectives in tourism research, spanning managerial competence, rural revitalization, and social inclusion. These seminars underscore RCDTT’s ongoing commitment to advancing academic knowledge and offering actionable insights for stakeholders in hospitality management and real estate sectors. Attendees left with enriched perspectives on the critical importance of managerial competence in shaping the financial success and strategic positioning of hospitality businesses.

Prof. Dan Wang and Yunji Technology Joined a Forum on Hotel Smart Agent

At the Maidian (Shanghai) Regional Hotel Development Forum on 31 March 2025, under the theme “Diversity · New Beginnings,” industry experts and leaders discussed digital transformations and new growth engines for the hotel industry. Prof. Dan Wang, Associate Director of Research Centre for Digital Transformation of Tourism (RCDTT) and Mr. Yongbo Zhao, CMO of Yunji Technology, joined the forum. Mr. Zhao noted that user demand channels have become increasingly centralized. Leveraging smartphones, Yunji Technology introduced “Yuni,” a digital human that allows users to submit requests through familiar interactions. By merging “disembodied” and “embodied” intelligence, Yunji launched the industry’s first scene-specific smart agent—the “Hotel Smart Agent”—to deliver automated services across diverse scenarios, enhancing operational efficiency. Prof. Wang described combining an AI smart agent with human expertise as forming a “super team” that redefines productivity. She highlighted that China has become a global benchmark for AI in hospitality, with systems like Yunji’s robots and the HDOS system digitalizing service processes and smart management. Such platforms offer a replicable model that can be implemented worldwide. Mr. Zhao also warned that while AI empowers businesses and individuals, it risks widening social and economic gaps. Nonetheless, Yunji Technology’s scalable approach has already enabled intelligent robotic services in over 30,000 hotels, serving over one million guests daily. Online coverage: https://www.meadin.com/279575.html

Research Seminar Delivered by Dr Junxi Qian

On 31 March 2025, Dr Junxi Qian, an esteemed Associate Professor in the Department of Geography at The University of Hong Kong, delivered an enlightening seminar on "The Rural Renaissance and Reconstruction Movement in China: The Nexus of Culture, Economy, and Social Revival." The event, chaired by Prof. Mimi Li, Associate Director of the Research Centre for Digital Transformation of Tourism (RCDTT), attracted faculty members and students from the School of Hotel and Tourism Management (SHTM) and members of the RCDTT, sparking engaging discussions on the transformative initiatives reshaping China's rural landscapes. Dr Qian, a renowned urban, social, and cultural geographer, shared his extensive research on cultural economic geographies and rural revitalization efforts in regions such as the Pearl River Delta, Yunnan, and Tibet. His work, recognized with the prestigious Gill Memorial Award in 2022 from the Royal Geographical Society - Institute of British Geographers, explores the intersection of geography, urban studies, and cultural studies. During the seminar, Dr Qian examined how diverse actors, including grassroots communities, corporate interests, NGOs, and the state, redefine the countryside as a vibrant resource for cultural and economic activation. He presented a series of case studies highlighting initiatives that utilize architectural materiality, rural arts, and heritage preservation to foster local cultural identity and generate social and cultural value. This seminar follows a recent presentation by Prof. Scott McCabe from the University of Birmingham, who discussed "Social Tourism: Enhancing Participation and Well-being." Prof. McCabe's seminar, chaired by Prof. Haiyan Song, Director of the RCDTT, examined the inclusion of disadvantaged individuals in tourism through socially oriented measures. His interdisciplinary research has significantly influenced policy on social tourism in the UK and internationally. Both seminars underscore the RCDTT's commitment to advancing academic understanding and offering practical implications for policymakers and stakeholders in the tourism and cultural sectors. Attendees left with valuable insights into enhancing participation and well-being in diverse communities, as well as reflecting on the future of social tourism and rural revitalization.

RCDTT Showcases Cutting-Edge AI Research at Connect Marketplace Hong Kong

Prof. Faye Hao, Assistant Professor at the School of Hotel and Tourism Management, The Hong Kong Polytechnic University, was invited to deliver a keynote at the prestigious Connect Marketplace Hong Kong. Her presentation, titled “The Role of Technology in Shaping Future Industry: Harness the Power of AI,” explored the transformative impact of artificial intelligence on the tourism and hospitality sectors. During the keynote, Prof. Hao highlighted the collaborative research initiatives led by the Research Centre for Digital Transformation of Tourism (RCDTT) in partnership with leading technology companies. The presentation showcased practical applications of AI technologies in hospitality, including contactless service systems, robotic service solutions, and generative AI-enabled chatbots. These innovations are revolutionizing operational efficiency and enhancing guest experiences in both hotels and event spaces. One of the key highlights of the presentation was the development and deployment of AI avatars as digital service staff. These personalized digital concierges offer 24/7 multilingual assistance, seamless integration with hotel systems, and tailored travel recommendations — addressing both service personalization and labor shortages in the industry. Additionally, RCDTT's work on AI-powered customer knowledge graphs and predictive insight engines was also featured, demonstrating how advanced data analytics can enable hyper-personalized service and targeted marketing. Prof. Hao also introduced recent breakthroughs such as DeepSeek, an open-source large language model designed for cost-effective and multilingual performance. The keynote emphasized the importance of cross-sector collaboration in advancing digital innovation while ensuring accessibility, inclusiveness, and sustainability. RCDTT remains at the forefront of research and innovation, driving digital transformation across tourism and hospitality with impactful real-world applications.

Research Seminar Delivered by Prof. Scott McCabe

On 25 March 2025, Prof. Scott McCabe, a distinguished Professor of Marketing at Birmingham Business School (BBS), University of Birmingham, delivered an insightful research seminar on "Social Tourism: Enhancing Participation and Well-being." Prof. McCabe, who is Co-Chief Editor of Annals of Tourism has an extensive background in marketing and tourism, shared his expertise with faculty members and students from the School of Hotel and Tourism Management (SHTM) and members of the Research Centre for Digital Transformation of Tourism (RCDTT). This seminar is chaired by Prof. Haiyan Song, Director of RCDTT. During the seminar, Prof. McCabe explored the concept of social tourism, which involves the inclusion of disadvantaged individuals in tourism through socially-oriented measures, often involving financial support. Although social tourism originated in Europe, Prof. McCabe highlighted the diverse systems worldwide that support marginalized groups, including young people, low-income families, individuals with disabilities, and older adults. Prof. McCabe's research is interdisciplinary, spanning sociology, consumer psychology, and marketing. His work has significantly contributed to promoting the concept of 'social tourism' in the UK and internationally, linking holidays to subjective well-being outcomes. His research has influenced policy on social tourism in the UK and continues to engage with debates on pro-social and pro-environmental tourist consumption, as well as responsible and ethical consumer behavior. The seminar provided an enlightening experience, fostering engaging discussions among attendees about the future of social tourism and the importance of inclusive strategies in enhancing tourism participation. Prof. McCabe's work not only advances academic understanding but also offers practical implications for policymakers and stakeholders in the tourism sector.

Hong Kong Polytechnic University Unveils "Suh Jung Ho Inspiration Sphere" to Foster Innovation in Hospitality Research and Education

Hong Kong, March 6, 2025 – The Research Centre for Digital Transformation of Tourism (RCdTT) at The Hong Kong Polytechnic University’s (PolyU) School of Hotel and Tourism Management (SHTM) marked a milestone with the official opening of the “Suh Jung Ho Inspiration Sphere” on Thursday. Named in honor of hospitality visionary Mr. Suh Jung Ho, the cutting-edge seminar room is designed to inspire academics, students, and industry leaders through collaborative research and education. Mr. Suh Jung Ho, founder of Seoul-based Ambassador Hotel Group—a leading hospitality investment and management firm—was celebrated for his transformative contributions to the industry and unwavering commitment to education. His recent donation of HKD 2.8 million to SHTM’s RCdTT underscores his dedication to advancing interdisciplinary research and innovation. The Inspiration Sphere adds to his philanthropic legacy, which includes scholarships, mentorship programs, and now this state-of-the-art facility aimed at shaping the future of hospitality and tourism. Situated within SHTM, the Inspiration Sphere is equipped to host lectures, research seminars, and workshops, fostering engagement with global hospitality trends such as sustainable tourism, digital innovation, and experiential service design. The space will serve as a dynamic platform for faculty and students to explore cutting-edge solutions to industry challenges.