Updated on 2024/05/09


Husna Zainal ABIDIN
Name of department
Faculty of Tourism, Department of Tourism
Job title
Associate Professor
External link


  • 2016

    University of Surrey, United Kingdom   School of Hospitality, Tourism and Events Management   PhD, Tourism Management  

     View Remarks

    First student in the faculty to be accepted directly into the PhD program after the Bachelors Degree. Awarded a scholarship by the Faculty of Arts and Social Science, University of Surrey, United Kingdom

  • 2013

    University of Surrey   School of Hospitality and Tourism Management   BSc (Hons) Tourism Management  


  • PhD in Tourism Management   2021

  • BSc (Hons) Tourism Management   2016

Academic & Professional Experience

  • 2024.04

    Wakayama University   Faculty of Tourism, Department of Tourism   Associate Professor

  • 2021.09

    Wakayama University   Center for Tourism Research   Lecturer

  • 2020.01

    University of Surrey   School of Hospitality, Tourism and Events Management   Teaching Fellow   Teaching Fellow

  • 2019.05

    University of Surrey   School of Hospitality, Tourism and Events Management   Research Assistant

Association Memberships

  • 2023.06

    Japan Tourism Management Association

  • 2022.05

    Japan Society for Tourism Studies

  • 2018

    International Federation for IT and Travel & Tourism (IFITT)

Research Areas

  • Humanities & social sciences / Tourism studies / Technology in Tourism, Destination Management, Augmented Reality and Visitor Experiences

Classes (including Experimental Classes, Seminars, Graduation Thesis Guidance, Graduation Research, and Topical Research)

  • 2023   Critical Tourism Issues B   Specialized Subjects

  • 2023   Culture and thoughts in the age of Internationalization   Liberal Arts and Sciences Subjects


  • 2023   Tourism Marketing Research(M)   Master's Course

Research Interests

  • Technology and Tourism

  • Tourism Management

  • Muslim travel

  • Service Design

Published Papers

  • Digital cultural tourism: older adults’ acceptance and use of digital cultural tourism services

    Aarni Tuomi, Elina Moreira Kares, Husna Zainal Abidin

    Scandinavian Journal of Hospitality and Tourism ( Informa UK Limited )    1 - 22   2023.09  [Refereed]


  • The antecedents of digital collaboration through an enhanced digital platform for destination management: A micro-DMO perspective

    Husna Zainal-Abidin, Caroline Scarles, Christine Lundberg (Part: Lead author, Corresponding author )

    Tourism Management     2023.06  [Refereed]


  • Older Adults’ Perceptions of Digital Cultural Tourism in ‘Super-Aged’ Nations: The Case of Finland and Japan

    Aarni Tuomi, Elina Moreira Kares (Part: Lead author, Corresponding author )

    Information and Communication Technologies in Tourism 2023 ( Springer Nature Switzerland )    361 - 366   2023

     View Summary

    <jats:title>Abstract</jats:title><jats:p>Older adults have been recognized as a key tourist segment for cultural tourism. Despite the growing population of older adults, limited research have explored their experiences and needs within digital cultural experiences. Therefore, this research note takes on an exploratory approach in understanding older adults’ perceptions towards digital cultural experiences in the context of two ‘super-aged’ nations: Finland and Japan. The findings illustrate that differences do exist, and that Finnish older adults are found to be more open to technology-use in the context of digital cultural experiences than their Japanese counterparts. Implications for e-tourism research and management are discussed.</jats:p>


  • Gender and Religion in Tourism Education

    Husna Zainal Abidin, Ireena Nasiha binti Ibnu

    Routledge Handbook on Gender in Tourism     2024.02


  • Getting Smart? A Research Note into Smart Tourism Curriculum and Implications on Generation Alpha and Beta

    Aaron Tham, Husna Zainal Abidin (Part: Last author )

    Journal of Smart Tourism   3 ( 1 ) 35 - 39   2023.03  [Refereed]


  • Addressing water scarcity in the Japanese tourism sector: A pro-environmental behaviour approach

    Husna Zainal Abidin (Part: Lead author )

    Wakayama Tourism Review   3   40 - 43   2022.03  [Refereed]  [Invited]


  • A review of tourism impacts and strategies: An introduction to Wakayama Tourism Review Volume 2

    Husna ZAINAL ABIDIN (Part: Lead author )

    Wakayama Tourism Review   2   5 - 6   2022.03  [Refereed]  [Invited]


  • Reconceptualisation of digital cultures of DMOs through an enhanced digital platform

    Husna Zainal Abidin


  • Micro-mobilities in curated spaces: agency, autonomy and dwelling in visitor experiences of augmented reality in arts and heritage

    Caroline Scarles, Helen Treharne, Matthew Casey, Husna Zainal Abidin

    Mobilities ( Informa UK Limited )  15 ( 6 ) 776 - 791   2020.09  [Refereed]


  • Digital Collaboration: A Solution for Destinations

    Husna Zainal Abidin (Part: Lead author )

    e-Review of Tourism Research   16 ( 2/3 ) 205 - 214   2019.01  [Refereed]

  • Inferences and Decision Heuristics in Peer-to-Peer Accommodation Booking

    Chen, Yujia, Liu, Shasha, Tussyadiah, Iis, Abidin, Husna Zainal, Zarezadeh, Zara (Part: Last author )

    ENTER 2019   16 ( 2/3 )   2019.01  [Refereed]

  • Digital Futures: Augmented Reality in Arts and Heritage

    Husna Zainal Abidin

    ( University of Surrey )    2019

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  • High tech, high touch, high hospitality

    Tuomi, Aa, Ascenção, M. P, Zainal Abidin, H (Part: Last author )

    ( Haaga-Helia University of Applied Sciences )    2022.03  [Invited]

     View Summary

    Technology does not replace the human experience, but in fact, should only complement the hospitality service. This article discusses how in high-hospitality, technology and people dance together as high-touch is matched with high-tech.

  • Digital Futures: Augmented Reality in Arts and Heritage, University of Surrey (in partnership with Watts Gallery – Artists’ Village & Smartify)

    Scarles, C, Zainal Abidin, H, Bailey, E, Helen, T

        2019  [Invited]

Awards & Honors

  • Best Paper Award

    Winner: Kaede Sano, Caroline Scarles

    2023.12   Travel and Tourism Research Association (TTRA) Asia Pacific Chapter   Exploring tourists’ perceptions on the use of generative AI: Using ChatGPT for travel planning to Japan

  • Doctoral Studentship

    2016.09   University of Surrey, United Kingdom  

Conference Activities & Talks

  • Exploring a Design Thinking Approach for Digital Collaboration in Sustainable Tourism Development

    INTI International University Online Symposium – Exploring Digital and Sustainable Tourism  2023.12.15   (INTI International University Malaysia)  INTI International University Malaysia

  • Exploring tourists’ perceptions on the use of generative AI: Using ChatGPT for travel planning to Japan

    Kaede Sano, Caroline Scarles  [Invited]

    Travel and Tourism Research Association (TTRA) Asia Pacific Annual Conference 2023  2023.12.02   (Sejong University, Seoul)  Travel and Tourism Research Association (TTRA) Asia Pacific Chapter

  • Task-technology fit and Destination Management Organisation (DMO): A visitors’ perspective

    Husna Zainal Abidin

    The Japan Society of Tourism Business Research 5th Tourism Management Conference  2023.06.11  

  • Digital Collaboration in Tourism

    Husna Zainal Abidin  [Invited]

    Academic Research Lab  2023.05.24  

  • Digital technologies and pro-environmental behaviours in tourism

    Husna Zainal Abidin  [Invited]

    Open Space Research Forum 2023  2023.05.19  

  • Tourism Management and Japan

    Husna Zainal Abidin  [Invited]

    Centre for Japanology Studies Summer Programme 2023  2023.05.18  

  • Smart Tourism Research


    The SEARA Program Batch 8, Southeast Asia Research Academy (SEARA)  2023.03.15  

  • Research in Tourism Seminar


    Research in Tourism Seminar, Hanoi University Vietnam  2023.02.18  

  • Digital Tools to improve Research: Managing information, synthesizing literature, and writing academic papers


    CTR Workshop Series for Students & Young Researchers  2023.01.17  

  • Exploring digital stakeholder management in the UK and tourism space in Japan

    Husna ZAINAL ABIDIN  [Invited]

    Tourism Industry and Practice  2022.11.30  

  • Intercultural Experiences of a Malaysian Female Muslim in the UK and Japan

    Husna ZAINAL ABIDIN  [Invited]

    Intercultural Communication Seminar, Universiti Teknologi MARA Malaysia  2022.11.27  

  • Life in Japan


    Japanese Culture Summer Program 2022, Wakayama University Japan  2022.08.03  

  • Digital cultural tourism: Exploring elderly tourists’ acceptance and use of digital cultural services in ‘super-aged’ nations

    Husna ZAINAL ABIDIN, Aarni TUOMI, Elina MOREIRA KARES  [Invited]

    Japan Society for Tourism Studies  2022.07.03  

  • Exploring the Marginalization of Muslim Women: Future Tourism research

    Husna ZAINAL ABIDIN, Joseph CHEER  [Invited]

    Critical Tourism Studies  2022.06.30  

  • Exploring Digital Collaboration in Destinations

    Font, X, Zainal-Abidin, H, Ling, E, Kim H.R, Lin, G, Li, M, Hsu, C, Zhang, S  [Invited]

    Surrey-HKPU Joint Behavioural Science Seminar  2021.10.20   (Online)  Hong Kong Polytechnic University and University of Surrey

     View Summary

    Presented at a joint workshop between HKPU and Surrey to share insights and knowledge on the use of biosensors in behavioral science research.

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  • Muslim-friendly tourism as a pathway for tourism recovery in Japan, post COVID19


    Grant-in-Aid for Early-Career Scientists  Principal investigator

  • Post-Pandemic Rural Revitalization: Culture and Tourism for Recovery, Resilience and Regeneration


    Grant-in-Aid for Scientific Research(C)  Co-investigator