Innovation in Tourism
  • Innovation in tourism is crucial for successful development and implementation of novel ideas, products and services.
  • Innovation in tourism leads to creation of new opportunities for additional value added benefits for organisations/society within various related fields or types of tourism (e.g. leisure, business, wellness, recreation, accommodation/hotels, travel, food/restaurants…).
  • Innovation in tourism is important as it contributes to improvement in quality of life and wellbeing in society as it directly and indirectly ameliorate economic status of the nation as a whole towards prosperity and it leads to progress of work systems in the tourism.
  • Hence, CRiT is dedicated to the “creation and transformation of new knowledge in tourism through services (e.g. consultancy, research & training)”. - CRiT 2010/2015

CRiT administers, manages and implements research and innovation activities in the field of tourism. It is committed to excellence in research, and has evolved to become major centre for tourism research in Malaysia and beyond. It also facilitates multidisciplinary research projects focusing on a wide range of social science disciplines with leisure, business, wellness, recreation, accommodation/hotels, travel, food/restaurants … related research opportunities. CRiT is dedicated to be the premier academic research centre in the country with a focus area in its services. The following chart underlines CRiT’s research focus and niche areas of expertise.

Focus and Niche Area
Niche Area
Creation and Transformation of New Knowledge in Tourism Through Services (Consultancy, Research & Training)
Focus Area
  • Tourism Management
  • Hospitality Management
  • Tourism Economics
  • Tourism and Economy
  • Education and Training
  • Impact Studies
  • Tourism Policy
  • Urban Tourism
  • Food and Hospitality Services
  • Ecotourism Studies
  • Social Cultural
  • Tourism Marketing
  • Tourist Behaviour
Social Science Disciplines
  • Economics
  • Finance
  • Accounting
  • Management
  • Business Studies Marketing
  • Human Resources
  • Education
  • Curriculum Development Psychology
  • Sociology
  • Anthropology
  • History
  • Geography Community Development
  • Policy and Planning
  • Urban and Regional Planning
  • Public Administration
  • Public Governance Political Science
  • International Relations
  • Other Areas of Social Science