This paper adopts industry analysis approach to investigate how the conventional tour guide operations are conducted. This is followed by a case study to explore a tour guide company, named Marhaba Sdn. Bhd., is using modern information technology to transform the operation of the traditional tour guide. Using a case study will help us to gain in depth information and understanding on how the tour guide operations are evolving in Malaysia. The research also collects data from the company that is transforming the industry. Methodology The data is collected using the following techniques: 1. Process mapping: Process mapping is a technique to model the business process ﬂow in graphical form to visualize the actual process in the tour guide industry and look for improvement to make it more effective. Aguilar-Saven (2004) provides an overview of the many process mapping tools. In this research, we use the Data Flow Diagram (DFD) technique to model both the Traditional and transformed tour guide process within the tourism industry in Malaysia. Recker, et al. (2006) st......

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