AirAsia’s Tourism Impact: A Case Study on the AIRA Chatbot in Malaysia

By: Phattanaviroj Thanaporn, Business Administration Department, Asia University, Taichung, Taiwan, E-mail:


This article highlights the important economic impact of tourism on many nations internationally. It introduces an Artificial Intelligence tool called AIRA, established via C# in Verbot 5.0, aimed at attractive client facility for AirAsia Berhad, a prominent player in the tourism and airline business in Malaysia. AIRA serves as an information gatherer, ensuring the provision of accurate and up-to-date information for improved customer service. The evaluation demonstrates AIRA’s effectiveness with a user-friendly interface and high efficiency, offering a promising alternative to enhance the value of client facility for AirAsia by catering toward the needs of travelers.


Tourism’s energetic role in the economy depend on severely on efficient transportation systems. In Malaysia, the tourism division has evolved since the 1970s, marked by strategic enterprises like the Tourism Development Corporation and various national plans [1]. The nation’s obligation to tourism is reflected in its ranking of 26th globally for the industry’s contribution to its output. The air transportation segment, supported by key players like AirAsia, plays a pivotal role in driving international tourist comings. This article focuses on AirAsia Berhad, the largest airline in Malaysia, known for its extensive network covering over 165 destinations across 25 countries. And proposes using informal representatives and chatbots as AirAsia simulated associate frontliners to assist customers in booking trips, places, and rooms [2].

Chatbot with Airline flight

The Travel and Tourism manufacturing is undergoing a transformation with the integration of chatbots. As progressions in tourism and aviation simplify transportation, the Information Technology (IT) industry responds with an excess of applications and services to help travelers. Chatbots, acting as simulated assistants, enable bookings for flights, accommodations, and places. Some chatbots, like the original invention, engage with web vendor customers, providing smart answers in real-time [3]. Online platforms like HiJiffy and Exa assist in finding hotels, tourist locations, and airport allocations, tailoring responses to guests’ languages. However, the challenge lies in the lack of integrated services throughout the travel planning process, requiring users to use multiple platforms for different purposes[4].

Transform travel with AIRA chatbot

This article introduces AIRA, a Verbal-Robot designed to upraise the act, excellence, and trustworthiness of client service for AirAsia (Malaysia) Berhad. As a stand-alone application, AIRA has the probable for additional features through web connectivity, promising improved customer communications and service quality in the airline industry [5].

AIRA respond

The core intelligence of AIRA lies in its response generation device. With each operator input, AIRA employs a sophisticated algorithm to identify the closest corresponding known statement in its database. This involves a particular search for patterns and context that align with the user’s input. Once the closest match is resolute, AIRA proficiently selects a reply from its array of acknowledged answers associated with that report [6].

Fig1: How Chatbot AIRA response to customer

AIRA interactions with the user

AIRA is established via C# in Verbot 5.0 device, upon accessing the start-up page, AIRA newcomers a warm greeting, introducing herself (AIRA) to the customer and providing real-time information on the present time, date, and location. Leveraging special internal variables of the Verbot, AIRA ensures a personalized and context-aware introduction. As part of the user engagement strategy, AIRA invites customer to share their names. This personalized touch allows AIRA to create a lasting connection by remembering user names throughout the entire interaction [7].

Fig 2: AIRA interact with customer/user

The mixture of real-time information, personalized communications, and proactive engagement showcases AIRA’s commitment to creating a dynamic and user-friendly experience right from the start. As customer embark on their journey with AIRA, the chatbot program aims to not only provide information but also adoptive a conversational environment that feels intuitive, responsive, and exclusively tailored to each different customer [7].

AI purpose

AIRA’s main objective is twofold, targeting to address key challenges in the customer experience while alleviating human resource constraints within AirAsia. One of AIRA’s central tasks is to suggestively cut down clients’ to wait at the airport, standing from check in counter. By offering basic services and information, AIRA serves as an efficient virtual assistant, streamlining processes and diminishing the often-tedious waiting periods for travelers [2]. In addition, solving human resource challenges AIRA plays an essential role in qualifying the lack of human resources within AirAsia. As a virtual assistant talented of providing essential services, AIRA steps in to assistance where human properties may be limited.

The second pivotal objective of AIRA orbits around enhancing the customer’s travel experience by recommending places, hotels, and food tailored to specific preferences. This personalized approach ensures that each customer collects recommendations united with their specific requirements. Once the user indicates a preference or interest, AIRA seamlessly guides them to a webpage where immediate flight bookings can be made. To fine-tune recommendations, AIRA engages users through a series of questions. These may include inquiries about the number of travelers and preferred tourist activities [8-12].


This article introduced AIRA, a travel chatbot that helps AirAsia (Malaysia) Berhad create an engaging and give customers the best conceivable service. AIRA has been created effectively and has shown to suggestion a friendly user interface that involves slight to no methodical information on the part of the user to operate. In the upcoming year, AIRA is intentional to be lengthy to cater dialog acknowledgment as well further function to permit AIRA to make results based on clients’ nature assessments.


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  2. ‘(PDF) AIRA Chatbot for Travel: Case Study of AirAsia’. Accessed: Mar. 07, 2024. [Online]. Available:
  3. ‘(PDF) Ultimate transformation: How will automation technologies disrupt the travel, tourism and hospitality industries?’ Accessed: Mar. 07, 2024. [Online]. Available:
  4. ‘Artificial Intelligence and Machine Learning in the Travel Industry: Simplifying Complex Decision Making 9783031254550’, Accessed: Mar. 07, 2024. [Online]. Available:
  5. ‘(PDF) A study on customer satisfaction of AirAsia berhad’. Accessed: Mar. 07, 2024. [Online]. Available:
  6. ‘(PDF) ARTIFICIAL GENERAL INTELLIGENCE SYSTEMS CHALLENGES’. Accessed: Mar. 07, 2024. [Online]. Available:
  7. ‘The Domain of Language | Michael Fortescue –’. Accessed: Mar. 07, 2024. [Online]. Available:
  8. ‘(PDF) Understanding Customer Loyalty Programs’. Accessed: Mar. 07, 2024. [Online]. Available:
  9. Deborah, L. J., Vijayakumar, P., Gupta, B. B., & Pelusi, D. (Eds.). (2023). Secure Data Management for Online Learning Applications. CRC Press. 
  10. Gupta, B. B. (Ed.). (2021). Advances in Malware and Data-driven Network Security. IGI Global.
  11. Sharma, P. C., Mahmood, M. R., Raja, H., Yadav, N. S., Gupta, B. B., & Arya, V. (2023). Secure authentication and privacy-preserving blockchain for industrial internet of things. Computers and Electrical Engineering108, 108703.
  12. Tan, H., Gu, Z., Wang, L., Zhang, H., Gupta, B. B., & Tian, Z. (2022). Improving adversarial transferability by temporal and spatial momentum in urban speaker recognition systems. Computers and Electrical Engineering104, 108446.

Cite As

Thanaporn P. (2024) AirAsia’s Tourism Impact: A Case Study on the AIRA Chatbot in Malaysia, Insides2Techinfo, pp.1

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