CEBA Nizwa Triumphs at Research Day with Study on AI and Sustainable Tourism

At the Dhofar University 12th Annual Research Day held on 2 April 2026, a team from CEBA Nizwa earned first place for Best Undergraduate Research, highlighting academic excellence and innovation in emerging fields. Dr. Jeannette Ong Ee-Lyn and HR Bachelor student, Ms. Reem Said Abdallah Al Abdali received the award for their research paper titled “Tourists’ Adoption of AI Itinerary Planners: From Human Factor Perspectives,” which stood out among numerous student research entries.

The annual Research Day is a key academic event that showcases outstanding scholarly work across disciplines, bringing together students, faculty members, and researchers to celebrate achievements and promote a culture of inquiry. This year’s competition was particularly competitive, with participants presenting research that addressed current global trends and technological advancements.

The winning study focused on understanding how human factors influence tourists’ willingness to adopt artificial intelligence-based itinerary planning tools. As AI continues to transform the tourism industry, the research provided valuable insights into the behavioral, emotional, and cognitive aspects that affect user acceptance. By examining these human-centered dimensions, the study contributes to a deeper understanding of how technology can be designed and implemented to better serve travelers.

A key strength of the research was its strong foundation in sustainable tourism, an area of expertise for Dr. Ong. Her academic focus helped shape the direction of the study, ensuring that the integration of AI tools in tourism aligns with sustainable practices and responsible travel principles. This perspective added depth and relevance to the research, making it not only technologically significant but also socially and environmentally conscious.

The collaboration between faculty and student researcher was instrumental in achieving this success. Reem Said Abdallah Al Abdali demonstrated strong research skills, critical thinking, and dedication throughout the project, reflecting the quality of student research being developed at CEBA Nizwa. Their achievement serves as an inspiration to other students to engage in meaningful research that addresses real-world challenges.

The recognition at Dhofar University’s Research Day underscores CEBA Nizwa’s commitment to academic excellence and innovation. It also highlights the growing importance of interdisciplinary research that combines technology, human behavior, and sustainability. As AI continues to shape the future of tourism, studies like this play a vital role in guiding its responsible and effective adoption.

Writeup by: CEBA Nizwa Media Team