Tracing Digital Politeness in Ecotourism: A Scoping Review on Gaps, Ethical Dilemmas, and Future Communication Pathways in Malaysia

The rapid adoption of digital technologies in Malaysia’s tourism sector has transformed the delivery of ecotourism experiences. Tools such as mobile applications, virtual guides, and artificial intelligence systems are now widely used to engage visitors. However, this digital shift often prioritises efficiency and automation over culturally respectful communication. In ecotourism settings where local interaction, environmental awareness, and cultural sensitivity are essential, the neglect of ethical communication poses a significant challenge. This study explores how digital politeness and communication ethics are addressed in the Malaysian ecotourism context. This study conducted a scoping review of fifteen scholarly articles published between 2015 and 2024, employing the Arksey and O'Malley (2005) framework and the PRISMA-ScR checklist to examine patterns, gaps, and practices related to digital communication in tourism. The review reveals a dominant focus on system functionality and user convenience, with limited integration of local politeness norms and ethical values. Tools such as chatbots and mobile platforms often fail to reflect the communicative traditions of Malaysian communities. The study concludes that digital politeness must be repositioned as a core principle in tourism technology. It recommends the development of culturally grounded communication frameworks, stakeholder engagement in design processes, and the inclusion of ethical training in tourism education. These steps are essential for building respectful and sustainable ecotourism experiences in Malaysia.