Past Keynotes

2016 Keynotes

Keynote Address


Dr. Shamila Mohamed Shuhidan
Email –
Senior Lecturer

Qualification and Granting Institution
Ph.D (Business Information Systems) RMIT Australia
M.Sc. In Information Studies (UiTM)
Bachelor in Accounting (Hons) (Hull)

Current Academic Responsibilities
Business Information
Knowledge Management
Information Management

2015 Keynotes

Keynote Address 1

Marketing to Women in the Travel and Tourism Industry

Dr. Catheryn Khoo-Lattimore

The female market is a significant segment of the leisure travel and tourism industry, both in terms of its present and projected size.  However, in the academic literature, we know very little about what women seek in their trips.  In this keynote, I will highlight the potential of the female market and our existing knowledge of it, and then move on to focus on the exciting phenomenon of all female leisure-travel groups, or what is being called Girlfriend Getaways. Despite Asia-Pacific tourism being the fastest growing in the world in 2012 (UNWTO, 2013), research on the girlfriend getaway market in this region is limited. My own study on the topic which has spanned three years provides some understanding on the needs of women on girlfriend getaways. It is the first study to identify salient tourism and hospitality attributes for the girlfriend getaway market and suggests potential practical implications for the industry.


Dr Catheryn Khoo-Lattimore holds a PhD in Marketing from the University of Otago, New Zealand, was a Fulbright Scholar for year 2013/2014, and currently researches in the Department of Tourism, Sport & Hotel Management at Griffith University.  Dr Khoo-Lattimore researches in the areas of guest and tourist behaviour; and services marketing. Within these research streams, she is interested in issues surrounding women and families as travellers. Catheryn’s work has been published in books and well-ranked international journals as well as featured by travel sites, radio and newspapers. She has consulted and conducted training for companies, institution and government organisations. She has been invited to speak at international conferences, lectures and seminars in the United States, Greece, Turkey, Hong Kong, Malaysia, the Philippines, Thailand and Pakistan. She is a member of the Malaysian Ministry of Education Long Term Research Grant team that secured RM9 million for Taylor’s University Malaysia. Dr. Khoo-Lattimore serves as a Networking Committee Member for the International Council on Hotel, Restaurant, and Institutional Education (ICHRIE); an Editorial Board member for numerous tourism and hospitality journals, and the Founding Chair of Women Academics in Tourism (WAiT). She is passionate about debates on the ethics of excellence within academia.


Keynote Address 2

Associate Prof. Dr. Basri bin Rashid


In the traditional consumer behaviour studies and in particular post consumption assessment, the affective elements in general do not seem to receive adequate attention in the literature. It is argued that that role of affective dimension in post consumption evaluation should be acknowledged despite having a vast majority of studies that have taken the cognitive approach. Therefore it is estimated that both affective and cognitive dimensions would eventually contribute towards customer post consumption judgements. In this case it is postulated that the affective elements would be stimulated by a series of cognitive appraisal of various hospitality and tourism products and services. The cognitive experience with the products and services will elicit various emotions which are called consumption emotions. These emotional outcomes can be grouped into positive and negative affective dimensions would eventually influence customers’ other post consumption outcomes. Hence ultimately, consumption emotion influences consumer judgements on perceived value and satisfaction as well as other post consumption future behaviour, such as repeat purchase, complaint and recommendation. This presentation would provide some understanding on the importance of incorporating the affective dimensions into consumer post consumption judgement. As majority of hospitality and tourism products offerings are experiential based, this understanding is essential for hospitality and tourism stakeholders in order to further understand their consumer post consumption experience.


DR.BASRI BIN RASHID ( is the Dean for the School of (Tourism, Hospitality and Environmental Management, Universiti Utara Malaysia. His Bachelor of Art (Hons) in Hospitality Management is from Thames Valley University, London. He obtained his MBA from Universiti Kebangsaan Malaysia. The PhD was awarded by The University of Nottingham, United Kingdom. He taught graduate and undergraduate courses on Tourism and Hospitality. Among others, he conducted courses on Contemporary Issues in Tourism and Hospitality, Hospitality Seminar, Food and Beverage Cost Control, Restaurant Management, Research Methods for Tourism and Hospitality and Hospitality Strategic Management. His research interests are on the areas of Hospitality Services, Service Evaluation, Destination Management and Hospitality Training. He is currently supervising a number of PhD and Masters students. Dr Basri also serves as a committee member of The Tourism Educators Association of Malaysia (TEAM). Besides been invited and presented numerous papers at international conferences he also writes articles in journals and book chapters.

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