Dr Samuel Adeyinka-Ojo

Academic Qualifications

  • Doctor of Philosophy in Hospitality & Tourism, Taylor’s University Malaysia, November, 2015. (Thesis: Developing a destination brand framework for rural tourism: A relationship-based approach).
  • Master of Business Administration (General Management) International University of Malaya-Wales, (IUMW) Malaysia, March, 2023. (Thesis: Sustainable digital framework for the critical success factors of government funded infrastructure projects in Malaysia).
  • Master of Information & Communication Technology Management (Project Management) Asia-e-University Malaysia, December, 2023. (Thesis: Mitigating e-commerce frauds and cybercrimes praxis: A routine activity theory perspective).
  • Master of Business Administration (Marketing Management), Ladoke Akintola University of Technology (Public University) Nigeria April, 2004. (Thesis: Brand repositioning: A strategic tool in marketing of consumer goods in a competitive marketing environment: A case study of Bournvita product of Cadbury Nigeria Plc).
  • Graduate Certificate in Business (International Business) Monash University, Australia November, 2011.
  • Bachelor of Science (Hons) Accounting (2nd Class Honours, 4.38/5), University of Uyo, (Public University) Nigeria February, 2000. (Thesis: A study of the relevance of the accounting department in a consumer goods manufacturing industry: A case of Nig. Bottling Plc).
  • Postgraduate Diploma in Marketing. Nigeria Institute of Journalism December, 1998 (Distinction – 3.75/4 points) (Thesis: Consumer behaviour as an indispensable tool in the marketing of fast-moving consumer goods -A case of Coca-Cola product).
  • Nigeria Certificate in Education (Accounting and Business Management) Lagos State University of Education Nigeria (Formerly Lagos State College of Education), February, 1991.
  • Post-Crisis Hospitality Management Certificate, University of South Florida, USA, December, 2020
  • Cert. Diversity, Equity & Inclusion in Workplace, University of South Florida, USA May, 2021. United States of America (USA).
  • Diploma in Business English, Business Training Limited [School], England May, 1987.


Professional Memberships/ Certifications

  • Higher Education Academy (HEA) Critical Reflection Certificate, LITEC Curtin University, 2021
  • Strategic Leadership Enhance Certificate – LITEC, Curtin University, 2021
  • Senior Fellow, Higher Education Academy (SFHEA) United Kingdom February, 2021.
  • Certified Reviewer, Curtin University Australia May, 2020
  • Certified Management & Business Educator (CMBE), The Chartered Association of Business Schools (CABS) United Kingdom October, 2020)
  • Certified Teacher, Teachers Registration Council of Nigeria (TRCN), December 2005






Google Scholar





Office No.

+60 85 630100 ext. 2762

Room No.

No. 47, Row 4




Employment History

  • Head of Department – Department of Management, Marketing and Digital Business (MMDB), Senior Lecturer (Dept. of MMDB). Faculty of Business, Curtin University Malaysia. August 2021 to 2023.
  • Senior Lecturer – Department of Marketing, Faculty of Business, Curtin University Malaysia. December 2018 to July 2021.
  • Senior Lecturer and Head of Department of Marketing – Department of Marketing, Faculty of Business, Curtin University Malaysia. December 2018 to March 2019 (completed approved 2-year terms).
  • Lecturer and Head of Department of Marketing – Department of Marketing, Faculty of Business, Curtin University Malaysia.  March 2017 to November 2018.
  • Lecturer – Department of Marketing, Faculty of Business, Curtin University Malaysia. February 2016 to March 2017.


Unit Taught Undergraduate (since 2016)

  • Hospitality Experience
  • Managing Tourism Destinations
  • Contemporary Issues in Tourism Management
  • Hospitality Management
  • Tourism Marketing
  • Dynamics of Hospitality Industry Management
  • Hospitality Industry Management
  • Principles of Tourism, Hospitality and Events
  • Sustainable Tourism Management
  • Marketing for Tourism, Hospitality & Events
  • Enhancing Your Business Mind
  • Business Capstone
  • Business Internship
  • Business Ethics

Unit Taught Postgraduate (since 2017)

  • Corporate Strategy
  • Project Time Management
  • Managing Sustainable Global Operations
  • Project Planning and Schedule Management
  • Agile Management
  • Project and People
  • Project Quality Management
  • Project Procurement Management
  • Project Time Management
  • Project Management Integrated Project
  • Project Planning and Schedule Management


Other Academic Services Work Experience – Professional Trainer (since 2020)

Graduate Enhancement Training Sarawak (Industry 4.0)

  • Project Communication
  • Project Success


Modules Facilitator International Student Exchange Program

Semester 2, 2019 (23 November – 6 December 2019)

  • XINO3003– Business and Law International Experience, Miri Study Tour 2019 for International Exchange Students, Curtin University Australia
  • Guest Speaker (Chemical Engineering Programme), Department of Chemical Engineering. Faculty of Engineering and Science, Curtin University Malaysia
    • Units (Module) Taught – CHEN4016 Process Economics and Management)
    • Sales and Marketing Module 2019
    • Sales and Marketing Module 2018
    • Sales and Marketing Module 2017
  • Enhancing Students’ Learning Experience and Educational Field Trip
    • Pullman Hotel and Resorts Miri 2016
    • Imperial Hotel 2016
    • Permaisuri Shopping Mall 2016
    • Sarawak Tourism Board (Visitor Information Centre, Miri) 2017
    • Borneo Tropical Rainforest Resorts 2017 and 2018
    • Meritz Hotel 2017 and 2019
    • Eastwood Valley Golf and Country Club 2018
    • Kingwood Boutique Hotel 2019
    • Piasau Nature Reserve 2019
  • Training Co-ordinator for Faculty of Business, Curtin University Malaysia
    • CIMA-ELB Challenge 2021, Malaysia
      • Capsim Business Simulation (Enhanced Strategic Business Management by simulation)
    • CIMA-ELB Challenge 2020, Malaysia
      • Capsim Business Simulation (Enhanced Strategic Business Management by simulation)
    • MIM-Legion Business Challenge 2019, Malaysia
      • Capsim Business Simulation (Enhanced Strategic Business Management by simulation)
    • Legion Business Challenge 2018, Malaysia
      • Capsim Business Simulation (Enhanced Strategic Business Management by simulation)
  • Guest Speaker – Taylor’s University (May and June 2020) Virtual Presentation
    • Sustainable tourism in these times – An Introduction 19 May 2020
    • Conflict management and human resources in hospitality industry 1 June 2020
  • Guest Speaker – Zitos D94 Young Entrepreneurs Group
    • Entrepreneurship Leadership Mindset, Miri, Sarawak, Malaysia (11 March, 2020)
  • Visiting Scholar – School of Marketing, Curtin Business School, Curtin University Bentley Campus, Perth Australia, July 14 -21 2018 and June 30 – July 10 2019
  • Tutor –  Integrated Marketing communication. Taylor’s University Lakeside Campus, Malaysia (2012-2015)
  • Research Assistant– for the Long term Research Grant Scheme LRGS) (2012-2015) by the Ministry of Education Malaysia [Ref. No.:JPT.S (BPKI) 2000/09/015Jld.4(67)]. Taylor’s University Lakeside Campus, Malaysia (2012-2015)
  • Administrative Assistant to the Associate Dean- Industry & Enterprise. Divisional Office School of Hospitality, Tourism and Culinary Arts, Taylor’s University Lakeside Campus, Malaysia. (2012 – 2015)


Research Interests

Tourism destination marketing and branding, hospitality marketing, visitor behaviour, food festivals and events management, social media, digital marketing, quality management, human resources management in hospitality and tourism, financial accounting and hospitality revenue management, sustainable rural and ecotourism destination.


Research and Development – Competitive Research Grants

  • [2022]. Digital storytelling and cultural heritage-driven conceptual model for more persuasive Malaysian tourism destination promotion (RM66,130) – Co-investigator (On-going).
  • [2022]. CMCRS 2022 Investigating the effectiveness and learning outcomes of safe hybrid learning space (RM5,000) Co-investigator 2022-2023 – Completed.
  • [2020].Indian Ocean Tourism Research Initiative. Curtin University Australia, Operational Research Support Scheme (ORS) – Cross Faculty Fund to Implement an Indian Ocean Tourism Research Program in Australia. AUD$100,000 (or RM305,000) [Co-Researcher].
  • [2019].The role of digital technology in community-based rural hospitality and tourism entrepreneurship in Sarawak. Curtin University Internal Research Internal Research Grant 2019 RM5,000 [Co-Researcher].
  • [2019].Digital Inclusion in Community-based Rural Entrepreneurship for Rural Economic Development” Curtin University Internal Research Internal Research Grant 2019 RM5,000 [Co-Researcher].
  • [2011-2016].Multidimensional Responsible Rural Tourism Capacity Framework for Sustainable Tourism. Ministry of Higher Education Malaysia Long Term Research Grant Scheme (LRGS) [Ref. No: JPT.S (BPKI) 2000/09/015Jld.4(67)]. Under the project leader – Professor Dr. Vikneswaran Nair. RM9,000,000 (or US$3 million in 2011) D. Student Researcher’s Award (2012 – 2015) [Co-Researcher]. – Completed.



  1. Rudrendu, R. and Adeyinka-Ojo, Samuel (2023). Perceived Benefits of Micro and Small Enterprises in Developing Pro-poor Tourism. Journal of Environmental Management and Tourism.
  2. Adeyinka-Ojo, S. (2022). Strategic framework for responsible production and consumption of the experience economy (SDG12 Responsible Consumption and Production). Symposium One Curtin – The Sustainable Development Goals in Action 2022. Curtin Singapore, November 29, 2022.
  3. Adeyinka-Ojo, S. (2022). Towards a Sustainable Future of Marketing Management Praxis in Rural Destination Spaces. In Goi C.L. (Ed.). Innovative Economic, Social and Environmental Practices for Progressing Future Sustainability. Pennsylvania: IGI Publisher. IGI Publishers, ISBN13: 978-179-989-5909, DOI: 10.4018/978-1-7998-9590-9. https://www.igi-global.com/chapter/towards-a-sustainable-future-of-marketing-management-praxis-in-rural-destination-spaces/302559.
  4. Adeyinka-Ojo, S. (2021). Discussion board tool and student engagement in a digital learning space. Journal of Digital Marketing and Communication, 1(1), 7-12. https://doi.org/10.53623/jdmc.vlilhttps://tecnoscientifica.com/journal/jdmc/issue/current.
  5. Ray, R., Tiew, F. N. H., Adeyinka-Ojo, S. F., Chitra, S. S., Hossain, M. I., & Sardar, S. (2021). Micro and Small Enterprises Engagement in Pro-poor Tourism: Challenges and Solutions. Review of International Geographical Education Online, 11(8), 46-59. https://scholar.google.com/scholar?lookup=0&q=Micro+and+Small+Enterprises+Engagement+in+Pro-poor+Tourism:+Challenges+and+Solutions&hl=en&as_sdt=0,5. https://scopus.com/sourceid/21100855502.
  6. Adeyinka-Ojo, S. (2021). PRISMA Statement and Thematic Analysis Framework in hospitality and tourism research. Global Conference on Services and Retail Management (GLOSERV 2021). University of Naples Federico II (Italy) and University of South Florida (USA), 11-13 May 2021.
  7. Adeyinka-Ojo, S. & Abdullah, S.K. (2021).Social Media Marketing in Rural Hospitality and Tourism Destinations. Global Conference on Services and Retail Management (GLOSERV 2021). University of Naples Federico II (Italy) and University of South Florida (USA), 11-13 May 2021.
  8. Adeyinka-Ojo, S. (2021 Conceptualizing a Sustainable Digital Business Model Canvas for Tourism and Hospitality Business in a Novel Coronavirus Pandemic Age. Advances in Managing Tourism Across Continents(pp.127-140). ISBN 978-1-955833-00-4. DOI: 10.5038/9781955833004. 1-3 April, 2021 Virtual from Turkey.This paper won the Best Paper Award https://scholarcommons.usf.edu/m3publishing/vol16/iss9781955833004/1/
  9. Ogbeibu, S., Adeyinka-Ojo, S., Senadjki, A.,Emelifeonwu, J., & Pereira, V. (2021). Exploring employee creativity willingness as catalyst for boosting service innovation under Australia’s diverse organisational cultures. Global Conference on Services and Retail Management (GLOSERV 2021). University of Naples Federico II (Italy) and University of South Florida (USA), 11-13 May 2021.
  10. Adeyinka-Ojo, S. (2021).Strategic thinking in teaching and learning in higher education. Available at: https://news.curtin.edu.my/?page_id=137872 & in Borneo Post of Tuesday 13 April, 2021
  11. Adeyinka-Ojo, S. (2020).Developing a rural tourism destination brand framework from the perspective of a relationship-based approach. Book Chapter on Tourism Open Access Handbook. IntechOpen United Kingdom. (ISBN978-1-83962-173-4) DOI:10.5772/intechopen.93839. Indexed in Clarivate Analytics Book Citation Index. https://www.intechopen.com/online-first/developing-a-rural-tourism-destination-brand-framework-from-the-perspective-of-a-relationship-based
  12. Adeyinka-Ojo, S., & Ikumoro, A.O. (2020).COVID-19 and adoption of digital technology in learning and teaching. Proceedings of the 3rd International E-Conference on Advances in Engineering, Technology and Management 2020, New York, 27 September 2020. ISBN:978-1-63248-190-0, DOI:10.15224/978-1-63248-190-0-03. https://www.seekdl.org/conferences-proceedings.html
  13.  Adeyinka-Ojo, S., & Abdullah, S.K., Ikumoro, A.O. (2020).Digital technology praxis and sharing economy in the hospitality and tourism industry. Proceedings of the 2nd International E-Conference on Advances in Engineering, Technology and Management 2020, New York, 26 July 2020. ISBN:978-1-63248-189-4, DOI:10.15224/978-1-63248-189-4-02. https://www.seekdl.org/conferences-proceedings.html
  14. Adeyinka-Ojo, S.,Lee, S., Abdullah, S.K., & Teo, J. (2020). Hospitality and Tourism Education in an Emerging Digital Economy. Worldwide Hospitality and Tourism Themes, (Special Issue ID: WHATT – 005) Volume 12, Number 2, 2020. ISSN: 1755-4217.   (Indexed in Thomson Reuter’s & Web of Science – Clarivate Analytics, Q2.).
  15. Adeyinka-Ojo, S. (2019). A strategic framework for managing the challenges of developing rural tourism destination branding. In Camilleri, M. (ed.). Strategic Perspectives in Destination Marketing (pp. 268 – 294) Pennsylvania: IGI global Publication. ISBN 978-1-5225-5835-4. Doi.10.4018/978-1-5225-5835-4/ch011
  16. Adeyinka-Ojo, S., & Abdullah, S.K. (2019). Disruptive digital innovation and sharing economy in hospitality and tourism destination. IOP Conference Series: Materials Science and Engineering, 495(2019) 012006, pp.1-7 (Scopus-Indexed). Doi:10.1088/757-899X/495/10/012006
  17. Adeyinka-Ojo, S., & Nair, V. (2019).Rural tourism branding of Bario in the Heart of Kelabit Highland of Borneo, Sarawak. In J.M. Mastura (Ed.). Rural Tourism in Malaysia (PP. 118 -139). Pulau Pinang: Penerbit Universiti Sains Malaysia. ISBN 978-967-357-0.
  18. Adeyinka-Ojo, S.F., & Nair, V. (2019). An Integrated Framework for Stakeholder Power and Roles in Developing Rural Tourism Destination Brand. 2019 APac CHRIE & Euro CHRIE Joint Conference, 22- 25 May 2019 Hong Kong, SAR China.
  19. Adeyinka-Ojo, S. (2018). A strategic framework for analysing employability skills deficits in rural hospitality and tourism destinations. Tourism Management Perspectives, 27 (2018) 47-54. https://doi.org/10.1016/j.tmp.2018.04.005(Scopus Indexed &Thomson Reuters, Web of Science – Clarivate Analytics,  SSCI, ISI, ABDC – A Rank, Q1).
  20. Adeyinka-Ojo, S. & Nair, V. (2018).Understanding the branding strategies for hospitality and tourism engagement in an intelligent rural community. In G. Dogan., & C.G. Chi (eds.). The Routledge Handbook of Destination Marketing (pp. 229-240). London: Routledge. ISBN 978-1-138-11883-6 (Scopus indexed & Web of Science – Clarivate Analytics)
  21. Adeyinka-Ojo,, & Khoo-Lattimore, C.  (2018). Black on Brown: Research Paradoxes for Black Scholars Working in Ethnic Communities. In Mura P., & Khoo-Lattimore, C. (eds.). Asian Qualitative Research in Tourism. Perspectives on Asia Tourism. (pp. 225-270) Singapore: Springer. ISBN 978-981-10-7490-5. https:doi.org/10.1007/978-981-10-7491-2_14.
  22. Rudrendu R., Adeyinka-Ojo, S., & Junaid, M.S. (2018).The Role of Micro and Small Tourism Enterprises in Poverty Alleviation: A Critical Literature Review. Proceedings of One Curtin International Postgraduate Conference (OCPC) 2018, Miri, Sarawak, Malaysia 26-28 November, 2018.
  23. Adeyinka-Ojo, S.,Khoo-Lattimore, C., & Nair, V. (2018). A relationship-based approach   towards the construction of a rural tourism destination brand framework. 8th International Borneo Business Conference Kuching, Sarawak, Malaysia 4 -5 October, 2018. eISBN 978-967-2008-73-6. This paper won the Best Paper Award.
  24. Taufique, K.M.R., Adeyinka-Ojo, S., &Abdullah, S.K. (2018). The scope and role of eco-labelling to promote environmentally sustainable consumption behaviour: a literature review.8th International Borneo Business Conference Kuching, Sarawak, Malaysia 4 -5 October, 2018. eISBN 978-967-2008-73-6.
  25. Adeyinka-Ojo, S., & Abdullah, S.K. (2018). Insights into qualitative data analysis techniques in tourism destination branding case studies research. 8th International Borneo Business Conference Kuching, Sarawak, Malaysia 4 -5 October, 2018. eISBN 978-967-2008-73-6. This paper won the Best Paper Award.
  26. Adeyinka-Ojo, S.F., & Khoo-Lattimore, C. (2017). Exploring consumer behaviour at slow food festivals in rural destinations. In S. K. Dixit (Ed.). Routledge Handbook of Consumer Behaviour in Hospitality and Tourism. (pp. 415 – 425).  London: Routledge. ISBN 978-1-138-96167-8. (Scopus indexed & Web of Science – Clarivate Analytics)
  27. Emelifeonwu, J.C., &Adeyinka-Ojo, S. (2017). WhatsApp mobile messenger (WaMM) as an innovative approach in reducing power distance in teaching and learning. Teaching and Learning Forum 2017. Innovation: Multiple Dimensions in Teaching and Learning,Perth Western Australia, 2-3 February 2017. https://litec.curtin.edu.au/events/conferences/tlf/tlf2017/abstracts.html
  28. Adeyinka-Ojo, S. & Abdullah, S.K. (2017).Social Media Marketing in Rural Hospitality and Tourism Destinations. 5th Borneo Research Education Conference 2017), Curtin University Malaysia, 6-7 November 2017.
  29. Adeyinka-Ojo, S., (2017). Rethinking employability skills deficits in rural hospitality and tourism destination research. 3rdInternational Skills Colloquium: Employability, Employment, Training and Skills in the Global Era. Curtin University, Sarawak, Malaysia. 16-17 February 2017.
  30. Adeyinka-Ojo, S., & Nair, V. (2017). Understanding the challenges of developing a brand for rural tourism destination. ASEAN Tourism Research Association Conference(ATRC) 2017. James Cook University Singapore, 18 January 2017.
  31. Adeyinka-Ojo, S.F., & Khoo-Lattimore, C. (2016). Regional foods and rural development: The Case of Bario, Sarawak. In C.M. Hall & S. Gossling (Eds.). Food Tourism and Regional Development: Networks, Products and Trajectories. (pp.104-117). Oxford: Taylor and Francis Group. ISBN: 978-1-138-91922. (Scopus indexed & Web of Science – Clarivate Analytics)
  32. Sajilan, S., Tehseen, S., &Adeyinka-Ojo, S. (2016).A conceptual framework on the impact of entrepreneurial competencies on small and medium enterprises business performance in the Malaysian hospitality and tourism industry. Review of Integrative Business and Economics Research, 5 (2), 47-61
  33. Adeyinka-Ojo, S., & Nair, V. (2016). A narrative analysis of health tourism in selected Asia destinations: past, present and future. 6thAsia-Euro Conference 2016, Tourism, Hospitality and Gastronomy Conference, IITM Gwalior, M.P. India, 9-12 November 2016.
  34. Adeyinka-Ojo, S., & Nair, V. (2016). Rural tourism destination accessibility: Exploring the stakeholders’ experience. 3rdInternational Hospitality and Tourism Conference & 2nd International Seminar on Tourism 10-12 Oct 2016 Bandung, Indonesia, pp. 441-446. London: CRC Press, Taylor & Francis Group. ISBN 978-1-138-03276-7 (HBK) (Scopus Indexed & Web of Science – Clarivate Analytics).
  35. Adeyinka-Ojo, S.(2016). Exploring the relationship-based approach in developing rural tourism destination brand. The 33rd Annual Pan-Pacific Conference. Pullman Hotel, Miri, Sarawak, Malaysia. May 25-27, 2016.
  36. Adeyinka-Ojo, S.& Nair, V. (2016). Destination branding framework in tourism research: A state-of-the-art gap analysis. 14thApacChrie Conference2016, Dusit Thani Luxury hotel, Bangkok, Thailand, 11th – 13th May, 2016.
  37. Adeyinka-Ojo,F., Nair, V., & Khoo-Lattimore, C. (2015). Exploring the critical success factors of developing a brand for rural tourism destination. Advanced Science Letters. 21 (6), 1894-1897. Doi:10.1166/asl/.2015.6153. Impact factor 1.25. (Indexed in Web of Science – Clarivate Analytics).
  38. Adeyinka-Ojo, S.F., & Nair, (2015). Constructing a brand for rural tourism destination: hard and soft factors attractions. International Hospitality and Tourism Conference (HTC)2015. Malacca City Malaysia 2-3 November, 2015.  (Indexed in Web of Science and Clarivate Analytics).
  39. Adeyinka-Ojo, S.F., & Nair, V. (2015). Towards Developing a Framework for Rural Tourism Destination Appeals. 21stAsia Pacific Tourism Association Conference, Kuala Lumpur May 14-17, 2015, Dorsett Grand Hotel Subang Jaya, Malaysia. Cited in Excellent Research in Australia.
  40. Adeyinka-Ojo, S.F., Nair, V., & Khoo-Lattimore, C. (2014). Case studies approach in tourism destination branding research. SHS Web of Conferences, 12, 01061 (2014), 01061-pp.1-8. doi.10.1051/shsconf/20141201061. (Indexed by Web of Science and Clarivate Analytics).
  41. Adeyinka-Ojo, S.F., Khoo-Lattimore, C., & Nair, V. (2014). A framework for rural tourism destination management and marketing organisations. Procedia – Social and Behavioural Sciences Journal – Elsevier, 144 (2014), 151-163. doi:10.1016/j.sbspro.2014.07.284 (Indexed in Web of Science and Clarivate Analytics)
  42. Adeyinka-Ojo, S.F. (2014). People and Culture, pp. 58-59. In Colours of the Wind – Rural Malaysia via the Lenses of Researchers. V. Nair and B. Mohamed, Taylor’s Press, Taylor’s University, Malaysia. ISBN 978-967-0173-15-3.
  43. Adeyinka-Ojo, S.F., Khoo-Lattimore, C., &, Nair, V. (2014). Developing destination brand indicators for rural tourism using qualitative approach. 12thAsia Pacific Chrie (APacCHRIE) Conference, 21-24 May, 2014, Sunway Resort Hotel, Subang Jaya, Malaysia.
  44.  Adeyinka-Ojo, S.F.,Khoo-Lattimore, C. Nair, V. (2014). Relationship building as an innovative approach to develop sustainable tourism destination brand. University of Kuala Lumpur (UniKL) Business School Management and Entrepreneurship Conference 2014 (UBSMEC2014), 23rd December, 2014.
  45. Adeyinka-Ojo, S.F., Khoo-Lattimore, C., &, Nair, V. (2014). Co-branding and collaborative marketing engagement in rural tourism destinations: A conceptual framework. 13thAsia Pacific Forum for Graduate Students Research in Tourism. 14-16 May, 2014, National Kaohsiung University of Hospitality and Tourism, Taiwan.
  46. Adeyinka-Ojo, S.F., & Khoo-Lattimore, C. (2013). Slow food events as a high yield strategy for rural tourism destinations: The case of Bario, Sarawak, Worldwide Hospitality and Tourism Themes, 5(4), 353-364.doi: 10.1108/WHATT-03-2013-0012. (Scopus & Indexed in Web of Science – Clarivate Analytics, Q2).
  47. Adeyinka-Ojo, S.F., & Khoo-Lattimore, C. (2013). The Making of “Authentic” Tourism Experience: The Case of Bario, Sarawak, BIMP-EAGA Journal of Sustainable Tourism Development,2(2), 51-53. Indexed in CIRET.
  48. Adeyinka-Ojo, S.,Khoo-Lattimore, C. (2013). Promoting rural tourism through destination branding framework. 3rd Regional Conference on Tourism Research in association with the 2nd International Rural Responsible Tourism Symposium, 29th -31st October 2013, Bayview Hotel, Langkawi, Malaysia.
  49. Adeyinka-Ojo, S.,Khoo-Lattimore, C. (2013). An application of SPBM Model to Rural Tourism Destination Branding. 12th Asia Pacific Forum for Graduate Students’ Research in Tourism, 26th – 29th June 2013, Malaysia. This paper won the Best Innovation Paper Award.
  50. Adeyinka-Ojo, S.,Khoo-Lattimore, C., Nair, V (2013). Conceptualising a Framework to Analyse the Factors Influencing the Local Community’s Support for Sustainable Rural Tourism Development. BEST EN THINK TANK XIII: Engaging Communities in Sustainable Tourism Development, 23rd-26th June 2013, Malaysia.
  51. Adeyinka-Ojo, S., Khoo-Lattimore, C (2012). Investigating the Role of Slow Food Events in Rural Destination Branding, Tourism and Travel Research Association Asia Pacific Conference (TTRA Asia-Pac), 30 November – 1 December 2012, Malaysia.
  52. Adeyinka-Ojo, S., Khoo-Lattimore, C (2012). Rural Tourism Destination Branding – A Community Perspective, 4thAsia Euro Conference, Malaysia, 28-30 November 2012


Book Review

  • Adeyinka-Ojo, S. (2016). Medical Tourism in Developing Countries. TEAM Journal of Hospitality and Tourism, 12 (1), 83-85.
  • Adeyinka-Ojo, S.F. (2013). Slow Tourism: Experiences and Mobilities. Anatolia: An International Journal of Tourism and Hospitality Research,2013, Vol.00, No.0, 1-2. http://Dx.Doi.Org/10.1080/13032917.2013.796829
  • Adeyinka-Ojo, S.F. (2012). Tourism and Poverty Reduction Pathway to Prosperity. TEAM Journal of Hospitality and Tourism, 9 (1), 81-82.


Higher Degree by Research Student Supervision

  • Main supervisor –  Nanda Avalist, Doctor of Philosophy (Social Sciences & Security Studies).Sino-American-Russian Geostrategic Interplay and Its Impacts on Indo-Pacific Strategic Environment; A View from Naval and Geopolitical Perspective (June 2021 – Present).
  • Main supervisor – Nyasha Bennita Chiwero.  Master of Philosophy Marketing: Developing a framework for responsible cultural tourism destination in Sarawak: A stakeholder approach (April 2021 -Present).
  • Co-supervisor– Rudra Ray Phil. Management:  Micro and Small Enterprises (MSEs) involvement in Pro-poor tourism (PPT): Evidence from Bangladesh. Curtin University Malaysia (November 2017 to June 2019 – Completed
  • Co-supervisor– Ho Jie Min, Phil. Accounting: The corporate social responsibility (CSR) practice of environmental sensitive companies and its impacts on corporate financial performance (CFP). Curtin University Malaysia (January 2016 – June 2017 – Completed.


Chair, Thesis Supervisory Committee

  • MPhil(Finance & Economics) Chan Vanessa Ming Miin – The Impact of Oil Rent Dependence on Malaysian Manufacturing Sector: The Role of Financial Development and Government Intervention (June 2020 to present).
  • MPhil(Media, Culture and Creative Arts) Oanh Truong Thi Kim – The Art of Science communication: The transformation in the personal sphere of vulnerable young groups in response to climate change (March 2021 to present).
  • MPhil(Humanities) Nur Liyana, East Malaysia’s HEI Undergraduates’ Perceptions and Experiences of Personalized Learning (May 2021 to present).
  • MPhil (Finance & Economics)Stephanie, Stephanie – Detailed neutral network modelling for global precious metal price prediction. (June 2021 to present)


Main Supervisor – Master of Science in Project Management (Thesis) – Completed

  • Alias, Mohamad Faizal – A study on the effective utilization of the E-Community Leaders System Project (e-SKM-WEB) for the users in Sarawak Resident and District Office, May 2019
  • Barahim, Mohd Rapiz – A Study on implementation of comprehensive energy efficiency project in existing building under Sarawak Timber Industry Development Corporation (STIDC), May 2019
  • Lee, Jenny Siak Nee – A Study on Quality Management of “State Contractor and Consultant Registration System (SCCRS)” in the Perception of End Users, May 2019.
  • Ramli, Zaini – Post-project review: Awareness, evaluation and framework development for SARES projects in Sarawak, Malaysia, May 2019.
  • Constantine Gerald David Anak Jonas– A Study of Stakeholders Management Engagement on Project Completion under Rural Transformation Project (RTP) Implemented by Serian District Council in Serian Division, Sarawak, December 2019.


Doctoral / Master Dissertation (Internal Assessor)

  • Wong Zhian Zhiow, Augustinne, MPhil (Finance & Economics). The Impact of Financial Inclusion on Poverty, Inequality and Growth in selected ASEAN countries: The Role of Financial Innovation. May 2021.
  • Alappatt Thomas Mathew, PhD Accounting– Impact of adoption of international accounting standards and financial crisis on accounting quality of Australian listed companies. Curtin University Malaysia, June & November 2019 and April 2020.
  • Kamrul Hasan, PhD in Business– Tourists’ Revisit intention to Beach Destination in Bangladesh. Curtin University Malaysia, November 2018
  • Yee Hun Leek, PhD in Accounting and Finance, Predicting financial distress amongst public listed companies in Malaysia using Altman’s Z-Score Model and Auditors’ opinion on going concern.. Curtin University Malaysia, September 2018
  • Mohamed Mihilar Mohamed Shamil, PhD in Business– Exploring corporate adoption and corporate financial performance relationship. Curtin University Malaysia August 2016
  • Janet Lee, Phil in Management– Informal entrepreneurship and transition into formal entrepreneurship: the case of Sarawak. Curtin University Malaysia, October 2019.
  • Farah Hasan Sarah, Phil in Marketing– The Influence of Atmospheric Cues on Online Impulse Buying across product categories: the mediating role of consumer impulsiveness June 2019 & March 2020
  • Athena Chong Wei Chee, Phil in Management– Impact of festivals on local community resident’s quality of life: Sarawak perspective. Curtin University Malaysia. September 2018 & 2019
  • Srimeenaksi, A., Phil Accounting– Impact of corporate governance on the financial performance of financial institutions in Malaysia. Curtin University Malaysia April 2017


Examiner, MSc. Project Management’s Thesis

  • Dayang Rodziah Awang Shuib – A study on the impact of project communication on project performance with special reference to land acquisition project (LAP) by land and survey department under ministry of urban development and natural resources.
  • Arifin Awang Zulkifli – A study on awareness among stakeholder about the implementation of Sarawak Heart of Borneo (HOB) project in forest department.
  • Constantine Gerald David Jonas – To study and understand the cause of delay in completing the road resurfacing projects in Serian division.
  • Asha Devi Kaushal – Assessment of project risk management awareness among research officers in scientific research projects: special reference to Sarawak State Government research agencies.
  • Molina Anak Luhum – A case study of rain forest world music festival, Kuching Sarawak based on servant leadership, event success and job satisfaction.
  • Rohana Mohamad Ali – A study on effectiveness of stakeholder management in management of moveable asset system (MMAS) project.
  • Dorisi Anak Resit – Exploring possibility of performance enhancement in rural transformation projects (RTP) from leadership style perspective in Southern Region Area of Public works (PWD) Sarawak.
  • Nor Aini Rosli – A study on risk management practices in public works department (PWD), Sarawak Projects considering the effect of pre-contract risk assessment on projects performance.
  • Hui Lin Tan – A study on effectiveness of implementation of “5S System” in state financial secretary’s office Sarawak


Editorial Board

  • Member of Editorial Board, Journal of Digital Marketing & Communication
  • Member of Editorial Advisory Board, Journal for the Global Business Insights (JGBI)
  • Article Editor, SAGE Open Journal


 Reviewer Academic Journals

  • Reviewer, Tourism Management (ABDC –A*)(SSCI Indexed)
  • Reviewer, Journal of Vacation Marketing (ABDC – A)(SSCI Indexed)
  • Reviewer, Tourism Management Perspectives (ABDC – A) (SSCI Indexed)
  • Reviewer, Tourism and Hospitality Research Journal (ABDC – B) (SSCI Indexed)
  • Journal of Hospitality and Tourism Technology (ABDC – B) (SSCI Indexed)
  • Reviewer, Journal for the Global Business Insights (JGBI)
  • Reviewer, Journal of Hospitality and Tourism Insights
  • Reviewer, Asia Pacific Journal of Innovation in Hospitality and Tourism
  • Reviewer, Education and Training Journal (Emerald)


Research Cluster Membership

  • Coordinator – Tourism Research Cluster (TRC) Curtin Malaysia Branch, School of Marketing, Faculty of Business and Law, Curtin University Australia from July 2018 to Present
  • Member – Rural and indigenous entrepreneurship and innovation Research Cluster, Faculty of Business, Curtin University Malaysia 2020 to Present
  • Member – Governance and corporate social responsibilities Research Cluster , Faculty of Business, Curtin University Malaysia 2020 to Present
  • Member – Sensible marketing and smart societies Research Cluster, Faculty of Business, Curtin University Malaysia 2020 to Present



  • Faculty of Humanities Research Seminar Series, Faculty of Humanities, Curtin University Malaysia. Topic: Publishing in Journals (12 October 2018).
  • Facilitator – Socio-cultural indicators for responsible rural tourism destination. A Paper Presented at the Long-Term Research Grant Scheme (LRGS) Meeting held at the Le Meriden Hotel Kuala Lumpur, Malaysia 9 April, 2012


Leadership and Service – Faculty Membership Committee  

  • Staff Member, Faculty Student Discipline Panel, Central Student Discipline Panel and Student Discipline Appeals Board – Faculty of Business & Law, Curtin University (2020 – Present)
  • Member Online, Community of Practice (CoP) Faculty of Business, Curtin University Malaysia (2020 – Present)
  • Member, Industry Relations and Engagement Committee, Faculty of Business, Curtin University, Malaysia (2016 – Present)
  • Member, Learning and Teaching Committee, Faculty of Business, Curtin University, Malaysia (2016 – 2017)
  • Deputy Advisor, Institute of Marketing Malaysia Student Chapter (IMMSC), Department of Marketing, FOB Curtin university Malaysia (2018 to Present).


Other Conference Activities

  • Session Chair, Global Conference on Services and Retail Management (GLOSERV 2021). University of Naples Federico II (Italy) and University of South Florida (USA), 11-13 May 2021.
  • Member Scientific Committee Global Conference on Services and Retail Management (GLOSERV 2021). University of Naples Federico II (Italy) and University of South Florida (USA), 11-13 May 2021.
  • Session Chair, 8thInternational Borneo Business Conference 2018 Hilton Hotel Kuching, Sarawak Malaysia 4 – 5 October 2018
  • Reviewer and Discussant, 5thBorneo Research Education Conference (BREC 2017). Curtin University Malaysia, 6-7 November 2017, Miri, Sarawak.
  • Conference Committee Member, 3rdInternational Skills Colloquium. Curtin University, Malaysia 16-17 February 2017.
  • Session Chair, The 33rdAnnual Pan-Pacific Conference. Pullman Hotel, Miri, Sarawak, Malaysia.  25-27 May, 2016.
  • Reviewer, the 13thAsia Pacific Chrie (APacCHRIE) Conference 2015, Auckland University of Technology, New Zealand 10-13 June, 2015.
  • Reviewer, the 5thAsia Pacific Chrie (APacCHRIE) Youth Conference2014, Taylor’s University, Malaysia, 21-24 May 2014.
  • Member Sponsorship Committee, the 12thAsia Pacific Forum for Graduate Students’ Research in Tourism, Taylor’s University, Malaysia, 26-29 June 2013.


University, National and International Awards

Research and Development Award

  • Research and Development Award (Semester 2, 2017) – Faculty of Business, Curtin University Malaysia


Learning, Teaching and Education Leadership Awards

  • Curtin Malaysia Learning and Teaching Excellence Awards 2020 – Faculty of Business (Awarded in December 2020) Office of Learning and Teaching, Curtin University Malaysia
  • Students’ Choice Award – Best Lecturer, Department of Marketing (Semester 2, 2019). Student Council (Academic Sub-Council), Curtin University Malaysia
  • The 100 most Dedicated Professors Award 2018 (For excellence in education, leadership and teaching). Awarded by – World Education Congress. 5 July 2018 at Taj Lands Hotel, Mumbai, India. http://worldeducationcongress.com/Award-categ.html
  • The Golden Globe Tigers 2018 Education Leadership Award (Recognition for education leadership and quality teaching in hospitality and tourism destination marketing and branding) – Best Professor in Hospitality and Tourism Destination Marketing and Branding. Awarded by – World CSR Day and World Sustainability. 23 April, 2018 at Pullman Hotel City Centre and Residences, Kuala Lumpur, Malaysia. http://www.worldcsrday.com/


Professional Membership Certifications

  • Professional Member, Australian Marketing Institute (MAMI)
  • Member Australian Institute of Project Management (MAIPM), Australia
  • Associate Member (ASA) Certified Practising Accountant (CPA)Australia,
  • Member Project Management Institute (PMI)USA
  • Associate Member Institute of Marketing (AMIM)Malaysia
  • Associate Chartered Management Institute (ACMI),United Kingdom
  • Professional Ethics, Association of Chartered Certified Accountants (ACCA) United Kingdom
  • Associate Member Chartered Institute of Marketing (ACIM), United Kingdom
  • Member Malaysian Institute of Management(MMIM), Malaysia
  • Fellow Institute of Professional Financial Managers (FIPFM), United Kingdom