Staff Directory
Academic Qualifications
- Doctor of Philosophy in International Business - Doctor of Philosophy, Universiti Utara Malaysia (UUM)
- Master of Science (International Business) - Masters Degree, Universiti Utara Malaysia (UUM)
- Postgraduate Diploma in Islamic Studies - Post Graduate Diploma, International Islamic University Malaysia
- Bachelor of Commerce - Bachelor Degree, University of Otago
Samshul Amry Bin Abdul Latif (Dr.)
Assistant Professor
IIUM Pagoh Campus
KULLIYYAH OF SUSTAINABLE TOURISM AND CONTEMPORARY LANGUAGES
Additional Assignments:
Deputy Dean, Kulliyyah of Sustainable Tourism and Contemporary Languages
iium_samshul@iium.edu.my
2608
Expert Profile
Assistant Professor Dr. Samshul Amry bin Abdul Latif is currently attached with the Department of Tourism, Kulliyyah of Languages and Management, International Islamic University Malaysia (IIUM) in Pagoh campus since 2017. He graduated from the University of Otago, New Zealand in 1999 and started his career by joining a private limited company in Kuala Lumpur right after graduation, involving sales and marketing of consumer goods. He moved on to another private company with similar portfolio but was later absorbed into agriculture and palm oil plantation consultation department. He was then promoted to managerial level after three (3) years.
After that, he served in a Government-Linked Agency, Perbadanan Nasional Berhad (PERNAS) under the Special Programmes Department which he handled the operations of Women and Graduates Development Franchise Programme. After two (2) years, he was appointed as a vice president of a private limited company handling investments of oil and gas facility (Labuan), silica (Yemen) and coal (Mozambique). After a short stint, he moved on join a family-owned agriculture project in Kuala Nerang, Kedah involving cash crops and fruits. While working, he pursued his Master degree and graduated from Universiti Utara Malaysia (UUM) in 2012.
He pursued his doctorate in 2012 and was appointed as a research assistant to his Ph.D Supervisor. Prior to his graduation in 2016 from UUM, his articles were accepted in several international conferences including Malaysian Social Science Association Conference and Australia New Zealand International Business Association Conference, among others. His research articles were published in several renowned Scopus-indexed international journals including Journal of Islamic Marketing and Asia Pacific Journal of Marketing and Logistics, and others since 2016. He actively reviews journal articles from Journal of Islamic Marketing, Emerald Emerging Case Studies, Asia Pacific Journal of Marketing and Logistics, The CASE Journal among many others.
His area of interest include destination marketing, tourists’ behavior, tourism marketing, consumer boycott, consumer racism, consumer ethnocentrism, and consumer animosity. He won the ‘2017 Emerald Literati Award for Highly Commended Article’ from the Journal of Islamic Marketing and won 4th place in Emerald-UUM Case Writing Competition in 2015. Together with his Final Year Project student, he won second (2nd) best tourism paper in the ICLET 2021 conference. Among the research grants he secured was the Jamalullail Research Grant Scheme, Research Grant financed by Malaysian Palm Oil Council, and Research Initiative Grant Scheme. He actively participates as a team member for six (6) other research grants and sponsored research at national level. He currently supervises a master research student in the International Institute for Halal Research and Training (INHART) and a PhD. student in his alma mater as an external supervisor.
Currently, he leads the Malay Food Heritage Branding flagship project under the university and is recently appointed as the Deputy Dean of Postgraduate and Responsible Research in the Kulliyyah of Languages and Management. He is also active in extra curricular activities namely in martial arts and music, where he is appointed as the advisor for IIUM Shitoryu Karate Club (Pagoh) and InPAC Music. Outside the IIUM institution, he is an active member of a local Muay Thai club in Jasin, Melaka.
After that, he served in a Government-Linked Agency, Perbadanan Nasional Berhad (PERNAS) under the Special Programmes Department which he handled the operations of Women and Graduates Development Franchise Programme. After two (2) years, he was appointed as a vice president of a private limited company handling investments of oil and gas facility (Labuan), silica (Yemen) and coal (Mozambique). After a short stint, he moved on join a family-owned agriculture project in Kuala Nerang, Kedah involving cash crops and fruits. While working, he pursued his Master degree and graduated from Universiti Utara Malaysia (UUM) in 2012.
He pursued his doctorate in 2012 and was appointed as a research assistant to his Ph.D Supervisor. Prior to his graduation in 2016 from UUM, his articles were accepted in several international conferences including Malaysian Social Science Association Conference and Australia New Zealand International Business Association Conference, among others. His research articles were published in several renowned Scopus-indexed international journals including Journal of Islamic Marketing and Asia Pacific Journal of Marketing and Logistics, and others since 2016. He actively reviews journal articles from Journal of Islamic Marketing, Emerald Emerging Case Studies, Asia Pacific Journal of Marketing and Logistics, The CASE Journal among many others.
His area of interest include destination marketing, tourists’ behavior, tourism marketing, consumer boycott, consumer racism, consumer ethnocentrism, and consumer animosity. He won the ‘2017 Emerald Literati Award for Highly Commended Article’ from the Journal of Islamic Marketing and won 4th place in Emerald-UUM Case Writing Competition in 2015. Together with his Final Year Project student, he won second (2nd) best tourism paper in the ICLET 2021 conference. Among the research grants he secured was the Jamalullail Research Grant Scheme, Research Grant financed by Malaysian Palm Oil Council, and Research Initiative Grant Scheme. He actively participates as a team member for six (6) other research grants and sponsored research at national level. He currently supervises a master research student in the International Institute for Halal Research and Training (INHART) and a PhD. student in his alma mater as an external supervisor.
Currently, he leads the Malay Food Heritage Branding flagship project under the university and is recently appointed as the Deputy Dean of Postgraduate and Responsible Research in the Kulliyyah of Languages and Management. He is also active in extra curricular activities namely in martial arts and music, where he is appointed as the advisor for IIUM Shitoryu Karate Club (Pagoh) and InPAC Music. Outside the IIUM institution, he is an active member of a local Muay Thai club in Jasin, Melaka.
Area of Specialisation
- Economics, Business And Management ~ Economics, Business And Management ~ Tourism and Hospitality ~ Tourism Marketing - Service Marketing
- Economics, Business And Management ~ Economics, Business And Management ~ Marketing ~ Consumer Behaviour 131 - Consumer Boycott
- Economics, Business And Management ~ Economics, Business And Management ~ Marketing ~ Consumer Behaviour 131 - Consumer Ethnocentrism, Consumer Animosity and Consumer Racism
- Economics, Business And Management ~ Economics, Business And Management ~ Tourism and Hospitality ~ Tourism Marketing - Tourism Marketing
- Economics, Business And Management ~ Economics, Business And Management ~ Tourism and Hospitality ~ Tourism Marketing - Destination Marketing
Professional Membership
- 2021 : Member of Profesional Body / Association: (Member), Malaysian Nature Society
- 2024 - 2026 : Member of Profesional Body / Association: (Pengerusi), Persatuan Muaythai Jasin
Teaching Responsibilities
| ADVENTURE TOURISM | 2025/2026 2024/2025 |
| FAMILY MANAGEMENT | 2025/2026 2024/2025 |
| FINAL YEAR PROJECT | 2025/2026 2024/2025 2023/2024 2022/2023 2021/2022 2020/2021 2019/2020 2018/2019 2017/2018 2016/2017 |
| HUMAN RESOURCE MANAGEMENT IN SERVICE ORGANISATION | 2026/2027 2025/2026 2024/2025 2023/2024 2022/2023 2021/2022 2020/2021 |
| INTERNATIONAL HOSPITALITY AND TOURISM MANAGEMENT | 2022/2023 |
| INTERNSHIP 1 | 2021/2022 2020/2021 2019/2020 2018/2019 2017/2018 2016/2017 |
| INTERNSHIP 2 | 2022/2023 2021/2022 2020/2021 2019/2020 2018/2019 2017/2018 2016/2017 |
| INTRODUCTION TO ENTREPRENEURSHIP | 2021/2022 |
| INTRODUCTION TO HUMAN RESOURCE MANAGEMENT | 2021/2022 2020/2021 2019/2020 2018/2019 2017/2018 |
| INTRODUCTION TO TOURISM AND HOSPITALITY | 2023/2024 2021/2022 |
| INTRODUCTION TO TOURISM AND HOSPITALITY MARKETING | 2020/2021 2019/2020 2018/2019 2017/2018 |
| LEADERSHIP AND MANAGEMENT | 2024/2025 2023/2024 2022/2023 2017/2018 |
| PENGENALAN KEPADA KEUSAHAWANAN | 2021/2022 |
| PRINCIPLES AND PRACTICE OF MANAGEMENT | 2020/2021 2019/2020 2018/2019 2017/2018 |
| PROFESSIONAL BUSINESS ETIQUETTE AND CUSTOMER SERVICE | 2024/2025 2022/2023 |
| RESEARCH METHOD IN TOURISM AND HOSPITALITY | 2017/2018 |
| SAFETY AND RISK MANAGEMENT IN TOURISM | 2025/2026 |
| SERVICE MARKETING IN TOURISM AND HOSPITALITY | 2025/2026 2024/2025 2023/2024 2022/2023 2021/2022 2020/2021 |
| TOURISM INTERNSHIP | 2025/2026 2024/2025 2023/2024 2022/2023 |
| USRAH IN ACTION 1 | 2025/2026 2024/2025 2023/2024 |
| USRAH IN ACTION 2 | 2025/2026 2024/2025 2023/2024 |
Supervision
|
Exploring The Relationship Between Entrepreneurial Motivations And Entrepreneurial Ecosystem Of Pondokstay Performance.
Ph.D
In Progress
Main Supervisor
|
|
Assessing The Place Of English Language In The Development Of Tourism Industry In Zanzibar.
Ph.D
In Progress
Co-supervisor
|
|
Female Non-Muslim Purchase Intentions Of Modest Fashion Products In Malaysia.
Master
Completed
2025
Main Supervisor
|
|
Tourist Disconfirmation Of Expectation And Satisfaction With A Halal Tourism Experience In Bali.
Master
In Progress
Co-supervisor
|
Research Projects
Completed
| 2024 - 2024 | Brand Choice, Market Competition and Behavior Research |
| 2023 - 2025 | A Bibliometric Analysis: Examining the Consumer Ethnocentrism and Consumer Racism from the Islamic Perspective |
| 2022 - 2023 | INVESTIGATING COMMUNICATIVE & CREATIVE APPROACHES, CONTENT, STRATEGIES AND RISKS FOR #SAYANGIMALAYSIA TOURISM CAMPAIGN |
| 2021 - 2023 | The examination of perception and association of authentic local food in Perlis among tourists and the people of Perlis for the purpose of food destination marketing |
| 2021 - 2023 | A STUDY ON THE USABILITY AND USER PREFERENCES OF MOBILE APPS IN PROMOTING AND MARKETING ARTS, CULTURAL AND HERITAGE COMMUNITY-BASED TOURISM PRODUCTS IN PERLIS |
| 2021 - 2022 | Assessing Potential Development of Islamic Tourism in Perlis |
| 2021 - 2024 | Nutritional Content of Malay Heritage Food |
| 2020 - 2021 | The Effectiveness of Incentives at Sectoral-Tourism |
| 2019 - 2022 | River-Based Tourism in Muar: The potentials and threats |
| 2017 - 2021 | Financial security of single mothers in Malaysia |
| 2017 - 2021 | Consumer ethnocentrism and consumer animosity: testing of reconceptualized measurement scales in Malaysia |
On-Going
| 2025 - Present | Enhancing Heritage Preservation and Economic Sustainability Through Dark Tourism Development: Strategies and Opportunities. |
| 2025 - Present | ASSESSING THE POTENTIAL OF DARK TOURISM SITES IN MALAYSIA (APODTS) |
| 2025 - Present | Green Shoreline: Pemulihan Bakau Dan Ketahanan Pesisir Di Laman Bakau Parit Kassim, Muar Bersama Komuniti Parit Kassim |
| 2022 - Present | The effect of marketplace animosity and ethnocentrism on local brands' performance indicators in multi-ethnic Malaysian retail landscape |
Awards & Recognition
| 10 Oct, 2024 | Community and Industrial Partner Award (Social Science 1st Place) Responsible Research and Innovation Appreciation Day 2024 - International Islamic University Malaysia | University |
| 09 Aug, 2024 | Best Presenter Award - International Conference of Responsible Tourism and Hospitality 2024 | International |
| 23 Jul, 2024 | Community and Industry Partner Award (Social Science) - International Islamic University Malaysia | University |
| 13 Jun, 2024 | Bronze Award : 5th University in Action Symposium - International Islamic University Malaysia | University |
| 03 Sep, 2022 | Best Presenter Award - International Conference of Responsible Tourism and Hospitality 2022 | International |
| 30 Jun, 2021 | Best Paper Award - INTERNATIONAL CONFERENCE ON LANGUAGES, EDUCATION, AND TOURISM 2021 (ICLET 2021) | International |
| 15 May, 2017 | Emerald Literati Network - Awards for Excellence 2017 - Emerald Publishing | International |