Staff Profile

Academic Qualifications

Doctor of Philosophy in Consumer Science (Personal Finance) - Doctor of Philosophy, Universiti Putra Malaysia (UPM)
Bachelor of Consumer Studies (Personal Finance) - Bachelor Degree, Universiti Putra Malaysia (UPM)
Diploma of Marketing - Diploma, Politeknik Port Dickson, Negeri Sembilan
- MALAYSIAN UNIVERSITY ENGLISH TEST (MUET),

Siti Yuliandi Ahmad (Dr.)

Assistant Professor
IIUM Pagoh Campus

KULLIYYAH OF SUSTAINABLE TOURISM AND CONTEMPORARY LANGUAGES

sitiyuliandi@iium.edu.my

2690

Expert Profile

Siti Yuliandi Ahmad is an Assistant Professor in the Department of Tourism at the International Islamic University Malaysia. Her work connects consumer behaviour, personal finance, entrepreneurship, financial literacy, and sustainable tourism.

She holds a Diploma in Marketing, a Bachelor of Consumer Studies specialising in Finance, and a Doctorate in Consumer Science specialising in Finance, which she completed within three years. Her multidisciplinary foundation enables her to examine how financial knowledge, risk perception, digital information, and consumer decisions influence household and tourism outcomes.

Her teaching portfolio includes Fundamentals of Economics, Introduction to Entrepreneurship, Research Methodology, and Data Analysis and Interpretation. She previously taught Financial Advising at Universiti Putra Malaysia. Her student-centred approach integrates case studies, collaborative projects, data analysis, business modelling, and community engagement.

Her research focuses on consumer behaviour, financial literacy and resilience, digital consumer security, travel decision making, sustainable tourism, and the empowerment of underserved communities. She works with lower-income households, women microentrepreneurs, students, and young consumers through initiatives involving financial education, entrepreneurship, digital awareness, and programme evaluation.

Her current initiatives include the Digital Smart Consumer Programme 2026, conducted in collaboration with Malaysia’s Ministry of Domestic Trade and Cost of Living and the Malaysia Consumer and Family Economy Association, a financial literacy programme for lower income communities in Pagoh, and ASEAN–Global Intercultural Immersion Hub 2026, an international mobility programme supported by Malaysia’s Ministry of Higher Education. She is also developing research on halal tourism, consumer financial resilience, Islamic financial inclusion, and community-based tourism entrepreneurship.

She serves on the Editorial Board of Jurnal Pengguna Malaysia and is an active member of the Malaysia Consumer and Family Economy Association. Her community engagement includes financial education programmes for underserved children, women homepreneurs, university students, and local entrepreneurs.

She is committed to translating research into practical education, responsible decision making, community impact, and financially resilient communities. She welcomes opportunities for interdisciplinary research, international collaboration, applied grants, academic mobility, and community-focused projects in management, entrepreneurship, consumer studies, personal finance, and sustainable tourism.

Area of Specialisation

Economics, Business And Management ~ Economics, Business And Management ~ Finance ~ Financial Management - Personal Finance

Teaching Responsibilities

ANALISIS DATA DAN INTERPRETASI	2024/2025 2023/2024 2022/2023 2021/2022 2020/2021 2019/2020 2018/2019 2017/2018
BASIC COUNSELING SKILLS 1	2017/2018
BASIC COUNSELING SKILLS 2	2017/2018
DATA ANALYSIS AND INTERPRETATION	2018/2019 2017/2018
FAMILY MANAGEMENT	2025/2026 2024/2025
FINAL YEAR PROJECT	2017/2018
FINAL YEAR PROJECT	2025/2026 2024/2025 2023/2024 2022/2023
FINAL YEAR PROJECT	2022/2023 2021/2022 2020/2021 2019/2020 2018/2019 2017/2018
FINANCIAL ACCOUNTING	2022/2023
FUNDAMENTAL OF ECONOMICS	2025/2026 2024/2025 2023/2024 2022/2023
INTERNSHIP	2016/2017
INTERNSHIP 1	2021/2022 2020/2021 2019/2020 2018/2019 2017/2018 2016/2017
INTERNSHIP 2	2021/2022 2020/2021 2019/2020 2018/2019 2017/2018 2016/2017
INTRODUCTION TO BUSINESS AND FINANCE	2019/2020 2018/2019 2017/2018
INTRODUCTION TO ECONOMIC	2020/2021 2019/2020 2018/2019 2017/2018
INTRODUCTION TO ENTREPRENEURSHIP	2025/2026 2024/2025 2023/2024 2022/2023
INTRODUCTION TO WEB TECHNOLOGY AND DESIGN	2026/2027 2025/2026
RESEARCH METHOD IN TOURISM AND HOSPITALITY	2022/2023 2020/2021
RESEARCH METHOD IN TOURISM AND HOSPITALITY	2021/2022 2020/2021
RESEARCH METHODOLOGY	2017/2018
RESEARCH METHODOLOGY IN TOURISM AND HOSPITALITY	2026/2027 2025/2026 2024/2025 2023/2024 2022/2023
TOURISM INTERNSHIP	2025/2026 2024/2025 2023/2024 2022/2023
USRAH IN ACTION 1	2025/2026
USRAH IN ACTION 2	2025/2026

Supervision

The Use Of Adjectives In Travel Food Vlogs.

Master Completed 2018 Co-supervisor

Research Projects

Completed

2024 - 2025	ASPIRATIONS TO CHANGE: FINANCIAL LITERACY PROGRAM FOR THE B40 IN EDUCATION HUB PAGOH AREAS
2024 - 2024	Islamic Finance and Financial Literacy : Investigating Beliefs, Practices and Individual Awareness
2024 - 2025	Program Pemberdayaan Pengguna Lestari (SCEP) : Membuat Pilihan yang Bijak dalam Sesebuah Persekitaran Kos Tinggi.
2024 - 2024	The influence of Islamic tourism experience on the religious understanding and practices of high school students.
2017 - 2021	Consumer ethnocentrism and consumer animosity: testing of reconceptualized measurement scales in Malaysia
2017 - 2021	Financial security of single mothers in Malaysia

On-Going

2026 - Present	ASEAN?Global Intercultural Immersion Hub 2026: Positioning Malaysia as an EduTourism Gateway through Strategic MoU Reactivation and Student Mobility Leadership
2026 - Present	Digital Smart Consumer Programme 2026: Empowering Consumers to Make Safe, Smart, and Informed Purchasing Decisions in the Digital Era
2026 - Present	Knowledge Transfer and Entrepreneurial Capacity Building among Women in Community Engagement Programmes
2025 - Present	Analisis Landskap Linguistik Komparatif: Pemerkasaan Bahasa Melayu sebagai Lingua Franca dalam Persekitaran Pelancongan di Malaysia?Batam (Indonesia) dan Implikasinya terhadap Nilai MADANI
2025 - Present	Developing a Framework for Enhancing Pragmatic Competence in Arabic among Malaysian Lower Secondary School Students
2025 - Present	From Virality to Viability: Ethical Storytelling and Entrepreneurial Resilience in Indigenous Food Tourism
2025 - Present	Intercultural Pragmatic Challenges in Malaysia?s Tourism Sector: Insights from Tourism Service Providers and Arab Tourists

Awards & Recognition

20 Nov, 2025	Gold Award IQUESTARABIC - Universiti Sultan Zainal Abidin - UniSZA	International
11 Sep, 2025	Gold Award Gamification Fun Track Math - Universiti Teknologi Malaysia, Jabatan Pendidikan Negeri Johor dan Majlis Guru Kaunseling Kebangsaan Negeri Johor	International
11 Sep, 2025	Symposium Kajian Tindakan Guru Bimbingan dan Kaunseling Negeri Johor - Universiti Teknologi Malaysia, Jabatan Pendidikan Negeri Johor dan Majlis Guru Kaunseling Kebangsaan Negeri Johor	International
30 Dec, 2024	Silver Medal - Mentorship Kinesis Zone 2024	International
23 Oct, 2024	Silver Medal - FitRace: The Gamification Financial Literacy	International
25 Jul, 2024	Gold Medal - Politeknik Nilai, Negeri Sembilan	International
17 Jul, 2024	Best Presentation Award - Yala Rajabhat University, Thailand	International
15 Jun, 2024	Silver Medal - MNNF Network	International
06 Oct, 2023	Bronze Medal - Semarak Ilmu Research & Consultation	International
06 Oct, 2023	Silver Medal - Semarak Ilmu Research & Consultation	International
03 Oct, 2023	Bronze Medal - Universiti Teknologi MARA Kelantan Branch, IPG Kampus Kota Bharu,	International
03 Oct, 2023	Silver Medal - Universiti Teknologi MARA Kelantan Branch, IPG Kampus Kota Bharu,	International

Publications

Articles

2026	Pemugaran perintah baca, faham dan amal al-Quran: analisis faktor peminggiran, implikasi, dan cadangan berasaskan teori kognitif sosial. QURANICA, International Journal of Quranic Research, Vol. 18 (Issue 1) pp. 319-356
2026	The the impact of allowances, financial management and spending behaviour on academic performance among university students. International Journal of Business and Technopreneurship, 16 (1) pp. 99-114
2025	A SCOPING REVIEW OF DIGITAL AGRITOURISM IN RURAL DEVELOPMENT FUTURES. Malaysian Journal of Consumers, Volume 41, (2) pp. 107-121
2025	Attitude, Subjective Norms, and The Adoption of Green Transportation Modes among Generation Z's Willingness to Travel to Kuala Lumpur. Journal of Contemporary Tourism and Hospitality (JoCTH), Volume 1 Issue 1 (1) pp. 12-24
2025	Book Review:The Total Money Makeover - Dave Ramsey. Journal of Wealth Management & Financial Planning, 12 (2) pp. 1-4
2025	CONTENT ANALYSIS USING USER AND GRATIFICATION THEORY: UNDERSTANDING THE INFLUENCE OF TIKTOK SOCIAL MEDIA PLATFORM ON TRAVEL BEHAVIOUR AMONG GEN Z IN MALAYSIA. PLANNING MALAYSIA:Journal of the Malaysian Institute of Planners, VOLUME 23 ISSUE 6 (2025) (6) pp. 191-209
2025	Kajian rintis faktor penggunaan bahasa kiasan di media sosial dalam kalangan Generasi Z. INTERNATIONAL YOUNG SCHOLARS JOURNAL OF LANGUAGES, 8 (1) pp. 1-22
2025	Kajian rintis hubungan antara pempengaruh media sosial dan tingkah laku pembelian produk makanan dalam kalangan Generasi Z Antara Jason Review dan Kaki Review. International Young Scholar Journal of Languages, 8 (1) pp. 1-13
2025	Motivational drivers of repeat tourism to South Korea: The role of Hallyu. Journal of Tourism Management Research, 12 (2) pp. 245-259
2025	TINGKAH LAKU PEMBELIAN MAHASISWA INSTITUSI PENGAJIAN TINGGI DALAM JUALAN SECARA LANGSUNG DI APLIKASI TIKTOK. International Young Scholars Journal of Languages, 8 2025 (8) pp. 111-133
2025	Tingkah Laku Pembelian Mahasiswa Institusi Pengajian Tinggi dalam Jualan Secara Langsung di Aplikasi Tiktok. Jurnal Pengguna Malaysia, Jilid 1 Volume 41 (1) pp. 1-21
2024	Bengkel Teknologi Geospatial Bantu Pensyarah Guna Teknologi Terkini Dalam Penyelidikan dan Pengajaran. Bengkel Teknologi Geospatial Bantu Pensyarah Guna Teknologi Terkini Dalam Penyelidikan dan Pengajaran, () pp.
2024	Feelings, attitudes, and knowledge in the learning method using ChatGPT among students in higher education institutions. Jurnal Audiens, 5 (3) pp. 488-498
2024	KETIDAKSANTUNAN MAHASISWA TERHADAP PENSYARAH MELALUI PERBUALAN ATAS TALIAN WHATSAPP. INTERNATIONAL YOUNG SCHOLARS JOURNAL OF LANGUAGES, 7 () pp. 169-194
2024	MEMPERKASAKAN GOLONGAN BELIA PADA MINGGU WANG GLOBAL. MEMPERKASAKAN GOLONGAN BELIA PADA MINGGU WANG GLOBAL, () pp.
2024	SOCIAL MEDIA INFLUENCERS AND THE EFFECTON TRAVEL MOTIVATION AMONG YOUTH. JOURNAL OF TOURISM, HOSPITALITY AND ENVIRONMENT MANAGEMENT, Volume 9 Issue 36 (June2024) PP. 01-17 () pp. 1-17
2024	Technological development, knowledge, attitude and the use of ChatGPT in the learning method of higher education students. Jurnal Audiens, 5 (2) pp. 371-384
2024	The role of Islamic principles in shaping financial decision-making. International Journal of Research Publication and Reviews, 5 (6) pp. 6700-6703
2024	Tourist Preferences, the Use of Social Media, and Travel Behaviours among Youth in Malaysia. Journal of Advanced Research in Business and Management Studies, 35, Issue 1(2024) 44-54 () pp. 1-17
2023	Focus group discussion on students’ perception of gamification in learning cohesion in Arabic. LSP International Journal, 10 (2) pp. 91-97
2023	Systematic Article Review on the Factors Influencing the Demand for Medical Tourism in Malaysia. JURNAL PENGGUNA MALAYSIA JILID 2 VOLUME 39 DEC, 39 (2) (4) pp. 53-71
2023	THEME PARKS ATTRIBUTES AND REVISIT INTENTION TO THE GENTING SKYWORLDS THEME PARK AMONG YOUTH IN MALAYSIA. JURNAL PENGGUNA MALAYSIA, 39 (2) pp. 90-104
2023	TikTok, does it matter? Content and impact of TikTok influencers on youths' motivation to travel. Journal of Tourism, Hospitality and Environment Management (JTHEM), () pp. 1-19
2023	Understanding consumer behaviours in geotourism: a literature review of Malaysia. JURNAL PENGGUNA MALAYSIA, 39 (1) pp. 118-137
2021	An overview of pandemic Covid-19 and the repercussion to the tourism industries. International Islamic University Malaysia, 11 (10) pp. 780-798
2021	The implication of online marketing strategies on consumers' decision-making process in Malaysia. Jurnal Pengguna Malaysia, 37 (1) pp. 1-21
2018	Self-coping mechanism of single mothers to achieve financial security in life. International Journal for Studies on Children, Women, Elderly And Disabled,, 3 () pp. 91-102
2018	The mediation effect of self-coping mechanism between financial strains and financial security of single mothers in Malaysia. Malaysian Journal of Consumer and Family Economics, 21 (2018) pp. 103-123
2017	Factors predicting financial security of female-headed households. Journal of Emerging Economies and Islamic Research, 5 (1) pp. 17-30
2016	Mediating effect of self-coping mechanisms on associations between financial practices and financial security of female-headed households. Malaysian Journal of Consumer and Family Economics, 19 () pp. 143-160

Conference or Workshop Items

2026	The role of social media influencers in promoting sustainable consumption: an analysis of credibility and engagement factors. In: The Frontier in Sustainable Agromaritime and Environmental Development Conference (FiSAED 2025),
2025	A SCOPING REVIEW OF DIGITAL AGENCY AND CULTURAL NAVIGATION AMONG THAI SOLO FEMALE TRAVELLERS TO MALAYSIA. In: 9th International Symposium of Education and Values (ISOEVA),
2025	A SCOPING REVIEW OF NAVIGATING AGRITOURISM IN RURAL MALAYSIA: POLICY GAPS AND COMMUNITY-BASED ENTREPRENEURIAL STRATEGIES. In: 9th International Symposium of Education and Values (ISOEVA),
2025	A SCOPING REVIEW OF SURVIVING AND INNOVATING THROUGH DIGITAL SHIFTS IN THE TRAVEL INDUSTRY FROM THE TRAVEL AGENCIES’ PERSPECTIVES. In: 9th International Symposium of Education and Values (ISOEVA),
2025	A SCOPING REVIEW OF UNDERSTANDING HOW SOCIAL MEDIA NARRATIVES SHAPE TRAVEL DECISIONS OF MALAYSIAN YOUTH : A SCOPING REVIEW OF QUALITATIVE STUDIES. In: 9th International Symposium of Education and Values (ISOEVA),
2025	Role of social meedia and behavioral finance on gen Z travel behaviour. In: AcE-Bs2025Bangkok 13th ASIAN Conference on Environment-Behaviour Studies,
2025	Tourism experiences of persons with disabilities in Malaysia: voices of mobility-impaired people. In: AcE-Bs2025Bangkok 13th ASIAN Conference on Environment-Behaviour Studies,
2025	Tracing Digital Politeness in Ecotourism: A Scoping Review on Gaps, Ethical Dilemmas, and Future Communication Pathways in Malaysia. In: The 2nd International Academic Conference In Collaboration with Council of Management Science Deans of Rajabhat University of Thailand,
2025	Turning first-timers into repeat visitors: Motivational drivers to South Korea's regional tourism. In: The 98th Tosok Gyeongbuk-Gyeongju International Tourism Conference,
2024	Delving into Islamic finance and financial literacy: examining beliefs, practices, and individual awareness. In: 8th International Congress of Eurasian Social Sciences,
2024	Preliminary research on the social media and financial literacy on tourist behaviour of Generation Z in Malaysia. In: 8th International Congress of Eurasian Social Sciences,
2024	Preliminary study on tourist satisfaction, destination image, and destination loyalty to Terengganu, Malaysia. In: 8 th INTERNATIONAL CONGRESS OF EURASIAN SOCIAL SCIENCES,
2024	Understanding the need for a revamped financial literacy program for Generation Z. In: 2nd International Academic Conference on Business Administration and Communication Art (BACA II),
2023	Determinants affecting tourists' motivation to return to the National Zoo in Malaysia. In: 7 th INTERNATIONAL SYMPOSIUM OF EDUCATION AND VALUES,
2023	Fluctuations Oil Prices in World and Their Impact on Indonesian Macroeconomics. In: The International Conference on Sustainable Vegetable Oils: “Socio-economic and Ecological Approaches” (The 1st VOICe 2023),
2023	Komponen kepintaran budaya dan kesantunan berbahasa pelajar IIUM dan TUFS, Jepun dalam kelas pembelajaran kolaborasi bahasa secara atas talian. In: International Conference on Language, Education and Tourism 2023,
2023	MY SAFAR APPS: SIMPLIFYING MUSLIM TRAVEL EXPERIENCE. In: When travelling to new countries, Muslim tourists face challenges finding halal products and services. This is especially true in Malaysia, where Muslim-friendly travel apps still need to be improved. While prior research has sought to identify halal prod,
2023	Promoting sustainable development: ecotourism'S multifaceted role and economic demand. In: The International Conference of Languages, Education, and Tourism 2023,
2023	Systematic Article Review On Assessing The Economic Impact Of Coastal Tourism On Local Communities. In: The International Conference of Languages, Education, and Tourism 2023,
2023	Travel Mobile Apps MUSAFIR: Explore the world one step at a time.. In: International Conference of Education & Futuristic Innovation 2023,
2021	An overview of the adaptation strategies in the tourism industry during pandemic covid 19. In: 2nd International E-Conference on New Normal in Education 2021 (IENNE2021),

Books

2026	Contemporary Youth Tourism In Malaysia Motivations, Perceptions and Travel Experiences. KSTCL Press, ISBN:
2026	Generation Z Travel Decision-Making and Digital Influence in Malaysia. KSTCL Press, ISBN:
2026	Values, Sustainability and Experience-Oriented Tourism Among Youth in Malaysia. KSTCL Press, ISBN:
2025	Analisis Data Kajian Bahasa Untuk Komunikasi Antarabangsa. KSTCL Press, ISBN: ISBN 978-967-2771-34-0
2025	Analisis Data Kajian Bahasa Untuk Komunikasi Antarabangsa. KSTCL Press, ISBN: ISBN 978-967-2771-34-0
2023	Kembalikan kesantunan (reboot politeness): modul dan pengisian program kesantunan di IPT (Cetakan Kedua). PBE One Stop Centre, ISBN: 978-967-25854-0-4
2022	5th Research Colloquium on Tourism & Hospitality. Department of Tourism, Kulliyyah of Languages & Management, IIUM, ISBN:
2021	Ibu tunggal realiti & cabaran. SYFE MANAGEMENT SDN BHD, ISBN: 978-967-2496-87-8
2021	Kembalikan kesantunan (Reboot Politeness):modul dan pengisian program kesantunan di IPT. PBE ONE STOP CENTRE (PG0451573-V), ISBN: 978-967-25854-0-4
2021	Pengenalan kepada Data Analisis dan Interpretasi. KLM, IIUM, ISBN: 978-967-19255-6-0
2021	Pengenalan kepada Data Analisis dan Interpretasi. KLM, IIUM, ISBN: 978-967-19255-6-0
2017	Financial security of single mothers in Malaysia. IIUM Press, International Islamic University Malaysia, ISBN: 978-967-418-526-8

Book Sections

2024	An overview of halal foods in the economy. In: KSTCL Press, ISBN: , pp. 12-26
2024	Analisis data dan interpretasi. In: UPM Press, ISBN: 978-629-7689-65-4, pp. 120-131
2024	Demand for halal market among young generations. In: KSTCL Press, ISBN: , pp. 1-11
2024	Islamic tourism: Muslim youth experience and satisfaction with halal foods in Penang. In: KSTCL Press, ISBN: , pp. 46-58
2024	Memperkasa Kepimpinan Belia dan kewangan Pengguna Beretika. In: Penerbit UTHM, ISBN: 978-629-490-038-7, pp. 21-34