Bangkok 2026 Keynote Sessions and Panel

Prof. Myung Ja KimSession Panelist

Myung Ja Kim, Ph.D., is the Founding Director of AirStas, a Distinguished Professor in Sunway Business School, Sunway University, and Sejong University, an Adjunct Professor in Prince of Songkla University, and a Visiting Professor in Hanyang University and Macau University of Science and Technology. Her research focuses on digitalization, sustainability, space tourism, space business, innovative technology, climate crisis, and data analytics/AI.

Her papers have been selected as the most downloaded, read, and cited articles by top SSCI journals. She has published over 100 articles in globally reputed top-tier SSCI journals and has recently been awarded several research grants related to sustainable tourism technologies. She has served as an associate editor of Journal of Hospitality and Tourism and an editorial board member for 10 more internationally reputed journals. She has secured multiple major research grants exceeding total USD 8 million to date.

Dr. Lingyun ZhangSession Panelist

Dr. Lingyun Zhang (张凌云) is an Associate Professor and Vice Dean of the School of Rural Revitalization at Shandong University of Finance and Economics (SDUFE), where she also directs the China International Creative Industry Research Institute. A Ph.D. holder from Shandong University with postdoctoral training at the Central Compilation & Translation Bureau and visiting appointments at the Universities of Waterloo and Guelph (Canada), she has built a career at the intersection of cultural industry investment, creative economy, and rural revitalization through culture and tourism.

She has completed over 100 research projects commissioned by China’s Ministry of Finance, Shandong Provincial Finance Group, Rizhao Finance Group, and numerous enterprises and social organizations. Her horizontal research on the Yiyuan Art Pastoral Complex alone channeled over 2 billion RMB into five remote impoverished villages across 23 square kilometers, transforming them into a national benchmark for art-driven rural development and lifting local incomes twentyfold.

She has published more than 10 monographs and over 30 peer-reviewed articles, with a new trilogy on digital art, cultural tourism, and cultural industry investment and financing forthcoming from Economic Science Press in August 2026. She is a member of TTRA and Vice Chairman of the China Association for Cultural Industry Management.

Prof. Ruhet GençSession Panelist

With professional and academic experience spanning the USA, Canada, Germany, France, and Türkiye, Prof. Ruhet Genç has built his career around a simple philosophy: “Think Globally, Act Locally.” His journey has brought together three worlds—business, research, and teaching—giving him plenty of experience and, fortunately, plenty of stories to share with his students.

A full-time professor at four different universities throughout his academic career, he specializes in Management and Strategy, particularly in Logistics and Tourism. His teaching has ranged from Cross-Cultural Management and Business Negotiations to Dispute Solving and International Hospitality Management.

He currently teaches at the Turkish-German University in Istanbul, where his international experience continues to shape his approach:

Different countries, different cultures, different ways of doing business—but good management speaks every language.

Dr. Potjanee KamolratSession Moderator

Dr. Potjanee Kamolrat is a lecturer in Sustainable Hospitality and Tourism Management at the International College for Sustainability Studies, Srinakharinwirot University, Bangkok, Thailand. She holds a PhD in Development Management from the National Institute of Development Administration, an MSc in Leisure Studies from Breda University of Applied Sciences, the Netherlands, and an MBA from Assumption University, Thailand.

Before joining academia, she gained professional experience in the hospitality and tourism industry. She is a Fellow of Advance HE (FHEA), a Certified Social Value Associate, and an ASEAN National Trainer in Front Office Management. She also received the SWU Dare to Change 2025 recognition at the Very Good level for Active Learning Management.

Her teaching and research interests include hospitality and tourism management, sustainable tourism, leisure and well-being, and professional competency development.

Prof. Carson Lewis JenkinsSession Panelist

Prof. Carson Lewis Jenkins is an Emeritus Professor of International Tourism at the University of Strathclyde, Glasgow, UK, and an Elected Member of the International Academy for the Study of Tourism.

He has been an editor or Board Member of leading magazines and journals in tourism and hospitality, which include Annals of Tourism Research (Resource Editor); Journal of Tourism Economics (Board Member); Journal of Hospitality and Tourism Research (Board Member); Anatolia (Board Member); Tourism Recreation Research (Board Member), etc.

Prof. Jenkins gained rich experience in research and consultancy projects all over the world and contributed his wisdom to more than 80 countries and regions in tourism policy and development, e.g., Eastern Caribbean, West Indies and Southeast Asia. From 2003–2008, he worked as the Tourism Adviser for the Economic Development and Tourism Promotion Authority, United Arab Emirates, and the Principal and Managing Director for IMI, Luzern, Switzerland.

In the last decade, he has concentrated his research interests in Asia, such as tourism policy and planning and the role of tourism in developing countries.

Dr. Fu JingSession Panelist

Dr. Fu Jing is an Associate Professor in the School of Tourism and Culture Industry at Chengdu University, Mainland China. She earned her Ph.D. in Knowledge Management with a specialization in e-tourism knowledge supply chains from Chiang Mai University, Thailand, on a full scholarship. She subsequently completed postdoctoral research in digital marketing for tourism destinations at the International Hellenic University, Greece, supported by the Erasmus Mundus Panacea framework.

Dr. Fu’s research operates at the intersection of knowledge management, tourism and hospitality, and higher education governance. Her work focuses on knowledge supply chains, digital innovation in hospitality, destination marketing, and sustainable tourism practices. She has published extensively in peer-reviewed SSCI- and Scopus-indexed journals, co-authored monographs with academic publishers such as Springer, and serves as an active reviewer for top-tier journals, including the Journal of Knowledge Management, Tourism Review, and International Journal of Tourism Cities.

A recognized leader in international academic cooperation, Dr. Fu has spearheaded and managed several European Union-funded grants, including the Erasmus+ Tourism-Zero, Chef Metalab, SHYFTE, Panacea, and A Sustainable e-Tourism projects. She also directs transnational research initiatives across Asia and Europe, co-supervises Ph.D. candidates at Chiang Mai University and the National Institute of Development Administration (Thailand), and frequently delivers invited keynote addresses and guest lectures internationally on destination marketing, sustainable tourism, and global higher education partnerships.

Her previous leadership roles include Deputy Dean of the Faculty of Foreign Studies at Chengdu University, Program Manager of MicroMaster’s Program at The Hong Kong Polytechnic University’s School of Hotel and Tourism Management, and Vice Rector (part-time) at Chengdu Gingko College of Hospitality Management.

Michael GutingSession Panelist

Michael Guting is a Quality Management professional at Sheraton Grand Sukhumvit, a Luxury Collection Hotel, Bangkok. With seven years of hospitality experience, he specializes in quality management, guest experience, sustainability, food safety, hotel operations, and workforce development.

Michael holds a Bachelor of Science in International Hospitality Management and is passionate about turning sustainability objectives into practical actions. His recent initiatives include repurposing retired linen into operational resources and converting used coffee grounds into materials that support community green spaces. He brings a practitioner’s perspective on sustainable tourism and responsible hospitality.

Dr. Ann Suwaree AshtonSession Moderator

Associate Professor Ann Suwaree Ashton holds both a PhD and a master’s degree from the University of Queensland, Australia. She is currently a faculty member at the Graduate School of Tourism Management (GSTM) at the National Institute of Development Administration (NIDA) in Bangkok, Thailand. Her research areas include wellness tourism destination development, spiritual retreat tourism, and yoga tourism.

Driven by her passion for health and well-being, she has also pursued extensive training, becoming a certified yoga master instructor, sound healing therapist, Reiki healer, and forest bathing researcher and practitioner. Her dedication highlights her commitment to promoting wellness tourism activities, particularly in the Southeast Asia region.

Prof. Jiaying LyuSession Panelist

Prof. Jiaying Lyu serves as Dean at the School of International School of Cultural Tourism, Qiantang Distinguished Professor at Hangzhou City University. She earned her PhD from Texas A&M University. She also holds concurrent posts as Associate Dean of Zhejiang Grand Canal Culture Research Institute, and Executive Director of Global Digital MICE Innovation Center. Additionally, she works as associate editor of the Journal of Quality Assurance in Hospitality & Tourism.

Her core research covers cultural and tourism industry management, conservation and revitalization of cultural heritage, tourism destination management, and digital governance. She has presided over three national-level research projects, alongside ten provincial research projects. She has published more than 50 peer-reviewed papers in top domestic and international academic journals such as Tourism Management, Annals of Tourism Research, Journal of Sustainable Tourism, International Journal of Hospitality Management, and International Journal of Contemporary Hospitality Management. Her research achievements have won the Excellent Research Awards from the Ministry of Culture and Tourism and international academic conferences. She also works as an entrepreneurship mentor for small and medium-sized cultural tourism enterprises.

Dr. Marta FlaviánSession Panelist

Marta Flavián, PhD, is an Associate Professor of Marketing at the University of Zaragoza, Spain, and a Fulbright Scholar. She is an internationally recognised researcher working at the intersection of influencer marketing, consumer behaviour, tourism and emerging technologies. She has developed particular expertise in virtual influencers, examining how audiences perceive and engage with digital personalities and how these interactions shape trust, recommendations and consumer decisions.

Her doctoral thesis, Understanding Influencer Marketing and Its Impact on Consumer Behaviour: From Human to Virtual Influencers, was recognised with the IFITT Ph.D. Thesis Excellence Award. Her research has also received awards and recognition from academic associations, international organisations and conferences, reflecting the relevance and impact of her contributions to marketing, tourism and hospitality.

Her research has been published in leading international journals across tourism and hospitality, business and services, including the International Journal of Contemporary Hospitality Management, the Journal of Business Research and The Service Industries Journal. Her publications include several highly cited studies on influencer-consumer congruence and the comparative effectiveness of human and virtual influencers.

Dr. Chengzhong WuSession Panelist

Dr. Chengzhong Wu holds a master’s degree in Tourism Resource Development and Planning Management from Wuhan University and a Ph.D. in Leisure Geography from Peking University (2004). He completed postdoctoral research at the School of Public Policy and Management, Tsinghua University (2005–2007) and was a visiting scholar at the University of California, Berkeley. He currently serves as the Director of the Research Center for Cultural and Leisure Industries at the University of International Business and Economics (UIBE), a professor at the School of Government, and the academic leader of the Cultural Industry Management program.

He is also a doctoral supervisor specializing in Cultural Policy and Management, the Director and Chief Expert of the Ministry of Culture and Tourism Research Base at UIBE, and the Chairman of the Organizing Committee of the UIBE “International Cultural Management Conference” (2013–2025).

Additionally, he holds positions as Vice President of the China Cultural and Creative Industry Research Association, Deputy Director of the International Creative Management Professional Committee, and Executive Council Member of the China Regional Tourism Development Professional Committee. He has led over 10 national and provincial-level research projects, including the Major Program of the National Social Science Fund of China, and has received three provincial or ministerial-level awards, including the Outstanding Achievement Award from the National Tourism Administration. With more than 100 academic papers published in domestic and international journals, he also serves as a peer reviewer for publications such as International Journal of Culture Studies, Arts Management, Law and Society, and International Journal of Contemporary Hospitality Management.

Prof. Muslim AminSession Panelist

Dr. Muslim Amin is a Full Professor in the Department of Marketing, Faculty of Business and Management, UCSI University, Kuala Lumpur, Malaysia. He has 25 years of academic experience and 12 years in industry as a mine-gold business analyst. He serves as Associate Editor of the Journal of Hospitality and Tourism Technology and the International Journal of Bank Marketing. He has supervised more than 20 PhD students and published more than 100 research papers in well-known journals. He has secured university and industry research grants of more than US$100,000.

Prof. Faizan AliSession Panelist

Prof. Ali’s research and teaching lie at the intersection of marketing, consumer behaviour, hospitality, and tourism, with a particular focus on emerging technologies such as artificial intelligence, service robots, and generative AI. He has published over 200 peer-reviewed journal articles, authored books and book chapters, and received international recognition as a Highly Cited Researcher. His work has been featured in leading journals across marketing, management, and hospitality, and he currently serves on the editorial boards of several top-tier journals.

Prof. Hanqin QiuSession Panelist

Professor Hanqin Qiu was the Dean and Distinguished Professor at the International School of Cultural Tourism at Hangzhou City University, China. She once served as a tenured professor at The Hong Kong Polytechnic University and Dean of the College of Tourism and Service Management of Nankai University.

She is an academic member of the China Tourism Academy, Vice President of the UNESCO Hong Kong Association, and Quality Assessor of the University Grants Committee for the Hong Kong government. She has also been a council member of HKCAAVQ since 2019. She has published more than 100 high-quality papers in major international journals of tourism and hospitality management. She is a regular speaker at major international conferences.

Dr. Seza ZermanSession Moderator

Seza Zerman, PhD, is an Assistant Professor at the Safranbolu College of Tourism, Karabük University, Türkiye. She holds a BS in Business Administration from Ankara University, Türkiye; an MSc in Hospitality and Tourism Management from Rochester Institute of Technology, USA; and a PhD in Hospitality Administration from Oklahoma State University, USA. In 2025, she was a postdoctoral researcher at the University of Central Florida, USA, supported by the Scientific and Technological Research Council of Türkiye (TÜBİTAK) through its International Postdoctoral Research Fellowship Program.

She teaches Hospitality Marketing and Sustainable Tourism at the undergraduate level, and Research Methods and Storytelling in Hospitality at the graduate level. Her research interests include sustainable tourism, hospitality marketing, foodservice marketing, social media marketing, and storytelling, particularly in the contexts of sustainability and foodservice.

Her research has been published in academic journals, including the Journal of Vocational Marketing, Journal of Hospitality and Tourism Insights, and Journal of Foodservice Business Research.

Dr. Kiran ShindeOnline

Dr. Kiran Shinde is a leading scholar in religious and cultural heritage tourism and its links with urban planning and management. He has published 80+ works, including six books with major publishers and articles in leading journals. He led a UNWTO project on Buddhist heritage and tourism across 16 countries and has delivered keynote addresses internationally.

His books include Religious Heritage and Tourism in Asia (co-edited with Dallen Timothy, Routledge, 2026), A Research Agenda for Religious Tourism (co-edited with Joseph Cheer, Edward Elgar, 2024), Sacred Sites, Rituals, and Performances: New Perspective for Religious Tourism Development (MDPI, 2021), Religious Tourism and the Environment (co-edited with Daniel Olsen, CABI, 2020), and Buddhist Tourism in Asia: Towards Sustainable Development (UNWTO, 2020).

He serves as an associate editor of Tourism Geographies and is a member of the editorial boards of Annals of Tourism Research and Tourism Planning and Development. He is a former head of the Planning Program at La Trobe University and holds a Ph.D. in Geography and Environmental Science from Monash University, Australia.

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