UiTM PROFESSORIAL LECTURE: BEYOND HOLIDAYS: REFRAMING FAMILY TOURISM
Family tourism has moved far beyond routine leisure. Shaped by social change, post-pandemic uncertainty, and digital acceleration, how families decide and experience travel has been profoundly redefined, yet families are still too often treated as a single, uniform market, masking the emotional and intergenerational dynamics that truly shape family travel.
UiTM Professorial Lecture: Beyond Holidays: Reframing Family Tourism as a Behavioural and Social System offers a timely rethinking of family travel by revealing it as a dynamic behavioural system shaped by relationships, emotions, and change. It invites readers to view travel not merely as a movement, but as a responsibility, where journeys sustain livelihoods, honour heritage, and engage technology with care. In a rapidly changing world, the future of family tourism demands empathy, sustainability, and a shared humanity. When families travel with intention, the world does not merely grow smaller; it grows kinder. Bridging theory, policy, and practice, this book offers actionable insights for scholars, practitioners, and policymakers seeking to build resilient, sustainable, and truly family-centric tourism beyond the holiday experience.
Instructor Biography
Professor Dr. Salamiah A. Jamal is a Professor of Hospitality and Tourism Management at the Universiti Teknologi MARA (UiTM), Malaysia. With over two decades of academic service, her career is characterised by sustained contributions to tourism scholarship, academic leadership, and community engagement. She has published over 80 scholarly works in reputable indexed journals and academic books. Her research is firmly grounded in hospitality and tourist behaviour, with a strong emphasis on family and multigenerational tourism, community-based tourism, and leadership in hospitality, particularly within the contexts of post-pandemic recovery and sustainability.
She has led numerous nationally and internationally funded research projects and continues to make significant contributions to high-impact scholarly discourse. Her International engagement is evidenced through collaborative research projects, funded grants, visiting scholar roles, keynote and Invited speaker engagements, and conference leadership across ASEAN and international academic platforms. As a professor, editor, examiner, and mentor, she is dedicated to promoting academic excellence while fostering the intersection between research, industry practice, and societal well-being.
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