Rate My Professor Sam Adeyinka Ojo

Associate Professor Samuel Adeyinka-Ojo serves as a Senior Lecturer in the Department of Management and Marketing within the Faculty of Business at Curtin University Malaysia, Miri Sarawak Campus. He earned his PhD in Hospitality and Tourism from Taylor's University, Malaysia, complemented by an MBA in Marketing, an MSc, an MBA in Management, a BSc (Hons), MICTM certification, and recognition as a Senior Fellow of the Higher Education Academy (SFHEA). Following his doctoral studies, he joined Curtin University Malaysia, where he held the position of Head of the Department of Management, Marketing and Digital Business from February 2016 to June 2019. In his current role, he contributes as a Supervisor Level 1 for postgraduate research, guiding students in advanced studies.

Professor Adeyinka-Ojo's research focuses on tourism destination marketing and branding, hospitality marketing, visitor attractions management, rural tourism development, and sustainable tourism. His scholarly output includes over 66 publications with more than 500 citations. Notable works encompass 'A Routine Activity Theory Approach in Developing a Framework for Mitigating E-Commerce Fraud and Cybercrime Praxis' (2025), 'Intention to use determinants of AI chatbots to improve customer relationship management efficiency' (2024, Cogent Business & Management), 'A Scoping Review of Engaging Artificial Intelligence (AI) in Developing a Sustainable Hospitality and Business Events Industry' (2025), 'E-Vehicles (EVs) Adoption as a Sustainable Transportation Appeal in the Hospitality, Tourism, Event and Convention (HTEC) Industry' (2025), 'Digital literacy, marketing ability and tourist healthcare facilities influence tourists' intention to visit Asian countries through the moderation of AI' (2025), 'Application of Digital Technology and Sustainable Forest Management in Promoting Adventure and Ecotourism Destinations in Malaysia' (2025), 'Developing Joyful Learning Pedagogy to Cultivate Students’ Leadership Skills' (2025), and 'Developing a Rural Tourism Destination Brand Framework' (2020). He has delivered presentations at events such as the Global Business Seminar 2025 on US tariffs and global economic impacts, and facilitated collaborations including public relations campaigns with the Malaysian Association of Social Workers (MASA).