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7806-06/16

www.bournemouth.ac.uk/fol

ENQUIRIES

TelephonePlease do not hesitate to call us at:+ 60 3 7491 8622 Ext. 7236 / 7 for Sze Yunn or Li Ling

EmailSze Yunn: szeyunni@sunway.edu.my or Li Ling: llmah@sunway.edu.my should you have further enquiries.

Centre for Tourism, Hospitality and Culinary Management, Sunway University, Malaysia29 June 2016

Sunway UniversityNo. 5, Jalan Universiti,Bandar Sunway,47500 Selangor Darul EhsanMalaysia

We are delighted to welcome you to our first ever global Festival of Learning, which presents an exciting opportunity to showcase the expertise of both our institutions and regions.

We hope you will enjoy and engage with the diverse and interesting range of interactive sessions that will be co-delivered by staff and students of Bournemouth University and Sunway University. We have developed an engaging and varied programme that will create and inspire unique opportunities for learning and collaboration that we can share here in Malaysia, back in Bournemouth and across the globe.

By taking Bournemouth University’s established Festival of Learning global, here in Malaysia with a tourism and hospitality theme, we are creating opportunities to further enhance and develop the partnerships between

both organisations through education, research and the local, national and global communities and practice networks to which they are connected.

Sunway University is devoted to the discovery, advancement, transmission and application of knowledge that meets the needs of our society and the global community. It is therefore the perfect setting for BU – a top 500 international university – to launch the global Festival of Learning with a tourism and hospitality theme in Malaysia.

We hope you have a truly enjoyable time and we look forward to meeting as many of you as we can in that time.

CONTENTS

Key

Activity type Audience type

Location

These icons show the type of event

General audience

University academic staff and students

Interactive workshop

Businesses/Industry

Lecture/talk

WELCOME

Welcome 3

Keynote Speaker – Ms. Ho Yoke Ping 4

Event programme 5

How to find us 15

Bookings and enquiries 16

All events will take place at Sunway University Building

32

Exhibition

Cookery demonstration

Professor John VinneyVice-Chancellor, Bournemouth University

Professor Graeme WilkinsonVice-Chancellor, Sunway University

Wednesday 29 June

4 5

8:30 RegistrationFoyer, JC1, Level 1 Sunway University Building Delegates can proceed to visit the Market Place and view Students’ Poster Presentations in the Gallery (Level 1).

9:00 Welcome address Professor Graeme WilkinsonVice-Chancellor, Sunway University

9:15 Keynote speaker Ms Ho Yoke Ping, General Manager - Business Events, Malaysia Convention and Exhibition Bureau (MyCEB)Malaysia’s future path as a business events destination

10:00 Welcome address Professor John Vinney, Vice-Chancellor, Bournemouth University & Dr Sonal Minocha, Pro Vice-Chancellor (Global Engagement), Bournemouth University

10:15 Bournemouth University’s ASEAN Hub of PracticeMr Clive Allen & Dr Malcolm McIver, Bournemouth University

10:30 Break

10:45 Hospitality and Tourism parallel sessions

12:15 Lunch

13:00 Fringe Events

13:45 Food & Beverage and Tourism & Sport parallel sessions

15:15 Break

15:30 Tourism and Emerging Issues parallel sessions

17:00 Opportunity to visit the Delegates Gallery and Market Place.

As the General Manager, Business Events of this non-profit organisation, Ms. Ho is responsible for the overall management and development of strategic plans for MyCEB to position Malaysia as a preferred

destination for business events internationally.

She has more than 20 years’ experience in sales and marketing, mainly in the tourism industry, working with regional tourism offices and convention bureaus.

Since joining MyCEB in November 2010, Ms. Ho has been instrumental in setting up the national convention bureau for Malaysia. In doing so, she has helped the bureau to grow business tourism in Malaysia, enabling

the country to live up to its tagline as Asia’s business events hub.

She is currently the Chairperson for the International Congress and Convention Association (ICCA) Malaysia committee and sits on the Editorial Advisory Board for BizEvents Asia; the Industry Advisory Board for Centre for Tourism, Hospitality and Culinary Management, Sunway University Business School and member of the Malaysia Business Events Academic Council.

Keynote speaker - Ms. Ho Yoke PingMs. Ho Yoke Ping is the General Manager, Business Events of the Malaysia Convention & Exhibition Bureau (MyCEB).

PROGRAMME

Tourism

7

HOSPITALITYA1: Lecture Theatre 5, Level 1, Sunway University Building

TOURISMA2: Lecture Theatre 6, Level 1, Sunway University Building

Hospitality

6

Allergens: An issue of trust in the global hospitality industry?Richard Ward & Fraser Muir, Bournemouth University, UK B2B versus C2C: How managers

in the hospitality industry address customer to customer interaction on social mediaDr Kaouther Kooli & Yenny Rodriguez, Bournemouth University, UK

Creative tourism: Sectors, policy and practice Dr Philip Long, Bournemouth University, UK

Virtual tourism: A new horizon for the tourism industry Dr Rokhshad Tavakoli, Sunway University, Malaysia

DO NOT STAY AT THIS HOTEL! Social Media and Room Booking Decision Rita Lo, Sunway University, Malaysia

How to design event experiences to create FoMO (Fear of Missing Out)Dr Miguel Moital, Bournemouth University, UK

The proportion of the global population who suffer from food related allergies has risen significantly over the past decade (Hadley 2006: Van der Poel., 2009) with a sevenfold increase in hospital admissions due to severe allergic reaction in the UK alone (Allergy UK, 2015). Food allergies are a food safety concern that impacts people’s quality of life. This workshop will develop an understanding of the pertinent issues and enhance attendees’ knowledge of strategies to be applied within the global hospitality industry in order to encourage an allergy aware and responsive business culture which ultimately will engender trust by their customers.

This session addresses the contemporary issue raised by the increasing use of social media to allow customers to interact with each other. This could potentially have a significant impact on the market and so needs managing by businesses. The session is aimed particularly at the use of social media in the hospitality industry and will increase awareness of the issues involved and potential strategies for managing this.

‘Creative Tourism’: Sectors, Policy and Practice will explore a variety of relationships and offer innovative and critical insights into how creative industries and tourism together can contribute to place identity, tourist experience, destination marketing and management. The session will specifically include links between tourism and: advertising and marketing; architecture; design and designer fashion; film, TV, video, radio and photography; IT, software and computer services; publishing and music; performing and visual arts.

Virtual tourism has become a widespread social practice in contemporary society, however, tourists’ experiences in virtual tourist destinations remain relatively unexplored particularly among Iranian women. In order to fill this gap, this paper explores Iranian female tourists’ patterns of behaviour travelling in Second Life. The findings show that in virtual tourist spaces the participants reject ‘subordinated’ gender-based stereotypes concerning Muslim women’s bodily representations in Iran. Overall, this paper provides a more in-depth understanding of Iranian women’s tourist behaviour in virtual tourist destinations, a topic neglected by tourism academics.

Hotel online reviews that enable customers to express their positive and negative experiences about the hotels’ products and services on the internet are increasingly popular. This conceptual paper aims to identify the types of complaints in online review forums using thematic analysis. The findings from this study will be further extended to investigate the impact of these complaints on room booking decisions.

Social media has heightened the sensation that everyone is having fun but you, and therefore people have become more sensitive to FoMO appeals. In this session, you will be introduced to the mechanism associated to using ‘Fear of Missing Out’ when marketing events and festivals, and to the relationship between FoMO and the design of prestigious event experiences. A session you won’t want to miss out on!

11:45

10:45

11.15

10.45

11:15

11.45

Food and Beverage

9

Fringe Events

8

FRINGE EVENTS

FOOD AND BEVERAGEB1: Lecture Theatre 5, Level 1, Sunway University Building

Hand versus fork: Understanding cultural influence on dining etiquette. Karen Lui, Sunway University, Malaysia

FoodSMART – An international tool for wellbeing? Sarah Price & Professor Heather Hartwell, Bournemouth University, UK

A cooking demo: Malaysian satay with spicy peanut sauce Chef Soon Pau Voon Demo Kitchen, Level 5, Sunway University Building

Visit the market place where arts and crafts will be on display Level 1, Sunway University Building

View students’ poster presentations The Gallery, Level 1, Sunway University Building

My food, your food, our food: Understanding the fascination with the Malaysian national dishHairani M Nur, Sunway University, Malaysia

Dining etiquette is unique to a community and is largely influenced by the customs and practices that are common in that particular location or country. The diversity of etiquette sometimes results in cultural gaffes and feelings of embarrassment. This presentation examines the influence of culture on diverse dining etiquette. In particular, the distinctive differences between Eastern and Western dining etiquette will be compared, and how the acceptable practices or behaviours are significantly influenced by the cultural values of a particular community.

We would like to introduce FoodSMART, which allows consumers to assess their food intake efficiently and in a timely manner, and provides optimal recommendations to improve their health and wellbeing. The technical solution is a portable prototype which uses QR codes and smartphones to provide information and deliver personalised advice when eating out: https://microsites.bournemouth.ac.uk/foodsmart

Come and see how to prepare one of Malaysia’s most popular dishes: the Satay – grilled meat skewers marinated with spices, served with spicy peanut sauce. Our young talented chef Soon Pau Voon will provide you with a simple recipe which you will be able to reproduce easily at home.

Passion for food is an undisputed agent of unity in Malaysia. The unique composition of the Malaysian population has continuously contributed to the adoption and celebration of ingredients, tastes and textures in Malaysian cuisine. This session explores the making and consumption of Malaysian cuisine by identifying the agents of change, participating cultures and adopted food culture. The audience will also be introduced to a selection of cuisine representing the unity of Malaysian diversity.

14.15

13.45

13:00

13:00

13:00

14.45

Tourism and Sport

11

TOURISM AND SPORTB2: Lecture Theatre 6, Level 1, Sunway University Building

Tourism and Sport

10

Courting sports tourism in MalaysiaDr Derek Ong, Sunway University, Malaysia

Challenges in Eco-tourism: A tale of two villages, Belum-Temengor Forest, Perak Suhaini Ibrahim, Sunway University, Malaysia

Promoting physical activity and wellbeing for women Dr Joanne Mayoh, Bournemouth University, UK

Globally, sport tourism is a fast-growing sector and generates about €450bil (RM2.2tril) annually, revealing that sport does play a role in travel and tourism. As sport tourism is becoming internationally recognised as the travel industry’s fastest growing sector, dedicated events are being set up to help industry insiders gain a greater understanding of the full potential of this. This presentation presents Malaysia’s potential to be a world class sports tourism hub within the region while highlighting successful sports events that have attracted many inbound sports tourists who extend their stay beyond the duration of the events.

An ecology-based tourism will not be complete without including the indigenous people living within the perimeters of the destination site, since they form part of its fabric. The core focus of this paper is to explore the indigenous tourism possibilities that the eco-tourist would seek. Two Orang Asal villages of the Jahai indigenous community were explored and a comparison was made to determine the tourist experience management practices at each destination. The research provides an insight to better management and sustainability of indigenous people as an eco-tourism product in the total visitor experience.

This session will draw on a theoretical model to discuss how women’s physical activity interventions can be evaluated and developed to promote wellbeing. The event will be of importance to members of the public, staff and students with an interest in obesity, physical inactivity, or wellbeing, government employees managing interventions, and fitness industry professionals promoting physical activity adherence.

14.4513.45

14.15

Tourism

13

TOURISMC1: Lecture Theatre 5, Sunway University Building

Homestay: “Old wine in new bottle” social capital and homestay in Malaysia Dr. Rokhshad Tavakoli, Sunway University, Malaysia

Understanding the wellbeing effects of tourism Sarah Pyke, Bournemouth University, UK

From Daejanggeum to descendants of the sun: Malaysian tourists’ experience in South KoreaTeh Pek Yen, Sunway University, MalaysiaThis study explores the relationship

between social capital and homestay in a rural area in Malaysia. The homestay programme was designed based on the idea of increasing social capital between hosts and guests, especially in rural areas, with the intention to let tourists experience the hosts’ way of life. Whether and how this tourism experience could influence the level of social capital has not been discussed in detail. To fill these two main gaps, an ethnographic study was conducted with fifteen homestay providers in Gopeng, Malaysia. The findings of this research reveal that the homestay programme strengthens homestay providers’ social capital during and after tourists’ stay. At the same time, this work casts light on the barriers that decrease the level of social capital.

The event will be an interactive workshop extending the work of the ESRC Destination FeelGood project (https://microsites.bournemouth.ac.uk/destinationfeelgood/). Attendees will participate in a creative mapping exercise to create their own sensory and emotional maps of wellbeing and tourism, starting with the question ‘how does it make me feel to be on holiday?’ This will provide the opportunity to test and develop innovative and creative research methods whilst promoting social science in a fun and engaging way.

Korean dramas are increasingly popular among Asians, including Malaysians, and are catalysing the development of South Korea’s tourism industry. This study aims to identify the motivation segmentation among Malaysian tourists to Korea using comparisons between drama-watching and non-drama watching tourists. The findings identified three types of motivation segmentation and revealed characteristic differences between segmented drama-watching and non-drama-watching tourists, and also indicated that segmented motivations manifested significant differences in overall satisfaction.

16.00

15.30

16.45

Tourism

12

EMERGING ISSUESC2: Lecture Theatre 6, Level 1, Sunway University Building

Emerging Issues

14 15

Thailand wine tourism: A dream or a reality? Daniel Chong, Sunway University, Malaysia

Gratitude: Examining the core of reciprocal relationships in higher educationDr. Fiona Cownie, Bournemouth University, UK

Why do we eat what we eat: A study on factors influencing millennials’ local food consumption. Dr. Tan Ai Ling, Sunway University, Malaysia

Thailand despite being a young wine producing country has emerged as a potential wine tourism provider within the Southeast Asia region. This research aims to evaluate the competitiveness of Thailand’s wine tourism within its regional growth using Porter’s Four Diamond Model. The findings show that wine tourism in Thailand is still an infant industry as tourists and tourism operators largely remain unaware of the products offered despite the competency of the wineries to serve the market.

This stimulating presentation shares new knowledge about an important aspect of relational exchange: gratitude. Dr Fiona Cownie, who brings with her experience of leading the student experience within a leading faculty of a UK HEI, seeks to inspire the audience to understand more about gratitude: what builds gratitude?; the positive outcomes gratitude may have; and practices to develop gratitude.

Malaysian cuisine is known for its vibrant and diverse flavours which reflects the multi-ethnic makeup of its population. However, due to a fast growth economy and the influences of Western culture, food consumption and the eating behaviour of Malaysians has undergone some form of transformation. This is especially true for millennials who are frequently dining-out. Hence, this study aims to investigate the relationship between consumption of local food and motives for food choice among millennials in Malaysia. Additionally, this study extends the model proposed by Pieniak et.al. (2009) by examining the moderating effects of cultural values in influencing millennial food consumption and eating behaviour.

16.00

16.3015.30

Opportunity to visit the delegates gallery & market place

17:00

Closing ceremony by invitation Only

19:30