Prof. Dr. Noor Hazarina Hashim
Professor Dr Noor Hazarina Hashim is a senior academic and academic leader at Universiti Teknologi Malaysia (UTM) with extensive experience in postgraduate education, strategic planning, and academic quality enhancement. She plays a key leadership role in shaping UTM’s postgraduate ecosystem, with a strong focus on enrolment strategy, programme development, and governance aligned with national and global higher education priorities. Her research expertise lies in consumer behaviour and destination marketing, particularly in relation to technology implementation, including digital platforms, AI-enabled marketing tools, online reviews, and technology-driven decision-making processes within tourism and service contexts. Her work examines how emerging technologies influence consumer perceptions, behavioural intentions, and destination competitiveness, with strong links to sustainability and ESG-oriented practices. Professor Noor Hazarina is actively involved in postgraduate policy formulation, programme review, and curriculum innovation, including flexible education pathways, micro-credentials, and transdisciplinary postgraduate offerings that support lifelong learning and future-ready talent development. As an experienced supervisor and examiner, she has guided and evaluated numerous postgraduate research projects at Master’s and PhD levels, emphasising research rigour, strong theoretical grounding, and practical relevance. Her scholarly contributions are complemented by active engagement with national stakeholders, including ministries, quality assurance bodies, and industry partners.
Research Interest
Digital and Smart Tourism Marketing, Consumer Behaviour in Digital Environments, Technology Adoption and Innovation in Tourism and Hospitality, AI-Enabled and Platform-Based Marketing Strategies, Online Reviews, e-WOM, and Influencer Impact in Tourism Marketing
