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Dr.
Lam Mun Soon Assistant Professor FACULTY OF BUSINESS (FOB) 1004 , Multimedia University, Jalan Ayer Keroh Lama 75450, Bukit Beruang, Melaka 06-2523516 mslam@mmu.edu.my 
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Dr M. S. Lam has over 15 years of academic and research experience across the public and private universities, both in Malaysia and overseas (e.g., Australia, Bahrain, China and Indonesia). His research interests are in the area of ‘higher-edutourism’, co-creation of value in tourism as well as cultural and heritage tourism. Prior joining into the academic world, he was engaged in a five-star hotel- mainly on sales and marketing scope. Currently, he is focusing on the research of digital transformation in the tourism and hospitality industry post-pandemic sphere. His work has been published in high-impact international journals which Web-of-Science indexes. His research profile can be viewed at https://www.webofscience.com/wos/ author/record/D-3083-2012.
