Samshul-Amry Abdul-Latif is currently attached with the Department of Tourism, Kulliyyah of Languages and Management, International Islamic University Malaysia (IIUM) in Pagoh campus. He graduated from the University of Otago, New Zealand in 1999 and started his career by joining a private limited company in Kuala Lumpur right after graduation, involving sales and marketing of consumer goods. He moved on to another private company with similar portfolio but was later absorbed into agriculture and palm oil plantation consultation department. He was then promoted to managerial level after three years. After that, he served in a Government-Linked Agency, Perbadanan Nasional Berhad (PERNAS) under the Special Programmes Department which he handled the operations of Women and Graduates Development Franchise Programme. After two years, he was appointed as a vice president of a private limited company handling investments of oil and gas facility (Labuan), silica (Yemen) and coal (Mozambique). After a short stint, he moved on join a family-owned agriculture project in Kedah involving cash crops and fruits. While working, he pursued his Master’s degree and graduated in 2012. He pursued his doctorate in 2012 and was appointed as a research assistant to his Ph.D Supervisor. Prior to his graduation in 2016, his articles were accepted in several international conferences including Malaysian Social Science Association Conference and Australia New Zealand International Business Association Conference held in Melbourne, Australia, among others. His research articles were published in several renowned Scopus-indexed international journals including Journal of Islamic Marketing and Asia Pacific Journal of Marketing and Logistics, and others since 2016. He actively reviews journal articles from Journal of Islamic Marketing, Emerald Emerging Case Studies, The CASE Journal among many others. His areas of interests include destination marketing, tourists’ behavior, tourism marketing, consumer boycott, consumer racism, consumer ethnocentrism, and consumer animosity. He won the ‘2017 Highly Commended Article’ award from Journal of Islamic Marketing and won 4th place in Emerald-UUM Case Writing Competition in 2015. Among the research grants he secured was Jamalullail Research Grant Scheme in 2021 and Research Initiative Grant Scheme in 2017. He actively participates as a team member for several research grants and sponsored research at national level. Currently, he heads the Malay Food Heritage Branding flagship project under IIUM and recently appointed as the Deputy Dean of Postgraduate and Responsible Research in his faculty.