Associate Professor Dr Joaquim Dias Soeiro
- Deputy Dean (Internationalisation)
Biography
Associate Professor Dr Joaquim Dias Soeiro has two decades of academic experience in France and Malaysia. Throughout his career he held diverse positions and has developed skills in case studies, interactive and experiential learning, and specialised in hospitality management, beverage studies, and oenology. Highly involved in hospitality and tourism education, he has also conducted wine-related trainings and workshops across Malaysia delivering the Wine & Spirits Education Trust (WSET) programme since 2008. He also possesses certifications in Train The Trainer (TTT), Certified in Hotel Industry Analytics (CHIA), and Certified Hospitality Educator (CHE) by the American Hospitality Lodging and Education Institute. His areas of research include talent development and capabilities attainment within hospitality and tourism education. He is also well-versed in curriculum mapping, programme development, outcome-based education (OBE), and experiential learning.
Academic & Professional Qualifications
- Doctor of Philosophy (PhD), Taylor’s University (Malaysia)
- Master of Social Sciences and Humanities, Major in Tourism, Hospitality and Food Studies, Toulouse Jean Jaures (France)
- Bachelor of Tourism, Hospitality and Leisure activities, Université Toulouse le Mirail (France)
- Certification in Hotel Industry Analytics by American Hotel and Lodging
- Certified Hotel Educator by American Hotel and Lodging
- Certified Introductory Sommelier by the Court of Master Sommelier
- Wine Certification, WSET Advanced Level
- Certification in training TTT/5533
Research Interests
- Experiential learning
- Hospitality Education
- Wine studies
- Talent development
Teaching Areas
- Wine studies
- Beverage Studies
- Restaurant Management
- Intercultural Communication
- Management and Leadership
Notable Publications
Yang, X., Balasubramanian, K., & Dias Soeiro, J. (2024). AI Integration in Service Marketing and its Effect on Hotel Staff Productivity. In Nadda, V., Tyagi P. K., Singh, A., & Singh V (Eds), Integrating AI-Driven Technologies Into Service Marketing (pp. 87-104). IGI Global. https://doi.org/10.4018/979-8-3693-7122-0
Kumar, J., Jieyao, Z., & Dias Soeiro, J. (2024). Empowering Lifelong Learning: Embracing the Impact of Artificial Intelligence. In S. K. Behera, A. H. Ibrahim, & F. Romdhani (Eds.), Inclusive Educational Practices and Technologies for Promoting Sustainability (pp. 42-66). IGI Global. https://doi.org/10.4018/979-8-3693-6955-5.ch003
Islam, M. T., Kumar, J., Dias Soeiro, J., & Garg, A. (2024). Green Revolution in the Hospitality Industry: A Deep Dive Into Sustainable Food Waste Management. In A. Singh, P. K. Tyagi, & A. Garg (Eds.), Sustainable Disposal Methods of Food Wastes in Hospitality Operations (pp. 110-126). IGI Global. https://doi.org/10.4018/979-8-3693-2181-2
Jia, Y., Garg, A., & Dias Soeiro, J. (2024). Comprehensive framework for understanding consumers’ intentions of artificial intelligence devices in the hospitality industry: a meta-analysis. Current Issues in Tourism, 1–19. https://doi.org/10.1080/13683500.2024.2429733
Kumar, J., Jieyao, Z., & Dias Soeiro, J. (2024). Mapping Sustainable Horizons: The Transformative Power of Tourism Research for the Sustainable Development Goals (SDGs). In A. Sharma (Ed.), International Handbook of Skill, Education, Learning, and Research Development in Tourism and Hospitality. Springer International Handbooks of Education. Springer. https://doi.org/10.1007/978-981-99-3895-7_54-1
Ahn, J. and Dias Soeiro, J. (2022), "Exploring the role of intrinsic and extrinsic CSR attributes for customers’ positive behavioural intention in the hotel industry", Social Responsibility Journal, Vol. 18 No. 3, pp. 663-678. https://doi.org/10.1108/SRJ-06-2020-0246
Dias Soeiro, J., & Amirnuddin, P. S. (2022). Gamification, Learning, and the Acquisition of 21st Century Skills Amongst Malaysian Law Students. In C. A. Lane (Ed.), Handbook of Research on Acquiring 21st Century Literacy Skills Through Game-Based Learning (pp. 472-487). IGI Global. https://doi.org/10.4018/978-1-7998-7271-9
Kunasekaran, P., Ari Ragavan, N., & Dias Soeiro, J. (2022). Women empowerment and tourism development of Dayak community in Sarawak, Malaysia. In J.A. Jawan (Ed.), Tan Sri Empiang Jabu Research Chair Occasional Paper 1, Dayak Women and Development (pp. 81-96). Universiti Putra Malaysia Press.
Dias Soeiro, J. (2021). Studying Wine in Non-Wine-Producing Countries: How Are Southeast Asian Students Coping With Their Learning?. In C. Kahl, (Ed.), Higher Education Challenges in South-East Asia (pp. 99-117). IGI Global. https://doi.org/10.4018/978-1-7998-4489-1
Achievements & Accolades
Project Leader
- Developing and validating a Sustainability Scale for hotels in Malaysian context, 2021 to 2024 (FRGS – RM68,000) [completed]
- Potentials of tourism development among the Dayak women in Sarawak, 2020 to 2022 (National project– RM12,000) [completed]
Co-researcher
- The effects of robot appearance, restaurant types, and demographic traits on consumers’ willingness to pay for robot-delivered services, Co-researcher, 2022 to 2024 (Local project – RM7,500) [completed]
- The Impacts of COVID-19 Pandemic in Tour Operator Business in Malaysia: Strategy, Business Model and Future of Work, 2022 to 2024 (National project – RM20,000) [completed]
- The effects of robot appearance, restaurant types, and demographic traits on consumers’ willingness to pay for robot-delivered services, 2022 to 2023 (Local project – RM7,500) [completed]
- REBIRTH Project, Lyceum of the Philippines University, 01/01/2021 to 31/12/2021, Project Management Team (International project - RM10,000) [completed]
- Innovative technique in studying contextual eating behaviour/experimental platform for studying behavioural & social interaction, 2017 to 2020 (Local project – RM437,000) [completed]
Professional Associations
Sommelier Association of Malaysia, Associate member (2014 – present)
