Rita Lo

Rita Lo

  • Associate Dean (Employability and Engagement)


Rita Lo is currently Secretary for the Malaysia Executive Housekeeper Association. She has worked with several hotels and International Hotel Association on projects involving service quality, room division management, pro-management program and hotel operation documentation. Her areas of expertise include room division operations management, and revenue management. Her scope of research comprises the effective service quality tools for the hotel and tourism industry, hotel pricing strategy and revenue management strategy. Prior to joining the education industry, Rita took on a supervisory role in room division operations, Guest Relation Executive as well as Training Supervisor at various hotels and retail companies.


Academic & Professional Qualifications

  • Doctor of Business Administration, Veritas University College, Malaysia (current)
  • Master in Business Administration, Nottingham Trent University, Malaysia (2006)
  • Bachelor of Hospitality and Tourism Management, Taylor’s College, Malaysia (2001)
  • Advance Diploma Teaching in Higher Education, Nottingham Trent University, Malaysia (2002)
  • Higher Diploma in Hotel Management, Taylor’s College, Malaysia (1999)

Research Interests

  • Factors determine hotel pricing strategy.
  • Service quality analysis in the accommodation industry.
  • Determinant factors of room booking intention & Hospitality Technology application.
  • Hospitality technology application

Notable Publications

  1. Lo, R. (2022). Determinants of Retailers’ Continuous Engagement on e-Wallet Application: extending UTAUT 2 with Competitive Advantage. Paper presented at the Asia Pacific CHRIE Conference, Kuala Lumpur, Malaysia.
  2. Lo, R. (2021). Relationship of Recency, Frequency, Monetary and Urgency (RFMU) and Online Groceries Shopping Behaviours. Paper presented at 3rd International Tourism and retail Service Management Conference, Kuala Lumpur, Malaysia
  3. Lo, R. (2020). Managing Hotel Housekeeping Operation During Pandemic Period. Paper presented, International Housekeeping Summit.
  4. Lo, R. (2019). Luxury Hotel Room Rate Establishment in Malaysia Paper presented at Vietnamese Housekeeping Association Conference, Ho Chi Ming, Vietnam.
  5. Lo, R. (2018). Factor Determine Hotel Laundry Set Up and Operation Challenges. Paper presented at Vietnamese Housekeeping Association Conference, Hanoi, Vietnam.
  6. Lo, R., Mohammad, N. & Tee, P. (2017). Issues, Trend and Challenges of Five Star Hotel in Malaysia. Paper presented at Vietnamese Housekeeping Association Conference, Danang, Vietnam.
  7. Lo, R. (2016). Five Star Hotel Respond on Online Review on Purchasing Intentions of Hotel Potential Customers. Paper presented at International Conference on Business, Economic, Social Science & Humanity (BESSH), Kuala Lumpur, Malaysia.

Achievements & Accolades

  1. Secretary for Malaysia Housekeeper Association (MAHIR) 2021 - 2022
  2. Media relations for International Housekeeper’s Summit