Nur Aliah Mansor is a hospitality and tourism marketing academic currently pursuing her PhD in Tourism and Hospitality Management at Universiti Sains Malaysia. Her work integrates behavioural theories, service marketing principles, destination development perspectives, and insights from new media studies to examine how tourists engage with places, cultures, and sensory environments. She teaches Tourism Destination Marketing at Universiti Tunku Abdul Rahman (UTAR), where her interdisciplinary approach shapes meaningful learning experiences.
She is driven by the belief that tourism is fundamentally about people, place, and meaning. Her research seeks to understand how cultural identity, community narratives, and experiential value shape tourist perceptions and destination evolution. Guided by the view that tourism can revitalise local economies and strengthen cultural continuity, she approaches scholarship as a way to support communities, inform industry practice, and prepare future professionals to lead with depth and empathy. Her work contributes to a richer understanding of how culture, heritage, media, and lived experience shape Malaysia’s tourism landscape.
Nur Aliah Mansor is a Lecturer at Universiti Tunku Abdul Rahman (UTAR) Perak. She was previously with Universiti Malaysia Kelantan. Her research focuses specifically on online communities, online methodologies, mobile methodologies, prosumer, emotions, and mediated behavioural change. She is completing her Ph.D. in New Media at Bangor University, United Kingdom and completed her master’s at Universiti Teknologi MARA, Malaysia. She has been the principal investigator of a research grant in Instagram and behavioural change sponsored by the university. She is a member of the Association of Internet Researchers. She has a vast interest in East Asia culture. Folding origami with her nephews and niece is her favourite downtime activity.
Teaching Statement
I believe whatever you dream of doing, you should start today and not wait 20 years only to regret that you didn’t start earlier. Life is like a baseball game; sometimes you hit, sometimes you don’t. It’s all about learning from your mistakes, then hitting a base run or even a home run.
I know that textbooks and class materials alone are not sufficient for effective teaching. No blueprint for life is available. One must go out of her comfort zone to make herself a fully formed person. Outside-the-classroom lessons are equally as important as inside-the-classroom lessons. Many graduates have potential but they’re not sure of their capabilities. They want quick results and to contribute to a “greater good” that they often cannot define. Passion and patience are just a few of my life values that help to form the foundation of my teaching; I hope to pass these life values on to my students.