Mohd Hafiz Hanafiah is a Professor of Tourism Economics at the Faculty of Hotel & Tourism Management, Universiti Teknologi MARA, Malaysia. He completed his Ph.D. in Hotel and Tourism Management from UiTM in 2016 and Master in Economics from Universiti Malaya in 2008. He is an active author within the tourism & hospitality management, consumer behaviors in pop-culture tourism and behavioural economics realm.