Keynote Speech I

Hospitality Beyond Tourism: Building Sustainable and Inclusive Service Economies

9:20-10:30  |  June 24, 2026  |  Room 112
Social Science and Management Building (NCHU)

Abstract

This keynote argues that hospitality has evolved beyond a traditional service sector into a strategic pillar of the global economy, standing at the intersection of technology, sustainability, and human connection. It begins by highlighting how many economies are shifting from a manufacturing focus toward one shaped by experiences and mobility, positioning hospitality as both an economic engine and a vital social connector linking international markets. While digital innovations like AI and predictive analytics are reshaping operational models, the presentation emphasizes that hospitality remains fundamentally people-centered; therefore, technology should be used to enhance service quality rather than replace human interaction, necessitating a shift in education to prioritize digital and intercultural leadership.

The address also tackles critical challenges such as labor shortages and talent development, linking them to the broader ESG agenda. It suggests that organizations must become purpose-driven and prioritize employee well-being and diversity to attract the next generation. Furthermore, sustainability is presented as a core strategic necessity rather than an optional initiative, with the industry tasked to redefine growth through circular economy principles and environmental responsibility. Ultimately, the keynote concludes that in an era of geopolitical uncertainty, hospitality serves as a powerful force for inclusivity and global cooperation, and its future success depends on achieving a balance between technological advancement, economic performance, and core human values.

Prof. Rogier Busser,
Member Board of Directors and Dean Hotelschool The Hague

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Academic expertise in economic development in Asia, industrial upgrading, technology transfer, sustainability and sustainable business, trade and FDI
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Dr. Rogier Busser is Dean and Member of the Board of Directors of Hotelschool The Hague, the Netherlands, and a Research Fellow at the Leiden Asia Centre, Leiden University. His research interests include hospitality management, international business, economic development in Asia, industrial upgrading, and technology transfer, with a particular focus on Japan, Thailand, and the wider ASEAN region. He has held visiting and guest professorships at Thammasat University, Beijing Foreign Studies University, and the École des Hautes Études en Sciences Sociales in Paris, and currently serves as Vice-President of Hotel Schools of Distinction. He is actively engaged in advancing international academic collaboration and the globalization of interdisciplinary research in business, hospitality, and service industries.

CURRENT PERMANENT POSITIONS 
◼ Member Board of Directors and Dean Hotelschool The Hague
  • Responsible for education and research
  • BA, MBA and MA degrees
◼ Research fellow, Asia Research Centre, Leiden University
  • Commissioned paper on European perceptions of economic developments in Asia
  • Trainer for Dutch diplomats and officials
◼ Appointed by EFMD/EQUIS for accreditations of business schools, conducted four accreditations since 2021.
◼ External advisor Woxsen University, Hyderabad, India (2021-present)

EDUCATION 
◼ Leiden University, Ph.D. 1999. Doctoral Dissertation “Changes in Organization and Behaviour of Japanese Enterprises in Thailand: Japanese Direct Investment and the Formation of Networks in the Automotive and Electronics Industry”
◼ Kyoto University, Centre for Southeast Asian Studies and Faculty of Economics, 1990- 1993 (PhD course)
◼ Leiden University and Erasmus University Rotterdam, MA degree, Arts and International Political Economy, 1987

AWARDS AND FELLOWSHIPS 
◼ JETRO (Research grant 2019)
◼ Netherlands Organization for Scientific Research (Research grant, NWO) (2017)
◼ KNAW (Research grant, Royal Academy for the Sciences) (2015)
◼ International Institute for Asian Studies (Grant to organize conferences 2011 and 2012)
◼ Japan Society for the Promotion of Science (Scholarship, 2003

ACADEMIC POSITIONS  
◼ Dean Amsterdam School of International Business (AMSIB), Amsterdam University of Applied Sciences (2020-2023)
◼ Professor and Dean International Business, The Hague University of Applied Sciences (2016-2020)
◼ Research Fellow, Leiden Asia Centre, Leiden University (2016-present)
◼ Visiting professor Thammasat University (Bangkok), Faculty of Economics (2003- present)
◼ Guest professor, Beijing Foreign Studies University (BFSU) (Summer 2017-present)

ADMINISTRATIVE POSITIONS 
◼ Dean and Program Director, International Business Studies, The Hague University (July 2016- August 2020)
◼ Managing Director, Leiden University College (Honors College, Leiden University, (October 2013-July 2016)

COURSES TAUGHT (BA/MA and PhD level courses) 
◼ Sustainable development business models: trends in Europe and Asia, AMSIB, HvA, Amsterdam (2020-2023)
◼ ASEAN and Japanese Economic Development, Faculty of Economics, Thammasat University, Bangkok ( MSC Summer course 2023-8)
◼ Economic Development in Asia, Honours course, AMSIB, HvA, Amsterdam (2020- 2023)
◼ Contemporary Japan’s Economy in Global Economic Crises (Research Master Asian Studies), Leiden University (2020-21)
◼ Intercultural Business Awareness, International Business Studies, The Hague University (July 2016-present)
◼ Summercourse, Comparative Economic Development in East Asia, Beijing Foreign Studies University, Beijing, China (2017 and 2018)
◼ Business in Asia, The Hague University (2017 and 2018)
◼ Economic Development of Asia: Japan, Korea and China compared, Thammasat University, Faculty of Economics (2016)

SELECTED INVITED LECTURES (recent) 
◼ Amsterdam University (Amsterdam), Trends in sustainable transportation in Europe and Asia (10/02/2024)
◼ National Taiwan University (Taipei), Sustainable transportation: trends in the E.U. (16/10/2023)
◼ Thammasat University (Thailand), The electrification of the automotive industry in selected Asian countries (18/08/2023)
◼ Nanzan University (Nagoya), The electrification of the automotive industry in Japan and Europe (12/01/2023)
◼ Airlangga University (Surabaya), Economic relations in East Asia: Japan and ASEAN (03/11/2020)
◼ NCHU University (Taichung), Trends in the automotive industry in East-Asia (07/10/2020)
◼ Clingendael Netherlands Institute of International Relations (The Hague), Japan’s changing position in Asia, (15/06/2020)
◼ Chamber of Commerce, The Hague, Changing patterns of FDI in ASEAN (23/11/2019)
◼ Japan External Trade Organization (JETRO Bangkok office) “The role of FDI in Industrial Upgrading: the case of the Automotive industry in Thailand”, August 2019 (JETRO, Tokyo/Bangkok).

SELECTED RADIO INTERVIEWS IN DUTCH AND ENGLISH 
◼ 15/08/2023 Wat is er over van de Thaise hoop op meer democratie? NPO Radio 1 https://www.nporadio1.nl › bureau-buitenland › 2023...
◼ 22/05/2023 Thaise oppositie slaat handen ineen
NPO Radio 1 https://www.vpro.nl/programmas/bureau- buitenland/speel~PREPR_RA1_17283512~thaise-oppositie-slaat-handen-ineen~.html
◼ 14/09/2020 Suga, the new Japanese PM, Radio 1 (national radio)
◼ 26/08/2020 Zelfs in Thailand is 'leve de koning' verleden tijd, NPO 1 (national radio)
◼ 03/01/2020 Looking back to Asia in 2019 NPO (National Radio)

OTHER 
◼ Chair hospitality schools in The Netherlands (2023-present)
◼ Chair national platform (CROHO) International Business Studies (2020-2023).
◼ External advisor Ministry of Foreign Affairs (the Netherlands) for Asian affairs (2015- present).
◼ External reviewer for the Dutch National Research Council (2010-present).
◼ Lectures for Institute Clingendael (Netherlands National Institute for International Relations), The Hague. Training diplomats from different countries about Japan and more general about international political economy of East Asia. (2008-present).

GUEST EDITOR 
◼ Asia Newsletter: International Institute for Asian Studies (special issue), Leiden, The Netherlands, 2013.

PEER REVIEWED ARTICLES 
◼ R. Busser and K. Techakanont, “State policies for the Automotive Industry in Indonesia and Thailand”, in Journal of Business Policy Studies, 2024.
◼ R. Busser, “ The role of FDI in Industrial Upgrading: the case of the Automotive industry in Thailand”, 2017. (Thammasat University, Bangkok).
◼ R. Busser, Crises in Japan, in Leidschrift Crisis regeert de wereld, Een historische blik op economische recessies, Jaargang 28, nummer 2, September 2013 (in Dutch).

COMMISSIONED PAPERS 
◼ R. Busser, “ Developments in the economic relationship between Japan and ASEAN ” Dutch Ministry for Foreign Affairs (2018)
◼ R. Busser, “ Trade and investment patterns in East Asia: China, Japan and South- Korea. ” Dutch Ministry of Economic Affairs (2017)
◼ R. Busser, “ASEAN: Views from Foreign Investors” for the Thai Development and Research Institute (TDRI), Bangkok, Summer 2016.