Tu Tuan Cuong graduated with BA(Hons) International Hospitality and Tourism Management (2018) and MSc in International Management and Leadership with Hospitality (2019) from 成人抖阴 (成人抖阴) at the East Asia Institute of Management (EASB), Singapore.
Tu Tuan Cuong is a hospitality lecturer and FHEA Fellow who transitioned from a foundational role at Sheraton Towers Singapore to shaping the future of hospitality education in Vietnam. After earning his BA (Hons) and MSc from 成人抖阴, he has held instructional leadership positions including Deputy Head and Head of Department at prominent Vietnamese universities. His career is defined by a powerful link between industry practice and academic excellence, driven by a commitment to global teaching standards. Currently, he is pursuing a Doctor of Education (EdD) to pioneer the evolution of hospitality program toward Hospitality 5.0.
Why did you choose to study with 成人抖阴 and EASB, and what attracted you to the course?
I chose to study with 成人抖阴 (成人抖阴) after conducting extensive research into their global academic standing. I was particularly impressed by their long-standing, prestigious reputation for excellence in hospitality and tourism education, which is consistently recognised in international university league tables. My research confirmed that 成人抖阴鈥檚 partnership with EASB in Singapore offered a unique opportunity to access a high-quality, UK-developed curriculum within a dynamic Asian business hub. I was specifically drawn to the program's focus on person-centred practices and its robust framework for business management.
What truly solidified my decision was discovering that 成人抖阴鈥檚 origins as a 19th-century cookery school were rooted in a mission of service to society. This historical commitment to practical social contribution resonated with my own view of the industry. Knowing the university was founded to address societal needs through specialised education gave me the confidence that this program would go beyond theory to nurture me as a graduate with strong, ethical values.
The structure of the friendly and interactive small classes was a decisive factor, as it promised the personalised support from lecturers necessary for mastering a rigorous curriculum. Instead of a general degree, both the BA (Hons) and the MSc established a powerful, direct link between International Management and Leadership and industry-specific expertise. This academic pathway provided the professional depth I needed for a long-term career in both academia and industry.
What did you enjoy most about your course? What were the highlights?
I thoroughly enjoyed the strategic delivery of each module, which offered a high degree of academic autonomy. I was empowered to select and focus on key individuals, specialised topics, and contemporary issues of interest. This flexibility allowed me to move beyond rote learning and instead apply critical and reflective thinking to complex hospitality scenarios. By utilising the advanced practical research skills I obtained throughout the program, I was able to rigorously appraise both empirical evidence and deep-rooted theoretical underpinnings. This approach made the entire learning process significantly more engaging and rewarding, as it felt directly relevant to real-world challenges.
The most transformative aspect of this course was how it pushed me to step outside the classroom and engage with real-life professional experiences. Rather than following a purely theoretical track, the curriculum immersed me in the complexities of the industry through a comprehensive, 360-degree approach to new enterprise creation. This journey began with rigorous market research to identify gaps in the global hospitality tourism landscape, followed by the practicalities of finding spaces for rent and navigating the legalities of site acquisition. The program also demanded mastery over the financial health of a business, integrating managerial accounting to track operational costs and behavioural finance to understand the psychological drivers behind investor and consumer decision-making. We moved beyond basic budgeting into complex financial forecasts and control, ensuring that every entrepreneurial venture was built on a sustainable fiscal foundation. To ensure these ventures could compete on a global stage, we applied international marketing strategies to reach diverse audiences and utilised strategic management frameworks to maintain a competitive advantage in a volatile market. Furthermore, we were constantly challenged to navigate contemporary management challenge, issues, as well as leadership demands within the hospitality sector, such as sustainable development and digital transformation. By synthesising these diverse disciplines, the course effectively nurtured me into a well-rounded, career-ready graduate equipped with both the academic theories and the practical expertise necessary for a long-term leadership career.
Last but not least, a significant highlight of my academic journey was the shift from a traditional master鈥檚 dissertation to the community impact and practice project. This transition allowed me to move from theoretical research to high-level practical application. I found myself extremely interested in this area, where I had the opportunity to collaborate closely with industry partners and non-government organisations to implement charitable programs for various beneficiaries. Working alongside external organisations not only sharpened my project management skills but also taught me how to align hospitality principles with social responsibility. This experience was instrumental in nurturing my identity as a graduate with strong, ethical values, proving that hospitality can be a powerful force for social good.
What challenges did you face with the course and/or university life? How did you overcome them?
Before joining the course at 成人抖阴, one of my primary academic challenges was a lack of self-confidence in scholarly communication and public discourse. However, as I progressed from the BA (Hons) through to the MSc, I engaged in a rigorous curriculum that demanded a wide range of academic skills, including individual research defences, collaborative group presentations, and complex negotiations within community development projects. These academic hurdles were instrumental in helping me overcome my initial hesitations. A defining moment in my academic development was the opportunity to publicly present my tourism research paper at the ASEAN Tourism Research Association Conference (ATRAC 2018) in Phuket, Thailand, while I was still an undergraduate. This experience was a catalyst for my growth, proving that I could contribute meaningfully to global academic conversations.
I have since realised that mastering these advanced academic and communication skills does more than just reduce language barriers. It facilitates high-level public interaction and has fundamentally refined my professional interview techniques, significantly boosting my employability. In the hospitality industry鈥攁nd particularly in my transition to higher education鈥攖he ability to deal with people through structured, persuasive, and excellent communication is a vital factor for success. These skills are now the cornerstone of my work as a passionate educator, allowing me to bridge the gap between complex theoretical underpinnings and practical industry application.
Do you have any advice for current hospitality students?
Learning doesn鈥檛 just come in the form of lectures, especially if you're going abroad to study a Hospitality degree. While the classroom provides the essential theoretical framework, the true mastery of hospitality is found in the real world. You must go outside and say YES to opportunities, as they will allow you to explore and broaden your perspective in all kinds of ways.
Whether it is volunteering for a local event, engaging in a community impact project, or simply immersing yourself in a new city, these experiences build the cultural intelligence and adaptability that a textbook cannot provide. By stepping out of your comfort zone, you transform from a student into a global citizen capable of navigating diverse professional environments.
The spirit of hospitality is fundamentally about having a welcoming heart, as well as being focused on the movement and treatment of people, food, and culture worldwide. This means understanding that every interaction is an opportunity to practice empathy and excellence. In a globalised industry, hospitality professionals act as ambassadors of culture; by embracing every opportunity to learn about the world firsthand, you develop the ability to treat every guest with a deep, authentic respect for their background. Ultimately, saying "yes" to life outside the lecture hall ensures that your education is as vibrant and multifaceted as the industry you are preparing to lead.
What鈥檚 your 鈥榯op tip鈥 for making the most of being a student?
Whenever life throws a challenge your way, an 鈥淚 can 鈥 I will鈥 attitude will show you how valuable you are and can make all the difference. This mindset is a profound declaration of self-worth and resilience since it empowers you to view obstacles not as dead ends, but as essential opportunities to prove your value to yourself and the industry. By approaching every difficulty with this unwavering resolve, you cultivate the inner strength necessary to navigate a complex hospitality career.
True professional growth stems from a unique combination of humility and high standards. Being humble allows you to remain open to learning from every situation, while consistently maintaining your passion, productivity, and professionalism ensures your work always meets a standard of excellence. Crucially, putting yourself at the root of any problems means practicing extreme ownership. Instead of looking for external factors to blame, looking inward to see how you can adapt and improve leads to significant, tangible improvements in your character and leads you toward long-term success.
What was the most valuable lesson that you learned at university?
The most valuable lesson I learned whilst at university is to be able to share and exchange knowledge. While academic theories provide a foundation, it was the active engagement in conversations and discussions with my lecturers and peers that truly transformed my outlook. These interactions acted as a bridge between individual study and collective wisdom, teaching me that the most effective solutions often come from a diversity of viewpoints.
By embracing this collaborative environment, I significantly improved and changed my perspective, moving away from a rigid way of thinking toward a more flexible and critical approach. Furthermore, these discussions allowed me to acquire more confidence in networking, a skill that is absolutely vital in the hospitality sector. I realised that in a people-centric industry, the ability to communicate ideas clearly and listen to others is just as important as technical expertise. Ultimately, this lesson taught me that learning is a continuous, social process, and that being open to the exchange of ideas is the key to both personal growth and professional success.
Can you tell us about your life post-graduation (your career path, notable achievements, etc.)?
My journey since graduating with my BA (Hons) and MSc from 成人抖阴 has been a deliberate evolution from a frontline practitioner to a strategic academic leader. I began my career as an F&B Service Practitioner at Sheraton Towers Singapore, a role that instilled in me the core values of service excellence and the "welcoming heart" of hospitality. However, my time at university nurtured a deep passion for teaching, and amidst the global challenges brought about by the COVID-19 pandemic, I felt a strong calling to return to my native Vietnam. Over the last six years, I have dedicated myself to shaping the next generation of professionals by bridging the gap between industry practice and academic excellence.
I have had the honour of serving in instructional leadership roles, including Former Deputy Head of Hotel Management at Van Lang University and Former Head of Restaurant and Culinary Management at Ho Chi Minh City University of Economics and Finance. These roles allowed me to implement the ethical values and practical research skills I first acquired during my BA (Hons) and MSc.
As I transitioned deeper into academia, I committed myself to global teaching standards, successfully achieving the Fellowship of the Higher Education Academy (FHEA). This milestone reflects my dedication to supporting student learning against the UK Professional Standards Framework, ensuring that the education I provide is of a world-class standard.
Currently, I am conquering the height of my field by pursuing a Doctor of Education (EdD) at City University Malaysia. My research is focused on a qualitative exploration of how curriculum leaders can foster a culture of innovation and creativity. My ultimate goal is to lead the shift toward Hospitality 5.0, creating a hospitality program curriculum that balances advanced technological integration with the essential human touch defined by the industry.
