Frida Bahja, Ph.D.

What is your current role with your organization?
In my role, I support the organization with research efforts and data-driven insights for decision intelligence, strategy development, and advocacy initiatives. My job responsibilities include overseeing internal and external research projects, managing studies conducted in-house or in collaboration with research partners, ensuring accurate and timely reporting for the team and external stakeholders.

What is your current role as a board member of SETTRA?
Treasurer.

How long have you served on the SETTRA board?
First term.

Where It All Started

What initially drew you to the travel and tourism research field?
My interest in travel and tourism industry began when I saw its transformative impact in bringing prosperity to remote communities. During my graduate tourism studies, what truly drew me to research was a fascination with the complexity of the tourism system and the opportunity to explore and understand it through diverse research approaches and methodologies.

Meaningful Work & Impact

Is there a specific research project you are most proud of and why?
Some of the projects I am most proud of stem from leveraging academic frameworks and scholarly research to enrich applied research projects. For example, one project was about understanding how changes to specific aspects of a local event could affect attendance. Through literature review, I identified all relevant variables and later tested their influence on attendees’ decisions, finding nuances of moderating and mediating dynamics between some of them. The results provided clarity on the potential outcomes of the proposed change and ultimately informed team’s decision with confidence.

Board Perspective

What inspired you to get involved with the SETTRA board / What have you enjoyed most?
As someone who values both academic and practitioner research, I consider TTRA my long-term professional home. Over the last 3 years, I have greatly benefited from the professional support and events organized by this organization, so serving on the SETTRA chapter board is my way of giving back to support this community and contribute to its continued growth. I look forward to working with SETTRA board members to grow our chapter, create opportunities for knowledge exchange, and support collaborative initiatives that bridge academic and applied tourism research in the region.

Advice & Outlook

What advice would you give to emerging professionals interested in research or data in travel and tourism?
I would say stay curious and be flexible, there is always something new to learn when it comes to research tools and methods. Keep a problem-solving attitude and service mindset for your organization. Lastly, embrace collaboration because high quality research is rarely a solo effort. 

Where do you see key opportunities for research in this field in the next few years?
Likely, most opportunities will come from embracing technological developments (e.g., AI applications, new forms of observed data collection etc.) and advanced research methods to tackle more complex tourism research problems (e.g., stewardship, social inclusion, climate change effects etc.). Also, I believe research teams within DMO organizations will grow in both size and expertise, allowing more initiatives to be managed in-house and empowering these organizations to operate more proactively and strategically.

Fun & Personality

What’s one surprising fact about you?
I have a degree in environmental engineering, which often surprises people given my current role in tourism research.

Outside of research and data, what’s your favorite way to recharge?
I enjoy experimenting with cooking recipes, hosting gatherings with family and friends, and traveling to experience diverse cultures and cuisines around the world.

What destination is currently at the top of your must-visit list?
The Great Barrier Reef in Australia and Alaska are at the top of my must-visit list. Beyond those, anywhere else I haven’t been yet, especially in countries with cultures and languages I am not familiar with.