Dr. Asif Sanaullah joined the Department of Management Sciences at Karakoram International University (KIU), Gilgit in 2008. He holds a Ph.D. in Tourism Marketing from Malaysia, with a specialized focus on Structural Equation Modelling (SEM). His research interests include destination loyalty, self-congruity, destination image, and cross-border business areas that reflect the evolving dynamics of consumer behavior and international marketing. Dr. Asif is particularly passionate about exploring the psychological and strategic factors that influence tourism and brand engagement across borders. At KIU, Dr. Asif teaches both undergraduate and graduate courses such as Business Research Methodology, Principles of Marketing, Sales Management, and Brand Management. His teaching approach emphasizes critical thinking, applied learning, and the integration of research into classroom practice. Beyond his teaching and research roles, Dr. Asif actively mentors aspiring entrepreneurs through the university’s Business Incubation Center, where he supports the growth and development of micro-enterprises. His contributions help foster innovation and economic empowerment within the region. Dr. Asif remains committed to advancing academic excellence, research impact, and community engagement within the dynamic context of Gilgit-Baltistan and beyond.