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Staff Profile

We follow set of rules and regulations in our administrative, operational and academic functions

Professor Brian Wong Kee Mun

Dean, Faculty of Business, Design & Arts
PhD (UM), MBA (UM), BBA (UKM), FCIM (UK)

Faculty of Business, Design and Arts

Office No:+6082 260 671
Fax No:+6082 260 815
Room No: B313,B322-327A
Email: bkwong@swinburne.edu.my
Google Scholar     Scopus     ORCID

Biography

Professor Brian KM Wong is a seasoned strategic marketing professional and an academic with solid and progressive corporate, teaching, and training experiences in diverse facets of business management. sales & marketing, and research & informatics management. He holds a PhD and MBA in Marketing and Hospitality & Tourism Management from the University of Malaya (UM). He published 16 articles in top-tier journals, book chapters, and refereed proceedings before his doctorate graduation, and he has been presented the Top MBA student award upon completion of his MBA qualification.

Currently, he is the Dean at the Faculty of Business, Design and Arts, Swinburne University of Technology Sarawak Campus, and has more than 22 years of local and regional exposure in a multi-industry setting. Among the key companies he attached to previously were UOW Malaysia KDU, Putra Business School, Lafarge, Malaysia Healthcare Travel Council, Taylor’s University, and Panasonic. He also owns a boutique consultancy services enterprise that provides market research and business advisories for start-ups and small and medium enterprises.  

His marketing experience started with his attachment with Panasonic where he conducts sales and marketing seminars to sales personnel and dealers in South East Asia, South Asia, Oceania, and North America. He involves in and leads several marketing programmes while he was attached to Lafarge and Malaysia Healthcare Travel Council, which includes building a new business portfolio from the scratch.

Highly strategic with a ‘big picture’ in mind and skilled in managing stakeholders to achieve key business objectives, Professor Brian provides consultancy services to local and overseas clients. Among the projects that he was involved in previously include the establishment of a Singapore-based electrical and electronics company in Vietnam and Cambodia markets, the establishment of a beauty and wellness business for a private equity firm, business re-evaluation of a precision engineering manufacturer in Malaysia, and market re-positioning strategy for an e-commerce platform and a private education group. 

Besides corporate consultancy work, Professor Brian was also appointed as one of the judges in the DIYC’s COVID-19 Business Challenge 2021. He provides consultancy and supervisory support to several entrepreneurship student projects, particularly on the business viability and strategy component. Asides from his entrepreneurial engagements, he is also involved in several of Leaderonomics’ Business Simulations as a strategy trainer for large organisations in the airlines, insurance, telecommunication, engineering & construction, utilities, and shipping industries. He provides strategy and market development training to regional distributors of multinational companies in Malaysia. He was also one of the trainers in Business Pitching for the Top 30 Finalists in the 2018 AmBank Biz Race. His flexible approach to the business environment allows him to work closely with different levels of management members.

Academically, he has more than 30 publications in top-tier journals, book chapters, conference proceedings, and popular media. His passion for research enables him to keep up-to-date best practices in the business world. He is also a reviewer for more than 30 top-tier international journals and sits on the Editorial Board for several high-rank international journals. He has taught AACSB-accredited business courses at the undergraduate and postgraduate levels, with teaching satisfaction scores that are consistently rated at the Excellent level. Among the common feedback obtained from students include an engaging academic who brings corporate examples into class. Professor Brian is a strong believer in practical and outcome-based learning. He often conducts classes outside campus areas, including shopping malls, retail outlets, and even eatery outlets. He connects students with industry practitioners to pitch their business or marketing ideas to gain genuine feedback from the practitioners.

In today’s knowledge and shared economy, educational qualification is not just about obtaining a degree or grades that would typically impart the necessary theories and concepts. Professor Brian opines that a shift in the mindset would be necessary to contribute towards nation-building as well as remain competitive in today’s challenging environment. One of the most vital traits of real-world education in parallel with real-world needs is to work with and within communities. Hence, through his Humanistic Entrepreneurialism paradigm, he encourages business schools to nurture a generation of business leaders that will have a different worldview through the humanistic lens.

“FIXED MINDSET

BLINDFOLDS OUR TRUE CAPABILITIES,

HUMANISTIC GROWTH MINDSET

HARNESSES OUR POTENTIAL CAPABILITIES, HUMANLY…”


Want to know more about Brian? Check out his LinkedIn page at https://www.linkedin.com/in/dbwkm/ !

Research Interests

Marketing, Entrepreneurial Mindset, Management
   

Teaching Areas

Marketing domain: Marketing Management, Strategic Marketing, Contemporary Issues in Marketing, Marketing Study, International Marketing, Consumer Behaviour, Managing Product Visibility, Trade Marketing, Principles of Marketing, Sales & Customer Relations Management, Managing Guest Experience, Hospitality Marketing, Entrepreneurial Marketing, Entrepreneurial Leadership, Pharmaceutical Marketing & Ethics, Corporate Communication

Entrepreneurship domain: Sustaining a Venture, New Age Entrepreneurialism, Intrapreneurship, Business Model Innovation

Management domain: Strategic Management, Managing Organizations, Training Management, International Business Management, Organisational Behaviour, Human Resource Management, Personnel Management

Research domain: Research Methodology, Research Supervision

Professional Membership & Appointments

Chartered Institute of Marketing – Fellow

Institute of Marketing Malaysia – Ordinary

Asian Academy of Management – Ordinary

Malaysian Association of Research Managers and Administrators – Ordinary

National Skills Development Council (under the Ministry of Human Resources) – Council Member (Federal Level)

Sarawak Chamber of Commerce & Industry – Innovation Committee Lead (State Level)

SAMUDAH (Pasukan Petugas Khas Pemudahcara Perniagaan Peringkat Negeri Sarawak) – Innovation Lead (State Level)

Academic Editorial Board / Scientific Committee Member Appointments

Journal of Tourism Futures (SCOPUS, ESCI)
<http://www.emeraldgrouppublishing.com/services/publishing/jtf/editorial_team.htm>

World Leisure Journal (SCOPUS) <https://www.tandfonline.com/action/journalInformation?show=editorialBoard&journalCode=rwle20>

International Journal of Spa and Wellness (SCOPUS)
<https://www.tandfonline.com/action/journalInformation?show=editorialBoard&journalCode=rspa20>

Journal of Tourism and Development (SCOPUS) <https://proa.ua.pt/index.php/rtd/scientific_board>

Social Sciences & Humanities Open (SCOPUS)
<https://www.sciencedirect.com/journal/social-sciences-and-humanities-open/about/editorial-board>

Global Conference on Business, Hospitality and Tourism Research
<http://glosearch.org/chair-scientific-committee/>

Reviewer Assignments

Tourism Management (SSCI)

Tourism Management Perspective (SSCI)

Tourism Review (SSCI)

Asia Pacific Journal of Marketing and Logistics (SCCI)

Asia Pacific Journal of Tourism Research (SSCI)

Current Issues in Tourism (SSCI)

Journal of Travel and Tourism Marketing (SSCI)

Journal of Hospitality and Tourism Management (SSCI)

Asian Business & Management (SSCI)

Asia-Pacific Psychiatry (SSCI)

Global Public Health (SSCI)

International Journal of Hospitality Management (SSCI)

Journal of Qualitative Studies in Health & Well-being (SSCI)

Journal of Vacation Marketing (SSCI)

Journal of Infrastructure, Policy and Development (SCCI)

Heliyon (SSCI)

International Journal of Housing Markets and Analysis (SCOPUS)

Journal of Global Marketing (SCOPUS)

Asian Journal of Business and Accountancy (SCOPUS, ESCI)

Journal of Tourism Futures (SCOPUS, ESCI)

Journal of Policy Research in Tourism, Leisure and Events (SCOPUS, ESCI)

Kajian Malaysia (SCOPUS, ESCI)

Asian Academy of Management Journal (SCOPUS, ESCI)

Asian Journal of Business Research (SCOPUS)

Asia-Pacific Journal of Business Administration (SCOPUS)

Ageing International (SCOPUS)

Anatolia (SCOPUS)

Journal of Green Engineering (SCOPUS)

Journal of Tourism and Development (SCOPUS)

World Leisure Journal (SCOPUS)

Informatics for Health and Social Care (SCOPUS)

Technological Forecasting & Social Change (SCOPUS)

Journal of Hospitality and Tourism Insights (ESCI)

TEAM Journal of Hospitality & Tourism

Amity Journal of Marketing

  

Awards

2023 : Vice Chancellor Award (Fail Forward) – Swinburne University of Technology (Best Paper Award at the 15th Asian Academy of Management International Conference 2023)

2021 : Employee of the Year 2021 – UOW Malaysia KDU

            Collaboration Award (Individual) 2021 – UOW Malaysia KDU

            Collaboration Award (Group) 2021 – UOW Malaysia KDU

            Research People’s Choice Award – UOWGE Global Collaborate Conference 2021

2009 : Panasonic President Award for double digit sales growth in Oceania region

2008 : Panasonic President Award for double digit sales growth in Asia region

Recent Research Grants

October 2023-September 2024 / Thinaranjeney Thirumoorthi, Azni Zarina Taha, Mozard Mohtar, Brian Wong Kee Mun, Markson Chin Wee Chien / Exploring the corruption risk areas within the tourism industry in Malaysia from the perspectives of the stakeholders / RM 48,000 / Co-Investigator / Suruhanjaya Pencegahan Rasuah Malaysia (SPRM).

April 2023-January 2024
/ Brian Wong Kee Mun, Jee Teck Weng, Awangku Hassanal Bahar Bin Pengiran Bagul, Phang Ing / Accelerating the business potentials of medical tourism in East Malaysia regions through IR4.0 Technologies / RM 10,000 / Principal Investigator / MASA POLICY DEVELOPMENT PROGRAMME GRANT 2.0.

January 2023-December 2024
/ Saravanan Raman, Brian Wong Kee Mun, Norazah Mohd Suki, Lee Heng Wei, Loo Teck Khun / Developing a new service trade-offs framework for the healthcare services to determine operational compromises / RM 79,200 / Co-Investigator / FRGS/UOW Malaysia KDU.

January 2023-December 2024 / Ng Hee Song, Brian Wong Kee Mun, Daisy Kee Mui Hung, Azura Abdullah Effendi, Chiang Tit Yean / Development of a Firm Innovativeness Model Through AI-driven Automation and Globalisation for Malaysia / RM 84,610 / Co-Investigator / FRGS/UOW Malaysia KDU.

January 2020-December 2021 / Brian Wong Kee Mun, Christy Ng, Thinaranjeney Thirumoorthi / Readiness in Adopting IR 4.0 Technologies among Healthcare Providers and its Relation to Health Tourism Promotion in Malaysia / RM 25,000 / Principal Investigator / UOW Malaysia KDU.

January – June 2018 / Brian Wong Kee Mun, Tan Consilz, Ng Chin Hooi, Rupah Devi / Parents’ Perception on Public, Private and International Schools / RM 65,000 / Principal Investigator / Private Education Group.

2013 – 2015 / Che RuhanaMohamed Isa, Ghazali Musa, Sedigheh Moghavvemi, Thinaranjeney Thirumoorthia, Mohd Zulkhairi Bin Mustaphaa, Kanagi A./P. Kanapathya, Jacob John Chiremel Chandya, Brian Wong Kee Mun / Factors Influencing Sustainable Performance in the Health Tourism Industry: A Comparative Study of Malaysia, Singapore and Thailand / RM 210,000 / Co-investigator / University of Malaya.

2012 – 2015 / Ghazali Musa, Brian Wong Kee Mun / MM2H Motivations, Satisfactions, and Post-satisfaction Study with MM2H Centre / RM 35,000 / Co-investigator / University of Malaya.

Recent Media

2024
2 Jan – Guest lecture for CQC7044 International Business Management at the Faculty of Business, Design and Arts, Swinburne University of Technology Sarawak Campus. The topic presented: Strategy & Organisation of International Business

2023
15 Sept – Panel speaker in the CALM Fireside Leadership Talk
18 July – Interviewed by MixFM radio station on “Tioman Project.” Available at https://www.instagram.com/reel/Cu6q5rNsH9y/?igshid=MTc4MmM1YmI2Ng%3D%3D
12 July – Moderator at the MYStartups Nxt’s Sarawak. The topic led: ESG-Driven Sustainable Infrastructure for the Future
5 July – Guest speaker at UCSI Graduate Business School, UCSI University. The topic presented: Publications from a Reviewer’s Perspective
15 June – Guest lecture for MKT60010 Marketing Management at the Faculty of Business, Design and Arts, Swinburne University of Technology Sarawak Campus. The topic presented: Product Strategy: My Lafarge Experience
13 June – Guest lecture for BY20303 Tourism Intermediaries at the Faculty of Business, Economics and Accountancy, Universiti Malaysia Sabah. The topic presented: Second Home Retirement Tourism
24 May – Guest speaker at the Sarawak Chamber Of Commerce & Industry (SCCI) Networking Session. The topic presented: Business Model Innovation: Either You Are IN Or You Are OUT
6-7 May – Trainer at the Sarawak Digital Enabler Training Program, organized by SECA. The topic presented: Business Ideation and Proposal Development

2021
29 August – Keynote speaker at the Global Forum on Business Case Study, hosted by I-CEE Center, International Business School (IBS) of Beijing Foreign Studies University (BFSU). The topic presented: 3M Concepts for SME Survivals
2020
3 December – Speaker at the International Business Research Conference on the topic: Addressing Challenges in Research under the New Normal
23 October – Speaker at the Scholar Talk, organized by Linkwith Research and Training Centre
17 August – Interviewed by BFM radio station on “THE 3M SME SURVIVAL KIT.”

2019

3 July – Moderator at the KDU Townhall session on the topic: IR 4.0 and the Survival in the Wild upon students graduation
14 February – Speaker at the Universitas Bandar Lampung International Conference on the topic: Improving Awareness on the Importance of Digital Business Strategy.

2018
26 November – Interviewed by BFM radio station on “Humanistic Entrepreneurialism – Perhaps the formula to have recession-proof employees.”
5 November – Interviewed by Sin Chew Daily on “Humanistic Entrepreneurialism.”
14 May – Featured in China Press on “KDU UC trains high-value graduates.”
8 March – Featured in The Star on “How interest rates affect education.”
12 February – Featured in China Press on “Raising interest rates in affecting students’ progression plans.”
6 February – Featured in Nanyang Siang Pau on “Adjust financial management to deal with interest rates rise. Investment education should be the first place.”
19 January – Speaker at the OCBC Learning Work on the topic: Nurturing a Healthy and Happy Work Life Environment

2014
July, August, October – Speaker at the Malaysia Healthcare Travel Council (MHTC)’s Health Facilitators’ Workshop
May – Speaker at the School of Public Health Universiti Airlangga Surabaya, Indonesia visit to the Ministry of Health Malaysia
May, Aug, Sept – Speaker at the Malaysia Healthcare Travel Council (MHTC)’s Health Facilitators’ Workshop.
Apr – Speaker at the Taiwan Medical Association visit to the Ministry of Health Malaysia

2013
October – Speaker at the University of Malaya Researchers and Stakeholders’ Seminar on Current Issues in Medical Tourism : Medical Tourism – Potentials and Challenges in Malaysia
October – Speaker at the Affin Investment Bank’s Corporate Luncheon: Medical Tourism – Potentials and Challenges
July, September, November – Speaker at the Malaysia Healthcare Travel Council (MHTC)’s Health Facilitators’ Workshop.
July – Speaker of the Faculty of Business and Accountancy, University of Malaya’s Experience Sharing Session: Publications in Tier 1 & Tier 2 journals

 
  • Research Outputs

Research Outputs

  • Chapters, Cases, Readings, Supplements

    Wong, B. K. M. (2023, Sept 8). Worth of an academic in the digital era. The Borneo Post. Available at https://www.theborneopost.com/2023/09/08/worth-of-an-academic-in-the-digital-era/.

    Wong, B. K. M.,
    Thirumoorthi, T. & Chua, C. S. W. (2023). Impact of digital health on the relevant stakeholder, Chapter 1. In: P.O., De-Pablos & X., Zhang (Eds.), Artificial Intelligence, Big Data, Blockchain and 5G for Digital Transformation of the Healthcare Industry. Elsevier. Scopu-indexed.

    Wong, B. K. M., Sivakumar, V. & Bastrygina, T. (2023). Healthcare digital transformation through the adoption of Artificial Intelligence (AI), Chapter 5. In: P.O., De-Pablos & X., Zhang (Eds.), Artificial Intelligence, Big Data, Blockchain and 5G for Digital Transformation of the Healthcare Industry. Elsevier. Scopu-indexed.

    Wong, B. K. M. (2023, Mar 24). Yeoh: An Entrepreneurial Inspiration. New Sarawak Tribune. Available at https://www.newsarawaktribune.com.my/yeoh-an-entrepreneurial-inspiration/.

    Refereed Research Articles

    Moghavvemi, S., Wong, B. K. M., & Hassani, A. (2022). Medical Tourism blogs: Patient intention to choose a medical destination or treatment. Revista Turismo & Desenvolvimento (Journal of Tourism and Development), 39, 389-404. https://doi.org/10.34624/rtd.v39i0.30378

    Sarker, M., Kasem, N., Wong, B. K. M., & Moghavvemi, S. (2021). Conceptualizing Essential Components Affecting Health Tourism Satisfaction in Asia: Does Context Matter? Journal of Quality Assurance in Hospitality & Tourism. https://doi.org/10.1080/1528008X.2021.1955237

    Wong, B. K. M. & Sa’aid Hazley, S. A. (2020). The Future of Health Tourism in the Industrial Revolution 4.0 Era. Journal of Tourism Futures, Available Online. DOI: 10.1108/JTF-01-2020-0006 (SCOPUS & ESCI indexed journal)

    Wong, B. K. M. & Musa, G. (2020). Transnational Behaviour among Malaysia My Second Home (MM2H) Participants in Malaysia: An exploratory study. Kajian Malaysia, 38(1), 19-45. (Tier 2 SCOPUS & ESCI indexed journal). http://web.usm.my/km/38(1)2020/km38012020_2.pdf

    Wong, B. K. M., Musa, G., & Taha, A. Z. (2017). Malaysia My Second Home: The influence of push and pull motivations on satisfaction. Tourism Management, 61C, 394-410. (Tier 1 ISI indexed journal; Impact factor 2.571). https://doi.org/10.1016/j.tourman.2017.03.003

    Wong, B. K. M., & Musa, G. (2016). Malaysia My Second Home (MM2H): Retirees’ demographic profile and spending dynamics. Tourism Management, 60, 42-46. (Tier 1 ISI indexed journal; Impact factor 2.571). https://doi.org/10.1016/j.tourman.2016.11.012

    Wong, K. M., & Musa, G. (2015). Challenges of International Retirees in Second Home Destination: Phenomenological Analysis. Tourism Management Perspectives, 15, 81-90. (Tier 1 Scopus indexed journal; Impact factor 1.067). https://doi.org/10.1016/j.tmp.2015.03.010

    Wong, K. M., & Musa, G. (2015). International Second Home Retirement Motives in Malaysia: Comparing British and Japanese Retirees. Asia Pacific Journal of Tourism Research, 20(9), 1041-1062. (Tier 2 ISI indexed journal; Impact factor 1.29). https://doi.org/10.1080/10941665.2014.950303

    Wong, K. M., & Musa, G. (2014). Retirement motivation among ‘Malaysia My Second Home’ participants. Tourism Management, 40, 141-154. (Tier 1 ISI indexed journal; Impact factor 3.14). https://doi.org/10.1016/j.tourman.2013.06.002

    Wong, K. M., Ng, C. Y. N., Valerian, V., & Battistotti, M. G. (2014). Satisfaction of Heritage Hotels’ Patrons in Penang Island: A Research Note. International Journal of Business and Society, 15(2), 255-266. (Tier 3 SCOPUS indexed journal; Impact factor 0.159). http://www.ijbs.unimas.my/repository/pdf/Vol15-no2-paper4.pdf

    Ormond, M., Wong, K. M., & Chan, C. K. (2014). Medical tourism in Malaysia: How can we better identify and manage its advantages and disadvantages? Global Health Action, 7, 1-4. (Tier 2 ISI indexed journal; Impact factor 1.896). https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4161948/

    Musa, G., Doshi, D. R., Wong, K. M. & Thirumoorthy, T. (2012). How satisfied are inbound medical tourists in Malaysia? A study on private hospitals in Kuala Lumpur. Journal of Travel and Tourism Marketing, 29(7), 629-646 (Tier 2 ISI indexed journal; Impact factor 1.741). https://doi.org/10.1080/10548408.2012.720150

    Wong, K. M., Musa, G., Wong, E. S. K. (2011). A Review of Philosophical Assumptions in Management Research. African Journal of Business Management, 5(29), 11546-11550.  (ISI/SCOPUS indexed journal; Impact factor 1.105). http://eprints.um.edu.my/10441/

    Wong, K. M., & Musa, G. (2011). Branding satisfaction in the airline industry: A comparative study of Malaysia Airlines and Air Asia. African Journal of Business Management, 5(8), 3410-3423. (ISI/SCOPUS indexed journal; Impact factor 1.105).http://eprints.um.edu.my/10461/1/00007082_68208.pdf

    Refereed Policy Briefs

    Wong, B. K. M.
    , Jee, T. W., Pengiran Bagul, A. H. B., & Phang, G. I. (2024). Accelerating Medical Tourism in East Malaysia Regions: Building Competitiveness through Strategic Policy Enhancement and IR4.0 Technologies Adoption [Policy Brief]. Institut Masa Depan. https://institutmasa.com/15-accelerating-medical-tourism-in-east-malaysia-regions-building-competitiveness-through-strategic-policy-enhancement-and-ir4-0-technologies-adoption/

    Refereed Book Review Articles

    Wong, B. K. M. (2022). Book review of Duignan, M.B. (Ed.). (2022). Managing events, festivals and the visitor economy: concepts, collaborations and cases. ISBN: 978-1-789242-84-3, Oxfordshire, UK: CABI. International Journal of Tourism Policy, 12(3), 354-356. (SCOPUS indexed journal). https://www.inderscience.com/info/inarticletoc.php?jcode=ijtp&year=2022&vol=12&issue=3

    Wong, B. K. M. (2022). Book review of Lade, C., Strickland, P., Frew, E., Willard, P., Osorio, S.C., Nagpal, S. & Vitartas, P. (Eds.). (2020). International Tourism Futures: The Drivers and Impacts of Change. ISBN: 978-1-91163-522-2, Oxford, UK: Goodfellow Publishers Ltd. European Journal of Tourism Research, 30, 3023. (SCOPUS & ESCI indexed journal). https://ejtr.vumk.eu/index.php/about/article/view/2474/529

    Wong, B. K. M. & Ng, C. H. (2020). Book review of Yeoman, I. & McMahon-Beattie, U. (Eds.). (2020). The Future Past of Tourism: Historical Perspectives and Future Evolutions. ISBN: 978-1-84541-707-9, Bristol, UK: Channel View Publications. Journal of Tourism Futures, 6(2), 193-195. (SCOPUS & ESCI indexed journal). https://doi.org/10.1108/JTF-06-2020-150

    Wong, B. K. M. & Tan, C. (2019). Book review of Sharpley, R. & Harrison, D. (Eds.). (2019). A Research Agenda for Tourism and Development. ISBN: 978-1-78811-240-6, Gloucestershire, UK: Elgar Research Agendas. International Journal of Tourism Policy, 9(4), 349-351. (SCOPUS indexed journal). https://www.inderscience.com/info/inarticletoc.php?jcode=ijtp&year=2019&vol=9&issue=4

    Wong, B. K. M. (2019). Book review of Pike, S. (Ed.). (2018). Tourism Marketing for Small Businesses. ISBN: 978-1-911396-35-2, Oxford, UK: Goodfellow Publishers Ltd. Tourism Management, 74, 410. (ISI indexed journal; Impact factor 5.921). https://doi.org/10.1016/j.tourman.2019.04.029

    Wong, B. K. M. & Renganathan, T. S. (2019). Book review of Przegalinska, A. (Ed.). (2019). Wearable Technologies in Organizations: Privacy, Efficiency and Autonomy in Work. ISBN: 978-3-030-00907-6, London, UK: Palgrave Pivot. Journal of Information Technology and Tourism, 21(2), 281-284. (SCOPUS indexed journal). https://doi.org/10.1007/s40558-019-00147-0

    Wong, B. K. M. & Ng, C. H. (2019). Book review of Friedrich, G. (Ed.). (2019). Managing Future Enterprise: Staying Ahead of the Curve with Symbiotic Value Networks. ISBN: 978-3-030-03116-9, Cham, Switzerland: Springer International Publishing. Journal of Tourism Futures, 5(3), 301-302. (SCOPUS indexed journal). https://doi.org/10.1108/JTF-09-2019-091

  • Refereed Proceedings

    First Authorship

    Wong, B.K.M.
    & Beh, A. L. (2023). Understanding Undergraduates Sense of Achievement: The Entrepreneurial Mindset Approach. 15th Asian Academy of Management International Conference 2023 (AAMC 2023), 7-9 December 2023, Penang, Malaysia.

    Wong, B.K.M, Jee, TW, Pengiran Bagul, AHB, Phang, GI, & Zainal Abidin, NZ (2023). Medical Tourism and IR 4.0 Technologies: A Luxury Healthcare USP in Borneo? The Mystique of Luxury Brands Conference 2023, 9-10 November 2023, Ho Chi Minh City, Vietnam.

    Wong, B.K.M, Adi Badiozaman, IF, Wasudawan, K, Voon, ML, Segar, AR, & Moses Jantan, WS (2023). Luxury Cultural Product Development in Dalat, Sarawak: An effort of “A New Dawn of an Exquisite Legacy” Project Intervention. The Mystique of Luxury Brands Conference 2023, 9-10 November 2023, Ho Chi Minh City, Vietnam.

    Wong, B.K.M.
    (2020). Retirement tourism in Malaysia: A conceptual model of motivations, satisfaction, and post-satisfaction intentions. ICOT 2020, Online conference. https://iatour.org/icot2020/wp-content/uploads/2020/09/ICOT2020-BOOK-OF-ABSTRACTS-FINAL-1.pdf

    Wong, K. M., Velasamy, P., & Tengku Arshad, T. N. (2014). Medical Tourism Destination SWOT Analysis: A Case Study of Malaysia, Thailand, Singapore and India. SHS Web of Conferences, 12, 01037. (ISI indexed – Conference Proceedings). https://www.shs-conferences.org/articles/shsconf/pdf/2014/09/shsconf_4ictr2014_01037.pdf

    Wong, K. M., & Musa, G. (2013). Decision on International Second Home Destination: A Comparison between British and Japanese Retirees in Malaysia My Second Home (MM2H). In J., Mair (Ed.), The Proceedings of 1st World Conference on Hospitality, Tourism and Event Research and International Convention & Expo Summit (pp. 153-158). Bangkok: Siam University.

    Wong, K. M., & Musa, G. (2012). Motivations of International Retirement Migration and Retirement Destination Choice – A Qualitative Study of Malaysia My Second Home. In N., Abranja, A. A., Alcantara, A. C., Pereira, A., Marques, D., Teixeira, F., Coelhoso, I., Carneiro, R. V., Ferreira (Eds.), Turismo, Formacao E Inovacao: Estudos e Experiencias (pp. 82-84). Mangualde: Edicoes Padago. http://www.edicoespedago.pt/loja/fotos/prod_955.PDF

    Wong, K. M., & Musa, G. (2012, Sept.). Motivations of international retirement migration – A qualitative study of Malaysia My Second Home. Paper presented at the International Hospitality and Tourism Conference 2012, Kuala Lumpur, Malaysia. (ISI indexed conference).

    Co-Authorship

    Poh, J. C. L., Wong, B. K. M., & Ooi, C. L. (2023). Exploring the commercial adoption behavior of Software Licensing & Monetization (SLM) tool: A conceptual framework ideation. 15th Asian Academy of Management International Conference 2023 (AAMC 2023), 7-9 December 2023, Penang, Malaysia.

  • Non-Refereed Conferences

    Wong, B. K. M. (2021, Nov.). Health Tourism: IR4.0 Technologies Adoption in Health Tourism. Paper presented at 2021 UOWGE Global Collaborate Conference, Online.

    Thirumoorthy, T., Musa, G., Ormond, M., Wong, K. M., Mohamed Isa, C. R., Kanapathy, K., Moghavvemi, S., Mustapha, M. Z. & John, J. (2015, Aug.). Exploring the mobility of inbound medical tourists in India: Perspective of hospital marketing managers in Chennai and Delhi. Paper presented at the International Medical Travel and the Politics of Transnational Mobility in Asia, National University of Singapore, Singapore. https://ari.nus.edu.sg/wp-content/uploads/2018/11/Program-Abstracts9.pdf

    Wong, K. M.,
    Tjhia, L., & Ng, C. Y. N. (2012, Nov.). Corporate cultures on organisational commitment among hoteliers: A comparison study between luxury and budget hotel. Paper presented at 4th Asia-Euro Conference 2012 in Tourism, Hospitality, & Gastronomy, Subang Jaya, Malaysia.

    Wong, K. M.,
    & Musa, G. (2012, Oct.). Interpreting International Retirement Migration Motivations through Travel Career Ladder: An exploratory study of “Malaysia My Second Home”. Paper presented at the Taylor’s University 3rd Faculty Seminar, Kuala Lumpur, Malaysia.

    Wong, K. M., & Musa, G. (2012, Sept.). Interpreting International Retirement Migration Motivations through Travel Career Ladder: An exploratory study of “Malaysia My Second Home”.  Paper presented at the University of Malaya 1st Tourism Services Research Group Seminar, Kuala Lumpur, Malaysia.

    Wong, K. M., & Musa, G. (2012, Feb.). Medical Tourism in Asia: Thailand, Singapore, Malaysia, and India. Paper presented at the Transnational mobility and health systems in transition Kuala Lumpur, Kuala Lumpur, Malaysia. http://medicalmobilities.blogspot.com/2012/01/cfp-transnational-mobility-and-health.html

    Musa, G., Doshi, D. R., Wong, K. M. & Thirumoorthy, T. (2012, Feb.). Travel Motivation and Satisfaction of Health Tourists in Kuala Lumpur. Paper presented at the Transnational mobility and health systems in transition Kuala Lumpur, Kuala Lumpur, Malaysia. http://medicalmobilities.blogspot.com/2012/01/cfp-transnational-mobility-and-health.html

    Wong, K. M., & Musa, G. (2007, July). Branding Satisfaction in the Airline Industry: A Case Study of Malaysia Airlines and Air Asia. Proceedings of the 2nd International Conference on Tourism and Hospitality, Putrajaya, Malaysia, 30th July -1st August 2007.

  • Chapters, Cases, Readings, Supplements

    First Authorship

    Wong, B. K. M.
    (2023, Dec 15). Examining Malaysia’s National Entrepreneurship Policy. New Sarawak Tribune. Available at https://www.newsarawaktribune.com.my/examining-malaysias-national-entrepreneurship-policy/.

    Wong, B. K. M.
    (2023, Oct 13). Mindset, business model, and market positioning. New Sarawak Tribune. Available at https://www.newsarawaktribune.com.my/mindset-business-model-and-market-positioning/.

    Wong, B. K. M. (2023, Sept 8). Worth of an academic in the digital era. The Borneo Post. Available at https://www.theborneopost.com/2023/09/08/worth-of-an-academic-in-the-digital-era/.

    Wong, B. K. M., Thirumoorthi, T. & Chua, C. S. W. (2023). Impact of digital health on the relevant stakeholder, Chapter 1. In: P.O., De-Pablos & X., Zhang (Eds.), Artificial Intelligence, Big Data, Blockchain and 5G for Digital Transformation of the Healthcare Industry. Elsevier. Scopus-indexed.

    Wong, B. K. M., Sivakumar, V. & Bastrygina, T. (2023). Healthcare digital transformation through the adoption of Artificial Intelligence (AI), Chapter 5. In: P.O., De-Pablos & X., Zhang (Eds.), Artificial Intelligence, Big Data, Blockchain and 5G for Digital Transformation of the Healthcare Industry. Elsevier. Scopus-indexed.

    Wong, B. K. M. (2023, Mar 24). Yeoh: An Entrepreneurial Inspiration. New Sarawak Tribune. Available at https://www.newsarawaktribune.com.my/yeoh-an-entrepreneurial-inspiration/.

    Wong, B. K. M.
     & Muhamad, K. A. (2022). Understanding the wine tourism markets, Chapter 9. In: S. K., Dixit (Ed.), The Routledge Handbook of Wine Tourism. Milton Park: Routledge. https://www.routledge.com/Routledge-Handbook-of-Wine-Tourism/Dixit/p/book/9780367698607

    Wong, B. K. M. & Ng, C. Y. N. (2022).  Wine tourist motivations and perceptions of destination attributes, Chapter 13. In: S. K., Dixit (Ed.), The Routledge Handbook of Wine Tourism. Milton Park: Routledge. https://www.routledge.com/Routledge-Handbook-of-Wine-Tourism/Dixit/p/book/9780367698607

    Wong, B. K. M. & Ng, C. Y. N. (2020). Exploring image, perception and motivation in tourism experience, Chapter 14. In: S. K., Dixit (Ed.), The Routledge Handbook of Tourism Experience Management and Marketing. Milton Park: Routledge. https://www.routledge.com/The-Routledge-Handbook-of-Tourism-Experience-Management-and-Marketing/Dixit/p/book/9780367196783

    Co-Authorship

    Cham, J. T. H., Wong, B. K. M., Thirumoorthi, T. & Chua, C. S. W. (2023). Log out or Stay Connected? Unveiling the Intention for Continuous Use in the Metaverse, Chapter x. In: M.A., Al-Sharafi, M., Al-emran, Tan, G. W.-H., & Ooi, K. B. (Eds.), Current and Future Trends on Intelligent Technology Adoption. Springerr. Scopu-indexed. In-Revision.

    Ng, C. Y. N. & Wong, B . K. M. (2020). Relationship marketing, Chapter 25. In: S. K., Dixit (Ed.), The Routledge Handbook of Tourism Experience Management and Marketing. Milton Park: Routledge. https://doi.org/10.4324/9780429203916-25 <https://www.routledge.com/The-Routledge-Handbook-of-Tourism-Experience-Management-and-Marketing/Dixit/p/book/9780367196783>

    Wong, B. K. M. & Ng, C. Y. N. (2019). Need Recognition and Motivation for Gastronomy, Chapter 12. In: S. K., Dixit (Ed.), The Routledge Handbook of Gastronomic Tourism. Milton Park: Routledge. https://www.routledge.com/The-Routledge-Handbook-of-Gastronomic-Tourism-1st-Edition/Dixit/p/book/9781138551558

    Wong, B. K. M. (2019, Jan 23). Leading Employees Towards Entrepreneurial Mindset. Graduan.com. Available at https://graduan.com/leading-employees-towards-entrepreneurial-mindset.

    Mogavvemi, S. & Wong, B. K. M. (2019). Marketing decision and customer reviews in Gastronomic Tourism, Chapter 35. In: S. K., Dixit (Ed.), The Routledge Handbook of Gastronomic Tourism. Milton Park: Routledge. https://www.routledge.com/The-Routledge-Handbook-of-Gastronomic-Tourism-1st-Edition/Dixit/p/book/9781138551558

    Wong, B. K. M. (2018, Dec 21). Digital Entrepreneurship. Graduan.com. Available at https://graduan.com/digital-entrepreneurship.

    Wong, B. K. M. (2018, Nov 7). The New Wave of Political Marketing. The Edge Financial     Daily, pp. 18.

    Ng, C. Y. N., Wong, B. K. M., & Ma, E. (2017). Antecedents of Consumer Loyalty, Chapter 25. In: S. K., Dixit (Ed.), The Routledge Handbook of Consumer Behaviour in Hospitality and Tourism. Milton Park: Routledge. https://www.routledge.com/The-Routledge-Handbook-of-Consumer-Behaviour-in-Hospitality-and-Tourism/Dixit/p/book/9781138961678

    Wong, B.K.M. (2016, Nov 14). Revolutionizing Marketing in the Higher Education Sector. The Edge Financial Daily, pp. 22. https://www.academia.edu/32262587/Revolutionising_Marketing_in_the_HES

    Wong, B.K.M. (2016, July 18). Rebranding Proton. The Edge Financial Daily, pp. 21. https://www.academia.edu/27084501/Rebranding_Proton_The_automaker_should_perhaps_look_into_reconnecting_its_purpose_and_positioning_through_partnerships

    Wong, B.K.M. (2016, May 24). Bold young entrepreneurs. The Edge Financial Daily, pp.24. https://www.academia.edu/25614436/Bold_Young_Entrepreneur_Redeeming_their_dream_and_business_opportunities_through_target_marketing

    Wong, B.K.M. (2016, May 5). Defining sales and marketing: Reclaiming the distinctions by building the right combination of the two. The Edge Financial Daily, pp.24. https://www.academia.edu/25037902/Defining_Sales_and_Marketing_Reclaiming_the_distinctions_by_building_the_right_combination_of_the_two

    Wong, B.K.M. (2016, April 21). The human face of marketing. The Financial Daily, pp. 24. https://www.academia.edu/25028271/The_Human_Face_of_Marketing

    Thirumoorthy, T., & Wong, K.M. (2015). Tourism, Chapter 24. In: A., Idris, S., Moghavvemi & G., Musa (Eds.), Selected Theories in Social Science Research. Kuala Lumpur: UM Press.

    Wong, K.M., & Thirumoorthy, T. (2015). Psychology, Chapter 16. In: A., Idris, S., Moghavvemi & G., Musa (Eds.), Selected Theories in Social Science Research. Kuala Lumpur:UM Press. https://umexpert.um.edu.my/file/publication/00013896_134878_62724.pdf

    Thirumoorthy, T., Wong, K.M., & Musa, G. (2013). SCUBA Diving Satisfaction, Chapter 9. In: Musa G. & Dimmock K. (Eds.), SCUBA Diving Tourism: Contemporary Geographies of Leisure, Tourism and Mobility (pp. 152-158). London and New York: Routledge.

    Wong, K. M., Thirumoorthy, T., & Musa, G. (2013). SCUBA Diving Motivation, Chapter 6. In: Musa G. & Dimmock K. (Eds.), SCUBA Diving Tourism: Contemporary Geographies of Leisure, Tourism and Mobility (pp. 107-116). London and New York: Routledge.

    Wong, K. M. (2012). Malaysia Airlines vs. Air Asia: Which Fairs Better in Branding Satisfaction?Le Petit Hotelier, 2, 14-17. https://university2.taylors.edu.my/download/taylors-le-%20petit-hotelier-2012-issue-2.pdf

    Wong, K. M., & Musa, G. (2012). Medical Tourism in Asia: Thailand, Singapore, Malaysia, and India, Chapter 11. In C. M. Hall (Ed.), Medical Tourism: The Ethics, Regulation, and Marketing of Health Mobility (pp. 167-186). London and New York: Routledge.